Create messaging that reflects your brand and the products and services you offer

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People use Google across different devices in all sorts of contexts. This guide to Search ads will help you create messaging that reflects your brand.

Create ad text that appeals to users across devices

We’ve found that a compelling call to action on one device tends to be compelling on other devices as well. Your ad text should highlight why you have what a user is looking for. Find what’s most compelling about your business and build your ads around that insight.

Customizing the experience for mobile users can still be a good thing, though. Direct them to pages of your site that deliver a great experience through mobile-specific URLs.

Try headlines of varying lengths

You have 30-character headlines, 90-character descriptions, and 15-character URL path fields. Use that space creatively. Include messaging that focuses on what you and your customers care about.

Your headlines should receive the majority of your testing attention. As you go about instituting and testing your ads, focus on writing the best headline possible. Implementing great headlines has the most potential to make a big difference to performance.

Longer headlines can increase the clickable space of your Search ads, but try to create headlines that are a variety of lengths. You might find that shorter headlines perform better for people already searching for your brand. And it’s more likely that you’ll show all three possible headlines if a headline or two are shorter than the limits. Test what works for your account along with different types of keywords within your account.

Don’t underestimate the value of your path fields. The URL that’s visible in a responsive search ad is an important indication of where a user should expect to end up. Adding descriptive path fields gives a user confidence that they'll find what they're looking for when they arrive at your site.

Consider using automatically created assets to help you generate additional headlines and descriptions

Automatically created assets is a campaign-level setting that helps you show more relevant Search ads by creating tailored headlines and descriptions based on your ad's unique context—including your landing page, existing ads, and keywords. For advertisers with English assets in the US and UK, automatically created assets can also use generative AI to create even more assets and make them better tailored to people’s search queries.

Once the setting is enabled, it can help you improve the Ad Strength of your responsive search ads by giving them more headlines and descriptions to choose from—whether they be assets that are automatically created by Google Ads or assets that you provide. Based on each query, the combination of assets that are predicted to perform best will show in your ads. If there are any automatically created assets you’d prefer to stop using, you’ll have the option to remove them.

Next: Set up your ads for success