How to Write Copy for Google Display, YouTube & Shopping Ads

Writing for visual ads is completely different from search ads. People aren't actively looking for your product - they're browsing, watching, or shopping. You’re interrupting them - your copy has maybe two seconds to grab attention before they scroll past.

Display and YouTube Ad Copy

Display ads need short, punchy text that works with your image, not against it. Lead with the biggest benefit or most compelling offer. "50% Off Running Shoes" works better than "Premium Athletic Footwear Collection." The image shows what you're selling - the text should show why they should care.

Longer text gets cut off on mobile - keep your headlines under 30 characters if it is at all possible. Use action words like "Save," "Get," "Discover," or "Start." Avoid industry jargon or clever wordplay that requires thinking. Someone scrolling through a website shouldn't have to decode your message.

YouTube ads combine visual and audio… so your copy needs to work with both. Start with a hook in the first 5 seconds - "Tired of expensive gym memberships?" or "This 30-second trick saves $200 monthly." Your call-to-action must be visual and verbal. Don't just say "click below" - you’ve got to show them exactly where to click with arrows or highlighting.

Shopping and Performance Max Assets

Shopping ads are all about your product feed. Make your product title descriptive and keyword rich - it’s your headline. "Air Max 270 Black” won’t perform that well - try "Nike Air Max 270 Men's Running Shoes Size 10 Black" instead. Include brand, product type, key features - all the relevant details that help people find exactly what they want.

For Smart Shopping and Performance Max campaigns, you're feeding Google multiple assets that get mixed and matched automatically. Write headlines that work in any combination. Avoid headlines that reference "the above offer" or "this deal" because they might appear with different descriptions than you intended.