GUIDE

How to Write Google Ads Copy That Converts

Writing Google Ads copy that actually drives clicks and conversions is harder than it looks. This guide covers proven principles based on real campaigns, plus practical examples you can adapt.

Maxim Baeten Maxim Baeten
| November 2025 | 12 min read
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Understanding Google Ads Copy Fundamentals

Before writing a single word, you need to understand how Google Ads actually displays your copy.

Responsive Search Ads (RSAs) are now the standard format. When you create an ad, you write up to 15 headlines and 4 descriptions. Google automatically tests different combinations to find which performs best for each search query.

What you're working with:

  • Headlines: 30 characters each, 15 total slots
  • Descriptions: 90 characters each, 4 total slots
  • Display: Google shows 3 headlines and 2 descriptions at a time

This replaced Expanded Text Ads (ETAs), which let you write one fixed version. If you remember ETAs, forget them. RSAs require a different approach.

Why this matters for your copy strategy: You're not writing one ad anymore. You're writing building blocks that Google assembles into different combinations. This means every headline needs to make sense regardless of which other headlines it appears with.

Quality Score affects your ad costs and position. Google evaluates three main factors:

  1. Expected click-through rate - Based on your ad's past performance
  2. Ad relevance - How well your copy matches the search query
  3. Landing page experience - Whether your landing page delivers what the ad promises

Better Quality Score means lower costs and better ad positions. Your copy directly influences two of these three factors.

Key Takeaway

Write multiple strong headlines and descriptions that work in any combination, and make sure they're relevant to your target keywords.

The Core Principles of Effective Google Ads Copy

These five principles consistently separate ads that convert from ads that waste budget.

1. Match Search Intent

This is principle number one for a reason. If your ad doesn't align with what the searcher wants, nothing else matters.

When someone searches "google ads budget tracker", they want a tool. Not a blog post about budget theory. Not a general marketing platform. Your headline should name the solution directly.

How to infer intent from keywords:

  • Product keywords (e.g., "utm tracking tool") = Show the product, be specific
  • Problem keywords (e.g., "can't track ad spend") = Show the solution, address the pain
  • How-to keywords (e.g., "how to organize utm tags") = Offer guidance or a tool that helps
Intent mismatch example:

Search: "track google ads performance"

Bad headline: "Complete Marketing Platform for Teams"

Good headline: "Monitor Google Ads Performance Daily"

The good headline directly addresses what they searched for. The bad headline might be technically true, but it doesn't match intent.

2. Be Specific, Not Vague

Generic claims like "best", "leading", or "quality products" don't persuade anyone. They're noise.

Specificity builds trust. Numbers, details, and concrete statements work better than abstract promises.

Vague Specific Why It Works
Great savings on plans Save 20% on Enterprise Plans Exact discount percentage
Fast setup Set up in under 5 minutes Concrete time commitment
Trusted by marketers Used by 500+ performance marketers Real, verifiable number
Comprehensive reporting Track spend across 4 ad platforms Specific capability

3. Lead with Benefits, Not Features

Features describe what your product is. Benefits explain why it matters to the user.

The difference:

Feature: "Multi-channel budget tracking"

Benefit: "Stay on budget without spreadsheets"

How to convert features to benefits:

Ask "so what?" after every feature statement.

  • "We offer real-time monitoring" → So what? → "Catch budget issues before they cost you"
  • "15 integrations available" → So what? → "Track all channels in one place"

4. Use Clear, Direct Language

Short sentences work better in ads. Active voice beats passive voice. Avoid jargon unless your audience expects it.

Why clarity matters in ads: People scan search results in seconds. If your ad requires mental effort to understand, they skip it.

Complex

"Our platform facilitates the optimization of cross-channel marketing initiatives"

Clear

"Optimize campaigns across Google, Meta, and LinkedIn"

5. Create Urgency Without Desperation

Honest urgency works. Fake scarcity doesn't.

Good urgency tactics:
  • Limited-time offers with real deadlines
  • Seasonal relevance ("Plan your Q2 campaigns")
  • Event-based urgency ("Early bird pricing until March 31")
Bad urgency tactics:
  • Fake countdown timers that reset
  • "Act now!!!" without context
  • "Limited spots" when there aren't any

People can smell fake urgency. It damages trust and hurts your Quality Score if people click but don't convert.

Writing Headlines That Get Clicks

Your headlines are the most important part of your ad. They're the first thing people see, and they determine whether someone clicks or scrolls past.

Google shows 3 of your 15 headlines at once. That means you need variety in your headline set—different angles, different benefits, different approaches.

Types of headlines to include:

Primary Benefit Headline

Start with the main value you deliver. What's the core problem you solve?

  • "Track Ad Spend Across All Channels"
  • "Stay on Budget Without Spreadsheets"
  • "Monitor Campaign Performance in Real-Time"

Problem-Solution Headline

Name the problem your audience faces, or imply the solution to a known pain point.

  • "Tired of Manual Budget Tracking?"
  • "Stop Checking Each Platform Separately"
  • "No More End-of-Month Budget Surprises"

Specific Offer Headline

If you have a compelling offer (free trial, discount, specific pricing), state it clearly.

  • "14-Day Free Trial, No Credit Card"
  • "Launch Pricing - 50% Off Forever"
  • "From €11.99/Month - Cancel Anytime"

Social Proof Headline

If you have credible proof points, use them.

  • "Used by 500+ Performance Marketers"
  • "4.8/5 Rating from 200+ Users"
  • "Trusted by Agencies Across Europe"

Brand + Descriptor Headline

Include your brand name with a descriptor so people understand what you do.

  • "marketingOS - Budget Tracking for Marketers"
  • "marketingOS - Performance Marketing Tools"

Examples of strong vs. weak headlines:

Weak Headline Strong Headline Why It's Better
Best Marketing Tool Track Ad Spend Across Channels Specific benefit instead of generic claim
Try Our Software Today Stay on Budget Without Spreadsheets Addresses pain point, implies solution
Industry-Leading Platform Used by 500+ Performance Marketers Concrete proof instead of self-praise
Great Features Available Automate Budget Tracking & Alerts Names specific capabilities

The pattern:

Weak headlines use vague claims. Strong headlines name specific benefits, problems, or proof points. Write all 15 headlines. Google needs variety to test what works best for different searches and audiences.

Writing Descriptions That Drive Action

Your descriptions complement your headlines. They give you 90 characters to expand on your promise, address objections, and drive action.

What descriptions should do:

  1. Expand on the headline - Add detail or context
  2. Address friction - Counter objections or concerns
  3. Include a call to action - Tell people what to do next
  4. Mention differentiators - What makes you different

Types of descriptions to write:

Benefit-Focused Descriptions

Emphasize outcomes and value.

  • "Track spend across Google, Meta, and LinkedIn. Stay on budget with real-time alerts. No more spreadsheet work."
  • "Get clear visibility into campaign performance. Know what's working and what's not, without checking multiple platforms."

Feature-Focused Descriptions (For Technical Products)

If your audience cares about specific features, list them.

  • "Connect Google Ads, Meta, LinkedIn, and GA4. Automated daily syncs. 14-day free trial included."

Objection-Handling Descriptions

Address common concerns or friction points.

  • "No credit card required for free trial. Cancel anytime. Takes 5 minutes to set up."
  • "Used daily in real client campaigns. Built by a performance marketer with 10+ years experience."

CTA-Focused Descriptions

Drive the action you want people to take.

  • "Start your free trial today. Full access to all apps for 14 days. Set up in minutes."
  • "See how marketingOS helps you regain control. Try it free—no credit card needed."

The 90-character constraint:

You don't have space for filler words. Every word should earn its place.

Weak: "Our platform is designed to help marketing teams improve their results"

Strong: "Improve campaign performance with real-time tracking and automated alerts"

Advanced Copywriting Techniques

Once you've mastered the fundamentals, these techniques can improve performance further.

1. Use Dynamic Keyword Insertion (Carefully)

Dynamic keyword insertion automatically updates your ad copy to include the searcher's exact keyword.

How it works:

You write: {KeyWord:Budget Tracker} in your headline.

If someone searches "google ads budget tracker", your headline becomes "Google Ads Budget Tracker".

When to use it:
  • High-volume campaigns with multiple similar keywords
  • When keyword relevance improves Quality Score
  • Product categories where exact match matters
When to avoid it:
  • If it creates awkward or unclear copy
  • For brand campaigns (competitor names in ads)
  • Low-volume campaigns (not worth complexity)

2. Incorporate Numbers and Data

Numbers increase trust because they're specific and verifiable.

  • "Save 30%" beats "Save money"
  • "Set up in 5 minutes" beats "Quick setup"
  • "Track 4 ad platforms" beats "Multi-platform tracking"
  • "500+ users" beats "Trusted by marketers"

3. Test Punctuation and Formatting

Small formatting changes can affect how your ad is perceived.

Capitalization approaches:

Title Case: "Track Ad Spend Across Channels" - More formal, works for B2B

Sentence case: "Track ad spend across channels" - More casual, works for B2C

Both work. Test what fits your brand and audience.

4. Address the Searcher's Context

People at different stages need different messages.

Awareness stage (just learning about solutions):

Focus on education and clarity

Consideration stage (comparing options):

Focus on differentiation and benefits

Decision stage (ready to buy):

Focus on offers and reducing friction

Common Mistakes to Avoid

These mistakes hurt performance. Avoid them.

1. Being Too Vague or Generic

"Quality products at great prices" tells me nothing. What products? What prices? Why should I care?

Fix: Be specific. Name your product, name your benefit, name your differentiator.

2. Overpromising or Misleading

If your headline says "Free" but there's a cost later, you've damaged trust and your Quality Score.

Fix: Be honest. If it's a free trial (not free forever), say "Free 14-Day Trial".

3. Ignoring the Landing Page

Your ad copy must match your landing page. If your ad promises "budget tracking tool" but your landing page is a generic homepage, people bounce.

Fix: Send people to a page that delivers on your ad's promise.

4. Not Using All Available Headline/Description Slots

If you only write 8 headlines instead of 15, you're limiting Google's ability to optimize.

Fix: Write all 15 headlines and 4 descriptions. Yes, it takes longer. It's worth it.

5. Copying Competitors Verbatim

Checking competitor ads is smart. Copying them word-for-word is not.

Fix: Learn from competitors, but write your own copy based on your unique value.

How to Test and Optimize Your Ad Copy

Writing the ad is step one. Testing and optimizing is where you improve performance.

1. Set Up Proper Tracking

You can't optimize what you don't measure. Track beyond clicks—measure conversions.

Use UTM parameters to track which ads drive conversions. Add unique UTM tags to each ad's final URL so you know which copy variants perform best.

Track Your Copy Variants with UTM Organizer

Use UTM parameters to track which ad copy drives the most conversions. UTM Organizer helps you keep your tracking clean and consistent across all campaigns, so you know exactly which copy performs best.

Spot duplicates, fix misspellings, and see which UTMs actually drive traffic.

What to track:

  • Click-through rate (CTR) - Are people clicking?
  • Conversion rate - Are clicks converting?
  • Cost per conversion - How efficient is this ad?
  • Quality Score - Is Google rewarding your relevance?

Don't optimize for CTR alone. A 10% CTR with a 0.5% conversion rate is worse than a 3% CTR with a 5% conversion rate.

2. Run Controlled Experiments

Test one variable at a time. If you change headlines and descriptions simultaneously, you won't know what drove the change.

Give tests time to reach statistical significance. How long depends on your traffic volume:

  • High traffic (1,000+ clicks/week): 1-2 weeks
  • Medium traffic (100-500 clicks/week): 3-4 weeks
  • Low traffic (<100 clicks/week): 4-6 weeks or longer

Aim for at least 100 clicks per ad variant before making decisions.

3. What to Test First

Not everything is worth testing. Prioritize tests by potential impact:

1. Headlines (Biggest Impact)

Test benefit-focused vs. problem-focused, specific vs. general, with/without social proof

2. Offers

Test "Free trial" vs. "Book a demo" vs. "View pricing"

3. CTAs (Action Verbs)

Test "Start free trial" vs. "Try it free" vs. "Get started"

4. Descriptions (Lower Priority)

Test once you've optimized headlines

4. When to Refresh Your Copy

Even good ads get stale. Refresh your copy when:

  • CTR declining over time (compared to historical baseline)
  • Seasonal changes require updated messaging
  • Product changes (new features, pricing, positioning)

As a rule: Review ad copy quarterly. Refresh at least twice per year.

Real Examples: Before and After

Here are anonymized examples from real campaigns, showing what changed and why.

Example 1: SaaS Marketing Tool

Before:
  • Headline: "Marketing Software for Teams"
  • Description: "Improve your marketing with our platform. Try it free today."
  • CTR: 2.1%
  • Conversion rate: 1.8%
After:
  • Headline: "Track Ad Spend Across All Channels"
  • Description: "Stay on budget without spreadsheets. Used by 500+ marketers. 14-day free trial."
  • CTR: 4.3%
  • Conversion rate: 3.2%
Result:

CTR increased by 104%, conversion rate improved by 78%

Why it worked: Specific benefit in headline, addressed pain point, added social proof, clear trial offer

Example 2: B2B Analytics Platform

Before:
  • Headline: "Analytics Platform for Businesses"
  • Description: "Get insights into your data. Easy to use and powerful."
  • CTR: 1.9%
  • Conversion rate: 2.1%
After:
  • Headline: "Google Ads Performance Tracking"
  • Description: "Know if campaigns are on track. Real-time alerts for budget and performance issues."
  • CTR: 3.7%
  • Conversion rate: 4.3%
Result:

CTR increased by 95%, conversion rate doubled

Why it worked: Narrowed from "analytics" to "Google Ads performance", clear outcome, proactive value

Example 3: Marketing Agency Service

Before:
  • Headline: "Expert PPC Management Services"
  • Description: "We'll help you grow your business with paid ads. Get a free consultation."
  • CTR: 3.2%
  • Conversion rate: 2.5%
After:
  • Headline: "Reduce Google Ads Costs by 30%"
  • Description: "Managed PPC for B2B SaaS. We optimize spend, not just volume. Free audit included."
  • CTR: 5.1%
  • Conversion rate: 4.7%
Result:

CTR increased by 59%, conversion rate improved by 88%

Why it worked: Specific promise, niche targeting, differentiation, risk reduction

Pattern across all examples:

Specificity, clear benefits, and addressing real pain points beat generic claims every time.

Frequently Asked Questions

Conclusion

Writing Google Ads copy that converts comes down to a few core principles: match search intent, be specific, lead with benefits, and use clear language. These aren't secrets, but most advertisers still get them wrong.

The difference between average and great ad copy is often specificity. Vague promises lose to concrete benefits. Generic claims lose to real proof points. Clever wordplay loses to clarity.

Practice improves your copywriting. Every campaign teaches you what works for your audience. Test systematically. Track what drives conversions, not just clicks.

Remember: Great copy is one part of campaign success. Your targeting, landing page, and offer all matter just as much. But better copy reduces wasted spend and improves results across the board.

Ready to track which copy variants perform best? UTM Organizer helps you organize your UTM tracking so you know exactly which ads drive conversions. Try it free for 14 days.

Want to monitor your Google Ads performance more effectively? Google Ads Performance Manager gives you clear visibility into campaign results without checking the platform constantly.

Ready to improve your Google Ads performance?

Try marketingOS free for 14 days. Track your ad spend, monitor performance, and organize your campaigns—all in one place.