How to Write Google Ads That Convert in 2026 (RSA Best Practices)

Clicks only matter when the promise in the ad matches the first screen of the landing page. RSAs combine assets; your job is to supply coherent groups that set expectations you can keep.

Anatomy of a high-converting RSA

  • Group 1 — relevance: Primary keyword or close variant in a prominent headline.
  • Group 2 — why you: Shipping, returns, proof, exclusives.
  • Group 3 — action: Clear CTA tied to a real offer or deadline.
  • Descriptions (90 chars): Objections (risk, price, trust) + CTA phrase in at least one line.

Headline formulas (eCommerce)

  • [Primary keyword] + [strongest USP]
  • [Number] + [proof] (“4.9 stars — 20k runners”)
  • [Problem] + [solution]
  • [Season/event] + [real offer]
  • [Brand] + [product] + [differentiator]

AI-generated assets

Google can propose lines from feed and landing pages. Use as drafts; rewrite for brand voice, factual claims, and specificity.

Landing page alignment

Every headline claim should be visible within seconds on the landing URL. Message match is one of the highest-leverage CVR fixes.

7 copy tips · Improve CTR · Pillar

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