If you’ve ever built a Google Ads responsive search ad (RSA), you know the flexibility is both a blessing and a curse. You can add up to 15 headlines and pin specific ones to position 1, 2, or 3 but here’s the catch:
Not all pinned headlines are guaranteed to show.
So what’s happening when you pin all three, but only see two in the ad preview? Let’s break it down.
How Responsive Search Ads Display Headlines?
Google RSAs are designed to mix and match headlines to find the best-performing combinations. While you can pin headlines to specific spots, Google ultimately decides how many headlines to display based on:
- Available space (mobile screens often show fewer elements).
- User device & search context.
- Performance optimization (Google tests combinations for CTR & conversions).
Do All 3 Pinned Headlines Show?
Short answer: No, they don’t always show.
Here’s why:
- Two Headlines Are the Default
Most of the time, Google shows only 2 headlines (around 30 characters each). This format is more common across both desktop and mobile. - Third Headline Is Conditional
The third headline may appear on desktop or when there’s enough space. But it’s not guaranteed. - Pinning ≠ Forcing
Pinning tells Google which headline to show if that position is used but it doesn’t force the ad to display all three.
Why the Third Headline Doesn’t Show?
From multiple advertiser tests and Google documentation, the third headline fails to show when:
- The combined character count of three headlines is too long.
- The search results page is crowded, limiting ad space.
- The device is mobile, where screen real estate is tighter.
- Google’s system decides two headlines perform better for the query.
Best Practices for Headline Pinning:
If you want to make the most of your pinned headlines:
- Keep Headlines Short
Aim for under 25 characters for the third headline usually a quick CTA like “Get Free Estimate” or “Call Now”. - Use Pins Strategically
- Pin your brand name or primary value prop to position 1.
- Pin a supporting benefit or USP to position 2.
- Use a short CTA for position 3 (so it fits when Google allows it).
- Monitor Performance Metrics
Google Ads now shows impression and CTR metrics per headline. But note: sometimes a “headline” is actually displayed as a sitelink, so CTR may look lower. - Don’t Over-Pin
Too many pinned headlines restrict Google’s ability to optimize. Strike a balance between control and flexibility.
Many advertisers (myself included) see only 2 headlines most of the time. The third headline shows occasionally mainly on desktop or for short ads. Think of the third headline as a bonus placement, not a guaranteed slot.
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FAQs:
Why is my third pinned headline not showing in Google Ads?
Because Google doesn’t guarantee all three headlines will appear. The third headline only shows when space allows, usually on desktop or for shorter ads.
If I pin headlines, will they always show in the pinned position?
Yes if Google decides to use that position. But pinning doesn’t guarantee that all three positions will always display.
Should I avoid pinning altogether?
Not necessarily. Pinning is useful for critical brand or compliance messages. Just avoid pinning too many headlines, as it reduces Google’s ability to optimize.
How many headlines should I write for RSAs?
Use all 15 if possible. More variety gives Google better combinations to test, improving ad strength and performance.
Does character length affect whether all 3 headlines show?
Yes. Shorter headlines increase the chances of fitting three on one line, especially on desktop.
