Google has started to adding headlines into the ad description text in live ads, and they did it quietly, without telling the advertisers first. This sudden change has caused some worry among advertisers, especially because they don’t know if this is going to become a regular thing.

This is important because when Google changes things without warning, it makes it tough for advertisers to plan their strategies, particularly those with smaller budgets. Figuring out these changes, especially in responsive search ads, can be really tricky and adds more work.

Google’s response to this came from their Ads liaison, Ginny Marvin. She claims that this is “a small test”. Her response came after many people started talking about these changes.