By typeEach campaign type has its own ad format
The ad format depends on the campaign type. AdBuilder always creates the right format based on your website analysis and brand identity:
- Search and dynamic search ads: responsive search ads (text). For dynamic search ads, Google generates the headlines itself from your page content.
- Display: a responsive display ad plus your own banner set with imagery, logo, and brand colors.
- Performance Max and Demand Gen: an asset group with headlines, long headlines, descriptions, marketing images, logos, and optionally video; Google assembles the ads from these assets per placement.
- App: an app ad with headlines and descriptions plus marketing images and an optional YouTube video; the destination is your store listing.
- Video: a responsive video ad based on your YouTube video, with headlines, descriptions, and a call to action.
AdsResponsive search ads
AdBuilder creates responsive search ads (RSAs). An RSA is a single ad made up of individual headlines and descriptions; Google assembles the best-matching combination for each search query. By default, AdBuilder creates two RSAs per ad group.
Each RSA can contain up to 15 headlines (each a maximum of 30 characters) and 4 descriptions (each a maximum of 90 characters), plus two display paths (each a maximum of 15 characters), all within Google's limits and policies.
The copy is written in two phases: first a strong foundation, then, once the final keywords for each group are confirmed, rewritten using those keywords and the content of the best-matching landing page as an anchor.
ExtensionsSitelinks, callouts, and snippets
Extensions are generated automatically for your campaigns, within Google's character limits and policies. You can regenerate almost all of them with a single click; only the call extension can't be regenerated:
- Sitelinks: up to 6, using real, existing links from your site (no made-up paths); can be regenerated with a single click.
- Callouts: short USP and trust phrases; can be regenerated with a single click.
- Structured snippets: included only when a suitable, official category applies; can be regenerated with a single click.
- Call extension: added automatically if you provide a phone number (this one you don't regenerate separately).