Good Google Ads copy in Australia, as of December 2025, relies on leveraging Google’s automated ad creation and quality scoring systems, primarily through Responsive Search Ads (RSAs) and Performance Max campaigns, to match user search intent with relevant text.
RSAs, currently the standard for text ads, function by allowing advertisers to input multiple headlines (up to 15) and descriptions (up to 4). Google’s machine learning algorithms then automatically test different combinations of these assets to determine which perform best for each individual search query. The system considers factors like predicted click-through rate (CTR) and conversion rate, and assigns an ‘Ad Strength’ score – higher scores generally correlate with lower costs and better ad positions. Performance Max campaigns, now including options for location targeting down to postcode level across Australia, utilise similar asset-based approaches but extend to all Google Ads inventory, including YouTube, Discover, Gmail and Maps. Google’s AI prioritises conversions based on your defined goals. In 2026, Google is rolling out enhanced asset grouping within RSAs, allowing for more granular control over which assets are shown together. Compliance with Australian Consumer Law regarding truthful advertising remains the advertiser’s responsibility, and Google’s policies are enforced through automated and manual reviews.
Ultimately, Google Ads copy effectiveness isn’t solely about the text you write, but how well Google’s systems can dynamically combine and optimise those assets to meet user needs.
