How to write Google search ads that perform?


    As a business owner or marketer, you need to be able to craft compelling text ads that grab your audience’s attention and drive conversions. However, with so many ads out there, creating a text ad that stands out from the crowd can be challenging. Fortunately, there are specific steps you can take to ensure your text ads are successful. This article will cover how to write Google search ads.

    Step 1: Identify Your Target Audience

    Identifying your target audience is critical in creating a successful text ad. First, you need to understand your ideal customer, what they are looking for, and how you can solve their problem or meet their needs. Here are some tips to help you identify your target audience:

    Look at your current customer base

    Your existing customers can provide valuable insights into your target audience. Analyze their demographics, behaviour, and purchase history to identify common characteristics.

    Conduct market research

    Market research can help you better understand your target audience’s wants and needs. You can gather information through surveys, focus groups, and other online tools.

    Analyze your website analytics

    Analyzing your website analytics data can provide insights into who is visiting your site, where they are coming from, and what they are searching for. This information can help refine your target audience and create more targeted ads.

    Check out your competitors

    Analyzing your competitors’ target audience can give you an idea of who you should target. Look at their marketing materials, social media accounts, and website to see who they are targeting and how they are reaching them.

    Once you have identified your target audience, it’s essential to keep them in mind when creating your text ad. Ensure your ad speaks directly to them and addresses their pain points or needs. The more targeted your ad is, the more likely it is to resonate with your audience and drive conversions.

    Step 2: Choose Your Keywords

    Choosing the right keywords is crucial in creating a successful text ad. Keywords are the words or phrases people search for on Google for a product or service. Here are some tips to help you choose the right keywords:

    Brainstorm a list of relevant keywords

    Start by brainstorming a list of relevant keywords for your product or service. Then, think about the words and phrases people might use when searching for your offer. For example, instead of broad, general keywords, choose specific, targeted keywords relevant to your product or service. For example, if you sell running shoes, instead of “shoes,” use the keyword “running shoes.”

    Once you have performed your keyword research, use them purposefully in your ad, in your headline and again in your description, but use it sparingly. Use variations of your keywords to create a natural-sounding ad that is easy to read and understand.

    Step 3: Create great headlines

    Here are some tips to help you write a great headline for your Google search ads:

    Be specific

    Your headline should clearly and concisely convey what your ad is about. Avoid being too generic or vague; use specific language that accurately represents your product or service.

    Use numbers

    Including numbers in your headline can help make your ad stand out and be more memorable. For example, “10% off all running shoes” or “5 ways to improve your running form”. Some ideas for you: how many years you’ve been in business (ex. “hafferi – Since 2020”), how many clients served, how much money you help your clients save, etc.

    Create a sense of urgency

    Use action words like “act now” or “limited time offer” to create a sense of urgency and encourage people to take action. You can even use a countdown in Google search ads to reinforce this sense of urgency.

    Highlight your unique selling proposition

    What makes your product or service unique? Use your headline to highlight your unique selling proposition and clarify why people should choose you over your competitors.

    Test different headlines

    Be bold and test different headlines to see which performs best. For example, you can create multiple ad versions with different headlines and monitor their performance to see which gets the most clicks and conversions.

    Remember, your headline is the first impression people will have of your ad, so make it count. A great headline can help your ad stand out and encourage people to click through your website.

    Step 4: Write Your Description

    In Google search ads, your ad description is where you can provide more information about your product or service and persuade people to take action. Here are some tips to help you write a great ad description:

    Highlight the benefits

    Instead of just listing features, highlight the benefits of your product or service. For example, how will it make people’s lives better or solve their problems?

    Use a call-to-action

    Use a strong call-to-action to encourage people to take action. For example, “Shop now” or “Sign up today.”

    Include social proof

    If you have positive reviews or testimonials, include them in your ad description to help build trust and credibility.

    Match your landing page

    Make sure your ad description matches the content on your landing page. If people click through your website and need help finding what they’re looking for, they’ll likely leave quickly.

    Keep it concise

    Your ad description should be at most 90 characters long. Keep it concise and to the point, and make every word count.

    Remember, your ad description is your chance to persuade people to take action. By highlighting the benefits of your product or service, using a strong call-to-action, and matching your landing page, you can create a compelling ad that encourages people to click through to your website.

    Step 5: Use ad extensions

    Ad extensions are a feature in Google Search Ads that allow advertisers to enhance their standard ads with additional information, offering users a more comprehensive and interactive experience. These extensions often lead to better visibility and a higher click-through rate, making ads more prominent and informative. There are several ad extensions, each serving a unique purpose and catering to different business needs. Here are some common types of ad extensions you can use:

    Sitelink Extensions

    Sitelink extensions allow you to include additional links to specific pages on your website. This can be useful if you have specific products or services that you want to highlight.

    Callout Extensions

    Callout extensions allow you to highlight specific benefits or features of your product or service. This can help your ad stand out and encourage people to click to your website.

    Location Extensions

    You can include your business address and phone number in your ad. This is particularly useful if you have a physical storefront or office that people can visit.

    Review Extensions

    Review extensions allow you to include positive reviews or testimonials in your ad. This can help build trust and credibility with potential customers.

    Price Extensions

    Price extensions allow you to include specific prices for your products or services. This can help people make informed decisions about whether or not to click through to your website.

    Step 6: Test and Refine Your Ad

    Here are some tips for testing and refining your ad:

    Create multiple versions of your ad

    Create at least two different versions. This will allow you to test different headlines, descriptions, and calls to action.

    Set up an A/B test

    Set up an A/B test in Google Ads to test your different ad variations. This will allow you to see which version of your ad performs better.

    Test one element at a time

    Only change one element at a time when testing your ad. For example, if you’re testing your headline, keep your description and other elements the same.

    Use relevant metrics

    Use relevant metrics to measure the performance of your ad. This can include click-through rates (CTR), conversion rates, and cost-per-conversion.

    Refine your ad based on results

    Once you’ve tested your ad variations, analyze the results and refine your ad accordingly. Then, use the insights gained from your tests to create an ad that performs better and resonates with your target audience.

    You can improve its performance and increase the chances of achieving your campaign goals. Remember to test one element at a time and use relevant metrics to measure performance. Then, with patience and persistence, you can create a text ad that attracts the right audience and generates the desired results.


    In wrapping up, it’s clear that learning how to write Google search ads is an essential skill for small business owners. This guide has provided a step-by-step approach to writing Google search ads that grab attention and drive conversions. Understanding your audience, selecting the appropriate keywords, creating captivating headlines and descriptions, using ad extensions, and consistently testing and refining your strategy are vital steps in enhancing your Google search ad campaigns. The key to success lies in connecting with your audience meaningfully, ensuring your ads are seen, resonate, and inspire action. With these strategies, you can write Google search ads that effectively reach and engage your target customers.

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