When it comes to digital advertising, Google Ads reigns supreme as Google processes over 3.5 billion searches per day offering businesses a huge potential audience. In this saturated space, how can you ensure that your ad captures attention and sets itself apart?

The answer is straightforward but often overlooked: effective copywriting.

In this comprehensive blog post, we’ll explore how to write effective Google Ads copy that gets clicks and conversions.

The Three Pillars of Google Ads Copy Writing

Google Ads copywriting consists of three main components:

  1. Headline: This is the first thing users see. Creating an attention-grabbing and relevant piece is of utmost importance.
  2. Display URL: Though not a clickable element, the URL can help users understand where the link will take them.
  3. Description: This is where you can expand upon your headline, offering more information and calling the user to action.

Writing Copy for the Headline

Include Keywords:

The keyword isn’t just for SEO; it’s also about relevance. Including the keyword shows the searcher that your ad directly corresponds to their query, increasing the likelihood they’ll click.

Create Urgency:

Creating urgency gives your prospects a reason to click now, rather than later. However, it’s essential that the urgency is real—false urgency can create distrust.

Be Clear:

Clarity should take precedence over creativity. An interesting but vague headline may get clicks but is less likely to convert if users find that the content doesn’t match their needs or expectations.

Writing Copy for the Display URL

Be Clear and Accurate:

The Display URL is a chance to give the user a snapshot of what to expect upon clicking. Using descriptive paths helps the user understand what you offer before they click, increasing the likelihood that the clicks you get are from interested parties. It also at times, ensures the user whether the site is genuine or not so choose a clear, precise and well-thought-out display URL.

Include Keywords:

Like the headline, including keywords in the display URL, can add another layer of relevance, which can encourage clicks.

Writing Copy for the Description

Use Emotional Triggers:

Crafting your description with emotional triggers can tap into the psychological aspects of decision-making. Emotional triggers can motivate users to click by invoking feelings like excitement, curiosity, or urgency.

Call to Action (CTA):

A strong CTA goes beyond just telling the user what to do; it provides them with a compelling reason to do it. Try to tie the CTA into the benefits you’ve already outlined, making clicking the next logical step for the readers.

Be Specific:

General claims are easily forgotten or dismissed. By being specific, you not only capture attention but also make your offering more memorable and credible.

Different Approaches to Google Ads Copy

A few approaches to try and attract as many clicks as possible from your target audience include:


If your product has an impressive specification or a unique feature, let people know. However, try to relate the feature back to a benefit. For example, “5 layers of memory foam for a restful sleep.”


While features tell, benefits sell. Benefits answer the “what’s in it for me?” question that’s implicitly and justifiably on every searcher’s mind. Illustrate how the attributes of your product or service seamlessly convert into favourable results for the user.


Focusing on the problem can be an effective way to immediately resonate with your target audience. It shows empathy and understanding, which can then be followed up with your solution to their problem.


A brief but impactful testimonial can be a powerful trust signal. However, make sure the testimonial is relevant to the product or service you’re advertising. Using a testimonial that’s too generic can dilute its effectiveness.


Third-party reviews are almost as good as personal recommendations. If your product has a high rating on a trusted review site, flaunt it. This adds a layer of validation to your product.


If your product or service caters to a niche or specific group, make it clear in the ad copy to discourage clicks from uninterested parties. Prequalifying can also set the stage for a more targeted landing page, increasing your chances of conversion.

Google Ad Copy Tips and Best Practices: Elevate Your Strategy

Knowing the fundamentals of Google Ads copywriting is crucial, but understanding how to optimize your strategy with best practices can elevate your game to the next level. Here’s a list of actionable tips and best practices to make your Google Ads copy even more compelling:

Use Relevant Keywords

Always start by identifying and integrating keywords that are highly relevant to your product or service. These terms represent the exact phrases your prospective customers are using to search for the products and services you offer. Keywords in your headline and description not only highlight the relevance of your ad but also make it more likely to appear in searches.

Be as Specific as You Can

Ambiguity is the enemy of conversion. The more specific you are, the more you reduce uncertainty, which can be a significant barrier to action. Whether you’re discussing price, features, or benefits, give as much detailed information as space allows. Specificity builds trust and guides informed decision-making.

Utilise Assets (Ad Extensions) to the Fullest

Assets, previously known as ad extensions, serve as an indispensable tool in the Google Ads ecosystem, offering you a way to enhance your basic ad copy by adding layers of additional information without taking up your precious character limit. This additional information helps your ad to perform better by providing more touchpoints for potential customers, thereby improving the ad’s overall visibility and click-through rate.

Sitelink Assets

Sitelink assets are particularly useful for directing potential customers to targeted pages on your website. By including site links, you offer shortcuts to specific information the customer may be looking for. For instance, a site link that says “Contact Us” takes the user directly to your contact page, eliminating the need for them to navigate through your site. Similarly, a site link that highlights “Special Offers” could directly lead them to a landing page full of your latest promotions, thereby increasing the likelihood of an immediate conversion.

Callout Assets

Callout assets serve as small but impactful bursts of information that highlight your unique selling points. These could range from free shipping offers to 24/7 customer support availability. While they are not clickable, their presence serves to make your ad more attractive and informative. For instance, a callout asset stating “Free Shipping” immediately lets your potential customers know they won’t incur additional shipping charges, which might be the deciding factor that leads them to click on your ad instead of a competitor’s.

Structured Snippet Assets

Structured snippet assets take things a step further by allowing you to provide a list of specific aspects related to your product or service. This helps to give your prospective customers a broader idea of what you offer, adding depth to your ad without cluttering it. For example, if you run a boutique hotel, your structured snippets could list amenities like “Free Wi-Fi,” “Gym,” and “Pet-Friendly Rooms.” This way, a prospective customer who might be looking for these specific amenities could be more inclined to engage with your ad.

Customise Your Copy Using Dynamic Features

Customizing your ad copy with dynamic features can exponentially increase its effectiveness by making it more relevant and engaging. These features automatically adjust your text based on various factors such as the user’s search query or the timing of when the ad is displayed. Incorporating dynamic features like Keyword Insertion, IF Functions, and Countdowns can have a transformative impact on your Google Ads campaigns.

Keyword Insertion

Keyword Insertion allows your ad copy to automatically include the keyword that triggered the ad. This leads to a much more tailored ad that resonates with the user’s specific search query. For example, if your keyword list includes “winter boots” and “summer sandals,” Keyword Insertion will automatically adjust the ad copy to reflect the specific term that the user searched for. This not only increases your ad’s relevance but also has the potential to improve your Quality Score, thereby lowering your cost per click (CPC).

IF Functions

IF Functions offer conditional logic that adjusts the ad text based on the device used or audience type. For example, you can set your ad to display a text like “Buy Now on Mobile and Get 10% Off!” when the user is browsing on a mobile device. Alternatively, the ad could display “Free Shipping for Returning Customers!” if the audience parameter identifies the user as a returning customer. This dynamic personalization helps you create more targeted ad campaigns, maximizing engagement and conversions.


Countdown timers are incredibly effective for creating a sense of urgency. They work well for limited time offers or deadlines, counting down by the day, hour, or even minute. For instance, your ad copy might read: “Limited Time Offer! Sale Ends in (Countdown: Date: Time)” As the end date approaches, the countdown timer will automatically update, creating a palpable sense of urgency that encourages potential customers to take immediate action.

Include a Strong Call to Action (CTA)

A compelling CTA is often what nudges a potential customer from consideration to conversion. It should be clear, and actionable, and encourage immediate activity. “Buy Now,” “Call Today,” or “Learn More” are simple yet effective examples of strong CTAs.

Keep On Your Word

If your ad copy promises something, make sure that the landing page delivers on that promise. Ensuring consistency between the advertisement and the landing page is paramount in building trust and minimizing bounce rates. When promoting a 50% discount, it is imperative that the landing page accurately and prominently showcases this enticing offer.

Incorporating these best practices into your Google Ads copywriting can markedly improve the performance of your campaigns. These tips are designed to enhance your existing strategy, making your ads more attractive to both Google’s algorithms and—most importantly—your target audience.


Crafting an effective Google Ads copy is not a one-size-fits-all process. It involves a deep understanding of your target audience, a solid grasp of your product’s features and benefits, and the ability to craft compelling messages that provoke action. Always remember to test multiple versions of your ads to continually optimize and improve your campaigns. By doing so, you’ll be well on your way to maximizing your ROI in the competitive but lucrative world of Google Ads.