Writing a good ad is the determining factor between people clicking through to your landing page and ignoring your ad. I have seen people who could not write an ad to save their lives become skilled ad copywriters. To create eye-catching ads. You must first understand the principles of ad copywriting.

Differentiate Your Company

Differentiate your product or service. Present product, services or offers that make you competitive. Spot-check your main keywords. Periodically search google and look at your competitors’ ads to figure out how you can set yourself apart. Do not be afraid to use humor or emphasize what makes your product superior. One mistake I see a lot of users make is that they use unsubstantiated superlatives in their ad text. Do not make claims like “we have the best pizza in the world” or “we are the most amazing restaurant on the planet”. Superlatives with proof are great, but without proof, they are less likely to succeed. If you have been rated the most trustworthy news agency then put that in your ad. If the claim is legitimate, objective, measurable and verifiable then use it, this is particularly effective for B2B companies.

Ensure Your Ad Is Relevant to Your Landing Page

A common mistake many users make is that they create an ad that is generic and does not relate to the content on their landing page. As an advertiser, you must follow up on your promise. There needs to be a logical progression between your ad and your landing page. If there is little relevancy between your landing page and your ad, your quality score will suffer. A poor quality score means you will rank lower on Google, which ultimately leads to a drop in conversion rates and a rise in cost per clicks. Google will flag your ad for misrepresentation if it decides that your promotion is not relevant to your landing page.

Example of poor ad relevance

Notice how the landing page is advertising kid parties whereas the ad is promoting car rentals.

Appeal to Your Audiences Emotions

With Google Ads, remember that most people who view your ad have already expressed interest in your product or service. How do we know that? Because they have entered a search query and are searching for useful relevant information that relates to their question or search keywords.

One of the studies that examine the purchasing funnel in the SEM domain comes from a recent research study by Forrester. Forrester reported that 74 percent of consumers use a search engine during the consideration and purchasing stage of the buying funnel.

Search queries comprise of keywords which indicate that the consumer is already aware of your product or service and want something in the range of what you sell. Your job is to convince the consumer that your product or service is the best option among the competition. Don’t just tell the audience about your product or service, show them how it fulfills their unmet needs and desires. You can learn more about this marketing strategy here.

Focus on the psychological payoffs. Instead of simply highlighting features, highlight the benefits of your product or service. It is more affective to emphasize how amazing your consumers’ lives could be after using your product than listing esoteric features.

Observe the ad below. It is leading with a strong value proposition. Going to the supermarket can be a hassle. We have all wanted to have groceries delivered to us. These value-based descriptions trigger the need for comfort and peace of mind.

This ad appeals to the user’s emotions—use this service and an aspect of your life will increase substantially. If your audience is not educated about your product or service, conveying psychological benefits will lead to higher conversion rates.

Include Prices, Promotions, and Exclusives

Include price, promotions, and sales exclusive offers. This added information creates a sense of urgency which drives impulse purchasing.

Scarcity tactics work by forcing action. If the product disappears tomorrow, consumers can’t procrastinate. Consumers are left to make a quick decision—buy now, or miss the opportunity. The fear of losing out on a sale can generate a feeling of urgency that propels users to click your ad. Scarce items make consumers feel more powerful, exclusive and valuable. This is why airlines and clubs have limited VIP sections and why securing luxury items that others don’t have, such as a limited edition Lamborghini, makes you feel more powerful. To set up countdowns for your ads use Google Ads’ countdown customizer. Google Ads countdown customizer displays the time remaining until your promotion’s specified end date and time, informing searchers on how much time they have left to make a purchase. Learn how to set up countdowns here.

Write a Strong Call to Action

In order to write a successful call to action you must know what your objectives are. Do you want to boost sales or get more subscribers? Regardless of what your objectives may be, brainstorming is key to writing a killer ad. Brainstorm buzzwords or catchy selling points that are aligned with your goals—alerting your audience about a free trial or giveaway normally works well. Have a look at which calls to action appear most in the best ads here.

Calls to action normally go in the description or extension sections. The best CTAs are brief and use action verbs. Using action verbs boosts engagement because it creates interest and encourages action. Observe the two ads below. Which ad is more compelling?

Many people default to using a cliche calls to action such as “Visit Our Site” or “learn more”. These generic calls to actions do not motivate searchers to click your ad—you must be persuasive.  Give your prospects a little more information so they are triggered to click through to your landing page. Many successful ads have pricing, savings, or other promotions in their calls to action.

Include Mobile and Location Extensions

Include your location and phone number with location extensions and call extensions if applicable. Mobile has more daily searches and more clicks on ads than desktops.  According to Statista mobile devices (excluding tablets) generated 48.71 percent of global website traffic in the first quarter of 2019. People on mobile devices often want to text message or call the business. Consumers also want to see your business location, so it is in your best interest to make these options available to them. Adding extensions positively impact your quality score as they give your ad more screen real estate on the SERP and users are more likely to click your ad if you provide them with more information.


Through A/B testing you will be able to decide whether or not your ad copy is effective. Try different ad copy strategies and see which ones connect with your target audience the most.  There is no right way to create your ad, all I have done is provided you with guidelines which will lead to a higher click-through rate. The onus is on you to optimize your ad. Launch your ads simultaneously and compare results. Through testing your ad messaging you will be able to determine which ads within an ad group meet your conversion goals.