What Are Google Expanded Text Ads? | Anderson Collaborative’s Guide

Updated September 3, 2026· 3 min read

What are Google Expanded Text Ads?

Expanded Text Ads (ETAs) are legacy Google search ads with three headline fields and two description fields. Advertisers cannot create or edit them, though existing ETAs can still serve. Their historical copy may inform exact match keyword and ad extension tests.

ETA vs Responsive Search Ad

Format	Headlines / descriptions	Control
Expanded Text Ad	3 headlines (30 chars), 2 descriptions (90 chars)	Fixed copy you approve
Responsive Search Ad	Up to 15 headlines, 4 descriptions	Google mixes combinations

An Expanded Text Ad (ETA) is a retired Google Ads search format with fixed headline and description fields. Google no longer allows advertisers to create or edit ETAs.

Responsive Search Ads replaced ETAs as the standard search format. Existing ETA copy can still serve as a useful record of historical messages and tests.

Features of Expanded Text Ads:

1. Headlines: ETAs have three headline fields with up to 30 characters each. The first two are required, and the third is optional.
2. Descriptions: ETAs have two description fields with up to 90 characters each.
3. Display URL: Automatically generated from the final URL, advertisers can customize two optional path fields (up to 15 characters each) to make URLs more descriptive.

Practical Example:

Scenario: A travel company wants to promote “Maldives All-Inclusive Packages” using ** Exact Match Keywords** in their Google Ads campaign.

Exact Match Keyword:

[maldives all inclusive packages]

Ad Copy Example:

• Headline 1: “Maldives All-Inclusive Deals”
• Headline 2: “Limited-Time Luxury Offers!”
• Headline 3: “Flights and Resorts Included”
• Description 1: “Book a Maldives package with flights and five-star resorts at one clear price.”
• Description 2: “Explore current dates and limited-time offers for your next trip.”
• Display URL: www.travelagency.com/Maldives-Deals

Pair exact themes with broad match expansion only when tracking and negatives are in place.

Benefits of Using Expanded Text Ads:

Expanded Text Ads gave advertisers more fixed copy space than the text ad format they replaced:

• Message space: Three headline fields and two descriptions let advertisers explain an offer in more detail.
• Device adaptation: The format can adjust how fields appear across eligible screen sizes.
• Copy control: Fixed fields preserve an approved message instead of combining a larger asset set.

Current paid search programs can use historical ETA copy as an input to responsive ad and landing-page tests.

What does current evidence show about Expanded Text Ads?

Google stopped allowing advertisers to create or edit expanded text ads on June 30, 2022.

Existing ads can still serve.

Source for expanded text ad status: Google Ads Help, accessed 2026.

What has AC learned from Expanded Text Ads?

Our view: Historical expanded text ads remain useful as a message archive, not a format to recreate. We use their strongest proven claims as inputs for responsive search ads, then judge each new combination against current conversion quality.

Frequently Asked Questions

What are Google Expanded Text Ads?

Expanded Text Ads (ETAs) are a legacy Google Ads search format with three 30-character headline fields and two 90-character description fields. The third headline is optional.

Are Expanded Text Ads still available?

Advertisers cannot create or edit ETAs after June 30, 2022. Existing ETAs can still serve, and advertisers can pause, resume, or remove them.

What are the character limits for ETAs?

ETAs allow three headline fields with up to 30 characters each, two description fields with up to 90 characters each, and two optional 15-character paths.

How do ETAs compare to Responsive Search Ads?

ETAs use fixed headline and description lines you write. RSAs mix multiple headlines and descriptions that Google tests automatically for each auction.