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Writing effective Google Ads is no easy feat. Unlike other marketing collaterals, Google ad copy is unique because of its strict character limits—you don’t have the luxury of more than a handful of words to say what you could’ve otherwise said in a social media post, a short-ish blog post, or even the company’s website. The stakes are also higher here, because each click costs money, making the precision and effectiveness of the copy even more critical. There’s definitely a lot to consider, but with a methodical and intentional approach you can create compelling ad copy that targets your customer base and drives conversions. Read on to learn how to write eye-catching Google ads copy.

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The Basics of Google Ads Copywriting

Before you start writing, it’s important you’re familiar with the components of Google Ads and metrics Google uses to evaluate your ad’s quality. 

The Key Elements of Google Ad Copy

Every Google ad contains a combination of these elements: 

1. Headline: A headline is the most prominent part of a Google ad, generally containing the main keyword, a value proposition, or an enticing offer. If you want to cut right to the chase, you can also include a call-to-action. Headlines have a maximum of 30 characters. You can also create Expanded text ads (ETAs), which lets you add up to three headlines.  

2. Description: The description accompanies the headline of the ad, generally expanding on it. Here, you can provide additional details about your product or service, highlight features, and include a clear CTA. ETAs allow you to add two descriptions per ad. Descriptions have a maximum of 90 characters.  

3. Display URL: A display URL shows the domain address of the landing page you want to take the viewer to, and includes up to two optional path fields. The display URL typically contains the domain name of the website that can also include path fields with relevant keywords. Note that the optional path field text doesn’t necessarily need to be in the webpage’s URL; this is just to give the user a better sense of what type of information the page contains. While the URL doesn’t seem to have a character limit, path fields can have a maximum of 15 characters each. 

4. Final URL: The final URL is the actual landing page users are directed to when they click on the ad. This should lead users to a page that closely matches and expands on the ad content, providing relevant information or offerings promised in the ad. The final URL does not have a character limit. 

5. Ad Extensions: Google display ads also allow you to include ad extensions, which provide additional info like contact and location details, sitelinks, ratings, images, and other elements that make your ad more complete. You can look at the Google Support website to see what ad extension options are available to you and their specifications.

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Quality Score - A Key Metric in Google Ads 

In addition to ensuring your Google ads all of the elements we just went through, you should also pay attention to how Google evaluates the quality of your ad.

Quality Score is the metric that Google uses to evaluate the quality and relevance of the ad, keywords, and landing pages to those who would see the ad. It’s scored on a scale of 1-10, with 10 being the highest. This is calculated through 3 components: expected click-through rate (CTR), ad relevance, and landing page experience. Google looks at historical performance data and predicted outcomes, with higher scores leading to lower cost-per-click (CPC) and better ad positions.

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Writing Effective Google Ads Copy - Best Practices 

While there is a degree of creativity involved in Google Ad copywriting, you still need to ensure your copy aligns with Google’s standards so it reaches the right target audience. Follow these best practices to write effective Google ads and optimize them to improve ad copy performance. 

1. Place keywords strategically 

Place your keywords to improve relevance and attract the right audience. Include the primary keyword in your headline and use secondary keywords naturally within the descriptions to support the primary message. One step further is to align keywords with the user’s intent and make sure they’re also in the display URL path fields. These strategies not only help you with SEO, but also enhance user response by demonstrating your ad is directly relevant to their query.

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2.  Craft focused headlines  

Start by addressing the user’s pain points and needs directly. For example, rather than a broad “Great Deals on Electronics!”, go for something like “Save 30% on Top Appliances Today!”. Use action-oriented language and urgency words like "Now," "Today," or "Limited Offer." Personalization can also be effective; using phrases like "Exclusive Offers for You" can make the ad feel more targeted. 

In this ad, rather than simply stating that Namecheap provides domain names, they emphasize their services are cost-effective.

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3. Highlight Unique Selling Propositions (USPs) 

Clearly state your USPs in both the headlines and descriptions. If you’re offering free shipping, for instance, mention it upfront: “Free Shipping on All Orders”. Follow that up with a description that expands on what makes your product or services unique. Phrases that emphasize value and exclusivity are also a great way to attract users.  

In this ad, Zoho highlights some of their unique features—flexible plans and pricing.

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4. Focus on benefits rather than features 

It’s likely that your competitors have similar features as you. To stand out, you can highlight unique benefits your customers can gain from the product or service. This allows you to address user needs and show how the product or service can improve their life. By focusing on benefits, you tap into the user’s motivations and intent, making the ad more powerful and are more likely to convince them you should be chosen over your competitors.  

In this ad, upGrad highlights the benefit of being able to pursue an MBA without halting your career. It leverages the fact that viewers already know what an MBA is and banks on this being an advantage for potential applicants.

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5.  Use strong and clear CTAs

Include actionable and compelling CTAs in your ad copy. CTAs should convey a clear and immediate action the user can take upon seeing the ad, whether it’s learning more about your brand or directly making a purchase. Ensure the CTA flows well from the description and aligns with the contents of the landing page. The CTA should fit fluidly in the “narrative” of the ad, making for a smooth user journey.

Examples—”Shop Now”, “Get Started”, “Sign Up Today”.

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6. Keep the language simple and direct 

Write in a clear, concise manner that is easy to understand. Unless absolutely relevant, rule out jargon and complex terminology entirely. Users often scan ads quickly, so the more straightforward your word choice is, the faster they’ll grasp your messaging. Your ad is just the gateway, so get the key points out quickly and clearly, and let the landing page do the rest of the talking.

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7. Use numbers and statistics 

Numbers and stats are a great way to convey value instantly. For example, you can highlight the number of customers you’ve served to showcase your presence in the industry. Similarly, you can use percentages to make your offers more attractive. Numerical data help you establish concrete proof of your company’s offerings, making the offer more tangible and trustworthy. Highlighting achievements and milestones using numbers can also build credibility and encourage users to click. 

By highlighting their credentials (as UGC-entitled and with NIRF 68th rank), this university provides credible evidence of being the top university for distance MBA programs.

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8. Test multiple variations 

Seeing responses to different versions of your ad copy can be a great writing exercise. Use A/B testing to mix and match different headlines, descriptions, and CTAs. Track each combination’s performance and work out what elements users are responding best to. This iterative approach allows you to refine your ad copy based on live user data, making for more effective and optimized ads.

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Google Ads Copy Templates

Now that you have the basics of Google ad copy down, let’s look at a few templates for headlines and descriptions:  

Google Ad Headline Templates 

The purpose of a headline is to attract the viewer’s attention to your ad. This is the best time to get your key message out, while the other elements follow the messaging you’ve established. Here are some headline templates you can experiment with: 

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1. "Transform Your [Problem] with [Solution] - Learn More" - Try [Product/Service] Today!”
2. "Get [Product/Service] at [Discount] - [Call to Action]"
3. New [Product/Service] Just Arrived! — Check It Out Today — Limited Stock 
4. Discover Our Latest [Product] 
5. Trusted [Product/Service] Provider — [X] Years of Experience
6. Best [Product/Service] in [City] – Call/Visit Us Today 
7. "Discover the Power of [Product/Service] - Watch Now"
8. See Why Our Customers Love Us – Learn More 
9. Experience the Best with [Brand/Product/Service] 
10. [X%] on Bestsellers Today — Avail Now

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Google Ad Description Templates 

The description expands on the headline, and sets context for the CTA and actions the user is meant to take after seeing the ad. Here are some templates for descriptions you can explore in your ads: 

1. Struggling with [Problem]? Discover how [Product/Service] can help. Try it today!
2. Shop now and get [Percentage]% off. Offer ends soon.
3. Be the first to get our new [Product/Service]. Limited stock, order now!
4. Looking for [Product/Service] in [City]? Visit our store today or call us at [Number]. 
5. Get the best [Product/Service] in [City]. Visit us now! 
6. [X] years of trusted service in [Industry]. Call [Number] for more info. 
7. Want to [Desired Outcome]. Try [Product/Service] to see results in [Time Frame]. 
8. See why our customers love [Product/Service]. Click to learn more. 
9. Limited time offer Don’t miss out on [X%] savings on [Product/Service]. 
10. [Short Customer Testimonial] — [Customer Name]. Click to read more reviews.

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Examples of High-Performing Google Ads Copy

To get an even better sense of how Google ads work, let’s see a few in action. Here are some examples of effective Google ads copywriting. 

1. Google Workspace

From Google, this one is straight to the point. Given how popular Google Workspace is, this simplicity works. The headline directly states the purpose of Workspace—for business—and lets the description and CTAs set more context. The path field prompts users to try out the free trial while the CTAs provide users with ample choices of what to do next.

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2. 360 Realtor

In contrast to the Google Workspace ad, this ad is effective precisely because of how informative it is. Buying a home is a life-changing expense, and buyers want to know as much as they can about their house before buying it. This ad covers all the basics—price, number of rooms, location, amenities and nearby locations, and even that people are already living there. The CTAs too give a wide variety of options—from free consultations to access to the floor plans. 

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3. Liebherr Refrigerators

Since people already know what a fridge is and are likely to have purchased one at least once, all Liebherr Refrigerators need to do is highlight how they’re different from other companies that make fridges, with their most notable USP being their “Legendary German Engineering”. There are also keywords strategically placed in the ad—”refrigerators” itself and “freestanding”—making sure that people who are on the lookout for freestanding fridges see it.

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Tools and Resources for Ad Copywriting

Nowadays, there are many tools that help you when you’re writing effective Google Ads copy. Here are some of our favorites: 

1. Eacel AI 

Eacel AI is a premium tool that assists in generating and optimizing Google Ads copy. The tool was created with writing effective Google Ads in mind; its performance-focused AI model is trained on $5 million in ad spend to generate the best-performing ad copy. The tool generates rich variants of ads within minutes, allowing you to experiment creatively and produce well-crafted, targeted ads that resonate with your audience.

You can try out Eacel AI for free for 2 months.

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2. Google Keyword Planner and Google Trends 

These two sources are excellent to research keywords that are relevant to your industry. Use Google Keyword Planner to discover keywords and their search volume and use Google Trends to identify current trends and seasonal interests, based on industry and location. A combination of these two tools guiding the copywriting ensures your ad copy is both keyword-rich and timely.

Both tools are free for Google users.

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3. Google Analytics 

Used to analyze performance of ad campaigns, Google Analytics provides detailed metrics on user behavior, conversion rate, user demographics, and more. Use this data to refine your ad copy based on what resonates with your audience, helping you improve engagement and ROI.

Google Analytics is free for Google users.

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4. WordStream’s Google Performance Ad Grader 

WordStream’s Google Performance Ad Copy Grader evaluates how effective your ad copy is. The grader provides feedback and suggestions to improve the text, focusing on elements like headline strength, keyword usage, and overall appeal. Revise your copy based on these recommendations to  improve ad copy performance.

The tool is free for all users.

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5. SEMrush Writing Assistant 

The SEMrush Writing Assistant provides real-time suggestions to improve your content’s quality and relevance. It helps ensure your ad copy is well-optimized, engaging, and aligned with best practices for Google Ads. Use it to optimize your ad copy for SEO and readability.

SEMRush has a range of plans from $139 to $499 per month.

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6. Bonus tool: Editing softwares 

Popular editing softwares like Grammarly and Hemingway Editor are also useful resources to keep handy while writing copy for ads. Grammarly’s AI writing assistant helps you refine grammar, spelling, and style—useful if you’re writing in a rush. Hemingway aims to make your writing more clear and direct, highlighting complex sentences, passive voice, adverbs, etc. that need to be revised.

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To sum up 

Writing effective Google Ads copy requires a strategic approach and attention to detail. By focusing on the key components and best practices we’ve explored here, you can create ads that not only attract viewers but also prompt them to convert. Hint: You can start by checking out the tools we’ve recommended to you.

If you’re interested in learning more about ad copywriting best practices, Google Ads copy templates, and other digital marketing trends in 2024, consider subscribing to Eacel.ai’s newsletter.

In the meantime, happy writing!