Google Ads has evolved into a machine learning powerhouse. One of the most impactful formats today is Responsive Search Ads (RSAs)—designed to improve ad relevance and performance through automation. When used strategically, RSAs can significantly boost engagement, click-through rates, and ultimately, conversions.
In this guide, we’ll cover:
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What RSAs are and why they matter
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The creative and strategic challenges
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How to leverage RSAs effectively
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A real-world case study
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The role of Call-Only Ads and when to use them
What Are Responsive Search Ads (RSAs)?
Responsive Search Ads allow advertisers to input up to 15 headlines and 4 descriptions. Google’s machine learning tests different combinations based on search queries, user behavior, device type, and more to serve the most effective version of your ad.
This format is now the default in Google Ads and is designed to improve performance over static ads.
Benefits of RSAs:
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Greater ad relevance
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Increased reach for long-tail keywords
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Continuous optimization without manual A/B testing
Challenges of Using RSAs
RSAs offer scale and intelligence—but not without some hurdles.
1. Creative Overwhelm
Generating 15 distinct, non-redundant headlines that still work together in various combinations is a creative challenge.
2. Loss of Full Control
You won’t know exactly which headline/description combinations will show at any given time unless you “pin” them, which can restrict performance.
3. Data Transparency
Google aggregates performance data, making it harder to pinpoint which assets drive results—though asset performance ratings (“Low,” “Good,” “Best”) help.
How to Leverage RSAs Effectively
✅ Craft Diverse Headlines
Use a mix of keyword-driven, emotional, benefit-oriented, and action-based headlines. Example:
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“Certified HVAC Technicians”
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“24/7 Emergency Service”
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“Schedule Your Free Estimate”
✅ Pin With Purpose
Pin only what must be seen (e.g., your brand name or core call-to-action). Let Google test the rest freely.
✅ Align With Buyer Intent
Include headlines that match the 3 types of search intent:
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Informational: “How Does a Heat Pump Work?”
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Transactional: “Buy Now with 10% Off”
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Navigational: “Visit Our New Jersey Showroom”
✅ Analyze Asset Performance
Review the “Asset Details” report to identify and replace underperforming headlines or descriptions.
✅ Pair RSAs With Strong Ad Extensions
Add sitelinks, callouts, and location extensions to boost visibility and click-through rates.
What Are Call-Only Ads?
Call-Only Ads are a special ad format in Google Ads where the only user action is to place a phone call—no website click-through. These are mobile-optimized ads shown only on devices that can make calls.
🔍 Key Features:
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Only shows a phone number and short description
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Clicking the ad initiates a phone call
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Ideal for service-based businesses where phone contact = conversion
📞 When to Use Call-Only Ads:
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You rely heavily on inbound phone leads (e.g., plumbers, attorneys, medical clinics)
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You offer emergency or urgent services
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You want to skip the website funnel and go straight to a conversation
Example Call-Only Ad:
“Speak to a Licensed Electrician Now – Free Quote. Tap to Call!”
Call-Only Ads complement RSAs by capturing high-intent mobile users who prefer immediate action rather than browsing a website.
Case Study: Plumbing Business Boosts Leads with RSAs
Client: Chicago-based plumbing company
Goal: Generate more service calls during peak season
Strategy:
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Created RSAs with 15 headlines including local and emergency-focused keywords
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Used Call-Only Ads during business hours for high-intent mobile traffic
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Monitored asset performance and swapped underperforming copy weekly
📈 Results After 60 Days:
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38% higher CTR vs. previous Expanded Text Ads
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22% increase in conversion rate
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17% drop in cost per lead
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Call-Only Ads generated 34% of total conversions with the highest intent-to-convert
What Marketers Are Saying
“RSAs gave us more flexibility and data. We tested fast and scaled faster.”
— Marketing Director, HVAC Company
“Call-Only Ads helped us get qualified leads instantly, especially on weekends.”
— Owner, Emergency Locksmith Service
Now Let’s GO!
Responsive Search Ads represent a shift in how we write and manage ads—less about control, more about collaboration with machine learning. Pairing RSAs with Call-Only Ads gives you the flexibility to target multiple user intents: those who want to learn more and those who want to act now.
🔑 Key Takeaway:
👉 Don’t fight the automation. Guide it.
Craft clear, compelling copy. Use intent-based messaging. Let Google test. Then optimize based on data.
Need help writing killer RSAs or setting up high-converting Call-Only Ads?
Let’s talk strategy—your customers are already searching.