Writing Google Ads For Success

Ah the beauty of google ads. So much packed into so little – 130 characters to be exact. Magical little things.

The average person is probably thinking – “ I could write a 100 of these ads in an hour, they are that simple”… However, we marketers know these ads take some careful crafting. Here are a few pointers I try to remember when writing Google ads, which you might find useful as well.

Active vs. Passive Messaging

The first thing we marketers need to think about when writing ads for paid search is our message structure.

The goal with paid search is to get your audience to click and land on your product/service page, and for that to happen we need to create a spark with our message.

Active message structure means we are provoking a response in the user to actively click on our ad. Conversely, passive structure induces a user to not perform an action.

Primary Keyword Mention

Now that we’re in the right state of mind to start crafting ads, we need to solidify our message with concrete use of primary keywords.

When it comes to paid search, keywords are relevant to the product/service you are offering as well as the direction we are pointing the audience (landing page). Primary keywords could be:

  • Your brand name
  • Your solution
  • Your service

The Call to Action

A call to action is a key ingredient of successful ads. The CTA lets your audience know why they are clicking your ad and what they are getting in return. Here are some CTA examples:

  • Register
  • Follow us
  • Learn more
  • Subscribe

If your using paid search, it’s a good idea to sprinkle CTAs throughout your ad. Whether it is in your ad headline, url or ad lines – I leave up to your creativity.


Above is an example of two ads I have created for the search query into “How to write Google ads”

The ad in the top position is written with the points I have discussed:

  • Active voice – the sentence subject performs the action.
  • Primary Keywords – “Paid Search Tips” is our kw, which we see sprinkled in the Ad headline and url slug
  • CTA – The use of “subscribe”, provoking an immediate response

Writing Google ads can be tricky, but remember these tips and you will be generating high click amounts in no time.

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Jon Kaspszak

Jon is an avid digital marketer and works in software marketing. You can find him on LinkedIn. He would love to hear from you!

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