What makes an advertisement effective? Is it about exhibiting a sense of trust or simply showing off all the features of your product or service? Is a catchy or attractive headline enough to increase their conversion rates?

The first step of your PPC goal is to get someone from typing a search term in Google to click your ad. The next one is to make sure that ‘click’ will be followed by a conversion event – which can be anything from enquiring via the contact form on your website to purchasing something from your site/online store.

When people search for something on Google, there are seven results at most, competing for their attention. Having a compelling title and description really matters. People scan instead of reading everything like we used to, and the title of your ad needs to grab their attention.

1. The Key elements of perfect Google Ads copy

Determine the objective

A good Ads copy focuses on the product and its benefits. That doesn’t mean you should ignore how the product works, but your ads should talk about the product’s benefits and how they make people’s lives better.

For example, a dog food ad might say, “You don’t have to sacrifice taste for nutrition. This dog food is made using 100% natural ingredients so you can feed your dog the healthy, delicious meal they deserve.”

Write naturally

Don’t write like an ad. Write like a friend. And be honest. Don’t exaggerate.
Your ad copy shouldn’t imply it can do more than it can.
Write naturally, as if you were telling someone else the product’s benefits and features.

Use all the space

Having more characters available significantly increases your chances of coming across as more persuasive.  It gives you more scope for making better offers, showing more proof points, and being more specific about what it is your business does…all of which are likely to increase the number of people who click through to learn more.


The ‘personality (or lack thereof) behind the ad copy should be appropriate for your target market, and relevant to how your company or brand is perceived.

For example, if you’re marketing a luxury product then it stands to reason that writing something with flair & style would help convey this. If on the other hand, you’re promoting an event at a primary school then using overly professional language isn’t going to sit well.


whether it’s matching up keywords to search terms (Search Match) or making sure that the ad itself contains relevant information, you need to make sure that your ads are as relevant as possible to what people are searching for

2. Best practices for writing Google Ads copy

As we’ve previously discussed, your ad copy’s purpose is to get prospective customers to click on your ads and then visit your website. When you’re writing ads for AdWords, you need to keep in mind that many people will see your ad without clicking on it at all.

Catch the eye of potential customers for your business without being too spammy or obnoxious by following these unique ad practices:

1. Create a unique selling proposition (USP)

If you can’t tell why your business is different from the rest, you’ll have difficulty communicating it effectively. Your unique selling proposition should be relatively unique within your industry and appeal to your target demographic.

2. Focus on one benefit and one benefit only

You want to be clear about what your ad offers and what people will get when they click on your ad. The problem with many ads is that they offer multiple benefits or benefits that aren’t nearly as compelling as they could be.

3. Try to use emotional appeal over logical appeal

Your Ads copy will be most effective when it speaks directly to the emotions in your target audience. Focus on words, themes, and concepts that resonate with consumers who would buy from your business.

4. Use numbers to illustrate a benefit

Numbers pack a big punch in Google Ads copy because they’re clear and easy to understand – even for somebody not familiar with your industry. Use numbers to illustrate the quality of what you’re selling. Numbers are great because they can help you show that your product is superior. For example, “15% more durability.”

One study found that ads with numbers in the title had 91% higher CTRs than those without.

5. Use active voice rather than passive voice

For some reason, Google Ads copy is often written in passive voice, which is less immediate and engaging for readers. It’s also better to use more personal pronouns like “we” or “our.” Where possible, use action verbs. Action verbs are strong words that help drive the point home about what you’re offering.

6. Get straight to the point

You’ve got very little space for your copy, so you are better off making every word count. Try to get straight to the heart of the matter. Avoid getting lost in flowery prose. You don’t want it to overwhelm your readers with unnecessary words or sentences.

7. Avoid cliché ad copy

You might be tempted to write something like “best products in the world.” While that’s technically true, it’s not very creative.

8. Always revise your Google Ads ad copy before you submit it

While you may think you’ve nailed it, there’s always room for improvement. Review your ad copy with fresh eyes before you submit it.

9. Use keywords in the title

3. Google Ads copy: dont’s

1. Don’t Use Excessive Capital Letters:

The only time you should be using capital letters in your ad copy is at the beginning of each sentence and when referring to yourself (e.g., “Discover our low prices”).

2. Don’t use the words “click” or “visit” if possible:

These are words that will appear in somebody’s clickstream after they click on your ad, so there is literally no reason to include these words in the copy.

3. Don’t use punctuation other than dashes, commas, and periods:

Google doesn’t allow slashes, slant quotes, apostrophes, or exclamation points in the ad copy. It will be rejected or changed automatically.

4. Don’t write ad copy that isn’t true:

Don’t make claims that you can’t back up with evidence or don’t have any reason to believe are true. If you make claims like these, you’ll get complaints, and your ads will get disapproved and penalized, which will hurt your rankings and cost you money.

5. Don’t test pricing or stock levels:

You can’t change these things without updating your entire ad. While you can test a variety of copies for a given campaign, there’s no point in changing one word if it’s going to cause you to have to resubmit everything completely.

6. Don’t test ad copy in different languages or countries:

You shouldn’t set up an ad group to target multiple countries or languages (English, French, Spanish). Instead, create a separate campaign or ad group for each language.


The quality of your Ad copywriting is often the decisive factor in determining whether a customer will click on your ad or not. Copywriters have a strong influence over the success of many businesses as they translate the keywords into user-interpreted phrases that influence their purchasing decisions.

In this article, we have seen that Ad copies are surprisingly easy to write. Still, the importance of the copy in catching the attention of potential clients for your business is often underestimated.

Also, don’t forget about the ad extensions, as they are an integral part of a successful Google Ads advertisement

Published On: October 6, 2021 / Categories: Google Ads /

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