Writing effective Google ads takes more than simply stringing together a few words. With limited space and a competitive landscape, every character counts. Whether you're promoting a product, service or offer, your copy needs to be clear, compelling and tailored to your audience.
Here are some top tips to help you craft Google ads that stand out and deliver results.
1. Know Your Audience
Before you begin writing, take time to understand who you're speaking to. What are their needs, concerns and motivations? Use language that resonates with them and speaks directly to their situation. The more relevant your message feels, the more likely people are to click.
2. Focus on the Benefits
Rather than simply listing features, highlight what the customer will gain. For example, instead of saying “24-hour customer service”, try “Get help any time, day or night”. Benefits show value, and value drives action.
3. Use Strong Calls to Action (CTAs)
A good CTA tells the user exactly what to do next. Phrases like “Shop now”, “Get a free quote”, “Book today” or “Try it for free” create urgency and clarity. Avoid vague phrases like “Click here” – be specific and action-oriented.
4. Include Keywords Where Possible
Inserting relevant keywords into your headlines and descriptions helps your ad appear more relevant to searchers. It can also improve your Quality Score, which affects your cost per click and ad placement. Just be sure it reads naturally – don’t force it.
5. Highlight Unique Selling Points
What sets your business apart? Free delivery, price match guarantees, exclusive discounts or years of experience can all make you more appealing. Make sure these stand-out features are front and centre.
6. Make Use of All Available Space
Google Ads gives you multiple headlines and descriptions for a reason. Take advantage of the full character count to maximise your message. The more information you can include, while keeping it focused, the more likely you are to catch attention.
7. Match the Ad to the Landing Page
Your ad should closely reflect what users will find when they click. If the ad promotes a special offer or a specific product, ensure the landing page matches. Consistency improves trust and leads to higher conversion rates.
8. Test Different Versions
Don’t settle for just one version of your ad. Try different headlines, descriptions and CTAs to see what works best. Google’s responsive search ads allow you to test multiple combinations automatically, helping you discover the most effective messaging.
9. Use Ad Extensions
Ad extensions give your ads more visibility and more opportunities to engage. Use sitelinks, callouts, structured snippets and more to provide extra information without taking up space in the main ad copy.
10. Proofread Carefully
A single typo can undermine your credibility. Double-check spelling, grammar and punctuation before launching your ads. Small errors can make a big difference in how professional your brand appears.
Final Thoughts
Great Google ads aren’t just well-written – they’re thoughtfully designed to connect with the right people at the right time. By focusing on your audience, highlighting what makes you special, and constantly refining your message, you’ll be well on your way to stronger results and better return on investment.
