How to write an effective Google Ads copy for your business

A good Google Ads copy should be clear, concise, effective, and optimized with keywords. Find out how to write a great one for your ads.

Why is it important:

Writing a good Google Ads copy can help you convert customers and grow your business through your Google ads campaigns. It is essential for any business looking to get the most out of their advertising campaigns.

A good Google Ads copy should be clear, concise, effective, and optimized with keywords. It should also focus on conveying the message that the ad is trying to communicate clearly so potential customers will understand what they are clicking on. You should also aim to grab prospects’ attention quickly by using eye-catching visuals or powerful words.

Your copy should also be tailored to different audiences, as well as their level of knowledge about your product or service. This will ensure that each ad caters to its intended audience’s needs and interests, resulting in more leads and conversions.

Things required before you start:

  • You should have an existing personal Google account with the necessary login information (email address, password).
  • You need to have an already set Google Ads account, and if you haven’t done it yet, then follow our guide to do so.

How to write an effective Google Ads copy for your business

Step 1: Identify your target audience

Your copy should be designed to reach and engage the people you want to target. To find out who this is, research your company’s target customer. Find out more details about your target customer by researching your competitor’s website demographics.

1. Research your website visitors using Google Analytics

Your website’s Google Analytics platform, if active over a good amount of time, can provide you with a wealth of information regarding your website visitors, especially if you have turned Google Signals on.

You can use Google Analytics 4 Explorations reports to find more details about the audience traits and behaviors on your website.

Follow our Google Analytics 4 guides to explore how to analyze the necessary data.

2. Research your competitor’s audience:

Your tools like SimilarWeb to understand the interests and liking of the website visitors of your competitors by simply keying in the competitor’s URL in the SimilarWeb platform.

SimilarWeb analysis

You can also get details about the audience’s age groups from this tool:

SimilarWeb analysis research competitor's audience

3. Research your existing customer and create a buyer persona:

Researching your existing customers is an important part of understanding your target audience. By studying their behaviors and preferences, you can develop a buyer’s persona that embodies the traits shared by many of them. Here are some tips for researching your existing customers and creating a buyer’s persona from that data.

Collect Customer Data

The first step to creating a buyer’s persona is to collect customer data. This can be done through surveys, polls, or other methods of gathering information. Try to get as much detail as possible on demographics, interests, motivations, spending habits, and more.

Analyze the Data

Once you have collected the customer data, analyze it carefully. Look for patterns in the responses and see who shares what characteristics. These patterns will give you insight into what types of customers are most interested in your business and what type of personas they might identify with.

Create the Buyer’s Persona

Once you have analyzed the data, create your buyer’s persona based on these patterns. Give this fictional character a name and make sure to include detailed descriptions of their behavior, goals, needs, and wants. Also, add any additional information that might be helpful, such as age range or gender preferences, so that you clearly understand who this persona represents within your customer base.

Use our buyer’s persona template to create one easily.

Step 2: Create a consumer mind map

Create a consumer mind map as shown below by considering these elements, you can create a Google Ads copy that resonates with your target audience and encourages them to take action.

Consumer mind map

Step 3: Analyse your competitor’s ad copies

Follow our guide “How to analyze your competitor’s Google ads strategy” and explore your competitor’s ad copies. This will show you which display formats, and ad copy styles work best in generating clicks and conversions, allowing you to utilize that information to create stronger ads with higher engagement rates and better ROI.

Step 4: Choose the right tone of voice

Based on your understanding of your audience and the competitor research, decide on the tone of voice you want to use in your ad copies. How do you want your copy to sound? Friendly or formal? Professional or casual? Think about what will resonate best with your target customer and choose accordingly.

Step 5: Brainstorm ideas

Come up with a few rough ideas for how to write compelling ad copy that speaks to your target audience’s needs and interests.

But before that, let’s explore the main components of a Google ad copy, the ad extensions, and when to use them.

Google ads sample

  1. Headline: The headline is one of the most important elements in your ad copy. This is the first thing potential customers will see when they search for a product or service related to what you offer. It should be concise (under 30 characters) yet catchy and memorable. Your headline should also contain keywords that are relevant to what you’re selling in order to capture the attention of potential customers.
  2. Description: The second element of a Google Ads copy is the description line. This line should help explain what your product or service offers and why it’s better than your competitors’. Keep it short and sweet – no more than 90 characters – but make sure it’s clear and concise so that potential customers understand exactly what you’re offering.
  3. Display URL: The third element is the display URL, which appears below the description line in a smaller font size. This URL should include your website address but can also include relevant keywords for additional visibility with search engines. Be sure to keep it simple yet informative – this way, it won’t take away from your headline or description lines but still provide useful information about where users can find more information on what you’re offering.

Ad Assets:

Extensions (Sitelinks): Sitelinks are additional links at the bottom of your ad that direct users to specific pages on your website like “About Us” or “Contact Us.” These links can boost click-through rates by making it easier for users to find more information about what you offer without leaving the page they landed on after searching for something related to your product/service. Additionally, adding sitelinks gives potential customers more options when they land on your page, which increases their chances of finding something they like and converting into paying customers!

Call-outs: Call-outs are short phrases (under 25 characters) used in ad copies that highlight features or benefits associated with a product/service offered by businesses. These are great for quickly catching attention because they are short and sweet yet still provide valuable information about what you offer in just a few words! For example, if you were running an ad for a car dealership, then some call-outs could be “Low Prices!” or “No Credit Needed!” This helps quickly draw attention while providing useful information about what makes your business stand out from others offering similar products/services.

Structured Snippets: Structured snippets allow businesses to create lists within their ads that highlight different features associated with their products/services, such as types of products sold or services offered, etc.. These lists act as mini menus within ads, helping users quickly find what they need without having to sift through text descriptions, looking for relevant information about a particular item/service offered by businesses – resulting in higher conversion rates!

Promotions: Promotions are short phrases used in ads that let potential customers know about any discounts or special offers being made available by businesses at any given time, e.g., “Save 10% Today!” Add promotions into ad copies when appropriate so users know immediately if there are any deals currently being offered – this helps boost click-through rates as well as conversions!

Prices: Prices are great ways to let potential customers know immediately how much something costs without having to click through an entire page just to find out pricing details – especially helpful if there are multiple items being offered at different price points so users can compare them easily without having to leave the original search results page they landed on after searching something related!

Lead Forms: Lead forms help qualify leads and get customer contact information without requiring them to leave the platform, like what happens when using calls or click-to-website options. With lead forms, you can capture leads quickly and easily and then follow up later via email, phone call, etc., as needed. For this setup, you must create an additional form on the Google Ads platform that you will associate with your ad.

Apps: If you have an app that you want to promote with your Google ads, then this is an asset you need to use. Apps enable you to increase engagement with potential purchasers both in-app and pre-install app ads and re-engage existing users through app engagement ads that link directly back into key parts of an app once clicked on by potential customers.

Decide on the ad assets you want to add to your ad and proceed to the next step.

Step 5: We have compiled a list of the best 14 ad copywriting styles based on our research of over 1000+ Google ads by businesses worldwide. You can select the style of ad copywriting that suits your needs and objectives.

Direct Response Style:

Headline: Get 50% Off on Your Next Order

Description: Shop now and receive 50% off your next order! Limited time offer. Don’t miss out!

Why use it? Ideal for immediate conversions and sales promotions. This straightforward style compels the audience to act quickly, usually with a strong call-to-action.

When to use it? During sales, special promotions, or when you want quick customer responses.

Emotional Style:

Headline: Feel Confident in Your Smile

Description: Transform your smile and boost your confidence with our teeth whitening services. Book your appointment today, and let us help you shine.

Why use it? This style connects with the audience on a personal level, tapping into emotions to drive engagement and response.

When to use it? For products or services with an emotional appeal or personal impact, like beauty, health, or personal achievements.

Benefit-Driven Style:

Headline: Simplify Your Workflow

Description: Say goodbye to complex processes and hello to simplicity with our workflow management software. Streamline your work and increase your productivity today.

Why use it? This style highlights the advantages or solutions your product or service offers, focusing on how it improves the user’s life or work.

When to use it? Ideal for products or services with clear, tangible benefits, especially in competitive markets.

FOMO (Fear of Missing Out) Style:

Headline: Limited Time Offer – Save Now

Description: Don’t miss out on this exclusive deal! Save big on our products and services for a limited time only. Act fast before it’s too late.

Why use it? This style creates a sense of urgency and exclusivity, encouraging quick action from viewers to avoid missing out.

When to use it? For limited-time offers, exclusive deals, or when launching a new product.

Questioning Style:

Headline: Are You Wasting Time on Marketing?

Description: Stop wasting time on marketing that doesn’t work. Let us help you get results with our proven marketing strategies. Book a consultation today.

Why use it? This style engages the audience by provoking thought and self-reflection, often leading to a realization of need.

When to use it? To target an audience that might be unaware of a problem your product or service can solve.

Storytelling Style:

Headline: The Journey to Better Health

Description: Discover the journey to better health with our natural supplements. Our products are made with the highest quality ingredients and have helped countless people achieve their health goals.

Why use it? This style builds a narrative around your product or service, making it more relatable and memorable.

When to use it? To create a brand identity for long-term campaigns or when introducing new concepts.

Urgency Style:

Headline: Book Your Appointment Today

Description: Time is running out! Book your appointment today and experience the difference our services can make. Don’t delay – take action now.

Why use it? Like FOMO, this style pushes the audience to act quickly due to time-sensitive offers or opportunities.

When to use it? For appointments, bookings, or when you need immediate responses.

Comparison Style:

Headline: Why Pay More for Less?

Description: Compare our products to the competition and see why we offer more for less. Don’t settle for inferior products – choose us and save.

Why use it? This demonstrates the superiority or unique features of your product/service compared to others in the market.

When to use it? In competitive markets where you need to highlight your USP (Unique Selling Proposition).

Humorous Style:

Headline: Don’t Be Grumpy – Try Our Coffee

Description: Tired of feeling grumpy in the morning? Try our delicious coffee and start your day off right. Guaranteed to put a smile on your face.

Why use it? This style makes your ad memorable and engaging through humor, helping to build a positive brand association.

When to use it? For lifestyle products, or when targeting a younger demographic, or to refresh a brand image.

Credibility-Building Style:

Headline: Trust the Experts

Description: When it comes to your health, trust only the experts. Our team has been dedicated to helping you achieve optimal health and wellness for the past 25+ years.

Why use it? This helps you establish trust and authority by showcasing expertise and experience.

When to use it? For services that require a high level of trust, like healthcare, financial services, or legal advice.

Personalization Style:

Headline: Find Your Perfect Match

Description: Everyone is unique – that’s why we offer personalized solutions to meet your specific needs. Find your perfect match with our customizable products/services.

Why use it? This helps you make customers feel special and understood by offering them tailored solutions.

When to use it? For bespoke products, services that offer customization, or when targeting niche markets.

Instructional Style:

Headline: Learn a New Skill Today

Description: Ready to learn something new? Our online courses make it easy to gain new skills and knowledge from the comfort of your own home. Enroll now and start learning.

Why use it? This copywriting style is mainly considered to be educational and informative, guiding the customer through processes or learning opportunities.

When to use it? For educational products, software tutorials, or DIY tools.

Social Proof Style:

Headline: Join the 1000+ Satisfied Customers

Description: You don’t have to take our word for it – see what our customers are saying! Join the thousands of satisfied customers who have achieved their goals with our products/services.

Why use it? This style leverages the power of community and testimonials to build trust and validate your product/service.

When to use it? After gathering positive feedback or testimonials, or for products/services with a strong user community.

Benefit-Stacking Style:

Headline: Get More with Our All-Inclusive Package

Description: Why settle for less when you can have it all? Our all-inclusive package includes everything you need to succeed, from top-of-the-line products to personalized support. Get started today and see the difference.

Why use it? This style is mainly used to focus on upselling packages or helps you highlight multiple benefits in a single package, thereby creating a sense of greater value to the customer.

When to use it? For bundled offers, all-in-one solutions, or when your product/service has multiple key features.

You are now all set to write that highly effective Google Ads copy!

So, what are you waiting for? Start your journey today!

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