Microsoft Advertising is introducing smarter location targeting and auto-generated text assets for Responsive Search Ads (RSAs), aiming to streamline setup and improve performance.
The updated location targeting offers broader reach, smoother Google Ads imports, and reduces issues with paused or inactive campaigns.
For RSAs, auto-generated headlines and descriptions are now enabled by default globally for new ads (excluding China and South Korea), using content from your website. Advertisers using the feature report up to a 5% lift in CTR. This enhancement helps scale ad variations with less manual work.
Note: This applies only to text assets, not images, and is not auto-enabled for sensitive verticals. Existing RSAs and API-generated ads are unaffected.
Read the full update here: Performance Max updates and other product news for January 2026.