Expanded Text Ads (ETAs) were Google’s standard search ad format from 2016 until 2022. They gave advertisers three headlines and two description lines, a big step up from the older standard text ads, and the video below walks through how they worked.
What changed: responsive search ads
Since June 30, 2022, Google Ads no longer lets you create or edit Expanded Text Ads. Existing ETAs can still run, but every new search ad is a responsive search ad (RSA). Instead of writing one fixed ad, you supply up to 15 headlines (30 characters each) and up to 4 descriptions (90 characters each), and Google tests combinations to find what performs best for each search.
Writing responsive search ads that perform
- Write distinct headlines. Mix the service, the location, a benefit, proof (such as a rating or years in business) and a call to action, rather than ten versions of the same phrase.
- Pin sparingly. Pinning a headline to position 1 guarantees it shows but limits testing. Pin only what must always appear, such as a brand name or required wording.
- Use the words people search. Include your main keyword in at least two headlines so the ad matches search intent.
- Treat Ad Strength as a guide. It measures variety; conversions and cost per lead are what count.
- Add assets. Sitelinks, callouts, call and location assets make your ad larger and give people more ways to reach you.
Why it matters for your business
If your account still relies on old ETAs, those ads are frozen: you can’t update offers, prices or messaging. Replacing them with well-written RSAs keeps your ads current and lets Google’s testing work in your favor. Our Google Ads management service handles this in every account review.
Need your search ads rewritten or your account reviewed? Contact the Final Web Design team on our Contact Form, request a free quote, or call (888) 674-7779.
