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Ad Copywriting for Google Business Ads: Part I

Antonella Saravia

3 years ago



According to Google, advertisers make $8 for every $1 they spend on Google Ads. Like thousands of other businesses, you want to cash in.

Rushing through the setup won’t get you any closer, though. You see, Google Ads campaigns have many parts. Each plays a role in your success and contributes to how your ad is displayed, when, where, and to whom.

So, what makes a Google Ads campaign successful?

With all the technical features you have to consider, you may not realize it, but ad copy is an integral part of your ads. Look at some of the ads below; what do they all have? That’s right, copy.

Ads copy examples

If the image entices the user, the copy can clear any doubts or drive the point home.

Why does ad copy matter?

If your ad is the first impression someone has of your brand, the copy is the greeting. The beauty of writing is that it can hold so much in so long.

Copy communicates the tone of voice, the solution to pain points, and urgency for action.

In this 2 post article, we propose practices that improve your ad copy. Rarely do advertisers value the impact that ad copy can have on their campaigns.

Keywords for Ad Copy

Keywords matter because they trigger your ads when used for a search query. Who wants to miss out on that? No one, that’s who.

Effective as they may be, there are still a few things to consider to properly leverage keywords in your Google Ads. Let’s walk through a few.

Don’t Force It

Many are obsessed with keywords. While they are effective, don’t construct awkward copy to squeeze a word in where it doesn’t belong. Like a regular conversation, language has to flow to get a reader to connect with it.

Get Creative

You want to think about all the different ways that someone can search for your product. Get creative, think outside the box, think of terms that you’d arrive at while brainstorming.

Remove Low Search Volume Keywords

Test and remove. We’ve big fans of staying involved in your campaigns. Monitoring campaigns leads to success, and you’ll see this reflect on your keyword performance. Cut the fat when someone is underperforming; try a new word in its place.

Add Negative Keywords to the Mix

Do you want to spend money on people who aren’t going to purchase from you? Nope. That’s why you need to craft a list of negative words for your Search and Display campaigns. Avoid spending your budget on ads that don’t have any potential.

Wake the Dead

Every day, advertisers–millions of them, use Google Ads to connect with users searching for products and services. It’s impossible to deny that marketing platforms are crowded. Whatever the industry or market, there is competition.

It is what it is and what’s important is learning how to go around it.

  • What are the businesses around you doing?
  • What are they offering to your audience?
  • How can you stand out?

The products, services, and voices that get heard have something unique to offer.

We asked some sales writers to share some practical ways to rise above the digital chatter. Their answers are below.

Use Exclamation

You want your ad copy to reel readers in and trigger good emotions in them. Where others may write dull, functional copy, you can add more of a positive connotation to the information you provide.

Ad copy product description

Take caution in which part of your ad you want to highlight with the exclamation symbol. Our best recommendation is to use it in the description line or your CTA to motivate action.

Write things that they don’t already know

Have you ever started to read a paragraph only to fade out when you realized that you weren’t learning anything from it?

You have a limited amount of characters to get your message across in your ad. Why use it on things that the users already know about?


The points above will work wonders for your Google Ads campaigns. Stay tuned for the second part of our post as we’ll discuss tone of voice, the buyer’s journey, and…the Einstellung effect.

In the meantime, if you’re eager to keep reading, we’ve also written about Negative Keyword Lists for your PPC marketing.

Set time aside to read more on these topics, subscribe to our blog to get these posts directly in your inbox.