While carrying out a recent Google Ads audit, I came across something I hadn’t seen in quite some time: hundreds of Expanded Text Ads (ETAs) still live within the account.
That immediately raised a red flag.
If you’re not immersed in the mechanics of Google Ads ad formats, here’s why that matters.
What Were Expanded Text Ads?
Expanded Text Ads were introduced by Google as the successor to the old standard text ads. They allowed advertisers to create:
- Two headlines
- One longer description
- A display URL
Later iterations expanded this slightly, but the structure remained fixed and advertiser-controlled. You wrote the ad exactly as it would appear.
For years, ETAs were the default format in Google Ads search campaigns.
The Rise of Responsive Search Ads
Then came the shift.
Google introduced Responsive Search Ads (RSAs) — a more flexible, machine-learning-driven format. Instead of writing a single fixed ad, advertisers could now provide:
- Up to 15 headlines
- Up to 4 descriptions
Google’s system would then dynamically assemble combinations of those assets at auction time, testing variations automatically to determine which combinations performed best.
The promise was clear:
More testing. More automation. Better results.
The 2022 Phase-Out of ETAs
In 2022, Google officially announced the end of the road for Expanded Text Ads.
From that point onward:
- You could no longer create new ETAs
- You could not edit existing ETAs
- Existing ETAs could continue serving
Effectively, ETAs were frozen in time.
Responsive Search Ads became the dominant — and eventually required — ad format in standard Search campaigns.
So Why Does This Matter?
Returning to the account I audited: the presence of hundreds of live ETAs strongly suggested the account hadn’t undergone meaningful optimisation in years.
If ETAs were still heavily relied upon, it likely meant:
- RSAs had not been properly implemented
- Ad strength improvements had not been pursued
- Asset testing was minimal or non-existent
- Other “newer” features introduced since 2022 may also have been ignored
And that’s rarely a good sign.
Google Ads evolves rapidly. Accounts that aren’t actively maintained tend to fall behind — not just in ad formats, but in bidding strategies, audience signals, campaign structures, and measurement setup.
But What If ETAs Are Performing Well?
This is the natural objection.
You might look at your performance and think:
“If it isn’t broken, why fix it?”
That’s a fair question.
In some cases, legacy ETAs can still perform perfectly well — particularly in tightly structured accounts with strong keyword alignment and historical data.
However, there are limitations:
- You can’t edit them
- You can’t refresh messaging
- You can’t test variations
- You can’t improve ad strength
- You’re not leveraging Google’s machine learning in the way the platform now expects
Over time, that rigidity can become a competitive disadvantage.
The Bigger Issue: Stagnation
The real concern isn’t simply the presence of Expanded Text Ads.
It’s what they often represent.
When I see hundreds of ETAs still live, I usually find:
- Outdated bidding strategies
- Limited use of audience layering
- Minimal conversion tracking improvements
- No structured asset testing
- Campaigns that haven’t evolved alongside the platform
Google Ads is not a “set and forget” channel. What worked in 2019 is unlikely to be optimal in 2026.
Should You Remove All ETAs?
Not necessarily.
A measured approach is better than a rushed one.
If ETAs are still live in your account:
- Audit performance properly
- Ensure high-quality RSAs are in place
- Build strong, varied headline and description assets
- Avoid over-pinning (which restricts optimisation)
- Monitor performance after transition
The goal isn’t change for the sake of change — it’s structured improvement.
A Quick Health Check
Ask yourself:
- When was the last time your ads were properly rebuilt?
- Are you actively testing messaging?
- Are you relying on frozen legacy ads?
- Are you using the latest features within Google Ads?
If Expanded Text Ads are still dominating your account, they may not be the core problem — but they could be a symptom of one.
And in paid search, stagnation is expensive.