Ad Copy: The Expert Guide to Google Ads Copywriting

Team Pepper
Team Pepper
Posted on 18/09/217 min read
Ad Copy: The Expert Guide to Google Ads Copywriting

Table of Contents

  • Expert Guide to Google Ads Copywriting
  • Key Takeaways
  • Conclusion
  • FAQs

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 also called Pay Per Click (PPC) copywriting because you can submit an ad copy to a search engine and they will show your advertisement to someone looking for information in your niche. This is why, you should focus on your brand values, products and your target audience when copywriting for Google ads


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. If you are wondering how to write an effective Google ad copy, the first step is to focus on your target audience and say what they want to hear in their language. 

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 writing Google ads copy. 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 customers’ 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. To ace your PPC copywriting game, think of what your target audience wants to hear. 

In simple words, when you do Google ad copywriting, 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 copy 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 PPC 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 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 in writing your Google ad copy 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 copy:

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

An effective Google 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 PPC copywriting or a 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 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:

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 composing PPC 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 Google ad copy, 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.

Key Takeaways

  • The most important thing to keep in mind while writing Google ads copy is that space is not your best ally. You have to utilize only a few characters to make an impression and convince the customers to click.
  • ‘Opportunity’,  ‘sales’, ‘affordable’, ‘best’, etc. are some power words to use in creating Google ads copy, that are persuasive and tickle the curiosity of the users. 
  • The best practice to write a compelling ppc ad copy is to imagine an ideal content persona of your target audience. Your ad copy is directed towards a specific demographic. You should be able to picture it while writing your ad copy. 
  • Try to use ‘you,’ and ‘your’ like words that speak to your audience. Third person or overtly formal speech do not make an effective Google ad copy. 
  • Try to include numbers and statistics to give some credibility to your PPC copywriting. The audience would trust you more if you could state facts.
  • Google has a 30 character headline limit and a 90 character description limit. The most effective Google ad copy writing tip is to use that space and win over your audience. 
  • The best Google ad copy and URL are always in sync, meaning your focus keyword should appear in your title, in your URL, and in your ad copy. 
  • Do not forget the purpose of your ad copy. The most effective ppc copywriting tips include highlighting the audience’s pain points and alleviating them through the ad copy. This will convince your target audience to buy your product.
  • Do not just state the obvious and say that you want them to buy your product. Effective PPC ads always have a unique Call to Action for better conversions. 


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?

If you are wondering how to write Google ad copy, search for ‘pepper content’ on Google & you should see the best Google ad copy example! Copywriting for google ads makes use of the limited space and tells what the customer is looking for. There is no fluff in writing Google ads copy. In the following example, Pepper talks about delivering ‘Premium Content Strategies’, which is exactly what it does. There is no beating around the bush.  

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

Google ads copywriting speaks directly to the target audience. Its purpose is to make them click on that ad and surf their website. To write an effective Google ad copy:
– 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?

To write effective Google ad copies, you need to think of a concise headline and highlight what your brand offers. However, you also need to,
– 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 to be interested in your products and services. Plus, you can track whether those people clicked on your ads or not. Social media platforms also allow you to pay and promote your brand. It is called pay-per-click advertising. PPC copywriting optimizes keyword phrases to show what a person is looking for. Google is a search engine that shows relevant search results to the audience based on user intent. 75% of people say paid search ads make it easier to find the information they are looking for.

5. Does PPC help with SEO?

Contrary to popular belief, PPC copywriting does not directly help SEO reach. Search engines try to come up with the most relevant answers to a query. Companies cannot pay to have their content ranked. Pay-per-click advertising drives traffic through paid advertisements. Marketers use optimized keywords to ensure that their products and services show up ahead of organic search results. Users may click on your product if your PPC copywriting is on point. If people are constantly exposed to your brand, they are more likely to click on it.

6. Which is better: SEO or PPC?

While PPC offers faster results if one follows PPC ad copy best practices, SEO offers consistent results. They are essentially two sides of the same digital marketing funnel. PPC shows your products to a highly targeted audience. SEO is cost-effective and sustainable. They offer better returns. SEO also increases the authority of your website. Effective PPC ads could also bring your brand to the forefront. SEO could also spike your ratings up. A brand could optimize both to each their own.

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