how to write google ads that convert

Google Ads can be incredibly profitable or a money pit. The difference often comes down to your ad copy. Great copy improves click-through rates, quality scores, and ultimately, ROI.

understanding ad structure

Responsive Search Ads allow: - Up to 15 headlines (30 characters each) - Up to 4 descriptions (90 characters each) - Google mixes and matches to find winning combinations

headlines that get clicks

Your headlines do the heavy lifting. Make them: - Include the main keyword - Highlight your unique value proposition - Create urgency when appropriate - Address the searcher's intent

Examples: - "Free Shipping on Orders ₹500+" - "4.9★ Rated by 10,000+ Customers" - "Get Results in 30 Days or Refund"

descriptions that convert

Descriptions expand on your headlines: - Reinforce benefits - Include a clear CTA - Add credibility (awards, reviews, guarantees) - Use all available character space

keyword insertion

Dynamic keyword insertion ({KeyWord:Default}) shows the actual search term in your ad. Use it carefully — make sure all potential insertions make grammatical sense.

call-to-action best practices

Strong CTAs drive action: - "Shop Now" - "Get Free Quote" - "Start Your Trial" - "Book Today"

Weak CTAs waste space: - "Learn More" (too vague) - "Click Here" (obvious)

numbers and specifics

Specifics beat generalities: - "Save 23%" beats "Save Big" - "Ships in 2 Days" beats "Fast Shipping" - "500+ 5-Star Reviews" beats "Highly Rated"

ad extensions

Use all relevant extensions: - Sitelinks (additional landing pages) - Callouts (free shipping, 24/7 support) - Structured snippets (brands, services) - Price extensions

Extensions improve visibility and click-through rates at no extra cost.

quality score factors

Your ad copy affects Quality Score through: - Expected CTR (how compelling is your copy?) - Ad relevance (does it match the keyword intent?) - Landing page experience (does the page deliver on the ad promise?)

Higher Quality Score = lower costs + better positions.

common mistakes

• Not including the keyword in headlines
• Generic copy that could apply to any competitor
• Ignoring mobile users (most searches are mobile)
• Not testing multiple variations
• Sending traffic to your homepage instead of relevant landing pages

testing methodology

Test one element at a time: 1. Run headlines against each other 2. Find winners, then test descriptions 3. Continuously iterate

Let tests run until statistically significant (usually 1000+ impressions per variation).

match ad to intent

Different keywords have different intents: - "Buy [product]" — focus on price, shipping, buying ease - "[Product] reviews" — focus on ratings, testimonials - "Best [product]" — focus on differentiation, awards

Great Google Ads copy is specific, relevant, and gives searchers a reason to click on you instead of competitors.