Writing Google Ads copy is not about sounding clever, but about making sure you are clear, concise, relevant to the point. It's important to factor in how best to convey the message you want to convey, and to be able to do so with brevity, whilst still keeping things engaging. You only have a small space to work with, and a short time to capture audience attention, which is why it's important to be able to improve your Google Ads copy as much as possible. You can achieve this via headlines and descriptions designed to capture user intent, and persuade someone to click and find out more.
If you want to be able to achieve this successfully, you need to consider the best ways of being able to write copy that resonates with potential customers, and here is how you can do this more effectively.
Start With Search Intent, Not Creativity
One of the biggest mistakes professionals make when advertising is that they write copy that says what they want to say, rather than what users are actually looking for, and this can create a disconnect between what businesses are promoting and what potential customers are actually looking for. If smen searches for "the best CRM for small businesses" they aren't looking for flowery prose; instead they're looking for a direct answer that addresses their query.
Example of a weak ad: "Transform Your Business Today"
High-performing version: "Best CRM for Small Businesses - Free Trial Available"
This works because it mirrors the exact search query and immediately presents a solution and promises value. This is a great example of using Google Ads copy in the best possible way in order to get the right outcome, and you need to focus on search intent as opposed to creativity.
Use Specific Benefits, Not Generic Claims
There are plenty of factors that you need to keep in mind when shaping the right copy, and making sure claims are specific rather than generic is a core part of this. Using terms like "High quality" and "best service" can prove pretty meaningless without proof. The advantage of this is that specificity builds and develops trust, as this is something that can help to improve and enhance click-through rates.
Example of a weak ad: "Affordable marketing services"
Stronger equivalent: "Marketing services from £100/month, No Contract"
This works because providing pricing and commitment details is something that serves to reduce friction, while also making the price a tangible and affordable process, making the offer more of a reality.
Include Keywords in Headlines
Google works by highlighting keywords in bold once they match a user's search, and this visually increases clicks. Being able to utilise this as much as possible is essential, and being able to generate headlines that naturally integrate keywords is the best way to attract interest.
For example, if you're using keywords like "online tutoring UK"
One of the more optimised headlines might be "Online Tutoring UK - GCSE & A-Level Help"
This is not something that only improves relevance, but it also reassures the user that they are in the right place, and that your business can help to fulfil their needs and requirements in the best possible way.
High-performing Google Ads copy is not about creativity and cleverness, but instead it's about alignment. Being able to align your copy in a way that connects with users and potential customers is the perfect way of achieving success. Matching user intent, offering clear value, and removing friction plays a huge part in helping make your Google Ads copy read better, and help improve conversions.
