Automatically Created Assets (ACAs) are like handing your car keys to a stranger just because they say they know a shortcut.
Would you really do that? 😬
Let’s break down the good, the bad, and the “Google, are you serious?” 😳
🚗 What Are ACAs, Anyway?
Google markets them as a way to save you time. The pitch? They’ll automatically generate headlines and descriptions for your ads using content from your:
- Website
- Landing pages
- Existing ad copy
It sounds like a great idea, especially if you’re running a large account with hundreds of ad groups.
But I’ve got news for you: what sounds good on paper doesn’t always convert on screen. 😵💫
🎯 The Pros of ACAs (Yes, There Are a Few)
Let’s be fair. ACAs aren’t all bad. Here are the benefits if used strategically:
- ✅ Can save time on ad creation for large accounts
- ✅ Help generate ad variations for testing
- ✅ Might inspire messaging angles you hadn’t considered
And that’s where the praise ends.
🚨 But Now, the Real Problems Begin
Here’s where ACAs go off the rails — and fast. Buckle up.
❌ 1. Irrelevant or Inaccurate Messaging
Google can pull outdated or generic phrases. I’ve seen ads for luxury brands using terms like “cheap,” “bargain,” or “budget-friendly.” Yikes.
❌ 2. Loss of Brand Voice
You’ve built a brand. You have a tone. And now Google wants to replace that with AI-generated fluff? No thanks.
❌ 3. Low Conversion Alignment
ACAs chase click-through rates — not conversions. That’s like chasing likes on social media instead of sales. Vanity metrics don’t pay the bills.
❌ 4. Data Obfuscation
Want to see which asset performed better — yours or Google’s? Too bad. When ACAs are enabled, Google hides that data. That’s not automation. That’s a blindfold. 😵
As I always say: “Clicks are vanity, conversions are sanity.” 💡
🛠️ What Should You Do Instead?
Automation has a place — but only when you’re in the driver’s seat. Here’s how I recommend handling ACAs:
✅ 1. Start with Strong Manual Assets
- Write your own headlines and descriptions
- Highlight your real USP (not some fluff Google finds on your homepage)
✅ 2. Monitor Performance Like a Hawk
- If an ACA does outperform your manual ad, copy it over — manually
- Test it against your control. You’re in charge
✅ 3. Opt Out of ACAs
- Go to your RSA settings
- Find “Automatically Created Assets”
- Flip that sucker to “Off”
You’re the boss. Act like it.
🧠 Real Story: When ACAs Nearly Tanked a Client’s Sales
One of my clients — a high-end outdoor furniture brand — trusted Google to “help.” Big mistake.
Their CTR went up. But conversions? Down 30%.
Turns out, Google had created headlines like “Cheap Patio Sets Near You.”
This is a brand that sells $4,000 teak sectionals. “Cheap” isn’t in their vocabulary.
We turned off ACAs, rewrote the ads to highlight luxury, longevity, and the California lifestyle.
Result? Conversions bounced back. And kept climbing. 📈
Lesson? If you sell premium or brand-driven products, you can’t afford to let Google write your copy.
💥 Final Verdict: Trust ACAs? Only With Your Hand on the Brake
So should you trust Google’s Automatically Created Assets?
Short answer: Trust… but verify.
- Test them? Sure.
- Let them run wild? Never.
- Want consistency and control? Write your own copy.
Stay sharp. Because the difference between a good ad and a great one is often the voice behind the message.
🧠 Big Lesson:
Automation is a tool, not a replacement for your strategy.
🪵 Repeatable Proverb:
“Clicks are vanity. Conversions are sanity.”
📣 What To Do Next:
If this article helped you…
- 📌 Save it to your favorites for later
- 💬 Leave a comment — do YOU use ACAs? Love ’em? Hate ’em?
- ⭐ Star this post if it hit home
- 📤 Share with a fellow ecom warrior who might be relying too much on Google’s auto-magic
🔍 Q&A: Top Questions on ACAs (Using Top Google Keywords)
- What are Automatically Created Assets in Google Ads?
ACAs are machine-generated headlines and descriptions for responsive search ads using content from your site.
- Are ACAs good for ecommerce businesses?
Only in small doses. Manual control usually leads to better conversion-focused messaging.
- Can I turn off ACAs?
Yes. Go to ad settings → Automatically Created Assets → switch OFF.
- Do ACAs improve ad performance?
They might increase CTR. But that doesn’t mean more sales.
- How do I know if ACAs are hurting my campaigns?
If your conversions dip or you see off-brand messaging, ACAs could be the culprit.
- Can ACAs be tested safely?
Yes. Just monitor closely and compare results to your manual ads.
- What’s better than ACAs?
Manually written ads that speak your brand’s voice and drive high-converting traffic.
Need Help with Google Ads? If you’re ready to take your online store’s performance to the next level with Google Shopping Ads but need a helping hand, consider reaching out. I’m Andy Splichal, author of Make Each Click Count and host of the Make Each Click Count podcast. Whether it’s about creating high-performing Shopping Ads or mastering your overall Google Ads strategy, I’m here to help. Let’s make those clicks count!
ABOUT THE AUTHOR
Andy Splichal is the founder and managing partner of True Online Presence, author of the Make Each Click Count book series, host of the Make Each Click Count podcast, founder of Make Each Click Count University and certified online marketing strategist with twenty plus years of experience helping companies increase their online presence and profitable revenues.
He was named to Best of Los Angeles Awards’ Most Fascinating 100 List in both 2020 and 2021. To find more information on Andy Splichal, visit trueonlinepresence.com or read The Full Story on his website or his blog, blog.trueonlinepresence.com.