How to Write Ad Copy – The Best Tips for Copy Writing

Writing Google ads (formerly AdWords) isn’t the most glamorous of jobs – many people dread it as they don’t know what to write. The amount of space you have in the ad copy varies by how Google choose to display the lines of copy and the ad extensions. You have up to three headlines and two description lines, that 30 character headline and 80 character description respectively. Google will sometimes only show 2 headlines and 1 description line, with no ad extensions or a few ad extensions. in which to ‘wow’ your audience and make them want to work with you. It’s all you’ve got on search ads, so your campaign’s success is riding on whatever you write – talk about pressure!  In the example below, Google are showing 2 headlines, 1 description line and 1 ad extension.

Short and snappy is a must if you want to make your ads successful. If users don’t click, they aren’t going to convert. There are many other things you’ll need to bear in mind if you’re going to get your Google ads copywriting on point too.

These pointers will help you to get your copywriting right first time:

Matching user intent is key when you’re creating these ads. Users are actually searching for something specific when it comes to Google Ads, so taking advantage of this by matching their intent will do the world of good for your advertisements.

You can begin to assess real intent by looking at a single keyword. You can really assess what people are looking for by analysing their choice of keyword; for example, if they use the word ‘best’ in the search term, they are likely looking for comparisons. And vice versa if they use cheap or quality, this gives you a good idea how to write the ad copy. 

The keyword gives you an idea of the target audience persona outlines a typical member of a target audience and is fictional representation of the buyer persona.

Mirroring the user’s goal in your copy should be your goal when you sit down to write your ad. 

A successful ad is relevant and impactful. It delivers the right message at the right moment, motivating your customer to purchase with a strong call-to-action.

Keep It Basic

Oftentimes, basic headlines still perform well. You don’t have to construct a fancy headline with all of the bells and whistles necessarily. Simply including keywords and benefits can be enough to get the results that you want.

There’s definitely room for classic headlines to make an appearance in a world where ‘clickbait’ headlines and other headlines are being used to get attention. Many people are probably sick of seeing those types of headlines now. It all boils down to knowing your audience well and working out what you feel will resonate best with them. Shock value, or simplicity? 

  • Keep it simple and specific: Focus on 1-2 selling points for stronger impact. If you try to pack too many selling points in your ad text, your message can get lost.
Advert copy writing headlines

Use Power Words As A Way To Create Urgency

Words such as ‘best’, ‘now’, and ‘fast’ , ‘get‘ are all considered power words. Using them smartly in your copy can trigger a psychological reaction from your readers. If you use these types of words, you may be able to increase your conversions by 12.7%, according to OptinMonster. They are simple words and can be included organically, so it shouldn’t be too hard to utilise them and notice the benefits. In the ad example above, Get is used to start the 1st headline. 

Focus On The Benefits You Offer (not Features)

On top of everything else we have listed here, you should focus on the benefits that your service or product can offer. We live in a selfish society, and people only care about how you can make their lives better/easier. List the benefits in a way that will resonate with them, and make sure you don’t miss anything out.  Highlight the customer benefit: Give customers more incentive to purchase by conveying how they’ll benefit by choosing your business.

Sales copy is influenced by face to face selling. methodologies. Two of the most popular sales methodologies are FAB selling (Feature Advantage Benefit) and Pain Selling (Solution Sales). FAB works well in ad copy as it is simpler. and requires less questions. The So what? copy test is when you make a statement to test if it a benefit or feature. If so what is not a benefit, you need to elaborate on the feature statement to explain why.  Set your ad apart from your competition: 

Ad Copy writing FAB Selling

Speak Directly To The Consumer

Ask a question in your ad copy and you can speak directly to the consumer that you are trying to market to. This is one of the top 5 headline methods and opens the door for you to continue talking to the user during your description. You can ask further questions and pinpoint what it is that’s going on with them and why they might like to click on your ad.

Preemptively Respond To Common Objections

People will still tend to have objections – it doesn’t matter how great your copy is or your product. Two of the most common are ‘How much it will cost?’ and ‘How much hassle will it be?’

You should take this time in your copy to alleviate their apprehensions and address their concerns so that they can feel confident clickin on your ad.

Use Numbers, Statistics, And Discounts In Your Headline

According to a study taken by Conductor, headlines that contain numbers, statistics, and discounts are the most effective headline type. They signify predictability in something that is uncertain, which is why people are so attracted to them.

A recent study of a massive 3.3 million headlines proved this. Those that contained numbers had 38% better performance results!

Using numbers can help to signify time commitment to reading too. For example, if there’s a headline titled ‘50 social media marketing tips’ they can get an idea of how long it’s going to take them to read. People want to know how much time they are going to be spending on a particular article. These days people tend to be impatient, so they don’t like to settle down to read before they know for sure.

Using numbers to communicate value is the smartest thing you can do. If a number is shocking, people will click it to confirm. Shock value is powerful. Tap into behavioural psychology by using numbers and you should notice an improvement in how your ads perform.

Ad copy writing stats

Expand Base Advert with Ad Extensions

Use ad extensions to enhance your ad: Take advantage of ad extensions to show extra information about your business.

Camel Case Emphasis

Use title case: Capitalising the first letter of every word can help boost click-through rates.

Seasonal Ads

Run seasonal ads: Customise your ads to fit the season and the promotion you’re running. Take advantage of seasons (Summer, Winter, “back to school”) and specific holidays (Valentine’s Day, Halloween, etc.) to promote your products.

Landing Pages

Use a landing page that drives sales: Your ad should bring people directly to a page where they can buy the specific product that you’re advertising. Think of it this way: The connection between your ad and landing page is the bridge between a potential customer and a purchase. The stronger they’re connected, the more likely you are to generate sales.


Following this advice can be the difference between creating compelling AdWords ads and getting clicks/conversions, or not noticing any changes or improvement in your marketing at all. To sum up what you must do:

  • Match the user intent – always. Check the keywords they are using.
  • Use numbers, statistics, and discounts in your headline. It makes users feel certain.
  • Keep it basic if your audience may be tired of shock value/clickbait.
  • Speak directly to the consumer by asking them questions, and ask more questions in your copy.
  • Think of what their objections may be and preemptively respond to them. For example, will they be worried about price?
  • Use power words like ‘best’ and ‘now’ to give a sense of urgency.
  • Focus on the benefits you offer to appeal to your audience’s selfish side.

This is something you should really take your time with – you may be able to blast out a 30 character headline and 80 character copy in no time at all, but will it really be your best copy? Use the advice here to make it work!


Business Offering Summary for Copy of Ads & Website Landing Pages  Advertising Client to Update
Purpose of website  (e.g. Lead Gen, sales) 
Target customers Demographics (consumer direct, b2b etc) B2B
Landing pages should be relevant to the advert copy by providing more detail about your business offering, features, benefits, guarantees,  
unique selling points, promotions, service, product, calls to action, locations and proof of services such as qualifications or reviews.  
A/b tests ads and landing pages consecutively to improve quality score and conversion rate.  
Examples from One PPC Website – Left Hand Side Client Company to Update Below
USP’s/Features of Services or Products USP Examples from Your Company Offering
x5 Adwords Certified Partner. Certified in all 5 Partner Qualifications  
Over 100 Online Reviews  
etc., etc.,  

Offer Promise/Guarantee

(What can be guaranteed. (e.g. All Inclusive service, price match promise, returns policy etc. *Guarantee is a massive factor in conversion rate.

For example, a 30-day money back guarantees- if you are confident that this will not happen often or at all. This makes buying easier due to less perceived risk.).  
30 Day Money Back Guarantee  
No Contracts unless you want one (No Initial Contracts)  
etc., etc.  
Prices Or Promotions  
3 Day Management Trial of Adwords (Terms Apply)  
Free Adwords Written Audit  
Monthly Packages for each service.  
etc., etc.  
Call to Action  
Free Quote, Free Survey, Free Estimate.  
etc., etc.  
(These are the action/s that can be taken on your website) Free Call to Actions can be more effective  
Benefits (about past buyer customer experiences) – What results do they want from the purchase. Benefits are more what the customer gets from the service, not just Supplier USP’s  
List of things customers like or dislike with your industry/competitors/ product, service. People speaking to customers like client reps can be aware of these as well.  
what is the end result the customer wants  
Possible Ad Copy (Description lines one and two)  
Measure Ad Copy Performance by CTR(Traffic) and Conversion Rate (Profit)  
Ads are made up of headlines, description lines, display URLs and ad extensions. These can be around 150 characters of copy across the different ad elements when including ad extensions  
Adwords – ET Ads (New Expanded Text Ads)  
Expanded text ads differ from standard text ads in a few important ways. They have:  
Two headline fields (up to 30 characters each)  
A single expanded description field (up to 80 characters)  
A Display URL that uses your Final URL’s domain  
Two optional ”Path” fields, used in the ad’s Display URL (up to 15 characters each)  
he main thing is weight or emphasis. The headline has much more prominence now- so sometimes the important stuff of the advert is in the less emphasised when in the description.  
20 Point CRO Landing Page Checklist  
AIDA Advertising  
  description line one
  description line two
  Headline One
  Headline Two
  Description Line
  Headline One
  Headline Two
 1Description Line
 2Headline One
  Headline Two
  Description Line
 3Headline One
  Headline Two
  Description Line
Facebook text format  
Facebook Ad formats have different text limitations by ad format. (e.g. Links, Carousel, canvas etc  
Facebook dynamic ads  
20 Point CRO Landing Page Checklist  

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