Get Creative with Google Ads: Write Ad Copy That Converts

Hyder Jaffari
September 29, 2023
Get Creative with Google Ads: Write Ad Copy That Converts

One of the most effective ways to connect with potential customers online is when they are searching for something. Google, the most popular search engine, strongly influences how people make their purchasing decisions.

The organic results, i.e., the websites that appear when you search, are ranked by various factors. It's common not to get the exact result you want in the first few results.

The sponsored results, which are run via Google Ads, appear above the organic results and are paid for by advertisers looking to attract customers.

As an advertiser, you would want the most relevant clicks for your ads, which provides the conversion rates your ad spend can quantify. The trick to getting the most relevant clicks is relevant ad copy.

How Does Ad Copy Work?

You most likely have used Google a few times to search today. You may have also clicked on an ad or two while searching for a product you were interested in buying or comparing. You probably decided to click because the invite was interesting or had an offer you couldn't resist.

Creative copywriting works this way: it captures the viewer's attention and encourages them to act by clicking on the ad.

If you are an advertiser, you may wonder how you can consistently gain the interest of people looking for what you sell. Just in case you are wondering why you should get creative with Google Ads, here are a few statistics that may intrigue you:

  • Google gets visited 89.3 billion times per month
  • Google holds 91.9% of the search engine market
  • 63% of Google's U.S based organic searches happen on mobile phones
  • As of 2018, 46% of product searches start on Google
  • 0.63% of people click beyond the 2nd page

You can read more statistics here.

Writing Ad Copy That Converts

Now that we have a basic primer on why search and good ad copy are essential let us explore some interesting and offbeat ways to create ad copy that converts.

While this won't be a grammatical overview, the post is to help you develop ideas based on search trends, your relevant product or service, and how best to get a buyer's attention looking for what you are offering.

So, let's get started.

Your three main areas of focus for any text ad would include the following:

  • Headline - This is the main title of your ad, the first thing anyone reads. If your headline includes the probable search query used by the person, you have a higher chance of gaining their interest.
  • Display URL - Here, you would include the URL you want the viewer to visit. You can display the URL as, but the actual URL can be - done mainly for aesthetics.
  • Description - The details about your product or service will go here. An inviting call to action or promotional text is always a good idea to help users understand what to expect when they click.

User Intent

Every search a user makes has an intention. The user intends to find information, is looking for a product, is trying to find a specific page or site, or wants to make a purchase.

Intent plays a significant role in determining the Quality Score of your Google Ads, which, as we know, decides the ads' position on the search results page and the cost per click (CPC) for your keywords.

A few things you can do to improve your ad's user intent are:

  • Use Relevant Keywords - The keywords you choose should be closely related to the intent of the person searching for them. For example, if someone is searching for "birthday party ideas," your ad should include the keywords "birthday," "party," and "ideas."
  • Relevant copy - The content of your ad copy should align with the user's search intent. If your ad addresses the user's query and provides relevant information, it is more likely to receive a higher Quality Score.

Check out this link for content reference and related reading.

Emotional Triggers

Engaging the people who are browsing search results to read your ad and then click on it works best when it evokes a response in the viewer's mind.

The one trigger universally known for garnering the most interest has always been the emotional trigger.

Understanding your customer's profile is the first step in using this angle correctly. Crafting an ad that mainly targets stay-at-home mothers differs from what it would say to a man working as a construction worker.

Emotional triggers can evoke joy, fear, curiosity, nostalgia, or empathy, making the ad more memorable and impactful. But these triggers have to be used carefully; it is essential to use them in a way that is ethical and responsible.

As an advertiser, you should avoid using negative emotions in a manipulative or exploitative way, and you should always be clear about the purpose of your ad.


People are interested in things that are not easily or always available. Limited quantity, for a limited time, has worked for nearly everyone who has used it effectively.

But you must use this tactic only when things are genuinely scarce in your ad copy. Having a monthly discount and running the same ad at the same time every month doesn't build a sense of urgency.

The best times to use this element are during anniversary sales, holidays, and major events like graduation and sporting contests.

For example, during the Super Bowl, you could promote an exclusive line of sportswear, or during graduation season, you can promote an offer on graduation gifts.

Natural Language

Your ad should initiate a conversation in the person's mind. So write it as if you are answering a question, which is basically what a search query is most of the time, and tell them why you have the answer matter-of-factly. For example. "Are you looking for car insurance? We have a special offer for you."

Highlighting your keywords in the text also increases the Quality Score (QS) that Google assigns to your ads. The more relatable your text, the higher the chance of being clicked, which can lower your ad's cost-per-click (CPC) due to garnering a higher QS.

Data in Ads

When we say Data, we mean numbers.

Numbers are the one thing that people understand universally.

  • Buy 2 Get 1 Free
  • #1 Rated Real Estate Agent
  • 1000+ Satisfied Customers

and more examples like these.

Including relevant statistics, data, or ratings in your ad copy increases your chance of getting a conversion. Plus, presenting numbers in your ad text can help improve your ads' visibility to viewers.

Try not to use numbers just because; instead, present a factual assessment-based figure demonstrating value to your potential customer.

Call to Action Click

Eventually, your ad should have the one final element, the Call to Action Click!

Yes, everyone calls it 'action,' but you are looking for a click. The action happens on your landing page.

An excellent call to click would have all or some of the following elements:

  • It should be clear, concise, and easy to understand. For example, "Sign up Now" or "Get Your Free Trial."
  • It must be specific about what the user is getting. An example is "Get Your Free Quote."
  • It can also be urgent, as it could be a limited-time offer. For example, "20% Coupon Expires Today."

Some additional tips include using action verbs to motivate users to take action. Use testimonials to increase trust and credibility. Create a sense of excitement with statements like "Don't miss out" or "Act Today."

To conclude, crafting compelling ad copy for Google Ads drives conversions and maximizes ROI. It would be beneficial if you tailored it to your target audience and highlighted the benefits of your product or service.

Once you have created your ad copy, test different variations to see what works best. Testing and revising strategies will help you to optimize your ad copy for clicks and conversions.

Gain better insights on how your ads are performing with Livedocs. Sign up today.

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