Responsive ads let you create an ad that adapts to show multiple versions of your ad. For display ads it will assemble an image/video, headline and description to match with what the customer is looking for. For Search it will choose from several headlines and description to match with what the customer is looking for. Google will automatically test different combinations and learn which combinations performs the best. Some advantages are: They automatically optimize your inputs for more conversions. Broader reach with adjustable sizes to fit more placements. Pulls your website brand and colours. You can monitor the performance of each asset. Will display more often than image ads as they adjust to fit more placements.