Ad Copy: The Expert Guide to Google Ads Copywriting | Pepper Content

Ad Copy: The Expert Guide to Google Ads Copywriting

Team Pepper
Team Pepper
Posted on 18/08/215 min read
Ad Copy: The Expert Guide to Google Ads Copywriting

In the digital world that we live in, digital marketing and Pay Per Click (PPC) move rapidly in a short amount of time. For every new feature and technological innovation, there’s one component that remains vitally significant. That one component is called Google Ads Copywriting.  It is very simple; if your ad is not good… Continue reading Ad Copy: The Expert Guide to Google Ads Copywriting

In the digital world that we live in, digital marketing and Pay Per Click (PPC) move rapidly in a short amount of time. For every new feature and technological innovation, there’s one component that remains vitally significant. That one component is called Google Ads Copywriting

It is very simple; if your ad is not good and does not connect with the audience, you’re not going to see the return you expected. You would have wasted a lot of money trying to put up google ads without proper planning or structure. Therefore, it is very important to properly plan your Google ads copywriting before displaying your ad in front of the world.

Many digital content marketers make simple mistakes that can ruin the whole campaign. For example, they do not use the keywords effectively or fail to use the right keywords. Now, how about we focus and get to the experts’ guide to Google ads copywriting. In this guide, we will see various strategies to implement in your next google ad campaign.

Expert Guide To Google Ads Copywriting

1.Understand the audience

Gone are the days when you could expect to generate leads by giving a random advertisement online. Nowadays, you have to indulge in a content marketing strategy that aims to solve customer’s problems. That is the only way to get their attention and convert them to paying customers. Online viewers click on advertisements since they need to achieve something and take care of an issue. To this end, perhaps the best copywriting methodologies available to you is to reflect the client’s objective in your Google ads.

In simple words, when you sit down to write your Google ad, think about what the customer is looking for or what they are trying to solve using your services or product. An example of a great google ad is this Carvana ad. It solves a simple Google search query, ‘sell my vehicle’, an incredible illustration.

Every single detail is mentioned in the ad. If a person wants to sell their car, they will know that Carvana wants to buy their vehicle. Even the whole procedure is written in great detail. Such copywriting techniques for Google ads will give you a good return on Pay Per Click.

2. Add numbers or statistics in your Google ads

Digital marketers will do anything to get your attention and make you buy their products or services. However, their products should make your life simpler. A brilliant method to do this is by showing vital statistics or numbers in Google ads.

For example, have a look at these two ads:

The two ads above are for vehicle insurance companies in Rhode Island. If you look carefully, both the ads have many real numbers in the feature and body copy. Both the ads tell the exact rate of their car insurance. People who view these ads will precisely know how much it would cost them to get car insurance.

Although this can be a strikingly successful approach to make your promotions stick out, it should be cautiously utilized. Most of the time, people build a thought in their head about the amount they’re willing to pay for something, sometimes before they even consider choosing the company. Therefore, you need to remember that using statistics and numbers for your advertisements assists people with settling on a choice. This is incredibly helpful for the viewer to choose your advertisement over a competitor’s advertisement.

3. Appeal to users’ sense of entitlement

We live in a world where every individual has a sense of entitlement. And this is what companies can focus on. For example, look at this Google ad:

The advertisement above is for a legal firm that has taken full advantage of the sense of entitlement. If you look carefully, the second part of the headline says ‘To Protect Your Best Interests’. It fits perfectly for a legal firm that specializes in divorce settlements.

This method is especially common in the legal industry. Lawyers and law offices have been using such strategies to make exceptionally persuasive advertisements that can be highly influential. Such strategies can help businesses get a high return on their PPC digital investments.

4. Include emotional triggers in your ads

A good ad copy that has emotional triggers gives some amazing results. This principle makes clickbait so viable; individuals see or read something, experience a compelling emotional response to it, and click on the link. This method is possibly the most remarkable method available to you when composing a PPC Google ads copy.

The emotional reactions you can incite will rely upon your offering and the ideal impact you need these responses to have on your audience. It is highly recommended to use positive emotional feelings in the PPC Google ad copy. It would be best to remember that negative emotions, like fear, disgust, and anger, could incite an unimaginably incredible reaction in the user. Yet, it can sometimes backfire and cause problems for your brand.

Additionally, positive, passionate triggers, like humor and affirmation, can be exceptionally viable at inciting individuals to tap on your advertisements—yet they can be challenging to execute well because of the subjective idea of these feelings.

Now and again, adopting a more straightforward strategy can be an ideal approach. The bellow advertisement for a law office represents considerable authority in DUI cases exhibits with this promotion:

As you can see from the above example, the company has used the emotional fear of the reader. They have induced the fear of losing their license and being jailed.

5. Zero in on the benefits

Whenever you are making a Google PPC ad copywriting, you should always remember that we live in an undeniably self-centered society. The clients are not here to see how amazing your company is; they only want to solve the problem they are facing. In short, they think about how your products or services could make their lives simpler.

Whenever you are running a PPC ad, describe the product and its benefits. The reader should know about all the benefits that they could have after using your products or services. If they know what they are exactly getting into, they will instantly buy your offerings.

Let’s go through a great example of how this principle works:

When we look at the above google ad copy examples, we can see that the first promotion centers solely around how their company provides advantages to their clients. It discloses that their arrangements work with any authorized veterinarian and incorporate any genetic medical conditions pets may have. It proceeds to guarantee that a pet will be covered forever and that their age doesn’t make any difference.

But when we look at the second advertisement, it is fundamentally not going to give any information about their product or services. The features are okay, including a source of inspiration with a slight desire to move quickly. It’s in the portrayal that things go south for this company. The possible advantage will be that individuals can pick the inclusion they need for their pets.

From this example, we can easily see the information stating all the customers’ benefits once they purchase your product or services. Therefore, next time you are working on your PPC Google ads campaign, do incorporate the benefits of the products and services.

Try to generate Google ad copies in three quick steps.


Copywriting for Google ads is a combination of inventive ability, strong copywriting skills, and logical information. Google’s algorithm has given a boon to the effectiveness of digital advertising. After going through this expert guide to Google ads copywriting, you should now have an edge on creating Google ads that give a higher return on your investment. Remember, composing great PPC advertisements requires some serious energy and practice. Nonetheless, by following the tips above, you can improve the nature of your PPC campaign.


1. What is a google ad copy example? 
Search for ‘pepper content’ on Google & you should see the best Google ad copy example 😉 

2. How do I write an ad copy for google ads? 

– Understand your audience 
– Highlight your business benefits and features 
– Specific call to action 
– Be clear and direct 
– Add keywords
– Write professionally 

3. How do I make the most out of google ads? 

– Set a clear goal 
– Structure your content 
– Set a high-quality score
– Target long-tail tertiary keywords
– Optimize your landing page 

4. What is the benefit of Google ads?

Online Google advertising helps showcase ads to potential customers who are likely interested in your products and services. Plus, you can track whether those people clicked on your ads or not.

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