Google Ads Grant: Responsive Search Ads, A/B testing Vs PMAX

If using Responsive Search Ad (RSAs) is it necessary to have separate ads for A/B testing? You would think that is the point of RSAs, to a/b/c test different headlines and text.

The reason Google introduced Responsive Search Ads (RSAs) is to theoretically “self-optimise” A/B tests because you can provide up to 15 headlines and 4 descriptions, and Google’s AI mixes and matches them to find the best combination. However, in the professional world of 2026, and especially for Google Ad Grant accounts, the answer is: Yes, it is still necessary to have at least two separate RSAs.

Why two ads are vital

1. The Google Ad Grant “2-Ad Rule”

This is the most important reason for a charity. To stay compliant with the Google Ad Grant policy, every Ad Group (the “Ad Set”) must contain at least two active ads.

Novice Tip: If you only have one RSA, your account could eventually be flagged or suspended for not meeting the “Account Structure” requirements of the grant.

2. The “Big Idea” vs. “Small Tweaks”

An RSA is great at testing which headline works best, but it cannot test a completely different strategy.

• Ad 1 (Emotional): Focuses on “Saving a life” and “Giving a cat a home.”
• Ad 2 (Action-Oriented): Focuses on “Easy Adoption Process” and “Vet-Checked Cats.”

By having two separate ads, you are testing two different “angles” to see which one resonates with the people. Google’s AI will eventually lean towards the ad that gets more clicks, giving you a clear winner between two different marketing messages.

3. Avoiding “Creative Fatigue”

If you only have one ad, Google might settle on a “winning” combination very quickly and stop trying new things. By introducing a second ad with fresh headlines, you “force” the AI to keep experimenting, which often leads to finding a better-performing combination you hadn’t thought of.

How to A/B Test RSAs (The 2026 Way)

Instead of changing one word, change the Theme.

Ad Group: Cats	Ad A (The Brand)	Ad B (The Urgency)
Headline 1	RSPCA East Berkshire Support For Cats	Help a Cat Today
Headline 2	Your Local Cat Support Branch	Cats Needing Homes Now
Headline 3	Support Your Local Cat Shelter Charity	Only 5 Cats Left to Rehome
Focus	Trust and Authority	Speed and Need

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The “Ad Strength” Trap

When you build an RSA, Google gives you a score from “Poor” to “Excellent.”. Don’t get obsessed: You don’t need every ad to be “Excellent.”

• The Goal: It is often better to have two “Good” ads with very different messages than one “Excellent” ad that is just a list of repetitive keywords.

Action Plan

For each of the Ad Groups (Adoption, Financial Aid, Volunteering):

1. Create Ad #1 focusing on the Benefit (How the user feels).
2. Create Ad #2 focusing on the Feature (What the charity actually does).

Are RSAs used in normal search ads AND PMAX?

No. Here is a breakdown of how “Responsive” technology works across both:

In Normal Search Campaigns

• The Unit: You build a Responsive Search Ad (RSA).
• The Content: You provide up to 15 Headlines and 4 Descriptions.
• The Action: Google mixes these into a Text-only ad that appears on the Search results page.
• The Rule: As we discussed, you should have two of these RSAs in each Ad Group to satisfy the Ad Grant “2-Ad Rule.”

In Performance Max (PMax) Campaigns

• The Unit: You do not build an “RSA.” Instead, you build an Asset Group.
• The Content: You provide 15 Headlines, 5 Long Headlines, 5 Descriptions, up to 20 Images, and (in paid accounts) Video.
• The Action: This is like an “RSA on Steroids.” Because PMax goes beyond Search (to Maps, etc.), it doesn’t just mix text; it mixes Text + Images.
• The Format: In PMax, these are called Responsive Display Ads or Discovery Ads, but the “Responsive” logic is exactly the same: give Google the ingredients, and it “cooks” the ad.

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The Comparison Table

Feature	Normal Search (RSA)	Performance Max (Asset Group)
Components	Text Only (Headlines/Descriptions)	Text + Images + Logos
Max Headlines	15	15 (Short) + 5 (Long)
Where it shows	Google Search Results	Search & Google Maps (for Ad Grants)
A/B Testing	You make 2 separate Ads	You usually make 1 Asset Group (unless testing different audiences)

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A/B Testing:

In a Normal Search Campaign, you have:

• Campaign: RSPCA Adoption
  • Ad Group: Cats
    • Ad 1 (RSA): Focuses on “Rescue a cat”
    • Ad 2 (RSA): Focuses on “Adopt locally”(Both ads are in the same Ad Group, using the same keywords).

In a PMax Campaign, you usually have:

• Campaign: RSPCA PMax
  • Asset Group 1: (All your headlines, descriptions, and cat photos in one big “Responsive” bucket).

The Verdict

The reason we still do 2 ads in a Search Ad Group, even though the ads are “Responsive”, is that Google’s AI is biased. Once it finds one combination of headlines it likes in Ad #1, it often stops trying others. By creating Ad #2 with a totally different set of headlines, you force the AI to see if there is a better way to reach the people of East Berkshire.