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How To Write High-Converting Google Ads Copy: Best Practices And Examples

How To Write High-Converting Google Ads Copy: Best Practices And Examples 8

Writing high-converting Google Ads copy is a pivotal component of online marketing success. Google Ads copy primarily consists of two critical components: headlines and descriptions. The 30-character headline is often the first part of the ad that a potential customer sees and reads. It’s what grabs their attention. Descriptions in Google Ads provide more information, expanding on what is mentioned in the headlines. Here, you can include details about your product, service, or offer in 90 characters.

With that, this comprehensive guide will delve into how to write Google Ads. By integrating the strategies covered below, you’ll capture the attention of your target audience and drive meaningful conversions.

Know Your Audience: The First Step To Effective Copy

To effectively communicate with your audience, you first need to understand who they are before writing your Google Ads. This deep understanding is critical because it allows you to tailor your messaging in a way that resonates on a more personal and emotional level with your audience. 

It’s not just about reaching people; it’s about reaching the right people in the right way. This involves identifying their pain points, needs, and desires, and then crafting your copy to address these elements directly. It’s about speaking their language and presenting your product or service as the solution to their problems.

In the context of Google Ads, the importance of this audience understanding is magnified due to the platform’s vast reach and potential for precise targeting. When you know your audience well, you can segment them into groups based on specific characteristics or behaviours. This segmentation leads to more personalised and effective advertising as you can tailor your messages to resonate with each unique segment. The creation of detailed buyer personas is a useful strategy here as it helps you visualise and understand the ideal customer for your product or service. These personas represent your target market and guide you in crafting Google Ads copy that best appeals to the motivations, behaviours, and decision-making processes of your potential customers.

The importance of relevance in Google Ads

Relevance stands at the heart of success in writing Google Ads campaigns. It hinges on the alignment of your ad with the user’s specific search query and intent. Users turn to Google with particular queries or needs in mind, and ads that echo these specific intentions are more likely to garner engagement. 

Take, for example, a user searching for “best outdoor camping equipment”; they are more inclined to interact with an ad that directly addresses their outdoor camping needs as opposed to a more generic sporting goods advertisement.

Google uses a metric called Quality Score to assess the relevance of ads, keywords, and landing pages. This score is based on factors like click-through rate (CTR), the relevance of the ad text, and the user experience on the landing page. A higher Quality Score can lead to better ad positions and lower costs per click. Essentially, Google rewards advertisers who create relevant, high-quality ads that users find helpful and engaging.

Techniques For Crafting Your Message

So how can you craft your Google Ads messages to ensure relevance and effectiveness? Here are several key techniques:

1. Using keywords effectively: Match user intent

Keywords are the foundation of any Google Ads campaign. The effectiveness of your ad largely depends on how well your chosen keywords match the intent of your target audience’s search queries. User intent can be informational, navigational, commercial, or transactional. Each type requires a different writing approach in your ad copy. 

For example, a transactional intent (“buy camping tent online”) suggests a readiness to purchase, while an informational intent (“best camping tents 2023”) indicates a user in the research phase.

Utilising tools like Google’s Keyword Planner can help identify the most relevant and high-performing keywords for your target audience. It’s not just about the high-volume keywords; sometimes, more niche, specific keywords can drive better-targeted traffic. 

Once you have your keywords, the challenge is to incorporate them into your ad copy in a way that feels natural and engaging. Following Google Ads copy best practices, your headline and description should include these keywords while still conveying a clear and compelling message.

2. The power of specificity: Speak directly to your potential customers

Generic messages tend to get lost in the sea of online ads. Specificity helps your ad stand out and speaks directly to the needs and interests of your potential customers. As part of Google Ads copy best practices, this involves highlighting specific features, benefits, or use cases of your product or service. For instance, instead of saying “high-quality shoes,” specify “hand-crafted leather shoes with custom fitting options.”

By segmenting your target audience based on demographics, interests, or behaviours, you can tailor your ad copy to suit each segment. This targeted approach ensures that your ad speaks more directly and relevantly to different subsets of your audience.

3. Emotional triggers: Connect on a deeper level

Different products and services evoke different emotional responses. Identify what emotional drivers are most relevant to your audience. It could be the desire for success, fear of missing out, the joy of discovery, or the need for security. 

Once you know the emotional drivers, write your Google Ads copy to tap into these emotions. This might mean creating a sense of urgency for limited-time offers, evoking a feeling of belonging for community-driven products, or highlighting the peace of mind that comes with a secure investment.

4. Avoiding generic sales language: Be authentic and relatable

Consumers are increasingly savvy and can easily spot and ignore ads that sound too salesy or insincere. Instead, successful Google Ads copy should feel like a conversation with the audience. This involves writing in a tone that is more personal and a language that reflects how your target audience communicates. 

Authenticity also comes from being honest and transparent about your products or services. Rather than making exaggerated claims, focus on the real value that you can provide to the customer. This honesty not only makes your ad more believable but also helps in building trust with your audience. Telling a story or presenting a problem-solving scenario can also add a layer of relatability and engagement, making your ad more memorable.

5. The role of numbers, trademarks, and register marks (™, ®)

Incorporating numbers, trademarks, and registered marks can significantly enhance the credibility and specificity of your ads. Numbers such as statistics, percentages, or pricing can provide concrete information and draw the attention of potential customers. They make your claims more tangible and believable. For example, stating “Over 10,000 satisfied customers” or “Save 30% on your first purchase” gives your audience a clear, quantifiable reason to be interested in your offer.

Using trademarks and registered marks is equally important, especially if you are selling branded products or services. These symbols (™ for trademark and ® for registered trademark) not only protect your brand legally but also convey a sense of professionalism and authenticity. They indicate that you are an official provider or reseller and that you take your product’s authenticity and quality seriously.

6. Leverage dynamic features for personalised copy

Dynamic features in Google Ads allow for a level of personalisation that can significantly increase the relevance and effectiveness of your ads. Dynamic Keyword Insertion (DKI) is one such feature where your ad copy automatically includes keywords that match the user’s search query. This ensures that your ad appears more relevant to each individual user, increasing the likelihood of engagement.

Essential Elements In Your Copy

Wondering how to write Google Ads headlines and descriptions? The following elements are integral in guiding your audience through the decision-making process and towards a meaningful interaction with your brand.

The must-have call to action: Guide your audience

A Call to Action (CTA) is a crucial part of your ad copy that guides the audience towards what you want them to do next. Whether it’s “Buy Now”, “Sign Up”, “Learn More”, or any other directive, a CTA is a clear instruction that helps transition a potential customer from interest to action. 

The effectiveness of a CTA lies in its clarity and urgency. It should be straightforward, leaving no doubt about what action is expected. Furthermore, incorporating a sense of urgency or scarcity (“Offer ends soon”, “Limited availability”) can motivate immediate responses, capitalising on the viewer’s interest at the moment it’s strongest.

Delivering on your promises: Building trust

Trust is a critical component of any successful ad campaign. Your copy should make promises that your product or service can realistically keep. This accuracy in advertising is not just legally prudent; it’s essential for building and maintaining customer trust. Overstated claims or misleading promises can lead to disappointment, damaging your brand’s credibility. 

Consistency is key here – the experience you advertise should align seamlessly with what the customer actually receives. This consistency, from the first impression of the ad to the final product or service experience, lays the foundation for a trustworthy relationship between your brand and your customers.

Social proof: Show that others trust you

Integrating social proof into your ad copy can significantly boost its persuasiveness. This could be in the form of customer testimonials, expert endorsements, user reviews, or even statistics showcasing the number of satisfied customers or successful case studies. Including this kind of evidence in your ads can reassure potential customers that others have had positive experiences with your product or service, making them more likely to trust and choose your brand.

Highlighting your USPs: Stand out from the crowd

Your Unique Selling Propositions (USPs) are the key differentiators that set your product or service apart from the competition. In a market where consumers are often overwhelmed with choices, your USPs can be the deciding factor that tilts the scales in your favour. Therefore, it’s essential to not only identify your USPs but also to prominently feature them in your ad copy. 

This involves a deep understanding of both your product and your market. What can you offer that others don’t? It could be anything from a unique feature, a specific benefit, an innovative approach, or even a particular aspect of your customer service.

Once identified, the way you articulate these USPs is crucial. They should be presented clearly and compellingly, in a way that is immediately understandable to the consumer. For instance, if your product is the most durable in its category, this should be clearly stated in a manner that captures the consumer’s attention.

Effective use of punctuation: Clarity and emphasis

Punctuation, often overlooked, also plays a vital role in the effectiveness of your ad copy. Punctuation helps in structuring your ad copy and making it more readable. Commas, periods, and semicolons can break down complex information into digestible pieces, making it easier for the reader to process and understand your message.

Strategic use of punctuation can also be used to emphasise certain parts of your message. Some of the best Google Ads copy uses dashes or ellipses to create a pause, adding emphasis or suspense. Exclamation points, used only once in your descriptions, can also convey excitement or urgency.

After Writing Your Google Ads

After crafting your Google Ads, you can leverage strategies that refine and enhance the effectiveness of your advertising. These strategies include split testing, utilising Ad Strength, and maximising ad space.

The importance of split testing: Continuous improvement

Once your Google Ads are live, the process of split testing (or A/B testing) becomes essential. This method involves creating multiple versions of the same ad, each with slight variations, and then testing these versions to see which one performs the best. The importance of this approach lies in its ability to provide concrete data that guides your optimisation efforts.

  • Iterative learning: Split testing is an iterative process. By continually testing different elements of your ads, such as headlines, descriptions, and call-to-actions, you can learn what resonates best with your audience. This learning process allows for ongoing refinement of your ad copy, leading to better engagement and conversion rates.
  • Refined targeting: Through split testing, you gain insights into the preferences and behaviours of different audience segments. This information is invaluable for tailoring your ads to specific groups, enhancing the relevance and effectiveness of your messaging.
  • Data-driven optimisation: Split testing takes the guesswork out of ad optimisation. By relying on data rather than intuition, you make more informed decisions that can lead to improved ad performance and a higher return on investment.

Utilising ad strength for user insights

Google Ads offers a feature called Ad Strength, which is a valuable tool for gauging the effectiveness of your ads. This feature provides real-time feedback on the quality of your ad based on various factors.

  • Quality and relevance assessment: Ad Strength assesses the relevance, clarity, and overall quality of your ad copy. It helps in identifying areas where your ad may be lacking and offers suggestions for improvement.
  • Enhanced user engagement: By providing insights into how your ad is likely to engage users, Ad Strength helps you tailor your ad copy in a way that is more likely to capture and retain the user’s interest.
  • Competitive benchmarking: Ad Strength also allows you to benchmark your ads against the competition, giving you a clearer understanding of where your ad stands in the marketplace and how you can improve its performance.

Maximising ad space: Every word counts

In the constrained space of a Google Ad – headlines (30 characters each) and descriptions (90 characters each) –, every word must be carefully considered for its impact and value. This makes maximising your ad space a critical task.

  • Concise and clear messaging: With limited space, it’s important to be concise yet clear in your messaging. Choose words that are impactful and convey your message effectively without unnecessary filler.
  • Immediate value proposition: Your ad should quickly communicate the value proposition to the audience. Highlight the key benefits and features of your product or service in a way that is immediately understandable and compelling.
  • Strong and direct CTA: The Call-to-Action (CTA) in your ad is crucial. It should be clear, direct, and compelling, guiding the viewer on what action to take next, whether it’s making a purchase, signing up for a newsletter, or learning more about a product.

Writing Google Ads Copy: Dos & Don’ts

When crafting Google Ads, striking the right balance between creativity and relevance is key. Let’s explore some examples to illustrate how applying best practices when writing your Google Ads copy can significantly influence the effectiveness of your ads

Example 1:


Headline: Buy Leather Shoes

Description: We sell leather shoes. Visit us!
Explanation: This ad is too general and fails to meet any specific search intent. It doesn’t provide compelling reasons for users to click, such as unique features, benefits, or a special offer.


Headline: 20% Off Premium Leather Shoes
Description: Premium leather shoes for style-conscious professionals. Limited time offer, shop now!
Explanation: This ad effectively meets the search intent for high-quality, stylish shoes, offering a clear value proposition and a strong call to action.

Example 2:


Headline: Fitness Services Available
Description: Looking for fitness solutions? Check us out!
Explanation: This ad lacks specificity and fails to engage users actively looking for fitness plans. It doesn’t address any particular fitness needs or goals, making it less likely to resonate with users who are searching for tailored fitness solutions.


Headline: Customised Fitness Plans
Description: Achieve your health goals with our personalised fitness plans for busy lifestyles.
Explanation: This ad offers a clear benefit (achieve your health goals), communicates a USP (personalised fitness plan) and targets a specific audience (people with busy lifestyles). 

Example 3:


Headline: Web Service Experts
Description: We can handle all your web service needs.
Explanation: While slightly better, this ad still lacks the specificity and unique selling points that would make it stand out to users actively searching for web services.


Headline: Upgrade Your Website
Description: Professional development for responsive, modern and SEO-optimised websites. Enquire today!
Explanation: This ad effectively targets users looking to upgrade their existing website. It emphasises crucial aspects upgraders might be looking for, such as modern aesthetics, responsive design and SEO optimisation. “Enquire today!” adds a direct and inviting call to action.

Best Copywriting Practices for Responsive Search Ads

Crafting effective copy for Responsive Search Ads (RSAs) in Google requires a flexible and dynamic approach. Unlike traditional search ads, RSAs allow you to write 15 headlines and 4 different descriptions. Google will automatically test different combinations of your headlines and descriptions and learn which combinations perform best. 

Get the most out of your RSAs by following these best copywriting practices:

Make use of all available headlines and descriptions

Maximise the available space by using at least eight to ten out of the 15 available headlines and at least three of the four descriptions. This allows Google to better test and optimise more ad combinations.

Write distinct headlines

Google’s algorithm will not display similar headlines, so avoid repetition and be sure to create varied headlines that can work interchangeably. Each headline should be able to stand alone and still convey the core message of your ad.

Vary your headline length

Mixing up the length of your headlines allows Google to create ad combinations with two or three headlines instead of one, improving the adaptability and effectiveness of your RSAs.

Balance your keyword usage

Due to the dynamic nature of RSAs, there is no need to include keywords in every headline or description. Take advantage of this by emphasising different aspects of your product, like features, benefits or calls to action. 

Adapt your copy to different search intents

From informational to transactional, make sure your ad copy covers a wide range of user intents. This allows Google to match your ad with a broad spectrum of queries across different stages of the user journey, increasing the likelihood of your ad resonating with users. 

Incorporating these best practices into your RSAs can lead to more engaging, relevant, and high-performing ads on Google’s platform.

Google Ads Copy Templates

If you’re planning to start writing Google Ads for your business, the below templates are a great starting point for you. Let’s delve into various templates and how they can be applied for maximum impact:

Product. Description. CTA (Call to Action)

Application: Ideal for straightforward product promotions where the features and benefits of the product are the main focus.

  • Product: Introduce the product or service clearly.
  • Description: Provide details about the product, highlighting key features and benefits.
  • CTA: Conclude with a strong call to action, like “Buy Now” or “Learn More,” that guides the user on what to do next.

Social Proof. Product. USP (Unique Selling Proposition). CTA

Application: Best used when social validation is a strong selling point, such as for products or services that benefit from testimonials or endorsements.

  • Social proof: Begin with a statement of social proof (customer testimonial, expert endorsement, etc.).
  • Product: Introduce the product or service.
  • USP: Highlight what sets this product apart from competitors.
  • CTA: End with a compelling call to action, encouraging the user to take the next step.

Pose a Problem. Offer a Solution. CTA

Application: Effective for products or services that solve specific problems, addressing a pain point of the target audience.

  • Pose a problem: Start with a common problem or pain point your target audience faces.
  • Offer a solution: Present your product or service as the solution to the problem posed.
  • CTA: Conclude with a call to action that leads the user towards the solution.

Elevating Your Google Ads Writing

Overall, writing effective Google Ads copy is a critical skill that combines creativity, strategic planning, and a deep understanding of your target audience. As you continue to hone your skills in writing Google Ads, remember that this is a dynamic field. Trends shift, best practices change, and the digital landscape evolves constantly. Thus, continuous learning and adaptation are key to staying ahead in the game. 

If you’re aiming to maximise your Google Ad results fast, consider partnering with a digital marketing agency like First Page Digital that offers expert Google Ads services. You can leverage our proven specialists in copywriting and campaign management to drive great results, bypassing the trial-and-error process of learning how to write Google Ads on your own.

Whether you’re a beginner looking to understand the basics or a seasoned marketer aiming to refine your strategies, our Google Ads Resource Hub offers valuable knowledge to help you achieve your advertising goals and drive successful campaigns.


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