“Nobody reads ads. People read what interests them. Sometimes it’s an ad.”
– Howard Gossage.
The same concept applies to the copy you write for Google Ads campaigns, especially when using components like Headlines, Descriptions, Path Fields, and Final URLs. Your ad copy must be compelling enough for an existing or potential customer to choose your offering over a competitor’s.
But what is a Google Ads copy, and why do 80% of businesses globally use Google Ads?
Google Ads copy refers to the text that appears within your ads, shaping how your brand is presented to potential customers. It defines what users see before deciding whether to click on your link or move on to a competitor’s offering. By choosing every word carefully, you guide prospects toward understanding the value of your product or service.
Consequently, Google Ads copy becomes critical because it influences key performance indicators such as click-through rate and content quality score. Good Google Ads copy also boosts overall conversions by ensuring that the traffic you attract is more likely to take meaningful actions, such as making a purchase, requesting more information, or subscribing to a newsletter.
This guide provides a clear overview of how to write Google Ads copy effectively. It covers different ad types, templates, Google ads examples, explains how to test various messages, and shows how dynamic features can adjust your ads in response to user behavior. Plus, you will gain access to proven templates and best practices to help you craft copy that consistently delivers.
Table of Contents
Generic Features of Google Ads Copy
Key Elements Common Across All Ad Types:
- Headlines: This phrase or sentence is most likely to catch your target audience’s attention. A strong headline should align closely with user intent by reflecting the keywords or phrases the user types into Google’s search bar.
- Descriptions: This text expands on the idea that the headline hints and highlights key benefits, addresses common pain points, and instills trust. Instead of vague promises, well-crafted descriptions present concrete reasons to click through. Based on your campaign, you can use the description to elaborate on your USPs (Unique Selling Points), services, product highlights, offers, etc.
- Call-to-actions (CTAs): This part of the ad prompts users to take a specific action, driving clicks through clear, action-oriented phrases. Most of these phrases are direct prompts, such as ‘Learn More’ or ‘Get Started,’ that encourage users to act and bridge the gap between interest and engagement. For example, you can include a button, an overlay, or a URL with a prompt for the audience to click on and visit your website or landing page after reading the ad.
- Keywords: Keywords are another essential element. Incorporating relevant keywords into your headlines and descriptions signals to Google and prospective customers that help match your ads with the search terms. This alignment improves relevance, helping your ad rank higher and appear to those most likely to find it useful.
In addition to these core features, certain copy-enhancing features also improve your conversion metrics:
Assets (Ad extensions)
Assets, also known as ad extensions, provide extra details and links to add more information directly within your ad.
For example, site links, callouts, structured snippets, call buttons, prices, location buttons, etc., are assets that guide and encourage your audience to act on the CTA further. Sitelinks lead users to specific pages on your website, callouts highlight special offers, and structured snippets present categorized information. On the other hand, calls, price, and location extensions deliver contact options, pricing transparency, and geographic context.
Assets come in two forms: automatic (generated by Google) and manual (created by the advertiser):
- Automatically Created Assets (ACAs): Automatically created assets are an optional setting at the campaign level. Enabling this feature generates additional headlines and descriptions to complement your responsive search ads. The new assets are based on your specific ad context, including your landing page, existing ads, and ad group keywords.
- Manual Assets: These are the assets that you create for your ads yourself, such as descriptions, links, CTAs, headlines, etc.
Mobile-first ads
According to Statista, Google has a 95.37% share of the mobile search market. Optimizing your campaigns for mobile friendliness helps you reach this audience easily by making your ads responsive to all screen sizes. Use the right ad assets (like site links, call assets, and location) for better search result rankings.
Quality Score and Its Relationship to Ad Copy
Google uses Quality Scores to gauge an ad’s relevance and overall user experience. The score, which ranges from 1 to 10, is influenced by factors like keyword alignment, landing page quality, and expected click-through rate.
By writing copy that closely matches user intent, you can improve your Quality Score. A higher Quality Score often leads to lower cost-per-click (CPC) and better ad positioning, ensuring your message reaches the right audience at an affordable cost.
How to Write Perfect Google Ads Copy? (For Different Ad Types)
Writing good ad copy starts by understanding how people read digital content.
This critical fact shapes the copy of Google ads because it emphasizes using relevant keywords that immediately capture the reader’s interest. Tailoring your approach to each format (such as search, display, responsive search, or shopping) ensures that your message resonates with the right audience and is in sync with your marketing objectives.
Google Ads Copy for Search Ads
These are the ads that appear on Google search results. They are driven by keywords, which means you must focus on creating keyword-rich headlines that address your target audience’s pain point(s).
Example:
| Headline | Description |
| “Best online courses – learn anywhere, anytime.“ |
“Enrol in top-rated courses from leading universities. Flexible schedules, expert instructors, and affordable prices. Start today!” |
How to Write Them:
- Use keyword-rich headlines: Incorporate primary keywords that users will likely search for.
- Include your business logo and name: Ads with these features get 8% more conversions.
- Add product benefits: Highlight the unique benefits of your product and set a clear value proposition through the copy. Use numbers to express that your product delivers tangible results.
- Strong CTA: Provide clear instructions on the next steps by including a straightforward call-to-action.
Pro tip: Use at least four unique image assets because they make it easier for your audience to learn about your product.
In the image, you’ll see the search ads marked with the word ‘Ad’.
Google Ads Copy for Display Ads
Google has a display network of 35+ million websites where your ads may be displayed. They can be banners, images, or small boxes. To write impactful copy for display ads, use headlines that focus on brand awareness.
Example:
| Headline | Description |
| “The Executive Wallet” |
“Your business essentials in a slim leather case. SHOP NOW!” |
How to Write Them:
- Complementary visuals: The imagery must support the copy. In the image below, the product visual demonstrates the product’s actual slimness.
- Emotion: Use emotional triggers by using words that evoke urgency or excitement. Make use of exclamation points to set the tone.
- Language: Use jargon that your target audience uses to make the copy more relatable.
Pro tips: Avoid using color-inverted or excessively filtered images. Give preference to images that are easy to see in full color and are in focus. Don’t overlay any other image/logo/text on top of your display image.
Google Ads Copy for Responsive Search Ads (RSAs)
RSAs are adaptive ads that automatically adjust the messaging according to relevance to potential customers. Google Ads experiments with up to 15 different headlines and descriptions to find the combination that performs the best.
Example:
| Headlines | Descriptions |
[Headline 1]: “Shop Quality Running Shoes” [Headline 2]: “Exclusive Discounts Available” [Headline 3]: “Free Shipping on Orders Over $50” [Headline 4]: “Top-Rated Athletic Footwear” [Headline 5]: “Upgrade Your Running Gear” |
[Description 1]: “Order today and enjoy free shipping on all orders over $50!” [Description 2]: “Find the perfect pair of running shoes to match your style and performance needs.” [Description 3]: “Limited-time offers on premium athletic footwear. Shop now!” |
Notice how the headings are distinct, yet they can all be interchanged and used with each other.
How to Input Relevant Assets:
- The more assets, the better: Provide as many assets as possible to allow the system to test more combinations and discover the best-performing duo.
- Use tools to create quality assets: Use Google’s categorized, vertical-specific asset suggestions to gain inspiration for the type of content that resonates well with users.
- Input three headings: Write the first three headings as if they will appear on your ad together. It’s not necessary to insert keywords into each headline. Use varying headline lengths and make them distinct (Google ignores similar headline variations).
- Use ACAs: Leverage system-generated headline and description assets based on the unique context of each RSA.
Google Ads Copy for Google Shopping Ads
Google Shopping Ads appear in the shopping tab of a Google search and are ideal for showcasing specific products to users with high purchase intent. Understand how to add keywords to Google Shopping ads and how Google processes these ads.
Example:
| Product Title | Description |
| “Golden Heels—T-Straps for $45.” | “Shop now and save on premium golden heels. Fast delivery available.” |
This copy immediately gives the viewer three key pieces of information: price, offer, and availability. It helps them quickly sort through the ad noise and shortlist the one they want to click on.
How to Write Them:
- Product titles: Incorporate keywords into product titles. For example, the keyword “golden heels” can be incorporated into the product title as “golden heels UK6”. Make sure the product title is clear and descriptive.
- Product descriptions: Incorporate promotional details in product descriptions. For example, “Buy running shoes today to get 10% off. Use code XYZ10.”
Pro tips: Add clickable annotations (a tag or highlight that appears in box detail) for product promotions to catch customer attention. Display product ratings by signing up for Product Ratings if you don’t already work with a reviews aggregator. Sign up for free customer reviews on Google Customer Reviews. Product reviews deliver critical information to customers to help them make purchase decisions. It helps you collect customer feedback and allows other customers to see product reviews and ratings.
Trivia: An eye-tracking experiment from the Nielsen Norman Group found that people rarely read the whole text. They only scan the content to find points of interest rather than reading word for word—and this behavior hasn’t changed in well over two decades! It highlights the importance of capturing viewer attention with concise, targeted ad copies that encourage action.
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Google’s Dynamic Copy Features
Google Ad’s dynamic copy features allow some parts of an ad to change based on certain factors (such as the viewer’s location). This automated ad type improves the quality score by enhancing ad relevance. It also increases click-through rates because Google bolds the terms it inserts dynamically, making them more visible.
There are four major types of dynamic Google Ads features:
1. Dynamic Keyword Insertion
This feature allows Google to select relevant keywords from your ad set and insert them in a specific place in your copy. It significantly enhances ad targeting and improves click-through rates by increasing the relevance of the ad to the audience that sees it.
Example: In the phrase “Buy [Keyword] Online Today!”, Google can switch [Keyword] depending on relevance to achieve the best fit.
2. Countdown Timers
Countdowns are handy for sale events such as Black Friday. This dynamic ad feature allows Google to insert a real-time countdown to a specific time of your choice. Such ads create a sense of urgency and encourage the viewers to act on the CTA before the countdown is up.
Example: In the ad copy “Sale Ends in {=COUNTDOWN(“2024/12/31″)}”, the countdown timer dynamically updates to show the remaining time until the sale ends. This real-time urgency can motivate users to purchase before the offer expires.
3. Dynamic Location Insertion
Dynamic location insertion helps businesses that are searching for local customers. In this feature, Google automatically includes the user’s geographic location in the ad copy. You can do this by providing Google with a list of all the locations and descriptions from where your business operates.
This localization makes the ad more relevant to users by addressing their specific area, which is particularly useful for businesses with physical locations or region-specific services.
Example: For the ad copy “Find Great Deals in [City]”, Google switches city names according to the viewer’s search area.
4. Ad Customizers
Ad customizers allow Google to change specific details in a copy, such as pricing, inventory, etc. This keeps the ad copy current and gives users accurate information, especially for items with fluctuating prices.
Example: The placeholders in the ad copy “Limited Offer: Get [Product] for $[Price]” allow Google to dynamically change product and price details in the copy for different viewers.
How to Use Dynamic Features Effectively?
Follow the best practices below to get the best results from Google Dynamic Copy Features:
- Remember that dynamic features don’t work well if your website has too much dynamic content (like daily deals).
- Dynamic Search Ads don’t work well with pages that contain too much flash content or images or for websites that require users to log in to access its features. Optimize your webpage to allow Dynamic Search Ads to identify the theme and webpage terms.
- Well-written HTML page titles and precise, clear content help Dynamic Search features work properly. They also help Google pull clear headlines and descriptions for your creatives.
- Check your search term reports regularly to keep your ads on-topic and prevent unwanted pages from getting indexed.
Ad Copy Testing In Google Ads
A/B testing in Google Ads primarily compares different versions of an ad to find the one that performs best. The ad testing results are crucial to identfying copies that lead to the best Return on Ad Spend (RoAS).
This, in turn, helps improve CTR by pinpointing the ad version viewers interact with most, enhancing conversions. Using the experimentative approach of ad copy testing, you can enhance the overall performance of your campaigns.
Testing Across Specific Ad Types
Let’s understand how you can test copies across different ad types:
Search Ads
Test various copies of headlines and CTAs in different combinations to find the best fit for search ads. Google Ads requires you to specify at least three headlines and two descriptions. Use as many slots as you need; it isn’t compulsory to fill out all 19 fields (15 headlines + 4 descriptions), as it may compromise the relevance or preciseness of your copies.
Testing variations in search ads is an excellent way to determine each copy’s pain points and benefits. It allows Google to automatically optimize your campaigns and discover insights into a particular copy’s performance.
However, you must group each offer into a different ad set to prevent the creation of a conflicting copy.
Display Ads
Test the interaction between visuals and ad copy to discover the pair that performs best with your customers. Create three to four ads per group to experiment with different image-message configurations. Depending on performance, Google Ads automatically shows the better-performing pair within an ad group frequently.
Use this data to create data-informed display ads rather than relying on guesswork.
Responsive Search Ads
Test your responsive ads to discover the best-performing headline-description combination. Google uses machine learning to determine which RSA is performing well. Then, it tests various combinations to identify which performs best for different search queries.
When a combination closely matches a user’s search query, Google will embolden a part of the copy text for distinction.
It is important to understand that RSA testing is different from testing search ads despite both using variations. RSA (Responsive Search Ads) default settings allow users to choose from various headlines and descriptions. Additionally, you can target specific elements, such as “Shop Now” or “Buy Today,” across all your RSA ads.
In contrast, ad variations for search ads test specific changes across multiple ads or campaigns. This testing can apply to several ads or campaigns simultaneously.
Google Shopping Ads
You should test your ads for:
- The best combination of product titles and descriptions.
- The best keywords to target various audiences.
- Benefits vs. feature testing for product titles and descriptions to find the best-performing copy.
This information is critical to formulating the right bid strategy for your ads.
How to Conduct Ad Copy Tests?
You can use Google Ads Experiments to test your ad copies. Google provides an Ad Variations feature that allows you to test different sets of ad copies by creating different ad copy variations. Create a custom experiment from your original ad campaign and compare the experiment’s performance against the original copy.
Google Ads allows you to schedule five experiments for every campaign, but you can run only one experiment at a time. However, you should note here that the Google Ads Experiments feature is not available for Shopping Ads.
Best Practices for Testing
The following best practices help you get the best results from ad copy testing:
- Use ad variations to test and iterate your copies. Establish a testing framework to stay organized and decide on a testing threshold to gain more confidence in the results.
- Instead of focusing solely on CTR and conversion rates, pay attention to incremental impressions and CTR for the entire ad group. This will help you see the copy’s performance more holistically.
- To avoid creating irrelevant, redundant, and conflicting copies, each Google ad type should only have the necessary number of distinct variations.
Pro tip: Use Ad Variations in Google Experiments to create and test variations of your ads across multiple campaigns.
| Did you know that you can also check the performance of your Google Ads account? Here’s a detailed guide on Google Ads Audit. |
Ready-to-Use Google Ads Copy Templates
Here are some ready-to-use Google Ads copy templates to quickly launch highly effective Google Ads campaigns:
Google Ads Copy Templates for Specific Industries:
1. Retail
| Template | Example |
|
Headline 1: “Shop [Product Category] at Affordable Prices.” Headline 2: “Save Up to [X%] on [Product].” Description: “Discover premium [Product Category] with one-day shipping!” |
Headline 1: Shop Electronics at Affordable Prices. Headline 2: Save Up to 50% on Smart TVs. Description: Discover premium smartphones with one-day shipping and easy returns! |
2. SaaS
| Template | Example |
|
Headline 1: “Simplify [Problem] with [Software Name].” Headline 2: “Try Free for 14 Days – No Credit Card Needed.” Description: “Boost productivity with [Software Name]. Join [X] users today!” |
Headline 1: Simplify Project Management with TaskMaster. Headline 2: Try Free for 14 Days – No Credit Card Needed. Description: Boost productivity with TaskMaster. Join 10,000 users today! |
3. Local Businesses (Like Restaurants, Salons, etc.)
| Template | Example |
|
Headline 1: “Find the Most Popular [Service] in [City].” Headline 2: “Special Offer: [Discount or Freebie].” Description: “Book your appointment online today. [Service] you’ll love!” |
Headline 1: Find the Most Popular Italian Restaurants in Boston! Headline 2: Special Offer: 15% Off Your First Meal! Description: Book your table online today for delicious meals that you’ll love! |
4. E-commerce Stores
| Template | Example |
|
Headline 1: “Shop [Product] Online – Deals Expire in [X] Days!” Headline 2: “[Offer] on Orders Over [X].” Description: “Explore [Product Category] today. Discounted prices and easy checkout!” |
Headline 1: Shop Winter Coats Online – Deals Expire in 3 Days! Headline 2: Free Shipping on Orders Over $50. Description: Explore Outerwear today. Discounted prices and easy checkout! |
5. Health and Wellness
| Template | Example |
|
Headline 1: “Kickstart Your [X] Goals with [Product/Service].” Headline 2: “Get [X% Off] Your First Order!” Description: “Explore [USP] [Product]. Order now!” |
Headline 1: Kickstart Your Wellness Goals with PureHealth Vitamins. Headline 2: Get 15% Off Your First Order! Description: Explore expert-approved PureHealth Vitamins. Order now! |
Education/Online Courses
| Template | Example |
|
Headline 1: “Learn [Skill/Topic] Online Today.” Headline 2: “Get Certified in [X Weeks].” Description: “Join [Platform Name] and gain [X]. Start [X].” |
Headline 1: Learn Graphic Design Online Today. Headline 2: Get Certified in 8 Weeks. Description: Join CreativeHub and gain a new skill. Start your subscription today. |
Common Mistakes to Avoid in Google Ads Copywriting
Copywriting involves multiple considerations for the target audience, ranking, relevance, etc., which may lead to common mistakes in the creatives. Here are some tips to avoid those mistakes:
1. Keyword Stuffing
Stuffing keywords in headlines, titles, descriptions, URLs, etc., reduces the quality of your ad. It makes your content appear unnatural and reduces user engagement. Selecting the right Google Ads keywords can help maintain quality and improve your ad’s performance. Overloading keywords could also lead to penalties from search engines, which could impact your ad’s visibility in search results.
2. Generic Messaging
Lack of specificity leads to disengagement among your target audience and reduced click-through rates. Your copy may look unoriginal and rank low on relevance and conversion, which impacts your ad targeting and causes wasted ad spending.
Google’s ad policies require that the ad copy be trustworthy and transparent for users, publishers, and advertisers.
3. Weak CTAs
A weak CTA can decrease click-through rates and user confusion. It may also cause you to miss golden conversion opportunities and reduce your target audience’s engagement rates. Additionally, keep an eye on issues like invalid clicks in Google Ads, which silently drain budgets and skew conversion data.
4. Ignoring Dynamic Features
Dynamic features personalize an ad based on relevance to a viewer. Ignoring these features can lead to lost conversion opportunities because of a lack of personalization.
5. Ignoring Google’s Guidelines
Following Google’s Advertising Policies is essential. Non-compliance can lead to ad disapproval or account suspension. Familiarize yourself with these guidelines to ensure your ads meet all requirements and avoid unnecessary campaign disruptions. Some of the prohibited and restricted contents are:
- Prohibited content: Counterfeit goods, dangerous products or services (like recreational drugs), inappropriate content (like promoting hatred, intolerance, discrimination, etc.).
- Restricted content: Sexual content, alcohol-related content, gambling and games content, particular healthcare-related content, political content, financial products and services, and cryptocurrencies-related content.
6. Landing Page Misalignment
A common issue across many types of Google Ads is the misalignment between ad copy and the landing page. You should ensure that the messaging and offers in your ads are reflected on your landing pages. Consistency between the ad and the landing page builds trust and improves conversion rates.
Conclusion
Writing compelling ad copy is an art. In fact, the market for copywriting services is growing at a compounded annual growth rate (CAGR) of 8.10% and is estimated to reach a market value of $47.2 billion by 2032. Thus, it has become necessary to understand Google Ads and its capabilities to help businesses capitalize on their Google Ads budgets and reach target audiences.
Writing an effective Google Ads copy involves understanding various ad types, using dynamic features, conducting regular testing, and utilizing proven templates. These elements work together to enhance ad relevance, engage your target audience, and drive conversions for your Google Ads.
Start applying these techniques in your campaigns today to maximize your advertising impact and achieve your business goals. As you implement these strategies, encourage experimentation and embrace continuous improvement.
FAQs
1. How long should a Google Ads copy be?
The google ads copy character limit depends on the ad type. Below we have detailed the specifications.
| Ad type | Feature | Max Length |
| Text | Headlines | 30 characters |
| Descriptions | 90 characters | |
| Responsive display | Headlines | 30 |
| Long headlines | 90 | |
| Description | 90 | |
| Search | Business name | 25 |
| Logo | 1,200 x 1,200 px |
You can visit this Google page for more information.
2. Is there a Google Ads copy generator?
Yes, there are plenty of tools to generate ad copies for Google, like Ahrefs, HubSpot, and Copy.ai.
3. How does Google Ads copy influence Quality Score, and what elements are most critical?
Google Ads Quality Score is a rating (1-10) that measures the relevance and quality of your ads, keywords, and landing pages. A higher Quality Score lowers costs per click and gives better ad positions.
4. Can you use Dynamic Keyword Insertion (DKI) in Responsive Search Ads (RSAs), and how does it work?
Yes, you can use DKI in RSAs. DKI automatically inserts relevant keywords from a search query into your ad copy, making your ads more relevant. This improves click-through rates and lower costs per click.
5. What are the best practices for writing Google Ads copy when targeting mobile users specifically?
Write compelling headlines with keywords and make them relevant and actionable. Use a strong and clear call to action. Use verbs like “buy” or “sign up.” Make sure to highlight USPs in the description that clearly set you apart from the competition. Create 2 to 4 different ads for each group with varying headlines and descriptions so that Google Ads can automatically show the better-performing versions by default.
6. How does ad copy testing differ for Search Ads versus Responsive Search Ads (RSAs)?
Search Ads testing involves creating different versions of the same ad using different headlines and descriptions. You then run A/B tests on these versions to find the best one. RSA testing involves creating multiple headlines and descriptions for Google Machine Learning algorithms to test simultaneously for the best combination.
So, while Search Ads test the same ad for various versions, RSA testing involves simultaneous analysis of various headline-description combinations.
7. What role do ad extensions (assets) play in enhancing Google Ads copy, and which ones should you prioritize?
Ad assets allow you to add more context or information to your ads through links, buttons, or other means. It makes an ad more relevant and can help boost conversions.
8. How does Google decide which headline and description combinations to show in Responsive Search Ads?
Google’s Machine Learning algorithms test various headline-description combinations and predict the ones that are most likely to perform best based on user context, search query, and historical performance data. The algorithms then use the relevance matching data to optimize ad performance and generate Ad Strength ratings.
9. Are countdown timers in Google Ads copy compatible with all ad types, and how do you set them up?
Yes, countdowns are compatible with most ad types. To add them, open the ad you want to add a countdown to. Add the countdown code: {COUNTDOWN(YYYY-MM-DD HH:MM:SS)}.
10. How can you use AI tools effectively to create and optimize Google Ads copy without losing authenticity?
First, you must provide the AI tool with detailed brand guidelines prompts and set its copywriting conditions. Then, you must give it the keywords and carefully review each generated piece of copy with detailed feedback to fine-tune the results. Some AI tools you can use to create and optimize Google Ads copy are HubSpot and Ahrefs.
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