How to Write Google Ads Copy That Converts

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There are many factors to consider when writing your Google Ads copy. It’s important to think about the experience your visitor is having from query to ad copy, to landing page. There’s definitely no one-size-fits-all solution to writing the best ad copy, but following some best practices will help you improve your copywriting skills, and ultimately also your ad performance.

With that in mind, below are our top tips for writing Google ads copy that converts.

1. Include a clear call to action (CTA)

Having a powerful and clear CTA in your ad description or headline can significantly improve your Google Ads Click Through Rate (CTR). Ultimately, we all want the user to take a specific action, whether is buying something or simply subscribing to a newsletter.

No matter what’s your goal, it’s important to address it in your ad description or headline. The easiest way to do that is to use action verbs as buy, learn, or book that will grab users’ attention and inspire them to ultimately take that action.

Once a visitor has had their expectations set with the ad copy, they should click through to a landing page that mirrors that same call to action. If you’ve asked them to “Buy Now” in your copy, they should be given the opportunity to buy on the landing page.

Another trick is to use powerful words such as “You”, “Now” or “Best”, so you convince users, even more, to engage with your business.

Best google ads copy

Also, make sure to capitalize the first letter in each word so that your ad copy appears more professional and eye-catching.

2. Add keywords in your ad description and headline

Another simple yet effective tip to boost your CTR is to use your ad group’s primary keyword in the headline and ad copy.

People are more likely to click on ads that contain the keywords they have just typed than ads without them. So the more relevant your ad is to the search query, the more likely you will attract the right searchers and increase your CTR. 

3. Add keywords on your landing page

The user experience after they click on your ad is equally important. So ask yourself, what does your user see once they click your ad? Is your landing page optimized for conversions, meaning does it use the same keywords? 

Using search keywords on your landing page ensures that users have a seamless transition through the conversion, and a better overall landing page experience.

4. Include questions and address the user

Including a question in your headline or primary text is a great way to grab a user’s attention. Actually, research from Social Influence found that headlines in the form of questions received 150% more clicks than statement headlines while including the word “you” made it receive 175% more clicks.

Here are some examples that illustrate this strategy:

Your_google ads copy
question_google ads copy

5. Optimize your Ad Extensions

Extensions expand your ad with additional information, making them more appealing and giving them greater visibility. As your ads offer more information, users are more likely to click on them.

Ultimately, this means you’re not only going to improve your CTR but also lower your CPC. For that reason, it’s a good practice to use all the extensions relevant to your business goals.

Ultimately, this means you’re not only going to improve your CTR but also lower your CPC. For that reason, it’s a good practice to use all the extensions relevant to your business goals.

Here are common advertisers goals and the extensions that can support them:

Goal: Get customers to buy from your business location

  • Location extensions – encourage people to visit your business by showing your location, a call button, and a link to your business details page.
location extension google ads
  • Affiliate location extensions – help people find retail chain stores that sell your products.
ppc extensions_google ads
  • Callout extensions – add additional text to your ad like “free delivery” or “24/7 customer support”. Callouts can be used to encourage people to convert online. 
callout extensions_google ads

Goal: Get customers to contact you

  • Call extensions – encourage people to call your business by adding a phone number or call button to your ads. 
call extension_google ads

Goal: Get customers to convert to your website

  • Sitelink extensions – link people directly to specific pages of your website 
sitelink extension_google ads
  • Callout extensions – add additional text to your ad like “free delivery” or “24/7 customer support”
callout extension_google ads
  • Structured snippet extensions – showcase information potential customers will find most valuable by selecting a predefined header (like product or service category) and listing items.
  • Price extensions – showcase your services or product categories with their prices, so that people can browse your products right from your ad.
price extension_google ads
  • Promotion extensions – highlight your sales and promotions for people that are searching for the best deals your business has to offer.
promotion extension_google ads

6. Mention promotions and use FOMO

Mentioning promotions may not only inspire more people to click on your ad for more information, but it can also lead to an increase in your conversions. In fact, research has found that numbered headlines beat non-numbered with a 217% increase in CTR and a 23% improvement in conversion rates.

When mentioning any limited-time offers, make sure to incorporate FOMO or “Fear Of Missing Out”. Remember, the goal is to create a sense of urgency or scarcity in order to convince users to take action.

7. Emphasize shipping information

Plenty of businesses take advantage of sales, discounts, or offers like free shipping to entice users to purchase. So make sure to list your current promos or shipping information in your ad headlines to catch users’ attention.

Your Turn

The last piece of advice we’d give you is to test, test and test. If something isn’t working, try something else. If something is working, try something else to see if it works better. You never know what’s going to resonate with your target audience, so you constantly need to work on your Google Ads ad copy. 

If you have any questions or concerns about your ad performance, feel free to contact us at [email protected]. We’re always happy to help and discuss the best way to optimize your campaigns.

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