How to Write Google Ads Copy That Gets Clicks and Conversions

Great Google Ads copy matches what the searcher wants, promises a clear benefit and makes the next step obvious. Here is a simple framework you can apply to every ad group.

1. Start with search intent

Group keywords by intent (buy, compare, learn) and write ads for one intent at a time. A searcher typing “buy running shoes online” needs a different message from “best running shoes for flat feet”. Understanding the search intent helps you tailor your message to meet the user’s needs effectively. For instance, if someone is looking to purchase, your ad should emphasize the ease of buying and any special offers. In contrast, if they’re comparing products, highlight the unique features or benefits that set your offering apart.

Common mistakes include mixing intents within an ad group, which dilutes the message and can confuse potential customers. To avoid this, create separate ad groups for each intent and ensure the ad copy aligns precisely with the user’s search query.

2. Put the keyword in the headline

Mirroring the query increases relevance and click-through rate. Use dynamic keyword insertion carefully and always check how it reads. Dynamic Keyword Insertion (DKI) can be a powerful tool, but it’s crucial to ensure that the resulting headlines make sense and are grammatically correct. For example, if your keyword is “affordable laptops,” your headline could read “Find Affordable Laptops Here” rather than just inserting the keyword without context.

Additionally, avoid overusing DKI, as it can sometimes lead to awkward or nonsensical headlines if not properly managed. Always preview your ads to ensure they convey a clear and compelling message.

3. Lead with a benefit, not a feature

“Cut your CPL in half” beats “advanced campaign management”. Explain what changes for the customer. When writing your ad copy, focus on the tangible benefits that your product or service provides. Instead of listing features, describe how those features translate into advantages for the consumer.

For example, if you offer a software solution, instead of saying “Our software includes advanced analytics,” you could say “Boost your productivity with real-time insights.” This approach makes it easier for potential customers to envision the positive impact your offering can have on their lives or businesses.

4. Use proof and numbers

Ratings, years of experience, delivery times, guarantees and specific results build credibility. Only use claims you can support. Numbers provide concrete evidence that can make your ad more persuasive. For instance, “Over 1,000 satisfied customers” or “Delivered in 24 hours” can instill confidence in prospective buyers.

Be careful not to exaggerate or make unsupported claims, as this can lead to distrust and potential backlash. Always ensure that any statistics or testimonials used are verifiable and accurate.

5. Add a clear call to action

Use verbs like “Get a free quote”, “Book a demo” or “Shop the sale”. Tell people exactly what happens next. A strong call to action (CTA) guides the user towards the desired action and removes any ambiguity about what they should do next. It’s important to match the CTA with the user’s intent and the offer being presented.

For instance, if you’re promoting a limited-time discount, a CTA like “Claim Your Discount Now” creates urgency and encourages immediate action. Ensure that the CTA aligns with the landing page content to provide a seamless user experience.

6. Use every extension

Sitelinks, callouts, structured snippets, call and location extensions increase ad size and give more reasons to click. Extensions enhance your ad by providing additional information and increasing its visibility. Sitelinks can direct users to specific pages on your website, while callout extensions can highlight unique selling points.

Structured snippets allow you to showcase specific aspects of your products or services, and call and location extensions make it easy for customers to contact or find your business. By utilizing all available extensions, you increase the chances of capturing the user’s attention and driving more clicks.

7. Match the landing page

The headline on the page should echo the ad. If the ad says “free audit”, the page should offer a free audit above the fold. Consistency between your ad and landing page is crucial for maintaining user trust and ensuring a smooth transition. When users click on your ad, they should immediately see the offer or message promised in the ad copy.

Common pitfalls include sending users to a generic homepage or a page that doesn’t prominently feature the advertised offer. To avoid this, create dedicated landing pages for each ad campaign, and make sure the headline and call to action are clearly visible without scrolling.

8. Test constantly

Run at least three headline and two description variations, review results every couple of weeks and keep the winners. Responsive search ads make this easier, but you still need strong inputs. A/B testing different ad variations allows you to determine which elements resonate most with your audience.

Experiment with different headlines, descriptions, and CTAs to find the optimal combination. Analyze the performance metrics to identify trends and make data-driven decisions. Remember, testing is an ongoing process, and regularly updating your ads based on insights can significantly improve your results.

Need a team to manage it? See our Google Ads management or ask for a free account review.

Measurement and Optimization

Tracking the performance of your Google Ads is essential for optimizing your campaigns. Use Google Analytics to monitor key metrics such as click-through rate (CTR), conversion rate, cost per conversion, and return on ad spend (ROAS). These data points provide insights into how well your ads are performing and where improvements can be made.

Regularly review your ad performance and make adjustments based on the data. For example, if certain keywords are driving conversions, consider allocating more budget to those terms while pausing underperforming ones. Continuous measurement and optimization are key to maximizing the effectiveness of your Google Ads campaigns.

Checklist for Successful Google Ads Copy

• Understand and target the correct search intent.
• Include the keyword in the headline.
• Focus on benefits over features.
• Use credible proof and numbers.
• Include a strong call to action.
• Utilize all available ad extensions.
• Ensure consistency between ad copy and landing page.
• Test and optimize regularly.

FAQs

How long should Google Ads headlines be?

Each headline allows up to 30 characters, so aim for short, specific statements.

Should I use all 15 headlines in a responsive search ad?

Yes, provide a variety of distinct headlines so Google can test combinations, but make sure each one makes sense on its own.

What is the best way to track ad performance?

Use Google Analytics and Google Ads reporting tools to monitor key metrics like CTR, conversion rate, and ROAS. Regular analysis helps in making informed decisions.

How often should I update my ad copy?

Regular updates based on performance data are recommended. Review your ads every few weeks to identify winning variations and make necessary adjustments.

Can I use the same ad copy for different campaigns?

While some elements may be reused, it’s important to tailor ad copy to the specific goals and audience of each campaign for optimal results.

Ready to elevate your Google Ads strategy? Contact us today for expert assistance and a free account review!