Ad Params

Normally, any change to a responsive search ad triggers an ad review process, which both takes time and wipes out all stats for the ad. However, the ability to quickly adjust an ad is often beneficial: Small changes in the ad could have drastic impact on the perceived relevance. Compare the following ads:

Regular ad
Enhanced ad

"Sale ends in 14 hours" conveys more urgency than simply "Sale ends soon". Furthermore, if prospective customers view your ad again three hours later, they will see "Sale ends in 11 hours", convincing them that there is an actual countdown.

Ad params lets you change numerical values inside of an ad text without having to create a new ad. Furthermore, the values of the parameters are tied to keywords, so different keywords can trigger different versions of an ad.


To use ad params, you need an ad set up with parameterization in its fields. For example, you could have a ResponsiveSearchAd that has a description set to the string "Only {param1:a few} days {param2:and} hours left!".

This string has two placeholder fields, with default values specified. If there are no matching ad parameters, the default values ("a few" and "and") will be passed through to the string. You can also specify numeric replacements.

Suppose that you had a few responsive search ads with variations on this wording in a given ad group. You could modify the ad params with the following code:

const keywords = adGroup.keywords().get();
for(const keyword of keywords) {
  keyword.setAdParam(1, daysLeft);
  keyword.setAdParam(2, hoursLeft);