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.
Ad copy example
A plumber in Leeds compares two search ad headlines. Version A: “Plumbing Services in Leeds”. Version B: “Emergency Plumber Leeds, 60-Minute Callout”. B repeats the words people search for, states a specific promise and gives a reason to choose it. After a month, the plumber looks at calls and booked jobs from each version, keeps the better one and writes a new challenger.
Ad copy formulas that work
- Problem and solution: “Leaking tap? Fixed today.”
- Benefit and proof: “Cut your reporting time in half. Used by 500 teams.” (use only claims you can prove).
- Offer and deadline: “Free quote this week. Book online in two minutes.”
- Question and answer: “Need an accountant for your shop? We specialise in retail.”
Ad copy mistakes
- Claims you cannot prove, such as “best” with no support, which can break ad policies.
- Ads that do not match the landing page.
- Writing for yourself instead of for the search.
- Never testing a new version.
Ad copy FAQs
How long should ad copy be?
As long as the format allows and the message needs. In search ads, use the available headline and description space. For long ads, see copywriting.
What is a good call to action?
A specific action with a benefit, such as “Get your free quote”. Pair it with a clear unique value proposition.