GOVERNMENT JOBS · IT CAREERS · PRACTICAL GUIDES
GOVERNMENT JOBS · IT CAREERS · PRACTICAL GUIDES
JobJet Insights · Google Ads
Good Google Ads copy helps the right person recognise a relevant offer. More clicks are only useful when the visitors are plausible customers. A vague advert may attract curiosity; an accurate one can filter unsuitable traffic before you pay for it. Write around a real customer decision: what is offered, who it is for and what happens next.
Read the queries and the landing page before writing headlines. Someone searching for “commercial kitchen exhaust cleaning” is solving a different problem from someone learning how to clean a home chimney. Use the customer’s language naturally. Do not repeat a keyword until the advert becomes unreadable, and do not imply a service your business does not deliver.
“Leading quality solutions” tells a visitor little. “Commercial Exhaust Cleaning” identifies a service. “Request a Site Assessment” explains the next action. Add verified specifics such as service area, product scope or an actual turnaround commitment. Only mention same-day service, free assessments or prices if the business can genuinely honour them and the landing page supports them.
Responsive search ads use multiple headlines and descriptions in different combinations. Write assets that make sense together and contribute distinct information: service, audience, benefit, proof and next step. Avoid making one description depend on another being displayed. Use pinning deliberately where required messaging must appear, recognising that it limits combinations. Follow the current field limits shown in the interface.
An advert about maintenance should lead to maintenance information, not an unrelated product catalogue. Match the main promise and action on the page. If the advert invites a quotation, explain what information the quotation requires. A disconnect can raise clicks while lowering useful enquiries, which makes a higher click-through rate a misleading success measure.
Generic: “Best Digital Agency — Amazing Results — Contact Now.” More specific: “Website Maintenance Support — WordPress Updates & Backups — Discuss Your Website.” The second version identifies the service and expected conversation. It should still be adjusted to the actual offer. This example is original copy, not a promise of approval, a performance forecast or a suggested claim about your business.
Compare meaningfully different angles: reduced operational burden, specialist experience or a clearly defined assessment. Keep other major variables stable where practical. Review qualified leads alongside click-through rate. A headline that earns fewer clicks but attracts better-fit customers may be more valuable. Record what each test was intended to learn so the next version builds on evidence.
Read each headline by itself and in combination. Check spelling, capitalisation, location, offer availability and consistency with the destination. Remove unsupported superlatives and misleading urgency. Ask a colleague outside marketing to explain the advert in one sentence. If they cannot identify the service and next step, the copy probably needs another pass.
Write five distinct messages before editing for length: service, audience, practical benefit, verified proof and call to action. Then fit them into the current ad format.
Platform guidance checked on 19 October 2026. Interface options and policies can change; use the linked official documentation for current details.
Explore the Digital Marketing Insights library, or read our guide to auditing a landing page around the visitor’s next decision.
