You’ve been tasked with crafting a catchy, persuasive, and compelling ad copy for a new product or service. But, while you’re busy brainstorming and battling writer’s block, juggling different ideas, and trying to find that perfect hook, you might be wondering, “How do I even start?”
We understand the feeling because we’ve been there and done that. Crafting an ad copy is no easy feat. Even the best of us struggle with it sometimes. Remember, you have a limited number of characters with which you need to grab the reader’s attention, stand out from the competition, and make them take action.
Throw in a deadline, client expectations, and the pressure of making a sale, and you have a recipe for unrivalled stress and anxiety. But don’t worry. We’ve got your back on this one. In this guide, we walk you through some tried and tested methods to help you write an ad copy that hits the mark and leaves a lasting impression.
And yes, every tip we share is backed by research, years of industry experience, and an example to help you see these methods in action. Whether you’re a seasoned copywriter or new to the game, this guide is for everyone looking to sharpen their skills and write Google ad copies that work.
Why Google Ads?
First, Google Ads has a 90% reach worldwide.
That translates to 4.77 billion internet users who could potentially see your ad. With such a massive audience, Google Ads offers an unparalleled opportunity to reach potential customers and drive traffic to your website.
Moreover, Google Ads allows you to target specific audiences based on their search habits, demographics, location, and interests. This level of customization can help you reach the right people at the right time with the right message, increasing the likelihood of your ad copy converting.
11 Best Practices to Follow When Writing Google Ad Copies
#1. Match the Ad Copy with the Search Term
Keywords are at the heart of what makes Google Ads work. When users search for something on Google, they use specific keywords and phrases to find what they want. For example, when someone searches for “best running shoes” on Google, they expect to see ads for running shoes, not some clever play on words or obscure references.
In other words, every ad copy writ should begin with thorough keyword research to determine the most relevant and high-performing keywords for your product or service. Then, use those keywords in your ad copy to improve its relevance and match it with the user’s search intent.
So, let’s say you’re targeting the keyword “Bookkeeping Services.” Your effort shouldn’t stop at just bidding for the keywords and their variations. You must incorporate the keyword into your ad copy by mentioning it.
Why is this Important?
First, it boosts your ad score, leading to a higher ad rank and lower CPC (cost-per-click). Second, it makes your ad copy more relevant to the user’s search intent, increasing their chances of clicking on your ad.
Third, it helps the Google algorithm understand your ad better and show it to the right audience.
As you can see from the screenshot, almost every ad has the keyword “bookkeeping services” mentioned in their headline or description, making it clear to the user that these ads are relevant to their search.
You don’t have to be clever or anything when writing ad copies. The key is to be as relevant and straightforward as possible.
#2. Highlight What Makes You Unique
Being relevant only adds you to a pool of competitors bidding on the same keyword. So, how do you stand out from the crowd?
Simple. Highlight what makes you unique.
What sets your product or service apart from others? Is it a special feature, a unique selling point, or an exclusive offer? Whatever it may be, you want to highlight it in your ad copy.
For example, let’s say your company offers bookkeeping services, but you focus on providing personalized and affordable solutions for small businesses. Your ad copy could highlight this unique selling point by saying something like,
“Get personalized and affordable bookkeeping services for your small business today.”
Xero does an excellent job of this in their ad copy by mentioning how secure their software is, the number of users and small businesses, and saving time. They have highlighted their unique selling points and everything that makes them stand out as a reliable and trustworthy solution for small businesses.
Here’s what you should do:
You can begin by listing your unique features and selling points. Then, narrow them down to one or two that you think will impact your target audience the most.
Here are a few examples of what can be your unique selling point:
- Free shipping
- 24/7 customer support
- Made from recycled materials
- Vegan and cruelty-free
- Lifetime warranty
- Affordable pricing
- Limited edition
- Made with organic ingredients
Next, incorporate those selling points into your ad copy in a compelling and attention-grabbing way. Remember, the goal is to make potential customers see why they should choose you over your competitors.
#3. Your Focus Should be on the Outcome, Not the Features
When writing ad copies, it’s easy to focus on listing all the features and specifications of your product or service. But here’s the thing — customers care more about how your product or service can help them solve a problem or improve their lives.
For example, instead of saying, “Our vacuum cleaner has 500 watts of power,” you could say something like, “Keep your house spotless in half the time with our powerful vacuum cleaner.” It highlights the feature and speaks to what customers expect from the products.
So, instead of just listing features, consider how they translate into tangible customer benefits and incorporate them into your ad copy.
For example, let’s say you’re a personal injury attorney in Singapore. Instead of just mentioning your years of experience and success rate, highlight how you can help victims get the compensation they deserve and move on with their lives.
Here are a few examples:
- “Get the compensation you deserve and move on with your life.”
- “Don’t let a personal injury hold you back. Our attorneys can help you get the compensation you need to recover and move forward.”
- “Our success rate speaks for itself — we’ve helped countless victims receive fair compensation and recover from their injuries.”
Likewise, if the user is searching for an SEO agency, they don’t care how many tools you use or keywords you rank for. They want to know how your services can help them increase their website traffic and lead generation.
So, you want your ad copy to read something like: “Boost your website traffic and generate more leads with our proven SEO strategies.” Or “Stop struggling with SEO and let our agency take your website to the top of search results.” This approach speaks directly to the user’s desired outcome and is more likely to catch their attention.
#4. Stay Focused on What the User Wants
Your Google Ad copy should focus on only one thing the user wants. You don’t want to be distracted with too many options or information irrelevant to their original search intent.
For example, if a user searches for “best running shoes,” you don’t want your ad to mention deals on yoga mats or workout clothes. That will only confuse the user and decrease your ad relevance.
Similarly, if a user searches for “affordable SEO services,” you don’t want to mention your premium package or high-end services. That will only make the user feel like your services are not in their price range and move on to another ad.
The last thing you want to do is squeeze in all your selling points and features into one ad, making it cluttered and overwhelming for the user. Instead, focus on one or two benefits that align with the user’s search intent and save the rest for another ad or landing page.
So, instead of creating a single ad for all your products or services, create multiple ads targeting different keywords and focusing on one benefit at a time. That will make your ad more relevant and increase its chances of converting the user into a customer.
Here’s what you may want to do:
Instead of cramping all your selling points into one ad, create multiple ads that target different keywords and focus on one benefit at a time. For example, if you’re a digital marketing and web design agency, you could create separate ads for “SEO services,” “web design services,” and “social media marketing.” Each ad would highlight a specific benefit of your services related to the keyword search. That allows you to cater to different user intents and increase the relevance and effectiveness of your ads.
SEO Services = >
- Benefits 1: Improved website traffic and lead generation
- Benefits 2: Link building for higher search engine rankings
- Benefits 3: Keyword research and optimization for increased visibility
Web Design Services =>
- Benefits 1: Modern and user-friendly website design to attract and retain customers
- Benefits 2: Mobile responsiveness for a seamless browsing experience on all devices
- Benefits 3: Affordable pricing options for small businesses looking to establish an online presence
Social Media Marketing =>
- Benefits 1: Increased brand awareness and customer engagement on popular social media platforms
- Benefits 2: Targeted advertising for precise audience targeting and higher conversion rates
- Benefits 3: Professional content creation and marketing strategy for a strong online presence.
PPC Services =>
- Benefits 1: Instant visibility and traffic to your website through targeted advertisements
- Benefits 2: Budget control with a pay-per-click pricing model
- Benefits 3: Detailed analytics for performance tracking and optimization.
#5. Provide a Great CTA
Don’t forget to include a strong and clear call-to-action (CTA) at the end of your ad. It tells the user what to do next and encourages them to take action.
Your CTA should be concise, persuasive, and relevant to the user’s search intent.
The idea is to ensure the user knows what you expect them to do after reading your ad. If you want them to visit your website, say, “Visit our website now for more information.” If you want them to call for a consultation, say, “Call us today for a free consultation.”
By providing a clear and powerful CTA, you guide the user towards the desired action and increase the chances of converting them into customers.
The CTA you use should give the users a hint of what to expect after they click on your ad. For example, if the user searches for “affordable SEO services,” your CTA could be “Get a free SEO consultation now!” That way, the user will know that a contact form or consultation call awaits them on the other side, and they’ll be more likely to click on your ad.
Also, when your CTA is something like “Start a Free Trial Now!” or “Download Our eBook Today,” you create a sense of urgency and excitement for the user to take action immediately.
Adding a great CTA doesn’t just increase your CTR. It also reduces irrelevant clicks and ultimately saves you money on your advertising budget.
It starts with the goal you choose. So, before creating your ad, determine the goal you want to achieve with that specific ad and craft a CTA that aligns with it perfectly.
For example, if your goal is to drive leads that you can nurture through email marketing, your CTA could be “Sign up for our newsletter to receive valuable insights and exclusive offers.” That not only prompts the user to take action but also sets them up for future engagement with your brand.
Also, if your goal is to increase purchases on your e-commerce website, your CTA could be “Shop now and get 10% off your first purchase.” That entices the user to make a purchase while also promoting a special offer.
For a digital marketing agency, a great CTA could be “Claim your free website audit now!” That not only attracts users interested in website optimization but also showcases your expertise and the value you can provide to potential customers.
Also, learn to utilize ad extensions to give your CTA even more impact. Ad extensions are additional pieces of information that appear below your ad and provide more context and options for the user. That can include a phone number, location, review ratings, or links to specific pages on your website. Ad extensions increase your ad’s visibility and give users multiple opportunities to engage with your business.
Instead of saying the cheapest or most affordable, use exact price points to showcase your competitive pricing. For example, “Web design services starting at $499” or “Social media marketing packages as low as $299/month.” That will set you apart from competitors and help users make an informed decision based on their budget.
Also, if you have any special offers or deals, mention them in your ad. That could include a free trial, gift with purchase, or bundle packages. For example, “Sign up now and get a free social media audit” or “Purchase our SEO and PPC services together and save 15%.” These special offers can entice users to choose your business over competitors, leading to more conversions.
Social proof is a powerful tool in marketing. It refers to showcasing evidence of happy customers, positive reviews, and impressive statistics to build trust and credibility with potential customers.
Xero’s ad does a great job of utilizing social proof by showcasing its number of subscribers (2,000,000+). That immediately gives the user an idea of how many businesses trust Xero’s accounting software and makes them more likely to consider it for their own business.
Include positive ratings and reviews from satisfied customers in your ad. It can be in the form of stars, numbers, or quotes. For example, “Rated 4.9/5 by our satisfied clients” or “Over 1000 5-star reviews for our web design services.”
#7. Promote Your Sales and Special Events
If you have any special sales or events coming up, use your ad to promote them. That not only creates a sense of excitement and urgency but also attracts customers who are specifically looking for deals.
For example, “Don’t miss out on our Black Friday sale — 50% off all services!” or “Join us at our grand opening event and get a chance to win free services for a year.” That should entice users to click on your ad and possibly convert them into customers.
If you have any limited-time offers, mention them in your ad. It creates a sense of urgency and can lead to more conversions, as customers will want to take advantage of the offer before it expires. For example, “Limited time only: Get a free gift with any purchase over $50.” or “Hurry! Our flash sale ends tomorrow at midnight — get 25% off all products.”
#8. Keep Your Ads Updated
The last thing you want to do is create an ad and forget about it.
You have to closely monitor the ad and make alterations to your ad copy, images, and CTA as needed to reflect the current trends in your market.
Also, regularly review and adjust your ad targeting to reach the right audience for maximum impact. Don’t be afraid to experiment with different CTAs, ad extensions, and other variations to see what works best for your business.
Ensure all the links work and the landing page is relevant and optimized for conversions. Your ad may be engaging, but you may lose potential customers if your website or landing page doesn’t meet expectations.
Also, instead of saying 1 million people have used your product or service, narrow it down to a specific month or year.
For example, “Over 50,000 satisfied customers in the past year” or “Join the 1,000 businesses who have increased their sales with our marketing services this month.” That adds a sense of timeliness and shows that your business is constantly delivering results.
#9. Stay Local
If your business primarily serves a specific geographic area, you might want to include your location in your ad. That will help attract customers who are specifically looking for businesses in their local area.
Additionally, use location-based extensions to provide more information about your business’s physical location, such as address and hours of operation. It not only helps potential customers find you easily but also adds a layer of legitimacy and trust to your ad.
For example, a personal injury law firm can include their city in their ad to attract local clients. “Injured in a car accident? Our experienced lawyers in New York City can help you get the compensation you deserve.”
Or a bakery in a small town can use location-based extensions to show their address, “Visit our family-owned bakery in downtown Charleston for freshly baked treats every day.”
#10. Match Your Ad Copy to Landing Page
Your ad copy and landing page should have a consistent message and offer. If your ad promises a particular product or service, ensure the landing page reflects that.
For example, if your ad promotes a specific deal or discount, ensure that information is displayed on the landing page. A mismatch between the ad and landing page can lead to confusion and frustration for potential customers, ultimately resulting in lost conversions.
Don’t send your users to your homepage or a generic page. Instead, create a specific landing page for your ad, highlighting the offer and making it easy for users to take action. The more seamless the experience is from the ad to the landing page, the more likely it is for users to convert into customers.
#11. Check Your Competitors
Lastly, keeping an eye on your competitors and their advertising strategies is important. That can give you insights into what works for them and how you can differentiate yourself from them.
Don’t copy their ad. Instead, use it as inspiration to create a unique and attention-grabbing ad that sets your business apart from them.
Analyse their ads, images, and CTAs to see what seems to be working for them.
What’s their unique selling proposition? How are they utilizing social proof and promoting their sales or events? What keywords are they bidding on?
Use tools like Ahrefs or SEMrush to conduct a competitive analysis and gain valuable insights to inform your ad strategy. Stay ahead by continuously monitoring and adapting your ad approach based on market trends and competitor activity.
Some Frequently Asked Questions:
- How does matching ad copy with search terms improve Google Ads performance? This FAQ explores the benefits of aligning ad copy with user search queries, focusing on enhanced relevance, better ad ranking, and lower CPC.
- What are effective ways to highlight unique features in Google Ads copy? This question delves into strategies for showcasing a product or service’s unique selling points in ad copy, emphasizing differentiation in a competitive market.
- Why is focusing on outcomes rather than features important in ad copywriting? This FAQ discusses the impact of emphasizing benefits and solutions over technical features in ad copy, aiming to connect more effectively with potential customers’ needs.
- How can strong CTAs influence the success of Google Ads? Here, the focus is on the role of clear and compelling Calls-to-Action in guiding user behavior and improving click-through and conversion rates in Google Ads.
- What role does competitor analysis play in crafting effective Google Ads copy? This question addresses the importance of understanding competitors’ strategies in Google Ads, providing insights into creating unique and effective ad content.
