What good ad copy does
- Matches the search or the audience: it uses the words people used, so the ad feels like the answer.
- Leads with a benefit: what the customer gets, such as faster results or lower costs.
- Stands out: with a number, a price, an offer or a clear difference from competitors.
- Builds trust: with reviews, guarantees, years in business or certifications.
- Ends with a clear call to action: “Book a free audit” or “Get a quote”.
Ad copy in Google Ads
Responsive search ads take up to 15 headlines of 30 characters and 4 descriptions of 90 characters, and Google tests combinations automatically. Write varied headlines, include the main keyword in some of them, and pin a headline only when a message must always show. Assets such as sitelinks and callouts add more copy around the ad.
Test and improve
Try different angles, such as price, speed, quality or proof, and let the results decide. Look at conversions and cost per conversion, not just click-through rate.