How To Write Better Google Search Ads

Writing a good search ad is not about chucking as many headlines as you can think of into your Google Ads and hoping it turns into customers.

You need to give Google enough options to work with whilst making sure that every part of the ad is relevant to your ideal customer. A strong Google search ad should quickly make three things clear:

• What service you offer

• Why someone should choose you

• What action they should take next

In this guide, I'll walk you through the structure I use when writing search ads for my clients across Google Ads. As an example of how it comes together, I will be using my imaginary loft extension business, fakeloftextension.com.

What Is A Responsive Search Ad?

A responsive search ad is the standard ad used in Google Search campaigns.

It consists of up to 15 headlines with a max of 30 characters including spaces, and up to 4 descriptions, with a max of 90 characters including spaces. From these headlines and descriptions, Google will mix and match to create different versions of your ad.

For example, you might write headlines about:

• The service you are offering

• The locations you work in

• The main benefit of your service

• Proof you've helped other customers

• A call to action

Google will then test these different combinations and work out which ones perform the best. This is the main reason why your structure matters, if you add random headlines without thinking about how they might work together, your ads could end up looking unprofessional and irrelevant.

Why Most Search Ads Are Too Generic

A lot of people use the same descriptions when talking about their business, and so naturally their headlines follow the same pattern:

• Professional service

• Trusted experts

• Friendly team

• High-quality work

The issue I have with these descriptions is that surely any self-respecting business would believe and say those things. As a customer, telling me you are professional and friendly does nothing to convince me why I should pick your business out of all the others. A great ad is one that could only be written by your business. Be specific. What is it about your business that means no other business can compete?

How To Build A Strong Google Search Ad

Step 1: Start with the right landing page

Before we even begin to create our headlines we need to ensure that the web page we are going to send users to once they click on our ads, aka the landing page, is a relevant one.

For example, if I have my fake loft specialist website and I'm running a set of ads directed towards people who are looking for loft extensions, then I need to send them to a page on my website that is dedicated to information about that service. What I'm not going to do is send them straight to my home page.

If you are looking for a specific service, would you rather be taken directly to a page about that service, or to a home page where you then have to go searching for the page you wanted in the first place?

The more specific the page is that you send them to from your ad, the more likely a user is to stick around.

Step 2: Use a display path

Your next job is to make sure the URL a user sees on your ad makes it obvious where you're sending them. This is called a display path. This does not have to match exactly what your URL is. This display path can be used to make the page you're sending a user to appears more relevant to the service they're looking for, even if that exact page doesn't exist on your site. In my example, I don't have a page specifically for loft extensions in Brighton, but I might be running ads to people living in Brighton who do want loft extensions. In this example, a display path allows me to include /loft-extension/brighton onto the end of my URL.

Step 3: Split your headlines into categories

As I mentioned earlier, you get up to 15 headline slots per search ad. You must fill in a minimum of 3, but don't feel like you need to fill up all of them. Just give Google enough variety to test different combinations. I tend to use between 7-9. I find the best way to ensure you're providing Google with the right tools to work with is to split your headlines up into different categories. This helps you to not write 15 version of the same thing. The categories I split my headlines into are:

1. Service-based keywords

2. Service benefits

3. Business USPs

4. Objection handling

5. Social proof

6. Calls to action (CTAs)

Lets go through on how we build out each one.

Service-based keywords

These are always the headlines that I will tell Google to show first. Aim: To closely match the keywords that a user has searched for. Loft Extension Example: Keyword = Loft Extensions for home Headline = Loft Extension Specialist These headlines aren't trying to be clever. Their only job is to show a user that I can offer exactly what they are looking for. Users skim search results, and if its not immediately obvious that your ad is relevant, then there's a chance it gets missed.

Service benefits

This is where I see a lot of ads fall short. Many businesses only talk about the service, forgetting that what the user is actually buying is the outcome.

Aim:

To remind users of why they need the service and what they stand to gain from it.

Loft Extension Example:

Add Space Without Moving House

When you can combine these headlines with the previous set, it provides a compelling story for a user within 60 characters. You offer the service they need, and you're reminding them of the reward that awaits them on the other side of that service.

Business USPs

Not only do we want to remind potential customers of the benefits of the service, but we also need to demonstrate why your business is the best choice for them. For these headline types, the more specific you can be, the better.

Aim:

Demonstrate what it is about your business that makes you the best choice out of all their options.

Loft Extension Example:

Sound Proofing Included

Objection handling

Whilst potential customers have to be searching for your service on Google Ads in order for you to show up, it doesn't mean that they're fully convinced on the service by the time they see your ad. Objection handlers exist to reassure people that they're making the right choice.

Aim:

To highlight the risks of not taking action and reassure potential customers that the service is right for them.

Loft Extension Example:

Fixed-Price Guarantee

When trying to think of headlines for this section, use real-life examples that you have from dealing with customers day to day.

Social proof

Social proof helps make your ad more believable and reassures a searcher that other people have had positive experiences with your business. If you have reviews, ratings, testimonials or case studies, you can use them in your headlines.

Aim:

Demonstrate how others have benefitted from the service you are offering.

Loft Extension Example:

510+ Upgraded Homes This Year

When it comes to social proof, the more specific you can be, the more believable it looks. '1,250 5 star reviews' looks more believable at a glance than 'lots of happy customers'.

Calls to action (CTAs)

The final section is telling a customer what they need to do next. It sounds obvious, but lots of ads don't make this step clear enough.

Aim:

What is the next action a user must take

Loft Extension Example:

Book An In-Person Survey

Similar to the social proof section, the more specific you can be with your call to action the clearer it is to a potential customer the exact next step they should take.

With all the categories now built out you should have a strong list of headlines ready to go. You should also be beginning to see how your ad is taking shape.

But we're not done yet. It's onto the descriptions.

Step 4: Write descriptions that test different messages

Responsive search ads allow you to add a minimum of 2 and a maximum of 4 descriptions, with a max 90 characters including spaces for each one. Each description provides you an opportunity to give more context to the headline, include keywords and spell out the next step. A common mistake I see is that people will use these description slots to say the same thing 4 times. However, your descriptions should be another opportunity to test different messaging.

Here are the 4 frameworks I use when putting descriptions together that includes key components whilst providing differing angles.

1. Say what you do + who you help

This description should be extremely clear, direct and lean heavily on the keyword and target audience.

For example:

"Loft extensions for homeowners in the South of England. Get a free in-person survey now."

This works because it explains:

• The keyword a user is searching

• The type of customer you're targeting

• The location you carry out your service

• What a potential customer should do next.

It's a simple description but it does everything you need it to.

2. Potential problem + easy solution

For this description, you are leading with a problem you know the customer wants to avoid. This could come from common pain points you hear day to day. You are then following up with how your service provides a solution to that outcome.

For example:

"Don't waste your loft space on clutter. Create extra room with a loft extension."

This is more benefit-led and can work well when combined with the first description I showed. It speaks to the reason why someone might want the service, rather than just naming what you do.

3. Trust & expertise + objection handling + cta

Another angle you can take is to first highlight exactly why your company should be trusted, reassure the customer against a common objection and provide a clear next step.

For example:

"Over 500 loft extensions completed with 0% payment plans. Book your free evaluation now."

This helps to position your business as an expert, and a safe bet to carry out the service a customer is looking for.

4. Dream outcome + cta

This final description framework works best when paired with one of the earlier 2 descriptions that focus more on who the service is for. It is focused on the aspirations of a potential customer.

For example:

"Get the converted office you've always dreamed of. Book a free in-person evaluation today."

With these 4 descriptions, your Google responsive search ad is now complete. But before you get building, I've summarised everything we've gone through into some simple tips.

Common mistakes to avoid when writing Google search ads

Sending people to a generic page

If you know someone is searching for a specific service, send them to a page about that service and not your home page. The more work you make a user do, the more likely they are to go elsewhere.

Writing headlines that are too vague

Every company claims to have a professional team or quality service. Tell customers why it should be your business and only your business.

Also, make it extremely clear that you offer what they are searching for, and how they can take the next step.

Repeating the same message too many times

You do not need 15 headlines that all say 'Loft Extension'. Use the opportunity Google gives you to test different messages to find out what your customers respond to best.

Forgetting the customer's actual problem

People are not just searching because they want to spend money. They need a solution to a problem they're experiencing. Don't lose sight of what they actually want to achieve.

Responsive Search Ad Checklist

Before you publish your ad here is a quick checklist you can run through:

• Does the final URL match the service the ad relates to?

• Does the display path make sense?

• Have you included the main keyword within a headline?

• Have you included the location in a headline if relevant?

• Have you included business USPs?

• Have you included trust signals or social proof?

• Have you included a clear call to action?

• Are your descriptions different to each other?

If your answer to all of these is yes, then you are in a much stronger position than most of the businesses that you are competing with.

Final Thoughts

A good responsive Google search ad needs to be specific.

It should match what the person searched for, show why your business is the best option, and outline a clear net step.

If you're still stuck on how to build strong headlines then I offer full ads management where I can take care of everything for you, or we can jump on a consulting call and work through your ads together. Good luck and happy writing!