RSAs replaced expanded text ads, which could no longer be created after June 2022. Each ad shows up to three headlines and two descriptions, chosen and ordered by Google's machine learning based on the search query, device, and user. The more unique, relevant assets you provide, the more combinations Google can test.
Pinning lets you lock a headline or description to a specific position — useful for legal disclaimers or brand names — but heavy pinning limits testing and lowers Ad Strength. The best RSAs mix keyword-relevant headlines, clear benefits, proof points, and calls to action, each written to stand on its own.
Example
A roofing company's RSA includes headlines like 'Free Roof Inspections,' 'Licensed & Insured in Huntsville,' and '25-Year Workmanship Warranty,' which Google combines differently for each search.
How Sloss Digital uses it
We write RSAs around search intent and proof — reviews, guarantees, credentials — pin only when necessary, and refresh low-performing assets based on asset-level reporting.