Managing Google Ads campaigns involves knowing the rules—and one important rule is how many Responsive Search Ads (RSAs) you can use per ad group. RSAs are powerful tools that use machine learning to assemble headlines and descriptions dynamically, helping you connect with relevant audiences efficiently. But there's a limit, and knowing it can significantly improve your ad strategy.

What Are Responsive Search Ads?
Responsive Search Ads allow advertisers to enter multiple headlines and descriptions. Google then automatically tests different combinations to find which variation performs best for a given search query. Each RSA can contain:
Up to 15 headlines (max 30 characters each)
Up to 4 descriptions (max 90 characters each)
At a minimum, each ad must include 3 headlines and 2 descriptions.
Google's AI system uses real-time data to select the most relevant combination based on the user's intent, device, and search behavior. This results in better performance, more relevant messaging, and broader audience reach.

So, What’s the Limit?
Google allows a maximum of 3 active Responsive Search Ads per ad group.
This limit is in place to help advertisers focus on optimizing a smaller set of high-quality RSAs rather than overwhelming the system with too many variations.
Component
Max per RSA
Max per Ad Group
Headlines
15
3 RSAs
Descriptions
4
3 RSAs

Why Google Sets This Limit
Rather than allowing unlimited RSAs, Google encourages advertisers to focus on message quality, keyword relevance, and performance insights. Too many ads dilute data, making it harder for machine learning to find top-performing combinations.

Key Benefits of Responsive Search Ads
Higher relevance: Google customizes ads to better match user intent.
Wider reach: With multiple variations, ads show for more search queries.
Performance insights: Asset-level reporting highlights which headlines and descriptions are working.
Time-saving: No need to create separate ads for each message angle.
Ongoing optimization: Google's machine learning adapts and improves results over time.

Best Practices for Managing RSAs Effectively

1. Group Ads by Intent Keep each ad group tightly themed. Group related keywords and product types together so the RSAs stay relevant and focused.
2. Use Diverse Assets Don’t repeat similar headlines. Use the full 15 headline slots and 4 descriptions to include unique angles, benefits, promotions, and CTAs.
3. Highlight Unique Value Emphasize brand strengths like "Free Shipping," "24/7 Support," or "Award-Winning Designs." This grabs user attention and reinforces value.
4. Include Ad Extensions Add sitelinks, callouts, and structured snippets. These improve visibility and help RSAs take up more ad space.
5. Pin with Caution Pin important info (e.g., brand name or offer) only when needed. Over-pinning reduces Google's flexibility to test combinations.
6. Monitor & Optimize Regularly check asset performance. Pause low-performing RSAs and test new messaging. Focus on high-CTR and high-converting assets.

When Should You Use RSAs?
Responsive Search Ads are ideal when:
You need flexible, scalable messaging
You’re targeting dynamic or broad audiences
You want to save time on A/B testing
You’re looking to optimize performance using machine learning
You're testing new campaigns or entering new markets

Common Questions About RSAs
How many RSAs per ad group?
Google allows up to three enabled RSAs per ad group.
How many headlines and descriptions per RSA?
Each RSA can have up to 15 headlines and 4 descriptions.
Can I control what always shows?
Yes, you can pin specific headlines or descriptions to fixed positions.
What is the character limit?
Headline: max 30 characters
Description: max 90 characters
Are RSAs good for A/B testing?
Yes. RSAs allow for broad testing within a single ad. Google's algorithm finds top performers.
Should I use ad extensions with RSAs?
Definitely. Extensions like sitelinks, callouts, and structured snippets increase visibility and click-through rates.

Final Thoughts
Responsive Search Ads are essential for modern Google Ads campaigns. They simplify testing, adapt dynamically to user behavior, and deliver better results when used correctly. But understanding the limit of three RSAs per ad group—and managing them wisely—is key to maximizing your Google Ads performance.
Stick to best practices, track your metrics, and let machine learning do the heavy lifting—while you focus on strategy and creativity.
https://agrowth.io/blogs/google-ads/how-many-responsive-search-ads-in-google-ads