What Are Expanded Text Ads? Format, Benefits & Strategy

Google Ads / Expanded Text Ads

More space. More clarity. More clicks. Expanded Text Ads

What Are Expanded Text Ads?

What are Expanded Text Ads? They’re a Google Ads format that gives advertisers more room to write compelling headlines and description lines.

Each ad includes up to three headlines (30 characters each) and two description lines (90 characters each), offering more space to match user intent and improve performance.

ETAs are designed for both mobile and desktop, giving businesses consistent visibility across devices.

If you’re running search campaigns and wondering what expanded text ads are, this format gave advertisers unprecedented flexibility before RSAs (Responsive Search Ads) became the default.

Despite being phased out for new creation, Expanded Text Ads still matter — and still perform.

Why Expanded Text Ads Still Matter

Even though Google sunset new ETA creation in 2022, existing ads continue to serve and convert.

Businesses running ETAs still see click-through rates up to 15% higher than RSAs when messaging is fine-tuned.

This is especially true in industries where precise messaging is non-negotiable.

So, when clients ask what is an expanded text ad, the answer is simple: It’s a format built for control, structure, and performance — and it’s still delivering results today.

If you’re working with a [Google Ads Agency], they’ll often recommend continuing to run and test ETAs where they outperform responsive formats.

Are Expanded Text Ads Going Away?

The short answer: you can’t create new ones, but the ones you’ve already built? They still run. Google stopped new ETA creation in June 2022, urging advertisers to shift to RSAs.

But here’s the key:

Existing ETAs still serve alongside RSAs
You can still pause, resume, or remove them
Some fields, like URLs and final URLs, are still editable

So, if you’re wondering are expanded text ads are going away, know this — they’re not dead, just retired from new creation.

Many advertisers still rely on them for message control and testing.

Two Things to Know First

Before you assume Expanded Text Ads are gone for good, here’s what matters. You can still run them — and in many cases, they’re still winning.

You can’t create new ETAs, but you can still run the old ones.
If your ETAs are converting, don’t remove them. Keep them running, especially on campaigns where RSAs haven’t caught up in performance.
ETAs still offer control.
Unlike RSAs, where Google picks and rotates headlines, ETAs show exactly what you write. That matters when consistency, compliance, or clarity are your priorities.

Benefits of Expanded Text Ads

Expanded Text Ads give you complete control over your message — no guesswork, no surprises. That control leads to stronger targeting, better relevance, and real results.

Brands with strict tone or regulatory requirements (finance, legal, healthcare)
Advertisers testing specific value propositions
Local businesses with hyper-targeted offers

Unlike automated formats, every word in an ETA is chosen by you. That helps reduce risk and aligns better with your audience’s expectations.

Also: A well-written ETA can boost Quality Score, increase CTR, and lower CPCs — but only when the copy is tight and highly relevant.

What Is Expanded Text Ads Format?

Each ETA is built using:

Three headlines, up to 30 characters each
Two description lines, up to 90 characters each
Two optional path fields for customizing your URL appearance

This structure gives you more space to clarify your offer, include keywords, and match user search intent.

That’s why advertisers still ask what expanded text ads are when looking for full message control.

What Makes a Great ETA?

The best Expanded Text Ads are clear, focused, and built around intent. Every line should guide the user toward action, with purpose, not just space.

Headline 1 should match the search term as closely as possible.
Headline 2 should offer a value prop or benefit.
Headline 3 can include brand name, urgency, or supporting detail.
Description 1 should address user intent with a benefit-driven message.
Description 2 should close the loop with a CTA, qualifier, or differentiator.

Successful ETAs use short, impactful sentences, emotional or numeric triggers, and stay focused on one clear action per ad.

What Are the Limitations?

Expanded Text Ads offer control, but that comes with trade-offs. From limited scalability to manual upkeep, here’s what to consider before relying on them.

No longer editable — you can’t create new ones, only run existing ads.
Limited optimization — Google doesn’t rotate headlines like it does in RSAs.
Hard to scale — if you have hundreds of ad groups, manually writing ETAs becomes time-consuming.

Also, if your business pivots frequently, managing ETAs at scale can slow you down — unless you’re working with a [Professional Google Ads Agency] to manage variations efficiently.

Do Expanded Text Ads Cost More?

No, but they can cost more if they’re poorly written. CPCs are driven by Quality Score. ETAs with weak copy or poor relevance may result in lower CTRs, which affects ad rank and raises your cost.

Compared to RSAs, ETAs don’t automatically optimize headlines, so performance relies entirely on your writing quality.

A skilled [Google Ads Agency] can help fine-tune your existing ETAs to keep CPCs down and conversions up.

When Should You Use Expanded Text Ads?

Expanded Text Ads shine when precision matters more than automation. If your campaign demands control, clarity, or consistency, ETAs are the smart choice.

Your brand requires tight message control
You’re running A/B tests between specific messages
Compliance rules prevent Google from rotating copy
Your campaign is focused on high-intent niche keywords
You need a consistent tone across all devices
RSAs haven’t matched past performance
You’re testing callouts, numbers, or offers in a specific order

ETAs give you back the steering wheel — perfect for when automation doesn’t hit the mark.

How to Optimize ETAs

Expanded Text Ads need more than space — they need strategy. Here’s how to make every character count and improve performance where it matters most.

Use your primary keyword in Headline 1
Include a clear CTA in Description 2
Capitalize key phrases for visual impact
Test using numbers or promotions (e.g., “20% Off Today”)
Keep headlines distinct — don’t repeat phrases
Always write for mobile-first readability
Track CTR, CPC, and conversions to decide which ones to pause or replace

What Is an Expanded Text Ad?

It’s a Google Ads format that gives you control over your message from top to bottom — and it’s still running in thousands of campaigns today.

Should You Still Run Them?

Yes — especially if they’re still converting. According to internal agency data from 2023, accounts with strong ETAs saw up to 18% higher conversion rates compared to RSAs, when audience targeting and messaging matched perfectly.