RSA Copy Planner template.

What's inside — the exact file

This is the complete template, not a sample. The rows are worked examples — replace them with your data (and delete them before any platform import).

What this template is for

This planner is where responsive search ad copy gets written before it meets the Google Ads editor — against the real constraints: up to 15 headlines of 30 characters and 4 descriptions of 90, which Google assembles into combinations at serve time. Writing in a spreadsheet first means you see the whole asset set at once, check lengths as you type, and keep a record of what’s live, testing, or retired.

Use it when building a new campaign, refreshing ad strength on an existing one, or running a structured copy test. One row per asset; the theme column is what keeps 15 headlines from being the same idea 15 ways.

How to use it, step by step

1. Start from themes, not lines. List the angles that matter — credential, offer, speed, proof, pain-point — in the theme column first, then write 2–4 headlines per theme. Google’s combinations work when the assets are genuinely different.
2. Write to the limit, check the count. Headlines cap at 30 characters, descriptions at 90. Keep char_count current (a spreadsheet LEN() does it) — copy that needs trimming in the editor loses its best word.
3. Pin only what must be pinned. Pinning a headline to position 1 guarantees placement but cuts the combinations Google can test. Pin legal or brand must-haves; leave the rest free.
4. Cover the query in at least a few headlines. Some headlines should contain what the user actually typed — that’s what bolds in the ad and lifts ad strength toward Good/Excellent.
5. Load into Google Ads and mark status. Build the RSA from the sheet, then keep the status column honest: live, testing, draft, retired. The sheet becomes your copy history.
6. Review asset performance monthly. Google labels assets Low/Good/Best over time. Retire Low performers in the sheet, write replacements inside existing themes, and keep the cycle going.

What each column means

Common mistakes to avoid

• Fifteen headlines that are one message rephrased — Google can’t test angles you didn’t write.
• Pinning everything, which turns a responsive ad back into a static one and usually drops ad strength.
• Ignoring the 30/90 limits while drafting, then amputating the best words in the editor.
• No status tracking, so the same losing line gets rewritten and relaunched two quarters later.
• Never including the query term itself, giving up the bolded match users scan for.

Questions, answered

Do I have to use all 15 headline slots?

No, but more distinct assets give the system more combinations to optimize. The practical target: 8–12 genuinely different headlines across 3–5 themes beats 15 near-duplicates.

Does ad strength actually matter?

Treat it as a diagnostic, not a goal. Poor usually flags a real problem (too few assets, no keyword coverage); chasing Excellent by stuffing keywords can hurt. Judge changes by conversion data, which is what the status column is for.

How often should RSA copy be refreshed?

Review asset labels monthly, refresh Low performers quarterly, and rewrite around seasonal offers as they change. Full rewrites are rarely needed — steady replacement inside proven themes compounds better.

This is a Market Disrupt worksheet, not a vendor file. Import-format templates follow each platform's documented layout as of July 2026 — platforms evolve, so validate against current documentation before a large import.