Google Ads – How to Write Good Ad Copy

Google Ads - How to Write Good Ad Copy

Google Ads can be a very complex and data-driven platform, with many factors that go into success. Many times businesses look at lines of data points to make decisions on what is working and what is not. This could include everything from bidding strategies, to landing pages, to the quality score given by Google.

One of the biggest factors that can get overlooked is ad copy, and how you communicate with your customer. Many businesses know their product and services better than anyone but can have a hard time explaining that in limited characters. I will be going through some tips and tricks on how to make your ad copy work and improve your performance.

Entice - but keep it simple

A commonly overlooked side of ad copy is not talking to your customer. As I mentioned from the start, business owners know their products and services better than anyone else. Many times, it is easy to be too technical or speak to a potential customer like they already know the ins and outs of your product/service. Focus on explaining the product/service and make it as enticing as possible.

Let's look at a common example of 4k TV, which can range from a simple TV to technical features that people are looking for. If you have a TV that is set up to be optimized for live sports and has built-in apps for live streaming, your ad header should be “4k TV for Live Sports and Streaming Apps | Samsung TVs” instead of technical jargon like “120 Hz 4k TV with a fast refresh rate | Samsung TV”. Although the latter is all technically correct, the percentage of people that will understand the technical terms is small. Focus on enticing ad copy that will resonate with clients without going over your customer’s head.

Look at the competition, and do it differently

For many common keywords on Google, it’s easy to find a ton of businesses battling for the top ad spot. Generally speaking, many of those businesses have similar features - so focus on what makes you different compared to the others.

There are typically 3-4 ads on the top fold of Google, so you really have to find a way to stand out and grab the eyes of the user. An example that I often use is comparing Amazon to a similar platform like eBay. Both are online platforms that sell products, but they’re different in the way they go about their value prop. eBay has a bidding option on products that allows you to save on the product if you win. The header ad copy showcases this unique feature by including something like “Bid On Products to Save Money | eBay” or directly “No Subscription Needed to Save | eBay”. Be forward and direct about the differences between you and the competition.

Use Ad Extensions To Cover All Bases

Ad Extensions are commonly overlooked when it comes to creating effective ad copy because they are considered accessories or add ons to the ads. One of the tactics I like to use to cover all bases is including the “People Also Ask For” section on Google. It ensures that any questions or variations are in your ad extensions.


Let’s look at an example that can be confusing, which is life insurance. This screenshot is of a general search for life insurance.

If we look at the “people also ask” section, people have asked about different types of life insurance, what exact life insurance is, and how much is the payout on average. These questions are here because it comes up frequently - so why not convert those into ad extensions? Based on this example of life insurance, I would have 1 ad extension for the types of life insurance, what is life insurance, and cover the payout average for the coverage. It is a creative way to cover your bases compared to the competitors.

Create a Sense of Urgency

Just like in the real world at a mall, sales and promotions will draw people in. The same would apply to the online world - creating a sense of urgency will pique people’s interest. One of the tried and true ways to create a sense of urgency is to put a date in your ad copy. It can be in the header, or in the ad extensions to make it stick out even more (which is my preference).

By using the Google development tool, you can actually add a script to create a countdown without needing to update content constantly. This will draw attention to your ads and give a customer a sense of FOMO (Fear of missing out) if they do not take advantage of the sale.

There’s a ton you can do with your ads and some may apply differently to your business depending on your vertical. Some of the things I’ve mentioned are shortcuts or tactics to help you stick out in a very crowded market. Ad Extensions alone can increase your online real estate while leveraging catchy ad headers and countdown for promotions. Try to think like a customer and not like a business owner when setting up your ads.

It's a competitive market. Contact us to learn how you can stand out from the crowd.

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