How to Write Successful Google Ads Copy

If you are wondering what the secret is for how to write successful Google ads copy, then your not alone. Crafting strong ad copy on Google Ads isn’t hard, but to do it right, you need to know the basics of creating a successful ad copy. As Google only allows you to utilize a small number of characters per ad copy, so it’s important to think about the experience your visitor is having from query, to ad copy, to landing page.

Unfortunately there is no one answer that can fit every situation when it comes to ad writing, but following some best practices will help make us more successful.

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David W

I’m the founder of WebCitz, LLC and have more than 20 years of experience developing and marketing websites.

Tips for Writing Great Search Ads on Google Ads

1.) Include Keywords

A staple best practice of ad copywriting is to include keywords in ad copy to mirror the searcher’s query. By parroting back phrases similar to what they searched for, we’re telling them that they’re in the right place.

Keywords in Ad Copy

When incorporating keywords into ad copy, it’s important to make sure the keywords are being used adequately. The idea is to not just stuff in as many as you can. An ad that’s saturated with keywords likely doesn’t convey any message and could be worse than an ad with no keywords. It’s more important to accurately articulate what you’re selling. Paying attention to your keyword placement in ads is also very important in writing a successful Google ad copy. To help be sure that your ad copy is the best one, you should test keyword placement within your ads to see what works best.

Keywords in Landing Pages

Using keywords within the headlines and in the text tells the visitor that they are in the right place for what they searched for. When doing this try to choose the most highly searched variants of your keywords, and make them your headlines. Write the headlines that can utilize several keyword phrases to limit the number of pages you need to make. And do this while also getting as close as possible to the initial search query. By using this method you won’t have to create a lot of different pages per each keyword. Meaning that the number of pages will go down depending on the number of keyword phrases you have.

Use The Exact Keywords Searched

Every time a consumer completes a search,  it has a specificity to it every time. It’s important that you try match this specificity to the best of your ability. If they’re not being specific, in other words, you can keep your ad copy relatively broad and cover the basics. If they are being more specific, you should try to match whatever their query is.

When trying to target specific users and their search queries, it’s important to know exactly what they are searching for. In other words, know what your target audience is looking for and how what you sell is going to fulfill this need that they have. As an example, if a consumer is looking for women’s Ralph Lauren sandals, but all you try to rank for is sandals, then you are missing out on the opportunity of getting this consumer’s purchase. The consumer won’t know that you directly offer women’s black sandals, and just sandals are too broad for your potential to show up for that search. Another important aspect of a landing page, is that the URL matches the search as well.

For example, the URL structure should follow the idea of matching the specific target keyword, such as “”. The landing pages used match as close as they can to the query. Each time we add a word to the keyword, we learn more about their need and can match that with a more specific landing page. Each time someone searches, they’re telling you what they want. Listen to them and deliver results with as much specificity as you can.

2.) Include A Call To Action

When it all comes down to it, we’re running ads because we want the visitor to take a specific action. For some, that might be making a purchase while others it may be filling out a lead form. No matter the action, it’s important to either use that phrasing in the ad copy or give them a clue as to what you want. 

With a call to action button you are giving the consumer direct access to your site. The call to action is an added piece to the ad that enhances the chance of a consumer reaching your website, without one, it could lead a consumer to see the ad but never making it to the actual information or product you want them to purchase. 

Without sending the consumer directly to the landing page you want them to get to, the effectiveness of the ad will drastically decrease. The whole point to a Google ad is to increase sales or gain leads. Once you have chosen to include a call-to-action, it is important that you also mirror that CTA phrasing within the landing page you revert them to. For example, if your CTA says to “buy now” then there should be an option to buy an item on the landing page.

Be sure to be specific when you are adding a CTA within your ad, CTA can be very powerful, but if used incorrectly they won’t make sense to the consumer. For example, if you are running an ad and the goal is to get the consumer to purchase a specific product, then it wouldn’t make sense to have a CTA that says “ learn more” you instead would want it to say “purchase now” or “buy now.” The right prompt needs to be used in order to fully utilize the purpose of a CTA.

Related: 3 Ways To Use Video Marketing To Your Advantage.

3.) Use Ad Extensions

Ad extensions are additional areas of text that can extend the size of an ad. Try to incorporate all of the extension that fits your ad, but always remember the main goal of the ad. Each has its purpose, and I’m not going to go into detail on each one. The ones that lend themselves to nearly every business are Sitelinks, Offer Extensions, and Reviews.


Sitelink extensions are additional links in your ad that will take potential customers directly to a predetermined page on your website. Sitelink extensions allow you to track the clicks going to the predetermined landing pages on your website to help you to identify customer preferences. Other advantages is that you can run a specific short term campaign to run seasonal campaigns.

Offer Extensions

The idea of offer extensions is for when you are currently running a promotion and want to entice consumers to further look into your ad. It can also interest users to click your ad instead of others if they see that your options have a discount compared to your competitors. An offer extension also means more search ad space, letting consumers know about your discounts are likely to bring in better click-through-rates.

google ads offer extensions


A review is a way of assuring the consumer that they’re going to like your product or service before they purchase it, based on others enjoying it and having positive things to say about it. Ultimately you decide which review to feature and enter in the quote or paraphrase you would like to show, with a credit and link to the source. The approval process can get complicated, and many businesses end up with an extension that doesn’t show up on their ads.

If you’re interested in perfecting your Googles Ads, you might want to use them on Google Shopping List.

Melanie P

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