Responsive Search Ads (RSA)
Responsive Search Ads are the standard Google Search ad format: you supply up to 15 headlines and 4 descriptions, and Google mixes and matches them in real time to find the best-performing combinations for each query. RSAs replaced the older Expanded Text Ads as the only standard search format.
In depth
Give Google genuinely different headlines, not 15 rewordings of the same idea. Diversity of angle is what lets the system find winning combinations.
Pin sparingly: pinning a headline to a position guarantees placement but removes the testing freedom that makes RSAs work. Pin only compliance-required text.
'Ad strength' (Poor to Excellent) is a guideline, not a ranking factor; Excellent correlates with more assets and diversity but isn't a guarantee of performance.
Watch the asset-level reporting to see which headlines earn 'Good' or 'Best' and prune the 'Low' ones.
Common misconception
More headlines isn't automatically better if they're near-duplicates. RSAs reward distinct value propositions, not volume of slightly different phrasings.
Source: Google Ads Help: About responsive search ads
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