How To Write The Best Ad Copy For Google Ads

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If you want to beat your competitors through Google Search Ads you’ll need to ensure that your ad copy is up to scratch. Optimised ad copy will encourage clicks, boost your expected click-through-rate, improve your overall quality score and lead to more sales at a lower cost. When writing ad copy it’s important to think about your visitors’ entire experience. This covers the whole journey from having a query, to your ad, to the landing page and ending at the potential sale. Outlined below are a few tips to write the best ad copy for Google Ads.

The Best Ad Copy For Google Ads Includes:

Your Unique Selling Propositions

If you want your ads to stand out against your competitors you should be including what makes your business different. Your ‘unique selling propositions’ or ‘USPs’ are a way to identify why someone should visit or purchase from your website, over a competitors.

Perhaps your products are handmade, or maybe you offer the widest variety of sizes. These types of propositions may be unique to your business. If they are, you should be including this in your ad copy. You can include short and sharp unique selling propositions in your ad headlines, or longer more detailed propositions in your ad descriptions. See below example ad where examples of USPs have been highlighted.

Current and Timely Messaging

Your ad will become more appealing and relevant if the copy includes offers or messaging that is current. Having seasonal, topical or timely information in your copy will create urgency in your product or service. If your ad seems more relevant than your competitors you may increase trust with the searcher.

For example, if you are trying to secure more clients for your accountancy firm at tax time you may want to include end of financial year type ad copy in your Google Ads. Another current example can be seen below:

Officeworks have used end of financial year ad copy in their ad extensions highlighting that everything is tax deductible. However, they have also highlighted they can provide for your work from home needs as well being able to provide hygiene supplies. These products have been in high demand through the COVID 19 period.

By appealing to your potential customers’ sense of urgency you are likely to see higher conversion rates.

Call To Actions

Providing searchers with a clear call to action will help prompt them to click your ad. Make your call to action easily visible. Placing a call to action in your ad’s headline will make it more striking. There are a number of call to actions that might apply to your business. A list of examples are provided below:

  • Shop Online Now
  • Buy Now
  • Learn More Today
  • Sign Up For Free
  • Book A Consultation

You can use your call to action in a headline, description or extension of your ad. Users will be more likely to read the call to action, and therefore, take action if it is easy to find. You may also wish to add some urgency to your call to action. Using words such as ‘now’ and ‘today’ can help with creating urgency behind the searchers actions.


By including at least one of your keywords in your ad copy you are increasing the relevance of your ad for the searcher. Including a keyword in your text ad shows that you are providing what they want. This also requires you find the best keywords for your website.

Here at Dynamic Creative we build ‘Single Keyword Ad Groups’ in our customers search campaigns. The ads we build in these ad groups pull the keyword into the ad copy to create highly relevant ads. Increasing the relevancy of your ads will improve your Click Through Rates (CTRs) and decrease your Cost Per Clicks (CPCs). Google also provides keyword insertion options when creating your ad copy.

As searchers often scan the listed results, serving a keyword will confirm that your ad is relevant. Placing your keyword close to the start of the ad (in a headline position) will likely improve this visibility. The example below shows an illustration of ad copy for the keyword ‘Flights to Fiji’, this ad includes the keyword in the first headline position.

The Tangible Benefits

This inclusion is similar to your unique selling propositions, however is more value based. People often use Google as a comparison tool. They come to Google to search and make a decision about something. When this decision includes making a purchase, they are looking for the best value offered. As a company you can provide your value by including your prices, promotions and exclusive offers in your ad copy.

Including your pricing in ad copy may include ‘Prices Start From $10’. Or, ‘Nothing Over $100’. Priced based copy could be used in your headlines, descriptions or extensions.

You should also highlight when your website is holding a promotion. Whilst this can be contained in your ad copy it can also be added as a promotion or sitelink extension. Promotions that could be set up include: ‘20% Off Sitewide’ and ‘Get 50% Off 2nd Pair’. If your website contains exclusive offers you should also draw a searchers attention to this. An exclusive offer may be, ‘$10 Off First Order’. Or, ‘Free Shipping Over $100’. Highlighting these points may make the difference between someone glancing over your ad and moving on, or making a sale.

Test & Find The Best Ad Copy For Google Ads

Google provides ways you can test your ad copy and ad copy combinations. If you run Response Search Ads in your account, Google allows you to upload multiple assets and will optimise the combinations for you over time. The combinations which are more successful will end up serving more often. This is an easy way to test ad copy. After the ad copy options have been running for a while you can remove redundant or unsuccessful copy and introduce new options to test.

You can identify the best performing combinations by selecting Search Campaign > Responsive Search Ad > View Asset Details > Combinations. Google will then show you example ads with different combinations and how many impressions these received in a given time frame.

What You Shouldn’t Include In Your Google Ads Ad Copy

While there are a number of things you should try and include in your Google Ads ad copy, there are also things you shouldn’t include. Text ad mistakes are common and can not only look poor quality, but can also sometimes result in Google disapproving your ads. Here is a list of common text ad mistakes which may result in ad disapprovals:

  • Strange capitalisation
  • Extra spaces
  • Gimmicky writing
  • Uncommon spelling or grammar
  • Invalid or unsupported characters

Remember, when you’re writing text ads, to effectively reach potential customers, your text ads should be specific, relevant, attractive and empowering.

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