Responsive Search Ads in Nepal: English and Romanized Nepali (2026)
Responsive Search Ads (RSA) mix headlines and descriptions Google tests on Search. In Nepal the mix only works if some assets match romanized queries and all of them match the landing. Arjan KC writes RSAs as part of SEM, not as a creative contest. Quality Score · landings.
→ Brand Search · Call vs WhatsApp · Google Ads
Objects moved CPA/CPL, not “RSA CTR”
- −42% CPA — /case-studies/kathmandu-home-services-google-ads/
- −40% CPL — /case-studies/nepal-education-consultancy-ppc/
Those rebuilds needed message match. They do not publish an RSA A/B %. Do not invent one.
Image: Arjan KC media library.
Asset list that usually belongs
| Slot | Include | Avoid |
|---|---|---|
| Headlines | Brand; service + city; romanized variant; NPR or bounded offer | “Best cheapest #1”; pinned 15/15 |
| Descriptions | Hours, WhatsApp or call, proof you actually have | USD-only; different price than the page |
| Path |
kathmandu / pokhara if true |
Fake city in the path |
| Extensions | Sitelinks to one offer | Sitelinks to the blog |
IMC: the RSA, GBP, and landing quote the same NPR. Geo still decides who sees it.
Image: Arjan KC media library.
Pinning and language
Pin position 1 only for a claim you must keep (license, “UK file” if true). Let Google rotate the rest inside that ad group’s query theme. Split romanized-heavy groups if the English RSA never serves on ktm terms.
Festival creatives: swap RSA assets and freeze hours — Dashain SLA.
Next: Quality Score · audit · hire.
