Boost Your Google Ads CTR and Lower CPC with These Responsive Search Ads Tips

If you’re struggling to get your click-through rates (CTR) up and your cost per clicks (CPC) down with Google Ads, I have just what you need.

Today, I’m sharing the Responsive Search Ads (RSA) best practices that have worked wonders for me and my clients—some of whom generate tens of millions in revenue.

Let’s dive right into the practical steps you can take to start optimising your responsive search ads and drive more conversions.

Use a Headline Formula – Here’s Mine

When it comes to Google Ads, the headlines you craft for your RSAs have a huge impact on your CTR. I always say that the headline carries far more weight than the description, so it’s worth putting your effort here.

Here’s the formula I use across all our client accounts:

Headline Formula:

• 3 Brand headlines

• 3 Feature/Benefit/USP headlines

• 3 Keyword Relevance headlines

• 3 Call to Action headlines

• 3 Flex headlines

How It Works:

1. 3 Brand Headlines
   First, ensure you’ve got three headlines that mention your brand. You want to be promoting your name and reputation, so include your brand name here in different variations.

2. 3 Feature/Benefit/USP Headlines
   Next, focus on what makes your product or service stand out. These headlines should highlight key features, benefits, or unique selling points (USPs) that differentiate you from competitors.

3. 3 Keyword-Relevance Headlines
   Your most important and highly searched keywords should appear here. Use the exact terms that you’re targeting in your ad groups. Relevant headlines increase the likelihood of engagement by matching what people are actively searching for.

4. 3 Call-to-Action (CTA) Headlines
   Tell your audience what to do next. While simple CTAs like “Buy Now” or “Sign Up Today” work, you can add some flair and relevance to these. For example, an eye supplement brand could say something like, “Get Clearer Vision Today.”

5. 3 Flex Headlines
   These are wildcard headlines where you can experiment. You could add another keyword-relevant headline, feature a different USP, or include an extra CTA. Be creative and see what works best!

Go For Variety in Headlines & Descriptions

When it comes to RSAs, variety is key.

Google Ads performs best when there’s a mix of different headlines and descriptions to test. This allows Google’s algorithm to experiment with various combinations and find the ones that perform best.

For example, don’t simply repeat variations of the same CTA, like “Buy Now,” “Buy Today,” and “Buy Here”—it’s repetitive and won’t give the algorithm much to work with. Instead, mix it up with more engaging lines like “Upgrade Your Eyes” or “Get Clearer Vision Today.”

The more diverse your ad elements, the better chance you give Google to find a winning combination, which means higher CTR and lower CPC in the long run.

Don’t Sweat the Ad Strength Rating

You’ll notice Google gives your ads an “Ad Strength” rating as you build them. It’s a helpful guide when you’re getting started, and you should aim for a “Good” rating, at least.

That said, ad strength is not a true performance indicator. Metrics like CTR, cost per conversion, and return on ad spend (ROAS) are what really matter. You can have an ad that doesn’t get an “Excellent” rating, but still performs exceptionally well.

Use ad strength as a guide in the early stages but focus on actual performance metrics as you get more data.

Structure Your Ad Groups for Success

The structure of your ad groups is vital for the performance of your RSAs. Here’s how to get it right.

Ad groups are collections of keywords that share the same set of ads. So, you want to ensure each ad group contains closely related keywords.

Let’s say you’re a roofing company offering both roof repair and roof installation services. These should be separate ad groups.

This way, you can create ads that speak directly to the unique needs of each customer type and optimise your ad copy for relevance.

Set Assets (Extensions) at Account Level

Responsive search ads in Google give you the option to add various assets—like images, business names, and logos—below your headlines and descriptions. While you should fill out all the asset types available, you don’t have to do this for each ad group.

A time-saving tip: set your assets at the account level, and they will automatically apply to all your ad groups and campaigns. This means you only have to add them once!

Use Keywords in the Display Path

An easy way to boost your CTR is to include keywords in the display path of your ads. This small detail often gets overlooked, but it can make a big difference. When you’re creating your ads, take a moment to fill in the display path with relevant keywords from your ad group. This is a quick and free optimisation you can implement in seconds.

Optimise Low-Performing Assets

Once your RSAs have been running for a while, it’s time to come back and review performance. Look at the specific performance of each headline and description, and optimise where needed. If a headline or description is underperforming, replace it with something new.

Inside Google Ads, you can click on “View Asset Details” under each RSA to see how each element is performing. Generally, you want every element to have at least a “Good” rating. Anything lower than that should be swapped out.

That’s it! Follow these responsive search ads best practices, and you’ll start seeing higher CTR and lower CPC, bringing in more sales and improving the profitability of your campaigns.

Summary

In this newsletter, I covered the key best practices for creating high-performing Responsive Search Ads in Google Ads. You can boost your click-through rates (CTR) and lower your cost per click (CPC) by:

• Using a structured headline formula to balance branding, benefits, keyword relevance, and calls to action.

• Incorporating variety in your headlines and descriptions to give Google more combinations to test.

• Paying attention to ad strength but focusing more on performance metrics like CTR and return on ad spend (ROAS).

• Structuring your ad groups around tightly themed keywords for better relevance and results.

• Setting ad assets at the account level to save time and effort.

• Including relevant keywords in the display path for a quick boost in CTR.

• Optimising low-performing assets by regularly reviewing and updating your ad elements.