In digital advertising, your ad copy can make or break your campaign. It’s the first impression potential customers have of your product or service, so it plays a major role in driving clicks, conversions, and ultimately, revenue. Join us as we explore proven strategies, creative techniques, and insider tips to help you master the art of Google Ads copywriting. Before we get into ad copywriting tips, If you haven’t read our Google Ads guide yet, you’re missing out on essential strategies for maximizing your online advertising success.

What Is Google Ads Copy?

Google Ads copy is the text that appears in your Google Ads. It’s what potential customers see when they search for keywords related to your business. Your ad copy is your chance to make a good first impression and convince people to click on your ad and learn more about your products or services.

Google Ads copy typically consists of two parts: a headline and a description. Since the headline is the first thing readers will see, it must be compelling. Your headline needs to be concise, clear, and captivating. It must also accurately convey the central concept of your ad.

The description is where you can provide more details about your product or service and why people should click on your ad. Be sure to highlight your unique selling proposition (USP) and use persuasive language to encourage people to take action.

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Google Ads copy is your digital sales pitch, a carefully crafted message that must convince users to take action in the blink of an eye.

Ad Copywriting Tips – The Ultimate Google Ads Copy Guide


Here is a Google Ads sample:

Headline: Get a free quote for your new website today!

Description: Our team of experienced web designers will create a custom website that meets your specific needs and budget. Click here to get started!

This ad copy is clear, concise, and attention-grabbing. It also emphasizes the USP of the business (free quotes) and uses persuasive language to encourage people to click on the ad.

What Are The Different Elements In Google Ad Copies?

Google Ads copy generally comprises the following elements:

Crafting effective Google ad copies is like painting a masterpiece; each element adds depth and meaning to the canvas, guiding users toward conversion.

Ad Copywriting Tips – The Ultimate Google Ads Copy Guide
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  • Headline: This is the title of your ad and is usually the first thing users see. It should be brief and persuasive giving readers a clear understanding of the message of the advertisement.
  • Description: The description is where you can provide more details about your product or service. It is a crisp text that supports the headline and implores users to act.
  • URL: This is the web address that users will be directed to when they click on your ad. Although it might not always show the complete URL, it needs to be relevant to the landing page.
  • Ad Extensions: Google Ads allows you to add various ad extensions, such as site link extensions, callout extensions, and location extensions, to provide additional information and make your ad more compelling.

What Are Google Ads Character Limit Guide?

Google Ads has different character limits for each ad format. For a better understanding of those ad formats and each of their character limits, we’ve created a detailed guide for you:

1. Search Ads:

Search ads are the most common type of Google Ad. They appear at the top of the search results when people search for keywords related to your business. The character limit for search ads is as follows:

  • Headline (up to 3): 30 characters each
  • Description (up to 2): 90 characters each
  • Display URL Path (up to 2): 15 characters each

2. Google Call Only Ads:

Call Only Ads are designed to encourage people to call your business. They appear at the top of the search results and include a call button that people can tap to contact you directly. Its character limit is as follows:

  • Headline (Up to 2): 30 characters each
  • Business Name: 25 characters
  • Description (up to 2): 90 characters each
  • Display URL Path: 15 characters
  • Phone number: 10 digits (or the maximum number of digits allowed in your country)

3. Display Ads:

Display ads can appear on a variety of websites across the internet. They can be text, images, videos, or even interactive ads. The character limit for display ads is as follows:

  • Headline: 30 characters
  • Long Headline: 90 characters
  • Description: 90 characters
  • Business Name: 25 characters
  • Image or video: 1MB or less
  • Display URL: 30 characters
  • Path 1: 15 characters
  • Path 2: 15 characters

4. Sitelink Ad Extensions:

Sitelink Ad extensions provide additional links to specific pages on your website. They appear below your search ad and can help people find the information they’re looking for more quickly. Their character limit goes as follows:

  • Headline: 30 characters
  • Description: 25 characters

5. Callout Ad Extensions:

Callout Ad extensions provide additional information about your business, such as your unique selling proposition, free shipping, or a money-back guarantee. They appear below your search ad and can help you stand out from the competition. Their character limit is as follows:

  • Call out: 25 characters

6. Structured Snippet Values:

Structured Snippet Values provide additional information about your products or services, such as price, availability, and reviews. They appear below your search ad and can help people make more informed decisions about whether or not to click on your ad. Their character limit is as follows:

  • Values: 25 characters

7. YouTube Ads:

YouTube ads can be video, image, or text ads that appear before, during, or after YouTube videos. The character limit for YouTube Ads is:

  • Display URL Path (Up to 2): 15 characters
  • Call to Action: 10 characters
  • Headline: 15 characters
  • Long Headline: 90 characters
  • Description (Up to 2): 70 characters

8. Performance Max Ads:

Performance Max ads are a newer type of Google Ad that uses machine learning to help you reach your target audience across all of Google’s channels, including Search, Display, YouTube, and more. Their character limit goes as follows:

  • Headline (up to 5): 40 characters
  • Descriptions (up to 5): 90 characters
  • Business Name: 25 characters

9. Discovery Ads:

Discovery ads are visual ads that appear in the Google Discover feed, which is a personalized feed of content that people see on their Google Search home page and in the YouTube app. Discovery Ads’ character limit is as follows:

  • Headline (up to 5): 40 characters
  • Descriptions (up to 5): 90 characters
  • Business Name: 25 characters

It is important to note that these are character limits, not word limits. Special characters and spaces also count towards the character limit. Keep these limits in mind whenever you are crafting an Ad Copy for any of these ad formats.

10 Best Practices To Write Effective Google Ads Copy:

Apart from the question of “how to write ad copy?” the bigger question that advertisers think about lying awake at night is “How can I write the perfect ad copy?”

Well, here’s the answer – you can’t.

There’s no one perfect ad copy that you can write for your advertisement. There are, however, many amazing and compelling ad copies written. You can write one too by following some important tips and tricks. Let us present to you 10 best practices for writing effective Google Ads copy.

1. Use relevant keywords to your advantage:

By now, you must have heard a thousand times how important keywords are to successful online advertising. Let us emphasize that once more by reminding you that your Google ad copy has very limited words and characters, so it’s extra important that you use them well. And the best way to do that is to strategically add relevant keywords to it, especially focusing on the headline and description.

By following this best practice, you help your ads appear to people when they search for related terms. Plus, you increase the possibility of attracting the right people, improving the chances of clicks and conversions. Remember, the key is to effortlessly incorporate these keywords into your content to maintain a natural and engaging tone that resonates with potential customers.

2. Highlight your Unique Selling Propositions (USPs):

What makes your business different from your competitors? What benefits do you offer that they don’t? And how can you provide a unique experience and value to your customers? Really think about the answers to these questions, and answer them through your ad copy.

Whether it’s unbeatable pricing, exclusive features, or exceptional customer service, bring attention to these distinguishing features. Crafting an ad copy that vividly illustrates your USP will capture user attention, and also instill confidence in them, compelling them to choose your business over others.

3. Don’t forget to add a call-to-action:

When crafting your Google ad copy, don’t leave your audience guessing about what to do next. Instead, use a strong call to action (CTA) that clearly directs them. Your CTA should be crystal clear, whether it’s encouraging them to visit your website, join your email list, or make a purchase.

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A call-to-action (CTA) is the digital handshake that invites your audience to take the next step. It’s the bridge between interest and action in the online world.

Ad Copywriting Tips – The Ultimate Google Ads Copy Guide


Use commanding, action-oriented verbs to draw in customers, such as “Buy Now,” “Get Started,” or “Learn More.” These expressions evoke a desire to act quickly in addition to conveying a sense of urgency. By being very clear about the action you want people to take, you open the door for higher click-through rates and ultimately higher conversion rates.

4. Match your ad copy to your landing page:

The message of your ad should be consistent with the landing page that corresponds with it. This is an essential but frequently neglected practice in Google ad copywriting. It’s all about creating a seamless user experience. When a person clicks on your ad, they should go to a landing page that mirrors the claims and details made in the ad copy. This consistency assures visitors that they’re in the right place, building trust and engagement.

Matching your ad copy to your landing page is like ensuring a seamless conversation between your marketing message and user experience. It’s the key to building trust and driving conversions.

Ad Copywriting Tips – The Ultimate Google Ads Copy Guide
How These Generative AI Ad Tools Can Help Your Digital Marketing Agency:


On the other hand, if your landing page deviates from the message of the advertisement, confusion could result in visitors leaving right away. That is why aligning your ad copy with your landing page is more than just good practice; it’s a bridge to higher conversion rates and satisfied customers.

5. Create a sense of urgency:

Instilling a sense of urgency in Google ad copywriting can be a game-changer. Include compelling phrases like “Limited Time Offer” or “Last Chance” to pique your audience’s sense of urgency. These subtle but powerful triggers compel users to act quickly out of concern that they could lose a valuable opportunity.

The “click” or “buy” button is what psychologically persuades visitors who aren’t sure what to do. By using this strategy wisely, you can increase click-through rates while also sparking user motivation to convert right away, turning prospects into customers in no time.

6. Prioritize benefits, not just features:

When creating your Google ad copy, keep in mind that users are searching for solutions to their problems and ways to improve their lives. Instead of solely listing the features of your product or service, tell them how it can positively impact their world. Clearly articulate the benefits, demonstrating how your business can address their needs and desires.

Think about your own shopping experiences. Aren’t you naturally inclined to choose a seller who not only understands your needs but also effortlessly fulfills them? By emphasizing benefits, you connect with customers on a personal level, making your ad copy more than merely appealing—it becomes truly persuasive.

7. Experiment with ad extensions:

By embracing the adaptability of ad extensions, you can up your Google ad game. These clever tools, such as site links, callouts, and structured snippets, are your hidden tools for boosting the real estate of your ad and providing more insightful content to potential customers. Think of ad extensions as bonus tidbits that can make your ad stand out. They provide users with more motivation to go through, browse, and interact with your products and services.

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Ad extensions are the extra oomph that makes your ads stand out in the crowded digital marketplace. They’re the secret sauce for driving more clicks and conversions.

Ad Copywriting Tips – The Ultimate Google Ads Copy Guide


8. Test different ad variations:

When it comes to writing Google ad copy that truly shines, remember that there’s no universal formula that suits all. Each business and audience is unique, so start with A/B testing. Try out many ad copy variations to find the gems that speak to the target audience the most effectively.

Continuously refine and optimize your ads based on the performance data you gather, and fine-tune your ad copy for optimal results. So, don’t shy away from testing—it’s your compass to navigate the ever-changing waters of Google Ads and ensure that your message truly connects with your audience.

9. Keep your ad copy fresh:

Nowadays, keeping your ad copy fresh is how to grab and hold the audience’s attention. Your potential customers get flooded with hundreds of ads daily, so you need to continually refresh your content to stand out in the crowd. Spice it up with new information, promotions, or enticing offers.

Think of it as a discussion; when you have something interesting to say, people are more likely to listen. So, breathe life into your ads by regularly updating them. It’s the surefire way to stay relevant, pique interest, and keep your audience eagerly coming back for more.

10. Monitor your ad performance:

Your path to success doesn’t end with writing the most effective Google ad copy; you have to Optimize PPC Campaigns and it continues with continuous monitoring. In PPC marketing, Google Ads offers a ton of insights through reports, revealing vital data like ad visibility, click-through rates, and conversions. Regularly examine key performance metrics, such as click-through and conversion rates, and be prepared to adjust the content as needed. Only then will you be able to come close to the best Google Ads.

Ad Copy Mistakes To Avoid:

Even the most experienced advertiser is bound to make some mistakes. While you can never be perfect, you can follow the rules and be good enough. Here are the 5 major ad copy mistakes to avoid if you want to become a successful advertiser:

1. Keyword Stuffing:

Overstuffing your ad copy with too many keywords is a typical and harmful blunder. It not only makes your ads harder to read, but it can also negatively impact the user experience and Quality Scores. Instead, use keywords wisely to make your content read easily and organically. Quality trumps quantity when it comes to keywords, so strike a balance that both captures search intent and provides a pleasant reading experience for potential customers. Do the write keyword research for google ads and avoid keyword stuffing.

2. Neglecting Ad Extensions:

It’s easy to underestimate the potential of ad extensions, but doing so is a missed opportunity. These extensions, like site links, callouts, and structured snippets, offer extra real estate to showcase essential data. Neglecting them means you’re leaving valuable sales opportunities on the table. These extensions not only provide potential customers an extra incentive to click and convert, but they also improve the visual appeal of your advertisement.

3. Missing Out On A Call-To-Action (CTA):

You can’t afford to lose out on business by neglecting to include a clear call-to-action (CTA) in your ad. Your CTA guides users toward where to go next. Phrases like “Buy Now,” “Get a Quote,” or “Sign Up Today” provide the gentle nudge customers need to take action. Without a CTA, you risk missing conversions because your audience won’t know how to interact with your offering. It’s like leaving them in the dark. So, make your intentions evident and watch your click-through rates soar.

4. Not Focusing On Customer Needs:

One of the fundamental keys to effective Google ad copy is empathizing with your audience. Don’t make the common mistake of fixating solely on your products or services. Instead, shift your viewpoint so that you can understand and fulfill the needs and goals of your customers. Craft your copy to inform them about the solutions and benefits that genuinely matter to them. By addressing their concerns and desires, you not only capture their attention but also build a connection that leads to meaningful engagement and conversions. Remember, it’s not just about what you offer; it’s about how you meet their needs.

5. Not Experimenting:

If you’re stuck in a creative block and are sticking to the same ad copy, you’re missing out on a golden opportunity. Your secret weapon, my friend, is A/B testing. It’s similar to trying many fishing lures to see which one brings in the biggest fish. Try out various ad versions to see what genuinely connects with your audience. If you don’t test, you run the risk of missing the opportunity to find more effective messaging or strategies that can dramatically increase the impact of your ads.

Google Ads Example:

We learned about Google Ad copies, its best practices, and the mistakes you must avoid in order to succeed in them. Why not now see a Google Ad example that showcases you firsthand what an effective ad copy looks like?

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