How to use it
- Describe what you’re advertising and who it’s for.
- Add the keywords you bid on. Several headlines use them, so the ad matches what people searched for.
- Add what makes you different and an offer or proof, only if they’re true. The model won’t invent prices, numbers or guarantees.
- Paste the headlines, descriptions and paths into a new responsive search ad, then check Google’s preview there.
Google’s rules for responsive search ads
| What | Rule | Source |
|---|---|---|
| Headlines | 3 to 15, each up to 30 characters | Google Ads Help: About responsive search ads |
| Descriptions | 2 to 4, each up to 90 characters | Google Ads Help: About responsive search ads |
| Display paths | 2, each up to 15 characters | Google Ads Help: About responsive search ads |
| Double-width characters | Chinese, Japanese and Korean characters count as 2 | Google Ads Help: About text ads |
| Pinning | Pinned text always shows in that position. Google doesn't recommend pinning for most advertisers. | Google Ads Help: About responsive search ads |
| Editorial | No punctuation, symbols or capitals used for anything but their intended purpose, and no gimmicky repetition | Google Ads policy: Editorial |
Checked against each platform’s own help and developer pages in October 2026.
How Google uses what you write
Google mixes your assets: up to three headlines and two descriptions at a time, in the combinations it picks and tests. That changes how you write them.
- Every headline stands alone. “Bookkeeping for Freelancers” works next to any other headline; “And VAT Returns Too” doesn’t.
- Each one says something different: the keyword, the benefit, the difference, the offer, the call to action. Fifteen versions of the same line give Google nothing to test.
- Descriptions finish the thought. One or two full sentences each, with proof or a next step.
- The landing page keeps the promise. Check it with the landing page grader.
Honest limits
We check lengths the way Google Ads counts them, and drop headlines with exclamation marks, emoji or shouted words. Google’s own review checks far more, including your landing page and trademarks, and it has the final say. The model doesn’t know your keywords’ search volumes or your competitors’ ads; the keyword generator and search intent checker help with the keyword side.