Display URL
Headlines (3–15, max 30 chars each)
Descriptions (2–4, max 90 chars each)
Free Google Ads RSA builder & preview
Responsive Search Ads (RSAs) are the default ad format in Google Ads — you supply up to 15 headlines and 4 descriptions, and Google mixes and matches them to each searcher. This free tool — built by a Singapore Google Ads agency — enforces the exact character limits (30 for headlines, 90 for descriptions, 15 per URL path), shows a live Google-style preview of how your ad could appear, and runs a best-practice checklist so you ship a strong ad the first time. Everything stays in your browser.
RSA character limits at a glance
Google is strict: headlines max out at 30 characters and descriptions at 90 characters, counted including spaces and punctuation. Emoji and most special characters are disallowed. Each of the two optional display-URL paths is capped at 15 characters. Anything over the limit is simply rejected on upload, so the live counters above turn red the moment you cross a limit — fix them before you paste into the Ads editor.
How many headlines and descriptions should you write?
The minimum is 3 headlines and 2 descriptions, but Google’s own guidance — and every performance study — favours giving the system more raw material. Aim for at least 8–10 distinct headlines and all 4 descriptions, covering different angles: your core offer, a benefit, social proof, a location signal (“Singapore”), a call to action, and a price or promotion. More non-repetitive assets give Google’s machine learning more combinations to optimise, which typically lifts Ad Strength and click-through rate.
Writing RSAs that convert — a Singapore checklist
Include your primary keyword in at least two headlines (relevance drives Quality Score). Add a local signal — “Singapore”, a neighbourhood, or “.sg” — to pre-qualify clicks and cut wasted spend from outside your market. Make at least one headline a clear call to action (“Get a Free Quote”, “Book a Consultation”). Avoid near-duplicate headlines: Google won’t show two that are too similar, so variety beats repetition. Finally, match the ad to the landing page — the strongest RSA still fails if the page it points to doesn’t deliver on the promise.
Frequently asked questions
How many characters can a Google Ads headline be?
30 characters, including spaces. Descriptions allow 90 characters, and each of the two display-URL paths allows 15. This tool counts live and flags anything over the limit.
How many headlines does Google actually show?
Usually two or three headlines and one or two descriptions per impression, chosen and ordered dynamically. That’s why the preview shows up to three headlines joined by separators — but every asset you add can appear in some combination.
What is Ad Strength and does it matter?
Ad Strength is Google’s quality rating (Poor to Excellent) based on the number, variety and relevance of your assets. It isn’t a direct ranking factor, but ads rated Good or Excellent tend to earn more impressions and better performance, so it’s a useful proxy to optimise toward.
Can I pin headlines to specific positions?
Yes, in Google Ads you can pin an asset to position 1, 2 or 3 — useful for legal disclaimers or a must-show brand name. Use pinning sparingly, though: over-pinning removes the combinations Google can test and usually lowers Ad Strength.
