The CMS you choose for your SMB will impact everything from your site traffic to your stress levels. Use this guide (& help from GPO) to pick the best one.
If your ads aren’t performing, you might need a content refresh. Our guide will help you fine-tune your approach to writing Google ad copy.
Product? Nailed. Audience? Defined. Campaign? Live. Now it’s time to wait for the magic to happen. But if your Google Ads aren’t delivering the clicks (and conversions) you need, the culprit might be–gasp–your copy.
Effective AdWords copy isn’t just about stuffing keywords into a headline and hoping for the best. You need to grab attention, speak to your audience’s needs, and compel them to take action—all in a handful of characters. No pressure, right? (It’s a lot of pressure).
The good news? There’s an art–and a science–to writing ads that don’t just attract clicks but also turn browsers into buyers. Here’s what you need to know about crafting Google Ad copy that converts.
Your headline is prime real estate. It’s the first (and sometimes only) thing users see before deciding whether to click on your ad. To make it count, focus on three things: clarity, urgency, and relevance.
A great headline should instantly communicate value and make users feel they’re about to discover something useful or exclusive.
For example, instead of a vague “Shop the Best Coffee,” try something more specific and engaging: “Freshly Roasted Coffee – Delivered to Your Door.” This version highlights quality and convenience, two things customers care about.
Another approach is to emphasize a unique selling point. Instead of “Affordable Workout Gear,” try “Premium Workout Gear Without the Premium Price.” This approach helps position your product as high-value while appealing to cost-conscious buyers.
Your description is where you drive home your message–succinctly. With 90 characters per description line, every word needs to serve a purpose. The best descriptions reinforce the headline while adding extra value and urgency.
A strong description builds trust and makes clicking feel like the obvious next step. Instead of a generic approach like, “We offer high-quality skincare products,” try something more actionable: “Gentle, Dermatologist-Approved Skincare – See the Difference Today.”
The goal of your description is to remove any doubt and make your product or service’s value clear. This is your chance to directly communicate why your product or service is worth your prospective customer’s time and money.
Google rewards ads that match user intent, which means your ad copy should naturally include high-intent keywords. But stuffing keywords unnaturally into your text can make it awkward and unappealing.
Instead of: “Best Running Shoes – Buy Running Shoes Online”
Try: “Run Faster & Stronger – Shop Lightweight Running Shoes Today”
You can also consider using Dynamic Keyword Insertion (DKI) to customize your ads automatically based on a user’s search query. This increases relevance and engagement, making your ad feel more personalized to each searcher.
Your call to action (CTA) should eliminate guesswork. What do you want the user to do? Now’s the time to be direct, action-driven, and persuasive.
Some examples for ya:
Weak: “Check Out Our Deals”
Stronger: “Upgrade Your Kitchen – Save 20% on Cookware Today”
A strong CTA creates a sense of urgency and provides a clear directive. Consider CTAs like:
Adding a sense of exclusivity or time sensitivity makes a CTA even more compelling. “Sign Up Today – Spots Are Limited” creates a stronger push to take action than simply saying, “Sign Up Now.”
In addition to your copy, you’ll also want to fine-tune your ad extensions. Google’s ad extensions allow you to expand your message and give users even more reasons to click. These extensions can also help to increase visibility and provide additional touchpoints within your ad.
Some essential extensions include:
Using ad extensions strategically can help increase click-through rates by providing users with more information upfront, making your ad more appealing and useful.
Writing ads that perform isn’t just about crafting clever copy. Ad writing takes strategy, knowledge of audience insights, and continual data-driven decisions. That’s where GPO’s paid search experts come in.
Our team of paid search advertising experts specializes in writing high-converting AdWords copy that grabs attention, aligns with user intent, and drives real results. Whether you need compelling headlines, laser-focused descriptions, dedicated landing pages, or a full-fledged paid search strategy, we’ve got you covered. With years of experience working in highly regulated industries, with service-based businesses, and with B2B retailers, we’re here to help.
Tired of wasting money on poorly converting ads? We can turn them into powerful customer magnets. Reach out to GPO today to craft ads that don’t just attract clicks—they drive sales.
The CMS you choose for your SMB will impact everything from your site traffic to your stress levels. Use this guide (& help from GPO) to pick the best one.
If your ads aren’t performing, you might need a content refresh. Our guide will help you fine-tune your approach to writing Google ad copy.
Consistency equals results! Learn why brands need a style guide, what to include, and how GPO can help align your content with your brand voice across platforms.