Ad Copy: The Expert Guide to Google Ads Copywriting

Team Pepper
Posted on 18/09/217 min read
Ad Copy: The Expert Guide to Google Ads Copywriting
Google ads are effective in grabbing your audience’s attention. Your ad copy must have certain outstanding features. This blog will show you how to write ad copy.

Today, digital marketing and pay-per-click (PPC) move rapidly in a short amount of time. For every new feature and technological innovation, one component remains vitally significant. 

That one component is called Google Ads. It is also called PPC copywriting because you can submit an ad copy to a search engine, and it will show your advertisement to someone looking for information in your niche. 

This is why you should focus on your brand values, products, and 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 will not see the expected return. You would have wasted a lot of money trying to put up Google ads without proper planning or structure. 

Therefore, it is essential to properly plan your Google ad copywriting before displaying your ad in front of the world. If you are wondering how to write a compelling 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. How about we focus on the experts’ guide to writing Google ads copy? This guide will show 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 posting a random advertisement online. Today, you have to indulge in a content marketing strategy that aims to solve customers’ problems. That is the only way to grab 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 are to reflect the client’s objective in your Google ads. 

To ace your PPC copywriting game, consider what your target audience wants to hear. In simple words, in 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 an effective ad copy is seen in this Carvana ad. It solves a simple Google search query, “sell my vehicle,” in an incredible illustration.

Every single detail is mentioned in the ad. People who want to sell their car will know that Carvana wants to buy their vehicle. The entire procedure is written in great detail. Such a good ad copy will always give you a good return. 

2. Add numbers or statistics to your Google ads.

Digital marketers will do anything to get your attention and compel you to 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, look at these two ads:

Both these ads are for vehicle insurance companies in Rhode Island, USA. If you look carefully, both the ads have many real numbers in the feature and body copy. Both the ads display the exact rate of their car insurance. People who view these ads will 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 already decide how much 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.

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 effective 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 write exceptionally good ad copy 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 ad copy that has emotional triggers gives some fantastic results. This principle makes clickbait 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 when composing a good ad 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. Using positive emotional feelings in the Google ad copy is highly recommended. 


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 below advertisement for a law office represents considerable authority in DUI cases. 

As you can see from the above example, the company has used the reader’s fear to push its product. 

5. Zero in on the benefits

Whenever you compose any type of ad copy, always remember that we live in an undeniably self-centered society. Clients are not here to see how unique 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.

When running any type of 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. They will instantly buy your offerings if they know what they are getting into.

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

Looking at the above Google ad copy examples, we can see that the first promotion centers solely on how the company provides advantages to its clients. It discloses that their arrangements work with any authorized veterinarian and incorporate any genetic medical conditions pets may have. It guarantees 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 will fundamentally not 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, incorporate the benefits of the products and services.

To Summarize 

Writing effective ad copy involves a combination of inventive ability, strong copywriting skills, and logical information. After going through this expert guide on writing good ad copy, you should now have the edge over your competition when creating effective ads that give a higher return on your investment. 

Remember, composing great ad copy requires some serious energy and practice. Nonetheless, by following the tips above, you can improve the nature of your PPC campaign.

Key Takeaways

  • Space is not your best ally. You must utilize only a few characters to make an impression and convince the customers to click on any ad copy.
  • “Opportunity,”  “sales,” “affordable,” “best,” etc., are some power words to use in creating Google ad copy. 
  • The best practice to write a compelling PPC ad copy is to imagine an ideal content persona of your target audience.
  • Third-person or overtly formal speech does not make an effective Google ad copy. 
  • Try to include numbers and statistics to give credibility to your PPC copywriting. The audience will trust you more if you can state facts.


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. 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.