Google Search Ads: Claude RSA & Keywords

Google Search ads are fundamentally different from Meta ads on Meta you choose who sees your ad, on Google you choose what they were searching for when they see it

This changes everything about how you write them.

How Google Search Ads Work in 2026

When someone types a query into Google the search algorithm matches their query against a database of keywords that advertisers are bidding on. If your keyword matches their query based on match type, your ad enters an auction. The winner is determined by your bid multiplied by your Quality Score.

Quality Score is a rating from 1 to 10 that represents Google's estimate of how relevant your ad is to the query. It is based on three things: expected click-through rate showing whether your ad typically gets clicked, ad relevance showing whether your ad copy matches the keyword, and landing page experience showing whether the landing page delivers on what the ad promised.

A high Quality Score of 7 to 10 means you pay less per click for the same position. A low Quality Score of 1 to 3 means you can pay up to 4x more than a competitor with better relevance. Writing relevant, specific ads is not just better marketing. It is cheaper marketing.

The RSA Format: The Only Format That Matters

Google Search ads now use Responsive Search Ads exclusively. Instead of writing one fixed ad you provide up to 15 headlines at 30 characters each and up to 4 descriptions at 90 characters each.

Google's algorithm then combines your headlines and descriptions into the best-performing combination for each query and user context. You cannot control exactly which combination shows but you can write each element to work independently and together.

The minimum to run an RSA is 3 headlines though Google will ask for more so aim for 8 to 10, and 2 descriptions though you should aim for all 4.

Best practice is to write headlines and descriptions that cover different angles including different keywords, different benefits, and different CTAs. Google learns which combinations perform best over time.

Keyword Match Types

Match types control which queries trigger your ad.

Exact Match shows your ad only when the query closely matches your keyword including close variants like misspellings, plurals, and reordered words with the same intent. Use this for your highest-value most specific keywords where you know the intent.

Phrase Match shows your ad when the query contains the meaning of your keyword. Use this for most of your keyword list as a starting default in 2026.

Broad Match shows your ad for any query Google considers related. Use this only when you have 30 or more conversions per month so Smart Bidding has enough data to work effectively.

Starting recommendation: use phrase match and exact match only for your first campaign. Add negative keywords to control waste.

Writing Google RSA Headlines and Descriptions with Claude

Each headline has 30 characters. They need to cover the keyword itself for relevance, a key benefit, a differentiator, a CTA, and social proof if it is short enough.

Using @ADS.md, @SALES.MD, and @MARKETING.MD — write Google RSA headlines

and descriptions for this campaign.

Service being advertised: [e.g. "Custom booking systems for local businesses"]

Primary keyword: [e.g. "booking system for restaurants"]

Location targeting: [e.g. "United Kingdom"]

What happens after they click: [FORM / CALL / ETC.]

Write:

• 12 headlines (30 characters max each — count carefully)
• 4 descriptions (90 characters max each)

Headline categories to cover:

• 3 headlines that contain or closely match the primary keyword
• 3 headlines that state a specific benefit or result
• 2 headlines with a time or speed element
• 2 headlines with a CTA
• 2 headlines that address a common objection or concern

Description guidelines:

• Description 1: Problem and solution in one sentence
• Description 2: Specific result or differentiator
• Description 3: CTA with a reason to act now
• Description 4: Social proof or guarantee

Mark any headline that might exceed 30 characters with [CHECK LENGTH].

Example RSA for a Booking System Builder

Headlines at 30 characters maximum:

"Restaurant Booking Software" at 28 characters. "Bookings While You Sleep" at 25 characters. "No More Phone-Tag Bookings" at 27 characters. "Built in a Day. Runs Forever." at 30 characters. "Save 5 Hours Per Week" at 21 characters. "Custom, Not Off-the-Shelf" at 26 characters. "Get a Free Quote Today" at 22 characters. "Book a Free Call This Week" at 27 characters. "Works With Any Website" at 22 characters. "Affordable One-Time Build" at 26 characters.

Descriptions at 90 characters maximum:

• "Manual phone bookings cost restaurants 5+ hours per week. Get a system that handles it automatically."
• "Custom booking systems built in 1 to 3 days. Fixed price, no monthly fees, works on any device."
• "Join 30+ UK restaurants running their bookings hands-free. Get your free quote in 24 hours."
• "Satisfaction guaranteed or we fix it. No contracts. You own the code outright."

Negative Keywords: Essential Setup

Negative keywords prevent your ad from showing for irrelevant queries. Without them broad match and even phrase match can waste significant budget.

For a booking system service, typical negatives include: "free," "free software," and "open source" for people not willing to pay. "DIY," "how to build," and "tutorial" for researchers and not buyers. Specific SaaS tool names like "HubSpot," "Calendly," and "OpenTable" for people looking for existing software and not custom builds. "Jobs," "careers," and "hiring" for job seekers. And "template" and "download" for people not buying a service.

Use this prompt to generate your list:

Using @ADS.md — generate a negative keyword list for my Google Search

campaign.

Service: [WHAT YOU OFFER]
Primary keywords: [LIST YOUR TARGET KEYWORDS]

Who I do NOT want to reach: [e.g. people looking for free tools, job seekers,

people looking for SaaS products, researchers not buyers]

Give me 30 negative keyword suggestions in exact match and phrase match format.

Your Action Right Now

Run the RSA prompt above for your primary service. Check every headline character count manually because Google rejects any headline over 30 characters at upload. Build your negative keyword list using the prompt above.

You now have a complete Google RSA ready to upload.