Google Expanded Text Ads (2016)
Two headlines and longer description lines replaced standard text ads.
DateJul 2016
PlatformGoogle Ads
TypeAd format
Who it affectsSearch advertisers
What happened
Expanded text ads replaced standard text ads with two headlines and a longer description, giving advertisers much more space in search results, especially on mobile.
Who it affected
Search advertisers.
What it means for marketers today
ETAs have since been retired. Responsive search ads are the current format; see the Google Ads audit.
Related
See the full Google Ads History: Every Major Change (2000–2025)