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As the world’s largest search engine, Google receives over 63,000 searches per second.


That’s over 5.6 billion searches per day! So, it’s no wonder that businesses want to place ads on Google to increase their visibility and reach potential customers.

But ad space on Google is competitive, and if you want your ad to stand out and get clicked on, you need to write compelling ad copy.

Ad copy is the text in your ad that promotes your product or service.
But with limited character limits, many are left wondering: “how do I write a good google ad copy?”

To help you write ad copy that converts, we’ve put together a list of Google ad copy best practices to follow.
This is especially helpful for those who just learned the basic Google Ads process and those who want to improve their ad copy.

So, without further ado, let’s dive in!


1. Write compelling headlines

First in the list of our ad copy best practices to write compelling headlines.


Your ad headline is the first thing potential customers see, so it’s essential to make it count.

Write clear and direct headlines, and include keywords that accurately describe your product or service.


2. Use keyword-rich descriptions

keyword-rich descriptions

In addition to your headlines, your ad includes two descriptions.

These descriptions give you more space to elaborate on what you’re offering and convince potential customers to click on your ad.

As with your headlines, be sure to use keywords throughout your descriptions.

But beware of keyword stuffing, which is when you stuff so many keywords into your ad that it’s difficult to read.

Not only will this irritate potential customers, but it can also get you penalised by Google.


3. Create a sense of urgency

Your ad should create a sense of urgency to convince potential customers that they need to act now.

You can do this by offering time-sensitive discounts or highlighting limited-time offers.


4. Use strong call-to-action (CTA) phrases

cta ads

Your ad should always include a CTA, such as “Buy now” or “Sign up today.”

This tells potential customers what you want them to do next and makes it easy for them to take action.


5. Benefit-focused ad copy

Your ad should focus on the benefits that potential customers will experience by using your product or service.

What problems will your offering solve?

How will it make their life easier?


6. Use numbers and statistics

Including numbers and statistics in your ad copy can help to back up your claims and make them more believable.

If you can, use data from credible sources to add even more weight to your argument.


7. Maximise the character limit

google ads character count

In general, one of the most important expanded text ads best practices to remember is to maximise the expanded text ad character limits.

This gives you more space to really sell the benefits of your product or service and makes it more likely that people will click through to your website.


8. Test, test, test

One of the best ways to ensure that your ad copy is effective is to test different versions and see which ones perform the best.

Try changing up the headlines, descriptions, call to action, or even the ad targeting, and see how this affects your click-through rate and conversion rate.


9. Keep track of your results

Finally, it’s essential to keep track of your ad copy results to continue to improve your campaigns over time.

This means monitoring your click-through rate, conversion rate, and cost per conversion and making changes accordingly.


Wrapping it up!

So there you have it!

We just put an end to your question of what are the ad copywriting best practices to follow for writing Google Ads.

By following these best practices for writing Google ad copy, you’ll be well on your way to creating high-performing Google Ads that are more likely to convert prospects into customers and help you achieve your business goals.

So what are you waiting for? Get writing! We also have an interesting blog post that discusses Bing Advertising — you can read the article here.

But if you need more help crafting killer ads that sell, feel free to reach out.