How to write Google Ads copy that converts

Google Responsive Search Ads (RSA) let you reach people right when they’re looking for what you offer. Google’s network reaches billions of people every day. It’s a powerful way to connect with the right audience at the right time and grow your business.

But to unlock the full potential of search ads, you need more than just a budget and a list of keywords. Every advertiser is competing on the same algorithms, so what truly sets you apart is the quality of your ad copy.

Write search ad copy that matches user intent, drives conversions, and helps you stay ahead of the competition.

In this article, you’ll find practical tips for writing Google search ads that grab attention and get results — no matter your industry or goals.

Write google ads copy as an introduction to your brand

Google processes billions of searches every day, making it a vital go-to platform for reaching users actively seeking products and services. With Google Ads, you can reach people at the exact moment they’re searching for what you offer. Depending on where they are in their buying journey, that can mean anything from sparking initial interest to capturing ready-to-convert leads.

Your ad is the link between what someone’s looking for and what you offer. A Google search often shows a clear need — whether that’s solving a problem, comparing options, or making a purchase.

But simply appearing in front of these high-intent users isn’t enough. The content of your ad—your headline, description, and call-to-action—determines whether you capture their attention and earn their click. A well-crafted ad speaks directly to the user’s intent, addresses their needs, and sets the right expectations for what happens next. It’s your opportunity to stand out from competitors who are targeting the same keywords and audiences.

How writing well-crafted Google Ads copy can improve performance

Writing great Google Ads isn’t just about clever wording — it’s about getting real, measurable results. Here’s how strong ad copy can actually impact performance:

– Increase click-through rates (CTR)

– Boost Ad Strength

– Lower cost-per-click (CPC)

– Drive more qualified leads and sales

By understanding your audience, using data to guide your messaging, and continually refining your ads, you can directly influence the results of your campaigns. 

Writing Google Ads Copy means working with limits

Before you start writing, it’s important to know the space you have to work with. Google Ads copy is made up of two main parts — headlines and descriptions — each with its own character limits. These limits shape how you communicate your message, so every word counts.

• Headlines (30 characters maximum)

Provide up to 15 headlines. The algorithm will try different headlines and pick a combination of the three best performing ones. 

• Descriptions (90 characters maximum)

Provide up to four descriptions. The same goes for these as the headlines that it will try and get the best one. 

Writing Google Ads with AI

Creating Google Ads copy has never been easier, thanks to the rise of AI-powered writing tools. Google Ads have a set format — headlines, descriptions, and ad extensions. AI can quickly create multiple versions that fit the character limits and include your keywords. With just a few prompts, it can suggest headlines, write benefit-focused descriptions, and recommend calls-to-action for your audience. This saves time, helps beat writer’s block, and gives you fresh ideas for A/B testing.

However, as with any AI-generated content, human validation is essential. While AI is great at producing copy that fits the format and includes relevant keywords, it may not always capture your brand’s unique voice or fully understand the nuances of your audience. Always review and refine AI-generated ads to ensure they align with your messaging, comply with Google’s policies, and truly resonate with your target customers.

Once you know what to feed into your AI engine of choice you will be able to combine the speed and efficiency of AI with your own expertise and insights. This makes it easy to create high-performing Google Ads copy that stands out in a crowded marketplace. So with that said, let’s get into what actually makes great google ads copy.

Best Practices for writing Google Ads copy

So, what sets high-performing Google Ads copy apart? It’s not just about catchy headlines or clever wording—it’s about combining the right elements to create ads that resonate and convert. 

Before we get into the details, make sure your ad variations are noticeably different from each other. Google’s algorithm will naturally favor the versions that perform best, so give it a variety to work with — not just slight tweaks of the same ad. Try different lengths, tones, and value propositions to see what connects best with your audience.

With that in mind, let’s get into how to write Google Ads copy that really works.

1. Use Relevant Keywords

Incorporate your target keywords naturally into your headlines and descriptions. This not only improves ad relevance but also boosts your Quality Score. For example, if your main keyword is “how to write google ads copy,” ensure it appears in at least one headline or description.

2. Balance benefits and features

Address your audience’s specific needs and pain points by focusing on user benefits in the upper funnel, saving detailed features for later stages when prospects are closer to making a decision.

3. Craft Compelling Headlines

Your headline is the first thing users see. Because Google Ads is intent-based, it’s essential to use keywords that reassure users they’ve found exactly what they’re looking for. Strengthen your headlines by:

– Including your main keyword to match user intent (e.g., “Google Ads Copy That Converts”)

– Highlighting a unique selling proposition (USP)

– Making it CTA-focused and actionable

4. Write clear, action-oriented descriptions

Your description is your opportunity to build on the promise of your headline and give users a compelling reason to click. Use this space to highlight what sets you apart, clarify the value you offer, and guide users toward taking action.

– Emphasize user benefits 

– Use active, persuasive language 

– Remove friction by proactively address common concerns 

5. Leverage Ad Extensions

Ad extensions give you extra space to show off your offer and make your ad more visible. You can use them to highlight benefits, features, or special promotions. For the text part of the ad, sitelinks are especially useful — they let you add links to different parts of your site that might interest someone searching for your keyword. When choosing sitelinks, pick pages that match the searcher’s intent, load quickly, and give them a clear next step.

Writing Google Ads: Key Takeaways for Better Results

Google Ads lets you reach the right people at the right time — but great results don’t come from targeting alone. The content of your ad matters, and the copy is a big part of that. When you understand your audience, use data, and follow proven tips, you can write ads that are clear, relevant, and get people to take action. Keep testing and refining, and you’ll keep improving. Start putting these ideas into practice today to get more from your Google Ads.

Other resources on writing google ads

Explore Google’s own recommendations for writing effective search ads.

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