How to Write Google Ads Copy That Converts

Your Google Ad copy is the first impression most customers will have of your business. Bad copy wastes money. Great copy prints it. Here are the formulas and principles that separate winning ads from expensive losers.

Write headlines that earn the click

You get 3 headlines at 30 characters each.

• Headline 1: What you do plus location (e.g., “Dallas Roof Repair Experts”).
• Headline 2: Benefit or differentiator (e.g., “Free Inspections, Same Day Service”).
• Headline 3: CTA (e.g., “Call Now for a Free Estimate”).

Include your main keyword in at least one headline, it shows in bold when it matches the search.

Write descriptions that sell the benefit

You get 2 descriptions at 90 characters each. Focus on benefits, not features. Do not say we have 20 years of experience, say 20 years keeping Dallas homeowners safe. Include a clear CTA: call now, get a free quote, book online today. And use all the space, ads with full descriptions get higher quality scores and lower CPCs.

Test and optimize relentlessly

Always have 2 to 3 variations testing different headlines, benefits, and CTAs. Let them run for 2 to 4 weeks, then kill the losers and write new challengers. This continuous optimization is how you drive CTR and quality score up while pushing CPC down over time.

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