Ad customizers are parameters in your Google Ads ad copy that are replaced by dynamic text when an ad is served.
Ad customizers allow you to automatically customize the text of your search ads. You can adapt your ad text based on keywords. Ad customizers provide tailored messaging for each search, it’s scalable with hundreds of ad variations, and maintain performance data accuracy despite automatic updates.
When you create ads in Search Ads 360, you can include ad customizers in your ad copy. You need to add customizer data within Google Ads. You can also include a countdown function to show the number of days remaining in a promotion or sale.
Scott's kitchen supply store offers hundreds of different stand mixers. He wants his ads to show details for each model, along with the current sale price that he's offering.
Ad customizers let him offer these details for all his mixers, with only one ad. With responsive search ads, first he needs to create the customizers by defining the attributes which can then be used across his account. Then all he needs to do is to upload ad customizer data with the details associated with each mixer.
A line from this ad customizer spreadsheet might look like this:
| Keyword | Customizer: Model | Customizer: Capacity | Customizer: Type | Customizer: Start_price | Customizer: Sale_ends |
| prowhip 300 | ProWhip 300 | 5 | tilt-head | $199 USD | 2025/05/15 20:00:00 |
The "Keyword" column shows what keyword should trigger the details in the other columns.
When Scott writes his ad, he uses customizers that reference each column in place of specific details. The first part of the customizer ("Mixers") is the name he gave to his data set, and the second part (for example, "Model") is the name of a column.
{=Mixers.Model} Stand Mixer
example.com
{=Mixers.Capacity} quart {=Mixers.Type} stand mixer.
{=Mixers.Start_price} - sale ends in {=COUNTDOWN("2025/01/15 20:00:00")}.
Now, if someone searches for "buy prowhip 300" on May 10, 2025, and this ad appears, the customizers update the ad according to the "prowhip 300" keyword, like this:
ProWhip 300 Stand Mixer
Ad example.com
5 quart tilt-head stand mixer.
$199 USD - sale ends in 5 days.
If the ad is served on May 15, 2025, at 18:00, the ad appears indicating that the sale ends in 2 hours, as that is the remaining time until the specified end date and time.
Business data
Business data allows you to manage multiple data sources (data feeds) for ads, assets, and targeting across Google Ads. It lets you track upload history, ad status, clicks, impressions, and campaign performance. With business data, you can create ad customizer attributes for responsive search ads. Learn how to create ad customizers for responsive search ads.
Default values
Default values in ad customizers allow you to provide an alternative value for each piece of customized text in your ads. So even if you are not using a data feed, your ads will always show. Go through the default values definition for more information.
- Create ad customizer data in Google Ads.
- Include customizers when you create a Google Ads ad in Search Ads 360.
Search Ads 360 displays engine metrics for customizer ads just like standard ads. You can look up the performance of individual customizers from Google Ads.