Google To Phase Out Expanded Text Ads

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Expanded text ads will no longer be available for Google search ads from the 30th June.

What does this mean and what do you need to do?

Google is phasing out Expanded text ads to force advertisers to transition to Responsive text ads. Responsive text ads are ads with multiple headline and description combinations which Google’s algorithm can stitch together as it sees fit to gain the best results.

According to Google, Responsive text ads out-perform Expanded text ads by driving 7% more conversions at a similar cost per conversion. As a marketer, I’d generally agree with this.


Don’t panic, your Responsive text ads will still run after the 30th June. See Google’s statement:

“After 30 June 2022, you’ll no longer be able to create or edit expanded text ads. However, your existing expanded text ads will continue to serve alongside responsive search ads, and you’ll still see reports on their performance going forwards. Additionally, you’ll be able to pause and resume your expanded text ads or remove them if needed.”


If you’re currently running Google Search ads, here’s what you need to do:

  • Create at least one Responsive text ad per every active ad group
  • Take headlines and descriptions from your best performing responsive text ads to build out your expanded text ads
  • Pin headlines or descriptions in specific positions of responsive text ads if you have to but try to pin at least 2-3 options to a single position
  • If you want to still have expanded text ads for specific purposes, such as Black Friday, then make them now and you’ll still be able to use them after 30th June