Responsive ads are ads that automatically adjust their size, format, and appearance to fit different ad spaces. This allows one ad to show in multiple layouts across websites, apps, and devices.
To create a responsive ad, advertisers provide multiple assets such as headlines, descriptions, images, and logos. Google Ads then automatically combines and tests these assets to create the most effective version for each placement.
Responsive ads are widely used in both Search and Display campaigns. In the Display Network, they can adapt to available ad spaces and may appear in native formats that match the look and feel of the website where they are shown.
Because responsive ads continuously test different combinations, they help improve performance over time and make it easier to reach users across a wide range of placements.