RSA Ad Copy Completeness

What AdGradr checks

AdGradr evaluates Responsive Search Ads (RSAs) in search campaigns only. It reports the average headline and description count across all RSAs in the account and flags four conditions:

• Fewer than 8 headlines per RSA (target: 15). A significant finding. Fewer assets means fewer combinations for Google to test.
• Fewer than 2 descriptions per RSA (target: 4). A moderate finding. Descriptions get less attention but still affect ad performance.
• More than 50% of assets pinned to specific positions. A moderate finding. Excessive pinning eliminates the combinatorial benefit of RSAs.
• Ad strength rated “Poor.” A moderate finding. “Poor” ratings correlate with limited asset variety and reduced impression eligibility.

Why this matters

RSAs generate combinations from the assets you provide. Fewer assets means fewer combinations, which means Google has less room to test and optimize. An RSA with 3 headlines and 1 description is functionally an expanded text ad with extra steps. You lose the entire benefit of the format.

Pinning compounds the problem. Every pinned asset reduces the combinatorial space. Pin 3 headlines to positions 1, 2, and 3, and you have eliminated all headline variation entirely.

What good looks like

• 15 headlines per RSA covering different angles: keyword-focused, benefit-driven, social proof, urgency, differentiators.
• 4 descriptions per RSA. Mix feature descriptions, calls to action, and trust signals.
• Minimal pinning. Pin only when legally required (e.g., disclaimers) or for brand consistency in position 1. Everything else should be unpinned.
• Ad strength of “Good” or “Excellent” across the majority of RSAs.

Common mistakes

1. Writing 3 to 5 headlines and calling it done. Google needs variety to find winning combinations. Below 8 headlines, the algorithm has very little to work with.
2. Pinning everything to control the ad layout. This defeats the purpose of RSAs. If you need exact control, use pinning sparingly and only in position 1.
3. Writing headlines that are too similar. Five variations of “Buy Now” is one headline repeated, not five. Each headline should present a distinct value proposition or angle.
4. Ignoring ad strength entirely. While ad strength is not a perfect metric, “Poor” ratings correlate with limited asset variety and reduced impression eligibility. It is a useful signal, not gospel.
5. Only one description. Descriptions get less attention than headlines, but Google still rotates them. A single description means zero testing in that position.

How to fix it

1. Open each RSA and count your headlines and descriptions. If you are below 8 headlines or 2 descriptions, add more.
2. For headlines, write across these categories:
   • Keyword match (include the primary keyword)
   • Benefit statement (what the customer gets)
   • Social proof (reviews, client count, years in business)
   • Differentiator (what makes you different from competitors)
   • Call to action (what you want them to do next)
3. For descriptions, cover: product/service detail, trust signal, urgency or offer, and a clear CTA.
4. Review pinned assets. Unpin everything except legally required disclaimers or a brand headline in position 1.
5. Check ad strength after changes. Aim for “Good” or above. If strength remains “Poor,” add more diverse headlines.

When to ignore this check

• Single-product businesses with narrow messaging may legitimately have fewer than 15 distinct headline angles. 8 to 10 strong, varied headlines is acceptable if you have genuinely exhausted your messaging options.
• Heavily regulated industries (finance, healthcare, legal) where compliance requires specific language in specific positions. Pinning is necessary, and the flag is a known tradeoff.
• Ad groups with very small impression volume where Google will not have enough data to test combinations regardless of how many assets you provide.

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