The short answer
Write many different, benefit-focused headlines that each make sense on their own, include the words people actually search, and let Google test combinations. Responsive search ads let you provide up to 15 headlines and 4 descriptions, with a minimum of 3 headlines and 2 descriptions.1
How responsive search ads work
Google assembles your text into multiple combinations, avoiding repeats, and over time tests which combinations perform best for particular searches.1 That means your headlines can appear in any order, so each one needs to read sensibly next to the others.1
Google's own best practices
- Aim for at least two responsive search ads per ad group, with Ad Strength rated Good or Excellent.1
- Write unique, benefit-focused headlines rather than near-duplicates.1
- Pin only essential text, one or two headlines at most, to fixed positions so Google keeps flexibility.1
- Include keywords in headlines where you can.1
A simple way to write them
- Start from the search. What would someone type? Use those words in a few headlines.
- Say what you do and where. Service, location and who it is for.
- Give a reason to choose you. A real, provable benefit, such as a fast reply or clear reporting.
- Add a clear next step. "Send an enquiry" or "Get in touch" tells people what to do.
- Vary the angle. Some headlines about the problem, some about the outcome, some about trust.
Keep your claims honest
Everything in an ad must be accurate and provable. Phrases like "best" or "guaranteed" need evidence. See NZ marketing rules.
Match the ad to the page
The best headline in the world will not save a landing page that does not deliver on it. Send each ad to the page that matches what it promised, and make the next step obvious. My guide on why websites do not get enquiries covers that side.
Writing and testing ad copy is a core part of my ads work. If you want a second opinion on yours, say hello.
References
- About Responsive Search Ads. Google Ads Help. Accessed 5 October 2026.