June 30, 2022 marked the end of creating or editing expanded text ads in Google Ads. Existing expanded text ads could continue serving, but responsive search ads became the main path for new search ad creative.

For SMBs, this was another step away from fully hand-built ad copy and toward machine-assembled combinations. Advertisers needed to think in terms of asset quality, message variety and performance learning rather than one fixed ad unit.

Ad copy became an asset system

Responsive search ads can mix headlines and descriptions to match searches more flexibly. That makes it important to provide clear benefits, strong calls to action, relevant service details and distinct messages instead of slight rewrites of the same line.

Burns’ view is that RSAs reward better creative discipline. “The platform can test combinations, but it cannot invent a strong offer for you. SMBs still need sharp positioning, proof and calls to action that sound like the business.”

What SMBs should have improved

• Headline variety: Include benefits, services, locations, proof and action language.
• Ad relevance: Match ad groups and landing pages to the searcher’s intent.
• Performance review: Watch asset ratings and conversion quality, not clicks alone.
• Testing cadence: Keep refreshing creative as offers and seasons change.

Brand Fuel Digital’s View

The expanded text ad sunset did not remove human creativity from search ads. It changed where creativity shows up. SMBs need better message ingredients so automation has something useful to assemble.

Sources: Google Ads Developer Blog on expanded text ads and Google Ads Editor help on expanded text ads.