Writing effective Google Ads copy is a skill that many business owners underestimate. Because the text ads are small – a headline of up to 30 characters, a description of up to 90 characters – they appear deceptively simple. In reality, fitting a compelling, relevant, specific message into such a tight format requires care and testing. Here’s what works.
Match the Search Intent
The most fundamental principle of Google Ads copywriting is message match. Your ad copy should directly reflect what the person searched for. If they searched “emergency boiler repair Swindon”, your headline should contain those words. The closer your ad matches the search term, the higher your click-through rate and quality score.
Lead With a Benefit, Not a Feature
Features are what your service includes. Benefits are what your customer gets. “24/7 call-out service” is a feature. “We’re there when you need us most” is a benefit. “WordPress websites” is a feature. “A website that generates leads while you sleep” is a benefit. Write from the customer’s perspective, focusing on the outcome they want.
Use Numbers
Specific numbers stand out in ad copy. “Rated 5 Stars by 200+ Customers”, “Free Quotes in 24 Hours”, “10 Years of Local Experience” – numbers add credibility and specificity that vague claims cannot match. They also help your ad stand out visually in a page of text.
Strong CTAs
Every Google Ad should end with a clear call to action. “Get a Free Quote Today”, “Book Your Free Consultation”, “Call Us Now” – direct, specific, time-pressured CTAs consistently outperform passive ones. Tell people exactly what to do next.
Test, Test, Test
The best ad copy is almost never the first version. Google Ads allows you to run multiple versions of ads simultaneously and automatically favours the best-performing one. Always have at least two versions of every ad running, and continually test new variations.
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