There are many ways to go about advertising your product or service, but Google ads is probably the most classic route businesses tend to take. With Google ads, you catch the attention of potential customers right away, usher them through the buyer journey and convert them into customers.

This process is not as straightforward as it seems though. For one, you might be unsure about how to write ads for the best conversion rate. Also, how do you make your ad copy stand out in a creative way? Many business owners hire the best pay per click management service to help but you might still want to have an idea of how writing google ad copy works.

Keep reading to see how we suggest you can write Google ads in a creative way that convert.

What Are Google Ads?

Before you start, it’s important to have a basic understanding of Google ads.

When you type a search phrase into Google search, there are links that pop up right at the top with a small label that says “Ad”. These are Google ads. In general, two to four of these Google ads will show up per search depending on what keywords are associated with them and what you type in.

Google ads are made up of just a few simple components: a display URL, headline, and a short description.

The display URL will show up at the top of the ad and say where the ad will take your customers. Below it, you’ll find the headline. This will always be blue and is not allowed to be more than 30 characters. At the very bottom is the description which is 90 characters or less.

There is an option to use “path field” so that customers will see where your link will take them in relation to your landing page, but it’s not required. If you want to opt for it though, you can create up to two different options that are no more than 15 characters.

10 Creative Ways to Write Google Ads

Writing Google ads can seem like a boring activity as there’s no graphic design or creative artistry involved, but that’s not the case. There’s a certain flow to how you should write a Google ad and for those who know how, it’s anything but boring.

You can be both creative and purposeful in how you craft your ad by following the ten tips below.

1. Decide on Your Audience

One of the first things you need to do is define who your audience will be. You won’t write the same ad when you’re advertising to corporate workers as when you’re advertising to new college students.

Because of this, you need to determine who your audience will be for each ad before you begin to create it.

It’s okay to have multiple different target audiences and in fact, it’s often encouraged. However, you have to remember to separate out your audiences when creating ads and to not overlap them.

Focus on one audience at a time to prevent the risk of mixing the two inside your head by mistake.

2. Use the Right Keywords

Keywords are crucial to your ads. Without the right keywords, your ad won’t appear for your target audience and you risk losing money and possibly even customers. When you start thinking about which keywords to incorporate with your ad, make sure they are relevant and that you won’t accidentally pay for your ad when someone types in something that doesn’t relate.

If you want, you can attach multiple keywords to a singular ad, but make sure they are still relevant. For a business that sells women’s silk scarves, you want to make sure your ad won’t come up when someone searches for men’s skiing scarves.

This requires a bit more precision when choosing keywords, but it’s possible to keep your ad relevant.

3. Write Attractive Headlines

Sometimes, advertisers get carried away with fitting lots of information into the headlines, but forget to make them attractive. If the only thing your ad says is something along the lines of “Cheap Dog Accessory Company”, customers aren’t going to be enticed to click.

When you write your headlines, words matter. Instead of writing the above, choose something along the lines of “Trendy Pet Accessories” or even “Cheap Accessories for Your Dog”. Opt for phrases like ‘cheap’, ‘stylish’, or ‘high-quality’ as customers tend to be more attracted to them.

4. Consider Showing Prices

This can work both for and against you. On one hand, this lets customers know immediately how much a product will cost and if they’ll be interested in it. On the other hand, if your competition has a lower price, you’re less likely to intrigue customers.

A good way to know if showing prices on your ad is a good idea is by running a few trial runs. Publish the same ad (one with the price and one without) and see which one attracts more customers.

While they may be pretty similar, it’s likely that one will do better than the other which will give you an insight on which route you should take.

5. Don’t Overlook Your Call To Action

Don’t forget about calls to action when you’re getting creative. Customers see so many ads every day that if you forget to be creative with your calls to action, they’re going to skip right over them.

When you use a call to action in your Google ad, avoid the stereotypical ones. Turn away from common call the action phrases like “buy now” and “download here” in favor of using the words below:

  • Free
  • Your
  • Online
  • Save
  • Best
  • Shipping
  • Online
  • Get

6. Use Punctuation!

This is more important than you may think. Studies done have revealed that around 60% of advertisements don’t use punctuation which is really too bad as exclamation marks can be helpful. In fact, the Google ads that perform the best often have exclamation marks or commas.

Try to incorporate proper punctuation into your ads as this will help you stand out more and draw your customers’ attention (especially with exclamation marks). Remember to keep your phrases short and avoid rambling.

7. Ask Questions

Everyone has questions. After all, that’s why they’ve come to a Google search in the first place. Help them relate more to your ad by using a question to draw in their attention.

Write a short question in the headline and follow it up with the answer in the description.

By adding a question, you can also play into the punctuation part of Google ads. You’ll use a question mark and ideally an exclamation point or other punctuation.

With special characters like these, you’ll stand out even more among other ads.

8. Try Dynamic Keywords and Dynamic Search Ads

Level up your keyword game by trying out dynamic keywords. You’ll be able to customize your ads even further by choosing a group of keywords that can be changed, depending on what your customers search for.

Here’s a quick example: You run an after school daycare. Your keywords might be “daycare” and “child care”, but the original ad says “50% Off One Week of Child Care”.

If one potential client searches for daycares nearby, your ad could be rearranged to say “50% Off One Week of Daycare”. It can open up your audience a bit without losing relativity.

You can set up dynamic keywords by typing in the following code: {KeyWord:Daycare}.

Another tool to check out is dynamic search ads (DSAs). Rather than just using keywords to target your ad towards a potential customer, dynamic search ads will take into consideration the information on your website and use it to generate better targeted ads.

When using dynamic search ads, you have more flexibility. All you need to take care of is the description, but you will have to pay closer attention to these ads as they are sometimes less effective than more targeted approaches.

Be precise and careful when choosing your keywords so that your ad isn’t accidentally triggered for a search that isn’t related.

9. Use Title Case

What is title case? Well, take a quick glance over the subheadings throughout this article. Notice how every word longer than three letters is capital? That’s what you’re aiming for.

Just like creative punctuation and catchy titles, title case helps grab the attention of potential customers while also helping your business look more professional.

Don’t fall for the trap of all capitals, though. While it may seem great and eye-catching to write out “FREE SHIPPING” or “BIG ACCESSORY SALE NOW!”, using all caps will sometimes penalize you.

Refrain from getting too over the top with the capitals and instead, stick to just the first letter of each main word.

10. Be Specific

This applies to absolutely everything. Your headline, your display URL, and your description. Even the keywords you choose should be specific. When you’re specific with your ad, customers know what to expect and where they’ll end up if they click on your ad.

Google allows for you to change your display URL to fit your ad and this is highly recommended. Using dashes to separate words will make it easier for customers to read your URL, but so will underscores.

Take advantage of title case as well in your display URL when referring to the page customers will be directed to like so:

You should also ensure your description is accurate and well-written. If customers aren’t sure where your ad will take them or can’t understand your product or service, they are less likely to click on it. To prevent misunderstandings, keep your descriptions short and specific so that even those who don’t know much about your product or service know where they’ll be directed.


Now that you know what Google ads are and have a few tips to guide you, it’s time to get to work and get your creativity flowing. When you have to share keywords and ad space with your competition, you want to ensure you’re standing out as much as possible in comparison.