Crafting the Perfect Google Ad Copy for More Clicks and Leads

  • January 2, 2024
  • obm
  • 3 min read
Crafting the Perfect Google Ad Copy for More Clicks and Leads

Are you frustrated by your Google ads receiving plenty of impressions but not enough clicks? In this video, I’m going to guide you through the art of writing the perfect ad copy that stops your potential customers in their tracks and compels them to choose your business. Just like the iconic golden arches at McDonald’s grab your attention, your ad copy needs to do the same—captivate your audience and drive them to use your services.

Why Ad Headlines Matter?

The success of your ad campaign hinges on your headlines. If people don’t click through, it adversely affects your click-through rate, impacting your quality score, and leading to higher costs per click. Let’s dive into the steps to create compelling ad headlines.

How to Write Google Ads Copy?

Below is the 6 steps guide for writing stellar Google Ads Copy.

Step 1

Know Your Target Audience Inside Out

Understanding your audience is crucial. List out who your target audience is and identify their problems. Craft headlines that directly address these issues. For example:

  • Plumbing service: “1 Hour Emergency Response” or “Boilers Installed for 20% Less!”
  • Tow truck company: “Recovery in 30 Mins” or “Towing from £75 – Call Now for a Quote”

Step 2

Highlight Your Unique Selling Proposition (USP)

Differentiate yourself from the competition by showcasing your Unique Selling Proposition. For a heating business, examples include:

  • “Get Installed Tomorrow and Pay Monthly”
  • “Fast Installation with 0% Interest”

Research your local competitors to ensure your USP stands out.

Step 3

Evoke Emotions in Your Ad Copy

Emotions drive action. Use emotionally charged headlines to connect with your audience:

  • Landscaper: “Relax in Your Dream Garden” or “Create a Utopia Right at Home

Step 4

Localise Your Headlines

People are more likely to click when they see their town in the headline. Utilise dynamic locations to tailor your ads to the user’s search location, making them feel more targeted.

Step 5

Create Urgency and Exclusivity

Incorporate time-sensitive offers to instil a sense of urgency:

  • “20% Off This Month Only!”

This tactic, widely used in shopping malls and during events like Black Friday, compels users to act promptly.

Step 6

Keep It Clear and Concise

Avoid overcomplicating your message. Clearly communicate what you offer, how much you charge, and how you complete jobs. Make it easy for potential customers to understand why they should choose your services.


Mastering the art of writing the perfect ad copy involves understanding your audience, highlighting your unique offerings, evoking emotions, localising your headlines, creating urgency, and keeping your message clear. Follow these steps, and watch as your Google ads transform into powerful tools for driving more clicks and leads to your business.


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