| name | google-ads-rules |
| description | Google Ads RSA specifications, character limits, CSV format, DKI syntax, and quality guidelines. Referenced automatically by /ads and /ads-batch. |
| disable-model-invocation | false |
Google Ads RSA — Platform Rules & Best Practices
Character Limits (Hard)
| Element | Max Characters |
|---|
| Headline | 30 |
| Description | 90 |
| Path 1 | 15 |
| Path 2 | 15 |
| Final URL | 2048 |
RSA Structure
- Up to 15 headlines per ad group (min 3, recommended 15)
- Up to 4 descriptions per ad group (min 2, recommended 4)
- Google mixes and matches — each headline/description must work independently
- Never assume headline order — avoid sequential messaging ("First… Then… Finally…")
Headline Best Practices
- Include target keyword in 2–3 headlines for ad relevance
- Use Dynamic Keyword Insertion
{KeyWord:Default Text} where appropriate — the whole tag counts as the length of the default text
- Each headline should test a different angle
- Pin only when necessary (brand name to H1, CTA to H3)
- Numbers perform well: "50% Off", "In 24h", "From $99/mo"
- No duplicate concepts: "Save Money" and "Cut Costs" are too similar
Description Best Practices
- Lead with value, end with CTA
- Specific benefits beat vague claims (numbers > adjectives)
- Use all 90 characters when possible — more ad real estate = better
- At least one description should reinforce trust (awards, certs, experience)
Prohibited
- ❌ ALL CAPS (except brand names / acronyms)
- ❌ Excessive punctuation (!!!, ???, …)
- ❌ Gimmicky spacing (F R E E)
- ❌ Phone numbers in headlines (use call extensions)
- ❌ Trademarked terms without authorization
- ❌ Superlatives without third-party verification ("best", "#1", "top-rated")
Dynamic Keyword Insertion (DKI)
| Syntax | Output |
|---|
{keyword:default} | all lowercase |
{Keyword:Default} | First word capitalized |
{KeyWord:Default} | Each Word Capitalized |
{KEYWORD:DEFAULT} | ALL CAPS |
- DKI character count = length of DEFAULT text
- Mix DKI with static headlines — don't use DKI everywhere
- Avoid DKI in descriptions (reads less naturally)
Google Ads Editor CSV Format
Campaign,Ad Group,Headline 1,Headline 2,Headline 3,Headline 4,Headline 5,Headline 6,Headline 7,Headline 8,Headline 9,Headline 10,Headline 11,Headline 12,Headline 13,Headline 14,Headline 15,Description 1,Description 2,Description 3,Description 4,Path 1,Path 2,Final URL
Ad Strength
- Google rates RSA Ad Strength from Poor to Excellent
- 15 unique headlines + 4 descriptions + keyword presence + diverse messaging → Excellent
- Ad Strength ≠ performance — a "Good" ad with great copy can outperform "Excellent"
Multilingual Notes
- French accents (é,è,ê,ë,à,â,ç,ù,û,ü,ï,î,ô) = 1 char each
- Spanish accents (á,é,í,ó,ú,ñ,ü) = 1 char each; avoid ¿/¡ in headlines to save space
- German compound words consume character limits fast — prepare alternatives
- Arabic characters = 1 char each; omit tashkeel diacritics to save space; Latin brand names stay as-is
- Polish diacritics (ą,ć,ę,ł,ń,ó,ś,ź,ż) = 1 char each
- Always count characters in the TARGET language, not a translation
