How to write effective Ad copy for Google Ads and Bing Ads

how to write ad copy

Writing effective ad copy for Google Ads and Bing Ads can be challenging. Creating Ad copies requires careful consideration of several key elements. Following best practices can help you create compelling ads that engage your audience and increase conversions through PPC advertising.

Here are 16 tips to help you create compelling and high-performing ad copy for Google Ads:

Top-performing text ads have Call-to-Actions (CTA) such as Get, Buy, Shop, Try, Learn, Build, Sign-Up and Discover. A clear call-to-action (CTA) that tells people what to do next and encourages them to take action. Using attractive CTA will help you increase your click-through rates.

  1. Apply Punctuations in Text Ads

Use punctuation in Text Ads, especially branded text ads. The exclamation marks (in ad descriptions), commas, question marks, percentile, and Dollar Sign make your ad stand out and emphasize your main selling point or USP.

  1. Understand your target demographic

Begin by identifying your target audience and understanding their needs, preferences, and pain points. Create buyer personas to know their buying behavior. This knowledge will help you tailor your ad copy to resonate with your audience.

  1. Use Emotional Drivers

Effective text ads induce emotions via emotion drivers. Emotions can be happiness or relief at finding the perfect solution that would solve the problems, give a helpful remedy, reduce anxiety/fear, or save money for the users. Try to keep the tone of your text ad positive and rational.

Ads evoking negative emotions such as ‘suffering from acne’ or ‘getting rid of toothache’ can be effective if used wisely. Ads that speak of negative consequences, such as losing insurance, incurring a penalty, or expiring FSA dollars, can help businesses attain positive results.

You can state that you are an ‘authorized dealer’ official site or mention your awards and recognition to build confidence.

  1. Incorporate relevant keywords

Include relevant keywords in your ad copy to improve its visibility and align with user search intent. Make sure your ad copy is consistent with the keywords you’re targeting.

  1. Match ad copy with landing pages

    Ensure that the messaging in your ad copy aligns with the content on the landing page that users will be directed to. This consistency improves user experience and increases the chances of conversion.

  2. Avoid Dynamic Keyword Insertions (DKI)

Dynamic keyword insertions need to be applied carefully. They are most problematic when competitor keywords are inserted into your Ad-copies.  It is illegal to use a competitor’s name in the ad. Sure, you can bid on their keywords, but adding their name is a big no-no and can get you in trouble with Google’s trademark policy or legal action from competitors. Never use DKI (Dynamic Keyword Insertion) in text ads for Ad groups with competitor names as keywords.

  1. Create Urgency in Text Ads

Google Ads allows you to set countdown timers in your ad copies to induce urgency through text ads and promote your limited-time deals and offers. Another way to include urgency marketing in text ads is to state that your product is selling fast and is in limited quantity.

  1. Differentiate from Competitors

Create headlines that distinguish you from competitors and tell users why they should choose your business over others. You can bid on competitor brand keywords with Ads that showcase the aspect of your business that gives you an edge over the competitor or fulfill a need of customers that competitors are not meeting. At the same time, bidding on a competitor shows yourself as a better alternative to a competitor’s product or services.

In your sitelink extension, use popular phrases and queries derived from or Google’s question-based ‘People Also Ask’ feature. This would make your ad copy highly relevant and increase the click-through rates. Ad extensions can help you provide more information to potential customers and increase the visibility of your ad. Some common ad extensions include sitelinks, callouts, and structured snippets.

  1. Use attention-grabbing headlines

Create compelling headlines that capture attention and entice users to click. Incorporate strong keywords and actionable language to pique interest. Consider using numbers, questions, or time-limited offers to make your headline stand out.

  1. Focus on benefits, not just features

    While it’s important to mention features, emphasize the benefits users will experience using your product or service. Explain how it can solve their problems or make their lives better. Benefits create a stronger emotional connection with your audience.

  2. Highlight Value Proposition in Ad Copies

Clearly communicate your product or service’s unique selling points (USP). What sets it apart from competitors? Is it quality, price, features, or convenience? Highlight these benefits in your ad copy to capture attention. If you are selling products in packs or bundles, tell customers the value proposition of each to make them realize the benefit of the purchase. For example, if you sell t-shirts in a pack of $25, make your ad copy display ‘$5 each for five t-shirts’.

  1. Highlight promotions and offers

If you have ongoing promotions, discounts, or special offers, mention them in your ad copy. Limited-time deals and exclusive offers can create a sense of urgency and drive immediate action.

  1. Be concise and specific

Ad copy has limited character space, so make every word count. Create concise and specific messaging that conveys your key points effectively. Avoid vague or ambiguous language.

  1. Test and optimize

Create multiple versions of your ad copy and test them to see which ones perform better. Experiment with different headlines, CTAs, and messaging to find what resonates best with your target audience. Continually monitor and optimize your ad copy based on performance data.

Remember to comply with the advertising policies and guidelines of Google Ads and Bing Ads while creating your ad copy. Regularly review and update your ad copy based on performance metrics and changes in your marketing objectives to maintain effectiveness over time.