Expanded Text Ads
Also called ETA
By the AdFlint research team · Last reviewed July 2026
Google's legacy fixed-copy search ad with three headlines and two descriptions, retired in favor of responsive search ads and no longer creatable.
For years this was the standard search unit, with headlines and descriptions you wrote and controlled exactly. Google stopped new creation and editing in mid-2022 and has since wound the format down, migrating advertisers to responsive search ads. If an old playbook references it, translate the copy into RSA assets instead. The recurring frustration is expecting the same line-by-line control, which RSAs deliberately do not offer.
Expanded Text Ads compared with
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