These days, marketing teams are increasingly aware of the need to refine their ad campaigns. A consistent refinement cycle is one of the best ways to optimise a campaign for reach, lead generation and click-through rate (CTR). Few advertising spaces emphasise the need for solid copy like Google Ads.

By optimising your Google Ad copy, you can maximise the returns you see and create a campaign that moves your business forward. Creating a Google Ad doesn’t have to be a complicated process, either. Today, we’re going to break down the art of writing engaging copy that moves our ideal audience from strangers to satisfied customers.

Parameters of Google Ad copy

So you want to run a Google Ad campaign. Excellent! There are a few parameters you need to keep in mind before drafting your advertising copy. Google has made some recent changes to their ad format to help marketers create better copy. The new features include the ability to::

·      Add a third headline

·      Add a second description

Google now allows you to use a maximum of 90 characters per description, giving you a little more room to create the right message for your audience. The platform also outlines the basic structure of a Google text ad, which is broken down into three parts.

·      Headline text

·      Display URL

·      Description text

The headline is the first part of the ad copy that a viewer will see, so getting it right is essential. Each ad can now have up to three headlines, which are displayed next to each other.

Each headline can be up to 30 characters long. So while you’re allowed a maximum of 90 characters in your overall headline, an individual headline has to be 30 characters or fewer. The headlines are split with a vertical pipe (the “|” symbol). If you were writing a Google Ad headline for a hotel booking service, it might look like this:

Best Hotels in Portland | HotelBooker.com Official Site | Choose from +300 Hotels


Your display URL is your website domain name, which will appear as green text just under the headline. A display URL shows viewers the web address the ad will take them to, giving them a better sense of what to expect should they click on it. So following the above example, your display URL might read as:



The description appears as plain text under the display URL. It’s the third and final part of the ad. When viewers skims the headline and display URL, they should have a reasonably good idea of what is being advertised. The description field is where you can include any additional information that might convince a lead to click on your ad.

Some valuable things to include in a description include:

·      A call to action

·      Relevant keywords to maximise SEO

·      Value proposition (e.g. ”Compare hotels and get a free quote now”)

·      Finding the right message for Google Ads

Lastly, keep in mind how many characters each field allows you. Google Ads are short and snappy, so Google limits each field as follows:

·      30 characters per headline (max. 3)

·      90 characters per description (max. 2)

·      15 characters per path (max. 2)

Generating strong Google Ad copy

Because space is limited, you want to focus your ad copy on high impact points that boost lead generation. One of the best places to start is with your hook.

Your hook isn’t necessarily your pitch. As the first thing a viewer will read, the hook should be built around the customer’s pain point. What is the main problem they’re trying to solve? In the hotel search example, the viewer’s problem is finding a hotel in Portland. Your hook needs to prove two things:

1.     You know the customer’s problem/pain point

2.     You have the solution they’re looking for

An example of a hook for the above example would be:

Looking for a hotel in Portland? Compare over 300 hotels and find your ideal booking with one click!

When talking about your solution, focus on why it’s the best one available. Convenience is an attractive value proposition, as is the speed of service or excellent customer support. If these are specific advantages linked to your brand, include them in your copy.

Best practices for Google Ad copy

While you can write up to two descriptions, each one is limited to 90 characters apiece. Remember, this means you only have up to 180 characters if you maximise both, so you’re working with even less space. How do you maximise it, then?


Let’s start with that idea of limited space – in other words, scarcity. One way to convince customers to try your product is to show how rare your solution is. If you operate in a niche, hone in the specific scarcities in your sector.

It’s easy to find a hotel booking service, but how many are bui8lt around a specific city or area? Does your booking site include helpful information that your competitors don’t? Are you running a promotional sale that’s time-sensitive?

These are the details that create urgency and encourage your audience to capitalise on the opportunity you’re presenting to them.

Clarity and a call to action (CTA)

Effective advertising copy can be broken down into three sections:

·      Hook

·      Scarcity/value proposition

·      Call to action

We’ve discussed the first two, but no ad copy can be considered optimised without the third.

The hook established that you understand the viewer’s problem and mirrors it back to them. The value proposition frames your product as the best solution. When the viewer is convinced that you can help them meet their need, you use a call to action to direct them to the sales point.

A CTA is essential – you want to guide a customer towards the solution with it. Common examples of calls to action look like:

·      “Buy now”

·      “Shop here”

·      “Contact us today”

·      “Don’t miss out on a limited offer – click the link and get 15% off your next booking”

The structure of your ad copy needs to be extremely clear. Think of it flowing like this:

1.     I understand your problem

2.     I have the best solution

3.     Complete this action to get it

Hopefully, you better understand Google Ads and how to draft copy to maximise your next campaign. Remember, even if your ad copy isn’t perfect the first time, you can refine it until you find the perfect message to drive sales and help you meet your marketing goals.

Need help optimising your ad performance? Get in touch with us today, our expert marketing team is here