Writing Google Search Ads That Actually Convert

Great PPC ads give people what they want - it’s not about making clever jokes. When someone searches for something specific, they want that specific thing… so your ad should immediately show them you have exactly what they're looking for. 

Use Keywords and Focus on Benefits

Include your target keyword in at least one headline - if someone searches "emergency plumber Chicago," that’s what they want. Your headline should say "Emergency Plumber Chicago" not "Quality Plumbing Services." Specificity and relevance - these improve your Quality Score and make it obvious to searchers that your ad matches their needs.

Write benefit-driven headlines - not just product names. "Comfortable Running Shoes - Free Shipping" or "Lightweight Sneakers for Daily Runs” could work better than “Nike Air Max 270” - try it out. Tell people what they'll get, not just what you sell. People don’t just need lists of features - they need to know they’ll get what they want. Stuff like comfort, speed, savings, convenience.

Create Urgency and Use All Available Space

Urgency is powerful - but only when it’s genuine. "Limited Time Sale," "Book Today," or "While Supplies Last" work because they give people a reason to act now instead of later. But don't fake urgency—if your sale runs all year, don't call it limited time.

Google gives you up to 15 headlines and 4 descriptions in Responsive Search Ads - so use them all. The more options you provide, the more combinations you get - that means there’s more for Google to test to find what works best for different searches and audiences. Write headlines that work well together in any combination. Avoid headlines that only make sense in a specific order.