RSA That Converts: How to Build Headlines and Descriptions Without Letting Google Sabotage You
Rodrigo Pinto · 2026-10-07
Pinned headlines
- Pinned headlines are essential. They ensure you always lead with a strong message, regardless of the ad variation. Focus on three headlines that are compelling and relevant. Example:
- "Buy now and get 20% off"
- "Exclusive offer for new customers"
- "Fast shipping in as little as 48 hours"
- Test different approaches. Consider your targeting and audience profile. A headline that resonates with a younger audience may not work for a more mature audience.
- Use relevant keywords. Always include terms your target audience is searching for. This not only improves relevance, but also your ad’s position.
Variety of angles
- Highlight benefits: Show how your product solves problems. Example: "The perfect solution for dry skin".
- Create urgency: Use deadlines and scarcity, like "Only a few left in stock".
- Tap into emotions: Headlines that evoke feelings, like "Turn your house into a true home".
Descriptions with social proof and guarantees
- Include social proof: Customer testimonials or positive reviews. Example: "More than 1,000 happy customers".
- Offer guarantees: This builds trust. Example: "Satisfaction guaranteed or your money back".
- Be clear about the benefits: Describe what the customer gets, not just what the product is. Example: "Improve your performance in 30 days or your money back".
Required extensions
- Sitelink extensions: Send customers to specific pages on your site, like discounts, popular products, or testimonials.
- Call extensions: These make it easier for customers to contact you directly and can increase conversions.
- Price extensions: Show prices and promotions right in the ad, increasing transparency and attracting clicks.
Ad strength vs. actual CTR
- Strong ads don’t guarantee a high CTR. You need to monitor performance continuously.
- Compare CTRs across different ads. Ads with more compelling headlines and descriptions tend to get better CTRs, but don’t underestimate the importance of good visual design.
- Keep adjusting: Use FreeSpy data to monitor competitor ads and identify what’s working. Run A/B tests to optimize every element.
How have you been structuring your headlines and descriptions? What CTRs have you been getting?