If you’re running Google Ads, now is the time to pay attention.
Google is rolling out updates that give Responsive Search Ads (RSAs) more flexibility, dynamically adjusting your ad copy and assets based on predicted performance. While this could mean better engagement and conversions, it also means less control over how your ads appear—which could impact your messaging.
Let’s break down what’s changing and why advertisers need to monitor their campaigns closely.
What’s New in Google Ads?
- Google is giving its AI more power to optimize ad performance by dynamically selecting and serving different ad elements. Here’s what’s changing:
- Dynamic Asset Selection – Google’s AI can now choose which headlines and descriptions to show—or even omit certain elements—if it predicts better performance.
- Unused Headlines as Sitelinks – If a headline isn’t selected for your ad, Google may now use it as a secondary link below the ad, linking to the final URL.
- More Testing, Less Control – Advertisers can no longer guarantee that all elements of their ad will appear as intended. Google will decide what gets displayed based on what it believes will work best.
What This Means for Advertisers
While Google’s AI is designed to improve engagement, these updates come with risks. Here’s why you need to keep a close eye on performance:
- Your Message Might Change – If Google’s AI decides to omit a description line, your ad’s message could be incomplete or unclear.
- Headline Placement is Unpredictable – Secondary links will now pull from unused headlines, which could change the way your ad looks and how users engage with it.
- Less Transparency in Reporting – Google’s Combinations Report will help track which assets are being used, but advertisers won’t have full transparency for what users are actually seeing.
How to Stay Ahead of These Changes
To make the most of these updates without losing control of your brand’s messaging, here’s what you should do:
- Monitor Ad Performance Closely – Watch for changes in CTR, conversions, and ad engagement to ensure your ads are still performing as expected.
- Test & Refine Your Headlines – Since headlines may now appear in unexpected places, make sure they make sense as standalone sitelinks.
- Use the Combinations Report – Check which headlines, descriptions, and sitelinks are actually being displayed to ensure they align with your marketing strategy.
- Pin Critical Messages – If certain elements of your ad must appear, pin them to prevent Google from omitting them.
Stay in Control of Your Ads
Google’s AI-driven changes to RSAs could improve ad performance, but they also introduce a level of unpredictability and give brands less control over their messaging. Marketers must stay proactive, monitor changes, and refine their strategies to ensure their ads remain effective.
Need Expert Guidance?
Navigating AI-driven advertising changes can be complex. At Foundery, we help brands optimize their Google Ads strategy —so they don’t lose control of their messaging while maximizing performance.
Want to optimize your Google Ads strategy?
