Expanded Text Ads: What Changed in Google Ads
Expanded Text Ads are a retired Google Search format with three headline fields and two description fields. Advertisers cannot create or edit them after June 30, 2022. Current Search copy is written as responsive search ads.
Expanded Text Ads (ETAs) are a retired Google Search text format with three headline fields and two description fields. Google’s About expanded text ads article states that starting June 30, 2022, you can no longer create or edit expanded text ads. Existing ETAs can continue to serve, remain in reports, and can still be paused, resumed, or removed. Google strongly encourages advertisers to use responsive search ads instead.
This page explains the historical format so old reports and audits still make sense. It is not a how-to for creating ETAs. Current field limits, pinning, and examples for Search and Meta Feed live on What Is Ad Copy?. Historical ETA lines can still inform exact match keyword and ad extension tests inside an RSA program.
What advertisers can still do with legacy ETAs
According to Google’s current ETA Help article, if an ETA already exists you can:
- Let it keep serving next to responsive search ads
- Keep reading its performance reports
- Pause it, resume it, or remove it
You cannot create a new ETA, and you cannot edit the copy, URLs, or paths of an existing one. Google Ads Editor and older bulk-edit screens that still mention ETA text changes are leftovers from before the cutoff. Do not use them as current instructions.
Historical field structure
These limits describe the retired format. They are useful when you read an old screenshot or export. They are not a spec for a new ad.
| Field | Historical limit | Notes from Google’s ETA article |
|---|---|---|
| Headline 1 and 2 | 30 characters each | Required. Shown separated by a vertical pipe |
| Headline 3 | 30 characters | Optional. Could wrap on smaller screens |
| Description 1 and 2 | 90 characters each | Description 2 was not guaranteed to show |
| Path 1 and 2 | 15 characters each | Optional display-URL paths, not the real folder path |
| Display URL domain | Taken from the final URL | Subdomains usually appeared; trademarked subdomains might not |
Headline 1, Headline 2, and Description 1 usually showed. The third headline and second description could show when there was space. Google could shorten text with an ellipsis. Legal lines that had to appear needed to sit in Headline 1, Headline 2, or Description 1.
ETA versus responsive search ad
| Format | Headlines / descriptions | Control | Status |
|---|---|---|---|
| Expanded Text Ad | 3 headlines (30), 2 descriptions (90) | Fixed lines you approved | Cannot create or edit after 30 June 2022 |
| Responsive Search Ad | Up to 15 headlines, 4 descriptions | Google Ads tests combinations | Current Search text format |
An ETA preserved an approved sentence in a fixed slot. An RSA trades some of that control for more combinations. If a line must appear in every RSA, pin it using current RSA pinning rules. Do not try to recreate an ETA inside Google Ads.
Historical copy archive, not a build tutorial
The lines below show how a travel offer used to map onto ETA fields. They are an archive of structure. They are not steps for launching an ETA.
Exact match keyword (historical pairing): [maldives all inclusive packages]
- 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 path example: Maldives-Deals
Reuse the strongest proven claims as RSA headlines and descriptions. Pair exact themes with broad match only when tracking and negatives are in place. Judge new RSA combinations on current conversion quality, not on the old ETA click rate alone.
Current paid search programs should treat legacy ETA copy as an input, not as a format to rebuild.
Frequently Asked Questions
What are Google Expanded Text Ads?
Expanded Text Ads are a legacy Google Ads Search format with three 30-character headline fields and two 90-character description fields. The third headline is optional. Google no longer allows advertisers to create or edit them.
Are Expanded Text Ads still available?
You cannot create or edit Expanded Text Ads after June 30, 2022. Google’s current Help article says existing ads can continue to serve, remain reportable, and can still be paused, resumed, or removed.
What were the character limits for ETAs?
Historically, three headline fields of up to 30 characters, two description fields of up to 90 characters, and two optional 15-character path fields. Double-width characters counted as two. These limits describe the retired format. They are not instructions for building a new ETA.
How do ETAs compare to Responsive Search Ads?
ETAs used fixed headline and description lines you approved in place. Responsive search ads let you provide up to 15 headlines and 4 descriptions. Google Ads tests combinations. New Search text ads should be built as RSAs.
Historical video: Google Ads Expanded Text Ads by Missoula SEO Geek on YouTube. It documents the transition from ETAs to responsive search ads and is not a current ETA creation tutorial.
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