Responsive Search Ads (RSA)
After analyzing thousands of Google Ads campaigns and their ads, we’ve become increasingly convinced of one thing: attention to detail in creatives makes the difference between a successful and a wasted media budget.
Today, I want to talk about the importance of the message in your ads. Filling headlines and descriptions is not enough.
To be effective, you must understand what the user is looking for at each stage, how close they are to conversion, and what position you want to occupy in their mind at that exact moment.
If you don’t succeed at this step, all the work that comes after will be in vain.
At Dolnai, we help you analyze, structure, and improve your ad messages so every impression moves the user one step closer to conversion.
1. Problem + Solution (Real problem, clear and easy solution)
Example: No plans tonight? Hundreds of options to book tonight
Example: Damp problems at home? Call us and we’ll eliminate them in 72 hours
2. Urgency / Scarcity (ecommerce / non-scalable services)
Example: Limited units
Example: Exclusive pre-sale access
Example: We only serve the first 10 customers
3. Social Proof / Number of Customers
Example: Thousands of new customers every year
Example: 100 years working together
4. Category + Best Sellers
Example: The best-selling shoes on the market
Example: The most searched trends this winter
5. New Arrival + Category
Example: Trendy Coats just arrived in our stores
1. Benefit + Proof
Example: With almond oil | 48-hour hydration
Example: Improved lithium battery | Fully charged in 1 hour
2. Problem – Solution
Example: Dry skin? Turn to the power of almond oil
3. Social Proof
Example: 95% feel their skin is more hydrated
4. Value + Price (avoid high prices without real benefits)
Example: Hydration elixir from €50
1. Value + Price
Example: Clean house for €50 in 5 hours
Example: Wardrobe renewed with 30% off
2. Last minute / Opportunity
Example: 1 hour to buy the last 10 units
Example: One day to serve only 2 new customers
3. Limited offer: % discount + time
Example: Everything 50% off this week
4. Benefit + Timeframe
Example: Blemish-free skin in 30 days
Example: Master English in 2 months
5. Benefit Enumeration
Example: Blemish-free skin without shine or spots
Example: Balanced menu without gluten or sugar
6. End the problem + solution
Example: Infusion to relieve bloating
Example: Full massage to eliminate pain
A. Problem + Pain + Solution: Dry, itchy skin? Derma relieves it in 48 hours
B. Social proof: 95% notice itch relief
A. Social proof / Experts: Recommended by dermatologists | Used in public hospitals
B. Guarantees: If you don’t notice improvement, we refund your money
C. Value justification: Organic ingredients sourced in Spain
D. Comparison: With 80% more Vitamin C
A. Offers + Deadlines: 10% off today only
B. Bonus: 3x2, free travel-size sample
The key is to elevate your brand or service without lying. Your credibility is priceless.
Don’t call a product “new” if it has been on the market for months.
Support your messages with evidence, and use social proof only when you have enough data to back it up.
Highlight real advantages and focus on the added value of your product or service.
Differentiate yourself from the competition by clearly pointing out what makes you unique.
Test different types of messages, compare results, and restart the process to keep refining your approach.
Don’t be afraid to experiment with new creatives and strategies—you risk falling behind your competitors if you don’t.
Extra tips to improve your results:
Use texts of different lengths. Always fill out all the available spaces, as this increases the chances that your ads will appear with a variety of messages depending on the available placement, whether on mobile or desktop.
Review the texts that don’t perform well. Dolnai flags them as Poor Performance, so replace them with new ideas or with recurring search themes from your search terms.
Practice active listening. Analyze, at the N-gram level, which terms are most frequently searched, adapt your messages to meet those needs, and connect with your audience.
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