How to Write Effective Google Ads Copy + Examples for Inspiration

Writing a compelling Google ads copy is the secret ingredient that can make or break a Google Ads campaign. A well-crafted Google ad copy doesn’t just capture attention—it converts it into action. These concise yet powerful words are the first impression you make on potential customers, and they can make or break the success of your campaign.

Whether you’re looking to increase clicks, drive sales, or boost brand awareness, the effectiveness of your ad copy plays a crucial role in achieving your goals. This guide will walk you through the essential elements of creating effective Google Ads copy. You’ll learn and see examples of how to craft attention-grabbing headlines, write persuasive descriptions, and use call-to-actions that drive results. 

The Fundamentals of Google Ads Copy

Ad copy refers to the concise and persuasive text that appears in your Google Ads. It’s the voice of your brand, conveying your message to potential customers searching for relevant keywords. Unlike website content or social media posts, ad copy needs to be incredibly focused and deliver its message within a limited character count.

Ad copy refers to the text used in online advertisements to convey a message and prompt a user to take action. In Google Ads, ad copy is the combination of headlines, descriptions, and display URLs that appear in search results or on the Google Display Network. The primary goal of ad copy is to attract attention, provide relevant information, and encourage users to click on the ad.

Unlike website content or social media posts, ad copy needs to be incredibly focused and deliver its message within a limited character count due to the limited space and the competitive nature of ad placements. The key takeaway here is that relevance is paramount. Your ad copy should be the voice of your brand. It should be tailored to the specific keywords users are searching for, the audience you’re targeting, and the ad format you’re using.

Elements of Effective Google Ads Copy

Attention-Grabbing Headlines

Headlines are the first thing users see in your Google Ads, making them crucial for capturing attention. A strong headline should be clear, relevant, and engaging. Include your primary keyword to ensure the ad matches the user’s search intent and use compelling language that addresses the user’s pain points or offers a solution. 

Compelling Descriptions That Convert

The description is where you elaborate on the promise made in the headline. Effective descriptions should provide additional information that reinforces the headline and persuades users to take action. Highlight unique selling points, benefits, and any special offers. Be concise yet informative, and ensure your description aligns with the user’s intent. Aim to create a sense of urgency or exclusivity to encourage clicks.

The Role of Display URLs in Ad Copy

Display URLs are the web addresses that appear in your ad, showing users where they will land if they click. While the display URL doesn’t need to be the exact URL of your landing page, it should give a clear idea of the page’s content. Incorporate relevant keywords and ensure it aligns with the ad’s message. For example, if your ad is about “organic skincare products,” your display URL might read “www.yoursite.com/organic-skincare” rather than a generic URL. This helps improve user trust and click-through rates by providing a clear and relevant destination.

Effective CTAs That Drive Action

A compelling CTA is essential for converting clicks into actions. Your CTA should clearly instruct users on what to do next, such as “Shop Now,” “Learn More,” or “Get a Free Quote.” It should be action-oriented and create a sense of urgency or value. Make sure your CTA stands out visually and is easy to find within the ad copy.

What Is a Good Ad Copy?

Copywriting for Google Ads isn’t just about stringing together keywords and phrases. It’s an art that requires a deep understanding of your target audience — this involves identifying their interests, needs, and demographics, such as age, gender, and location — and the persuasive power of language. It’s about crafting concise, compelling messages that resonate with users and entice them to click and learn more.

Characteristics of a Great Ad Copy

• Clarity and Conciseness: Your Google ad copy should be clear, concise, and easy to understand. Avoid jargon and technical terms that might alienate your audience.
• Grammatical Correctness: It must be well-written, free from grammatical errors or typos, and formatted for readability
• Relevance to Audience: Tailor your Google ad copy to your target audience’s specific needs, concerns, and interests. Speak their language and address their pain points. Are you targeting young professionals seeking career advice? Or maybe health-conscious individuals searching for fitness solutions? Knowing your audience allows for targeted communication.
• Unique Selling Proposition (USP): Highlight your brand’s unique selling proposition (USP): what sets you apart from the competition?
• Emotional Connection: Evoke emotions in your Google ad copy to create a deeper connection with your audience. Tap into their desires, aspirations, or even frustrations. By triggering an emotional response, you move beyond simply informing users about your product or service – you create a lasting impression that compels them to click and learn more.
• Benefit-Driven Language: Focus on the benefits your product or service offers, not just its features.

Google Ads Copy Rules

When crafting your Google Ads copy, it’s essential to adhere to certain guidelines and rules set by Google to ensure your ads meet their standards and maximize effectiveness. Here are some key rules to keep in mind:

• Character Limits: Google Ads imposes character limits on ad headlines, descriptions, and paths. For headlines, you’re allowed up to 30 characters, while descriptions can contain up to 90 characters each. Path fields have a limit of 15 characters each.
• Capitalization: While Google doesn’t specifically enforce capitalization rules, it is recommended to use sentence case or title case for your search ad copy to enhance readability and maintain a professional appearance.
• Punctuation and Symbols: Commas, periods, question marks, exclamation marks, hyphens, and apostrophes are allowed and should be used correctly to convey your message effectively. Special characters like brackets, underscores, and asterisks are not allowed. Avoid overusing symbols or using them in a misleading or spammy manner, as this can negatively impact ad performance and compliance.
• Editorial Policies: Google has strict editorial policies to ensure that ads are relevant, and compliant with legal and ethical standards. Advertisers must avoid deceptive or misleading content, prohibited practices, and content that promotes sensitive topics like gambling or healthcare without proper authorization.

Additional Rules:

• No misleading or false claims: Your ad copy should be truthful and not misleading.
• No excessive use of keywords: Avoid keyword stuffing, as it can negatively impact your ad’s performance.
• No offensive or discriminatory language: Your ad copy should be respectful and inclusive of all audiences.

Examples of Google Ads Copy + Tips

Now, let’s take a look at some important tips and a few examples of Google AdWords ads (now called Google Ads) that have good ad copy so you can replicate, innovate, and evolve.

1. Use Power Words

Capturing attention and driving clicks requires strategic use of language. Enter power words – carefully chosen verbs, adjectives, and adverbs that evoke emotions and compel users to take action. One of the most effective power words? Free. Studies show that including “free” in your ad copy can significantly boost click-through rates (CTR). The promise of something free sparks a sense of opportunity and value, prompting users to learn more. Furthermore, the perception of getting something valuable without upfront cost makes users more likely to click.

A closer look reveals the strategic use of several power words, including “your”, “now”, “get”, “best”, “forever”, and “100%”. These words are carefully selected to resonate with the audience and drive engagement. There’s a whole arsenal of powerful words and expressions at your disposal. Consider these options:

• Urgency: “Now”, “Limited Time”, “Today Only”
• Benefit-Driven: “Increase”, “Boost”, “Simplify”, “Improve”
• Scarcity: “Limited Availability”, “Exclusive Offer”
• Curiosity: “Secret”, “Uncover”, “Discover”
• Social Proof: “Trusted by Experts”, “Top-Rated”, “Award-Winning”

Remember, the key is to use power words strategically. Don’t stuff your Google ad copy – choose impactful words that resonate with your target audience and align with your offer. Power words are most effective when combined with another crucial element – your target keywords. Integrating search terms into your ad copy enhances relevance and improves your Google Ad score. This score, influenced by factors like keyword relevance, leads to lower costs and a higher return on investment.

2. Highlight Benefits

Many businesses make a common mistake in their Google Ads copy – focusing on features instead of benefits. While features describe what your product or service does, benefits tell users how it improves their lives. Here’s why benefit-driven copy is key:

• Speaks User Language: Most of the time, your audience doesn’t care about technical specifications – they care about how your product solves their problems.
• Triggers Emotional Connection: Highlighting benefits taps into user desires and aspirations, creating a stronger connection.
• Boosts Click-Through Rates (CTR): By showcasing value upfront, you entice users to click and learn more.

Let’s take a page from Mailjet’s ad copy:

Their Google ad copy doesn’t boast about an “email builder” – it emphasizes the benefit: “build beautiful emails with ease”. This resonates with users seeking a user-friendly solution.

Another good Google Ads example comes from Canva. They brilliantly highlight both the benefits and the user’s pain point. In this case, the pain point is the fact that online design can be quite complicated – and Canva advertises that the benefit of using their tool will help you make online design easier.

However, it’s important to note that benefits don’t exclude features, they elevate them. Don’t just list features – explain how they translate into tangible benefits for your target audience. This approach will transform your Google Ads copy from informative to irresistible.

It’s also essential to remember that in a crowded marketplace, standing out is crucial, and identifying your unique selling proposition (USP) is key. Ask yourself:

• What sets your product or service apart?
• Do you offer a flexible return policy, free shipping, or exceptional customer service?

Use these differentiators to your advantage, incorporating them into your Google Ads copy. Showcasing your uniqueness can significantly increase CTRs and drive valuable traffic to your website.

3. Include a Clear Call to Action

A captivating Google ad copy can entice users, but a clear CTA seals the deal. It’s the final nudge that compels them to click and engage with your offer. Why a strong CTA matters:

• Drives Results: A clear CTA directly translates to a higher CTR. Even if the ad copy is appealing, the absence of a clear instruction on what to do next fails to motivate action.
• Guides User Action: Do not assume that users automatically know what action to take when they see your ad. Your CTA should explicitly instruct them on what steps to follow to take advantage of your offer.
• Sets Expectations: A well-crafted CTA informs users about what to expect upon clicking – a free trial, a demo, or simply more information. This helps them decide if your offer aligns with their needs.

The Google ad created by Agency Love exemplifies a strong CTA: “Try for free for 30 days” is direct and actionable.

ClickUp takes it a step further. Their ad cleverly utilizes multiple CTAs (“Start with our Free Forever Plan Upgrade” and “Watch a ClickUp overview”) without appearing cluttered. This approach caters to diverse user preferences, offering multiple ways to engage.

Don’t forget to reinforce the value proposition of your offer within the CTA (“Boost Sales Now” or “Free Trial: Experience the Difference”) and consider using words that evoke a sense of urgency or excitement, like “Limited Time Offer” or “Unlock Your Growth Potential”.

Examples of powerful CTA verbs:

• Get
• Buy
• Shop
• Order
• Try
• Sign Up
• Learn More
• Click
• Discover
• Register

4. Use Social Proof

In today’s digital age, using social proof in your Google Ads copy is an incredible way to get effective results, because consumers crave reassurance before making purchasing decisions. It’s a psychological phenomenon that leverages the power of “the crowd” to influence user behavior. There’s also another important aspect: when people see others endorsing a product or service, they tend to follow suit to avoid missing out, a phenomenon known as FOMO (Fear of Missing Out).

Why social proof is a Google Ads game changer:

• Boosts Click-Through Rates (CTR): Social proof acts as a trust signal, encouraging users to click and learn more.
• Builds Brand Credibility: Positive reviews and high ratings showcase your brand’s reputation, increasing user confidence.
• Reduces Perceived Risk: Social proof subconsciously validates your product or service, making users feel comfortable taking the next step.

Let’s take inspiration from Hilton’s Google Ad. The prominent display of a 5-star rating with 394 reviews speaks volumes.

Social proof like this instantly grabs attention and fosters trust — after all, if 394 people had a positive experience, it’s a strong indicator of quality.

Here’s another Google ad example, from the same industry, on how to use social proof if you can’t include actual ratings in your copy.

In the case of Booking.com, that happens because they showcase thousands of hotels and accommodation options, and each of them comes with its own rating. When businesses don’t have readily available star ratings, there are alternative ways to leverage social proof:

• Customer Testimonials: Include positive quotes from satisfied customers, highlighting the benefits they experienced with your product or service.
• Industry Recognition: Showcase awards, accolades, or mentions in reputable publications to demonstrate your brand’s expertise and trustworthiness.
• Partner Names: Feature names of well-known companies you collaborate with, adding an extra layer of credibility.

5. Use Numbers

Numbers never lie, and everyone knows that! Incorporating numbers and statistics into your ad copy is one of the most effective ways to enhance your brand’s trustworthiness and appeal. Numbers attract the human brain because we naturally arrange information logically. This is why digits stand out more than text and have their own psychological impact, much like colors.

Using numbers in your Google Ads copy can significantly boost your CTR. For example, look at this ad from Atlassian:

Atlassian effectively uses two numbers in its headline to make it more appealing. Numbers help quantify the benefits you offer. Instead of vague claims like “thousands of customers”, showcase results with percentages or metrics: “Trusted by 60K+ Customers”. 

Here are some other creative ways to integrate numbers into your ad copy:

• Price: Display your starting price point or a special offer.
• Customer Count: If you’re a SaaS company, showcase the number of users benefiting from your product, building trust through community validation.
• Results: Feature measurable results if relevant. Did your service help clients win a specific number of cases? Quantify those achievements!

5. Promote Deals and Keep Your Ads Fresh

Consumers love a good deal! Highlight your current sales and special offers prominently in your ad copy. Remember, price is a major deciding factor for many consumers. A fantastic deal can be the tipping point that convinces them to click and choose your product or service over a competitor’s. 

Use expanded text ads to showcase your offers in multiple headlines. This increases visibility and makes your ad stand out on a crowded search results page. But it’s also interesting to integrate your promotions throughout your ad copy, not just the headline. The description is a prime location to elaborate on the offer and its benefits.

As deals come and go, it’s important to schedule regular audits of your Google Ads campaigns and scrutinize everything, from links to landing pages, to ensure your offers are still valid. A user clicking your ad only to discover a broken link or an expired offer is a recipe for frustration.

Keeping your ads fresh and your offers accurate is the best way to demonstrate professionalism and build trust with potential customers. This translates to higher click-through rates and a stronger brand reputation.

More Tips on How to Nail Google Ads Copy

Do you want to be even better at spotting the best Google Ads examples and writing your own successful ads? Here are two essential tips to keep in mind:

1. Use Google Ads Tools

Maximizing the effectiveness of your Google Ads copy involves leveraging the variety of tools Google provides. These tools are designed to help you create, refine, and optimize your ads for better performance.

Google Ad Modifiers allow you to dynamically insert keywords that users typically enter in their search queries. This customization helps your ad appear more relevant to potential customers. Conducting thorough keyword research and incorporating relevant keywords into your ad copy is always recommended to enhance ad relevance and performance.

The Test Variation Tool is invaluable for A/B testing your ad copy. This tool helps you determine which version of your ad performs best by allowing you to test different elements. Here’s how to access the Test Variation Tool:

1. Log in to your Google Ads account.
2. Go to “All Campaigns”.
3. Scroll down to “Drafts & Experiments”.
4. Click on “Ad Variations”.

With this tool, you can experiment with various aspects of your ad, such as:

• Changing URLs
• Modifying descriptions
• Altering parts of the ad
• Setting new filters

By testing these elements, you can identify the most effective copy that drives conversions.

Spy Your Competitors

While copying competitors is a no-go, keeping an eye on their strategies can be insightful. Analyze competitor ads to identify what works for them. What messaging are they using? What offers are they highlighting? This can spark creative ideas for your own campaigns.

For deeper insights, consider tools like Semrush’s “Ads History”. This tool unveils competitor ad history and performance metrics, giving you a valuable perspective on their strategies and potential areas for differentiation.

Remember, the key is to draw inspiration – not copy. Infuse your ads with your brand’s unique voice and value proposition.

By combining these strategies with the tips previously covered – highlighting benefits, using strong CTAs, and incorporating social proof – you’ll be well on your way to crafting Google Ads that captivate audiences and drive outstanding results.