How to Write Excellent Google PPC Ad Copy


You have successfully managed to develop your Google Ad, slashed through personas, demographics, and used keyword planner to identify ideal keywords for each ad group. You also have a professionally designed landing page that matches with your campaign.

Think that is enough? It is not.

You need to create an engaging ad copy that will convince the customer to click. Here are proven methods of writing Google PPC ad copy that converts.

What’s a Google Ad Copy?

Simply put, Ad Copy is the content that you write to entice the target audience to click on your ad.

google ppc services in singapore

It comprises of:

  1. Headline: This is what is displayed at the top of your ad in blue. It should have 25 characters in total including the spaces.
  2. Display URL: This is the link to the page that you want the searcher to visit. The page should be relevant to the ad.
  3. Description Line 1 & 2: This is the body of your ad copy and should have 35 characters

How to Build Trust to Get More Clicks

Just like other digital marketing campaigns, you need to build credibility and trust with the potential customers. Strive to increase the chances of people clicking on your ad by showing that your company is legitimate and describing the service or product that you offer.

Here are tips on how to make your Ad Copy trustworthy.

Make Use of Top Performing Keywords

Include at least one of your top performing or high value keywords in the copy. Doing so will match the ad with the customer search query thereby increasing the chances of getting clicks.

Relevant Display URL

The searchers will perceive your display URL as a link to your website. Use it to not only show the potential client the specific landing page they should visit but also your homepage domain. Be sure to include a keyword in this link to increase its chances of been displayed on SERPs.

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Be Clear and Straight Forward

The headline and description lines should have 95 characters in total. Use them to clearly describe your brand and what it’s offering. Be sure to include the company especially if it’s already well known in the market as well as facts on how the client will benefit from your product/service.

Create a Compelling CTA

You have only 10 seconds to entice the client to click on your ad. Therefore, you need to come up with a CTA that is concise, irresistible, and straight to the point/clear. Show that your product is in line with what the searcher is looking for and create an urgency to motivate them to click instantly.

Here are a few tips on how to create irresistible CTAs

  • Keep them short, actionable and short by using one syllable words such as action words that will trigger the searchers emotions and motivate them to click on the link. Create urgency and scarcity by using phrases such as “10% Discount this Week only”.
  • Instead of describing the product features, focus on the benefits. Tell the potential customer what benefits they will get by using your product.

How to Write Excellent Google PPC Ad Copy 1

  • Use ad extensions- Ad extensions are basically links that you can incorporate in your ad to increase their ability to get clicks. They are displayed in blue under the description.

As you can see from this screenshot, you can use them to offer additional information that is related to the ad such as links to other landing pages, phone number, coupons, locations and much more.

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What’s Makes You Different from the Competitors?

What is your competitive advantage or USP (Unique Selling Point)? Your Ad needs to stand out from the crowd if it is to succeed in increasing your site conversion rate and traffic.

Your USP is the first stage in the sales funnel and should show the customer that you are different from the rest. Showing why you are the best in a particular field will get you more responses from potential clients who are interested in your brand.

Note that if you grasp the attention of the customer early in the sales funnel, they are likely to stick with you throughout the entire sales funnel and convert.

Tips on How to Improve Google Ad Copy USP

Research Your Competitors

Carry out a brief competitor analysis to understand what they are doing and how you can redefine the tactics to get ahead of them. Here are three questions to guide your analysis.

  1. How are they selling their products?
  2. What are the missing gaps in the market?
  3. What can you do to get a higher cutting edge?

Take a closer look at your business structure, its strengths, weakness, and unexploited opportunities that you can leverage. List down your brand’s USPs and include some of them in your Ad Copy.

Here is a good example of a good Ad copy:

write a compelling ad for google text ad

The primary goal is to connect with the client. To achieve that aim, you have to think like the client. Below are questions that will help you understand what your customers want.

  • What are the needs of your clients?
  • What motivates them?
  • Why do they need your service/product?
  • Is it possible to divide my clientele base to generate a unique USPs?
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Be Specific

This is not the time to use a block of text to extensively describe your offer. Yes, you might have the most advanced and delectable product that you customer is looking for, but you should not include nitty gritty details in this ad copy. Save that for your landing page, product review article, or blog.

call to actions important in google ppc

Only include the key or most important features in the Ad Copy.

Avoid Grammar and Spelling Mistakes

They are simple to fix but could have a detrimental impact on your ad conversion rate as well as reputation. Concisely, grammar and spelling errors will lower your credibility and trust level.

Use Correct Punctuation

Google Editorial standards highlight what you cannot and can use with capital letters, punctuation, and symbols. Make use of dollar symbols, capitalized words, and exclamation marks to increase click through rate and views.

Review the Ad before Publishing

Check if the Top and Side Ad looks appealing. When writing the Destination Line 1, note that it might be shown alongside Destination Line 2. Make sure that there are no formatting issues.


Apply these tips when writing your Google PPC Ad copy to get the most ROI from your campaign. Always come up with two or more versions of the Ad copy and run A/B tests to know which one works best.

About the Author

Tom Koh

Tom is the CEO and Principal Consultant of MediaOne, a leading digital marketing agency. He has consulted for MNCs like Canon, Maybank, Capitaland, SingTel, ST Engineering, WWF, Cambridge University, as well as Government organisations like Enterprise Singapore, Ministry of Law, National Galleries, NTUC, e2i, SingHealth. His articles are published and referenced in CNA, Straits Times, MoneyFM, Financial Times, Yahoo! Finance, Hubspot, Zendesk, CIO Advisor.


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