The Secret To Writing PPC Ad Copy That Converts


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This article is for people who want to learn how to make better ads.

You’re already on the right track.

The ad copy of your PPC campaigns will dominate. This is often the first impression people have about your brand.

I almost forgot. The bad news is that writing exceptional ad copy can be time-consuming and difficult. If you don’t know all the rules and restrictions,

It’s like learning how to write ad copy from scratch. 

Learn how to create ad copy.

This article will show you how to create Google text ads. This article also contains 33 tips and techniques that can be used to create any type of PPC ad.

Let’s take a look at the components of a PPC ad for a second.

PPC Ad Format

Every advertising platform has its own rules. To make matters even more confusing, almost all PPC platforms offer at most one alternative ad format.

I won’t cover every ad format and it would be risky to make this article into a novel. Instead, I will concentrate on Google Text Ads.

Google text ads will give you a solid understanding of PPC ads, and help you succeed on other advertising platforms.

Structure for PPC Ad Copy    

You can break down PPC ads into smaller parts. Each part has a specific purpose and can be used to increase the effectiveness of your ads.

Let’s begin by taking a look at Google text ads.

Google Ads text editor

The preview pane, which displays your ad as it would appear to consumers, is located right above the search results. 

We won’t be too concerned about the preview pane. Instead, we will concentrate on filling out the fields as best as we can.

This is a brief overview of each section:

  • Final URL – This URL will be where visitors go if you click on your ad. You can enter the URL of your landing page or website.
  • Headline 1: The headline that grabs attention. It must be relevant to the search terms of the user as well as the message you want to send on your landing page.
  • Headline 2 – Your unique value proposition/offer should be the headline. We’ll give you many examples.
  • Headline 3 – This headline is not always displayed, but it can be a great spot to show your brand or any other non-essential information.
  • Display Path: The display path should not be confused or misinterpreted with your final URL. This display path is for visual purposes only. It will not affect your URL or change your landing page. However, it can influence users’ decisions to click on your ads. It is important to include your keywords whenever possible.
  • Description 1: You only have a few sentences to describe the site. Use your keywords and call to action wherever possible.
  • Description 2: While your second description might not appear every time, it’s important to include it. This section can answer customer questions and offer secondary calls to action.

It is important to note that Google search ads must be written in the title case.

Tip: You probably noticed the numbers next to each field. More characters will make your ad more visible in search results. 

Ad Extensions

Add additional information to your ads such as reviews, website, and phone number. Include details about your location, hours of operation, special promotions, and more.

These extensions offer many benefits. They increase the quality of your traffic by making your ads bigger and more informative.

Writing Ad Copy for PPC that Converts

We have covered the basics of Google Text Ads. We’ve covered the basics of Google Text Ads. Now, it’s time to get those ad-writing tips.

This information can help you get your ads noticed regardless of whether or not you’re a seasoned writer of advertisements copy.


No matter how many 3-pointers your team makes in a basketball match, if you can’t catch or dribble the ball, it doesn’t matter if you don’t score. 

The fundamental principles of writing PPC ads copy are the same as basketball. 

Tip #1: Use correct punctuation

It shows the reader when to pause, stop or pay attention to specific words. It also helps to avoid confusion.

You might be thinking, “Okay. Correct punctuation.” It’s there. ” Next, what?

It is difficult to write compelling ad copy.

  • Exclamation marks in the headline of the advertisement
  • Repetition of punctuation and symbols
  • Symbols and numbers, as well as letters, don’t correspond to their intended purpose or meaning.
  • Superscripts can be used in other than standard ways 
  • Other symbols and characters 
  • Bullet points

Periods, question marks, and sometimes a comma are the most frequent punctuation used in headlines. 

You can be more generous in punctuation, but it’s best to avoid lengthy, complicated sentences. Keywords placed at the beginning and end of sentences make them more powerful.

Capitalization can be another advantage. 

An error in capitalization could result in your ad being rejected. 

A sentence case is better for creating your ad’s description text. For all other items, you should use the title case.

Tip #2: Include the keyword in your Ad Path

Display paths can be used to improve the effectiveness of your ads.

This image will show you the location of your display path within search results.

In the above example, the keyword “weight loss program” is used in the title, description, and ad path. Google likes this because it makes your ad more relevant.

We trust you’re already following our suggestions and only using single keyword ads group It may be difficult for you to follow this tip if you don’t.

Tip #3: Each Letter Counts

CXL searchers spent less than 3.4 seconds perusing the first five results. 

To get clicks, you need to make your ads stand out. Keep it short and sweet.

It is easy to forget the character limits when creating ad copy. Let’s take a look at each field’s character limits.

  • Headline one: 30 characters
  • Headline 2: 30 characters
  • Headline three: 30 Characters
  • Display path:15 characters per section
  • Description one – 90 characters
  • Description 2: 90 characters

You don’t have to worry about writing concise ads copy 

These ten techniques can be used to write precise sentences and calm fears.

  1. Active voice: Get rid of be, is, and all other connecting words

  2. Avoid using vague nouns. Avoid vague nouns, such as “experts in women’s fashion,” instead of writing “experts in women’s fashion span”

  3. Avoid using words and definitions. Replace explanations with one word if possible.

  4. Eliminate noun strings.

  5. Convert nouns to verbs

  6. Reduce verb phrases to simple verbs. Instead of writing “our prices don’t go up because we get more outcomes,” instead write “our prices don’t go up because we get more outcomes span.

  7. Simpler words are better. You can replace complex words with simple words that are more understandable. 

  8. Avoid exclamation marks. Avoid using expletives in your sentences.

  9. Remove prepositional phrases It is possible to write “Shoes are 50% off” instead of “Shoes are 50% off”.

  10. Reduce wordy phrases to just a few words. This will allow you to get straight to the point faster and remove unnecessary phrases from your sentences. “.

Tip #4: Competitive Research

You might think you know your competitors. But, you may be surprised at what you uncover.

Your competition will be limited to other businesses that bid on the same keywords. You might not be directly competing with your arch-nemesis down below.

How do you identify your online competition and outdo them using better copy?

There are many tools available to you.

Open an incognito tab or private tab, and start searching for your keywords. 

When you search, answer these questions:

  • What companies are most likely to be found in your search? How do they compare? Find your competition.
  • How do they make their ads? What is it to do with the keyword(s) you searched? 
  • Do you offer discounts to your competitors? Can you beat their advertised prices for your product/service?
  • What is their call for action? Are they looking for more web visitors, calls, or something else? What does this have to do with your ads’ purpose?
  • What can you do in your ad copy that will increase click-through rates?

Keyword research is a great way to find potential competitors. You could also use keyword research for information and then try it yourself.

Keyword searches can be used in conjunction with the Ad preview tool, and spy tools like SpyFu.

You can help you find your competitors and show you which ads are the longest-running. This is a sign the ad is performing well.

Research on your competitors can help you decide what to steal. Search for dentists online and notice that every ad starts with “#1 Dentist”. Make your ad unique and creative to stand out.

Tip #5: Be Transparent

The landing page and PPC ads work together to convert. 

If ads and landing pages don’t match, it can cause negative reviews and damage your business’ image.

See the ad below for an example. It seems that the company offers custom hats with no minimum order and free shipping.

Clicking the ad will bring you to a page that allows you to complete your order. If you leave the quantity at 1, it will redirect you to the next page.

This is the problem. There is a minimum order of three hats. “No minimum” simply means there are no minimum orders.

A better phrase would be “lowest minimum.” The customer will likely move on.


These tips can help you create ads that appeal to your customers.

These tips are best accessed if you only use one keyword ad group. SKAGs (single keyword ad groups) SKAGs enable you to better match search terms with users using the exact keyword in the account. This allows you to show them the most relevant ads

This article focuses on creating great ad copy. Once your account is organized properly, the tips below will guide you in deciding what to write.

Tip #6: Ad Extensions

These are the advantages of using them. These are benefits that we’ve already discussed. These are the ones I could not resist adding to this section.

As you see in the following ad, ad extensions allow you to have more space for search results. 

Ad extensions can make your ads more relevant.

Some extensions do not require ad copy and present customers only with pre-populated information like your address, phone number, and reviews. You can showcase your ad copy skills by using structured snippets, callout extensions, and structured snippets.

Too many advertisers make boring, generic ad extensions and don’t think about it. Make sure your extensions stand out from the rest.

These are our top 5 favorite strategies to write ad extensions.

  1. To describe what your business offers you can use the Callout extension. While you might not be eligible to take Medicaid, you can still accept most types of insurance.

  2. Tell the world about your accomplishments. Share your successes, regardless of whether you’ve won awards or been in business for 25+ years.

  3. Be specific in your ad extensions. You can also set extensions at the campaign and ad group levels to better match customers’ searches.

  4. Don’t use the same extensions as your competitors. Show your creativity and try to outdo them when possible.

  5. Don’t forget to update your extensions. Continue to experiment with new ideas and test the ads using different extensions.

Tip #7: Be specific about your location

Many PPC platforms offer extremely precise location targeting. These targeting features may be already available to you.

This can be done by including the name and address of the target city in the headline. It doesn’t have to be restricted to this. You can also take advantage of local aspects of your business.

A location-specific copy can be used to benefit your business or international corporation.

The buyer’s journey is a process that involves three steps. It will help you improve the quality of your ads.

Simply put, people search for solutions first before they look for them. Customers can then compare and choose.

You want them to choose your solution.

It is easier to link the problem with your solution.

Answer these questions to apply this tactic to your ads:

  • What’s the problem with my customers?
  • How can we solve this problem?
  • What’s the best part about your solution?

Tip #9: Prevent low-quality clicks

PPC is a world in which every click matters, or should I say costs. Window shoppers are a waste of time and money that you can’t afford.

Use your ad copy to prequalify searchers before they click on your ad. This will allow you to verify that they are real customers.

Answer these questions in your ads.

  • What is the purpose of your product/service? How does it solve the problem?
  • How much does this cost? Are there any financing options?
  • Is your product in my area?

Items that are high-end, subscriptions, or require a long-term commitment, as well as items that cost a lot upfront, all of these items will be subject to price.

Tip #10: Address Customer Objections

Customers may have a variety of reasons not to buy. However, the right copy can help customers avoid making objections.

This is a very simple technique. It’s vital to understand what your customers are afraid of.

Tip #11: Specifications For Devices

This variation in browsing behavior should be reflected in your ad copy.

Make your Google Ads ads more mobile-friendly with an Ad text customizer. This allows you to change the text of your ads when they are viewed on a phone. 

Now you can create separate ads for mobile users.

Tip #12: Study Organic Search Results

Research is the first stage in writing relevant ad copy. Scroll down past the ads.

Learn a lot about writing ad copy from organic search results.

Google will match search queries with organic results as closely as possible. Google may prioritize specific types of content if they believe they are most useful to users.

You might consider acknowledging that potential buyers may be comparing you with other graphic designers when you bid for this term.

Graphic design companies will be the first results you see when you search Google for graphic design services.

How can you use this knowledge to improve your ad copy?

Analyzing search results organically can help you understand what search terms are being used. If search results are list-based, you might consider including competitive language in your ads.

For example, you could declare that you are #1 in your industry. This information can be used in your ad text to your advantage


Headlines are the most important part of an advertisement’s performance. 

Tip #13: Use as your Keyword

This may seem obvious but you’d be surprised at how many ads don’t use the exact keyword in their headlines. 

Use the keyword in your headline to let people know that you have what they need. 

Tip #14: Prioritize Keywords in the Headline

It is just as important to include your keyword within the title, as where it is located. People can remember the first few words of a list but forget the middle.

These data were taken from the serial effect experiment. You don’t need to read the whole study to be able to write better ads.

  • The most important words in an ad are its first and last words.
  • Short sentences are easier to remember than long ones

The headline of your ad is what readers first see. Prioritize your headline and place your keyword.

Tip #15: Use Questions in Your Headline

Salespeople can ask questions and present solutions to customers in real-life conversations. 

While your ads can’t have conversations with searchers yet you can still use a similar approach by including a well-written query in your headline.

While you may not be able to include the exact keyword in the headline, it must be related to the question.

The ad addresses the user’s problem directly. Below is the headline: “Restore hormones now.” “

A headline question can be used for many purposes

  • It piques my interest.
  • It pinpoints the problem and provides a solution.
  • It contains keywords to allow both Google and the viewer to see the content.

Tip #16: Use exact numbers

Numbers grab everyone’s attention. Use numbers in your headline to check off many boxes.

  • Less space is taken up by numbers
  • Numbers are substance – The promise of something
  • Numbers improve understanding of structure and time.

Although numbers can be beautiful, they do not always match up. Exact pricing has been shown to increase sales even though the prices are almost identical.

This level of detail is a favorite with customers.

You can use this tip in more ways than just pricing. You have many options for using exact numbers in your headlines.

This tip reminds us that numbers do not always mean good. The exact numbers are better.

Tip #17: The Headline includes a Call to Action.

You can add your call-to-action to your headline. 


Why should you choose your company over these companies?

This is your most important question in an ad copy.

Benefit-oriented copy ads are the best way to answer this question. Focus on what makes you, your product, or your service different from the rest. 

Not sure where to start? These 5 tips will help you get started. 

Tip #18: Value vs. Tip #18: Value vs.

The majority of prospects can tell the difference between value and cost. After a bad experience, you’ll start to consider more than just cost. 

Through their Mayhem series of advertisements, Allstate does an excellent job emphasizing this. They aren’t the only company that emphasizes service over cost.

If you cannot compete with your competitors’ pricing, but offer a better product or service than theirs, you must emphasize value over price.

Tip #19: Customer Focused

John B. Peterson explains the concept in Product Of The Product. “

Your ad shouldn’t be about you. Your ad should not be about you.

Customers don’t need to know anything about you. Customers don’t want information about you.

Tip #20: Eliminate Confusion

Two goals should be set for your PPC ad. The first goal should be to get the viewer to click on your ad and accept your offer.

The viewer is given two choices: rent a car now or wait. There are no hotels or flights offered to them.

This would be confusing. They are Expedia services but might be included to give customers choice overload.

Simple, clear offers with one call to action are the best way to eliminate confusion.

Tip 21: Stand Out

It is crucial to write compelling ad copy. It is important to not repeat the same messages as your competitors, especially when they are well-known. Customers will prefer well-known brands.

If you want customers to choose your company, your ad copy should stand out.

These questions are essential to start:

  • What pain points are we addressing that our competitors don’t?
  • Can we address the same issues, but more effectively?
  • What’s our unique value?

What if an ad for video editing software had a headline like “Make a Movie in 20 Minutes” A simple benefit statement would have helped make an ad stand apart from the rest.

Make prospects feel confident by focusing on the benefits of your service or product. 

Pro tip: It is okay to break the rules. Try different headlines. This will help you stand out and get more click-throughs.

Tip 22: Research

While we have mentioned competitor research, this is not the only type you should be doing. Learn from the master.

While competitor research is essential, it’s equally important to conduct other types of research like

  • Customer Surveys
  • Focus groups
  • Personal Interviews (Your best customers)
  • Sales Team Feedback

This type of research can uncover benefits, objections, or use cases that you didn’t realize existed. 


Harvard University Professor discovered 95% of purchase decisions are subconsciously made. Emotions drive buying behavior.

These six strategies revolve around emotion and writing better PPC ads.

Tip #23: Keep Your Promises

PPC can cause problems if you don’t have consistent messaging. 

If you aren’t consistent with your customers, you might be in trouble.

Trust, safety, and security are the emotions that you want your customers to feel when they view your ad. 

Tip 24: Credibility

Credibility is conveyed in many different ways. These include awards, statistics, customer reviews, years of experience, and customer reviews. 

People who have used a lot of services and products are more trustworthy. 

Your ads don’t need to reach 3,000,000 people to be credible

You should mention brand credibility in your PPC ad copies.

Tip #25: Use Ego

Customers are all about you, as I mentioned earlier. According to the theory of psychologically motivated self-interest, all people are motivated by their self-interest.

We won’t accuse you of being selfish but we will. These customers are yours.

This theory can be used to your advantage to appeal to your customers’ egos. “

This is saying to your customer that your product or service is worth it because they are unique. It will make you proud for doing a good job.

Tip 26: Fear or pain, use it

The Ad copy must convey fear and pain to show prospects the consequences of not responding. 

This is for products like insurance, pest control, or equipment.

Fear and pain don’t always have to be used. Highlighting specific thoughts, feelings or benefits can indirectly trigger certain emotions.

Tip #27: FOMO

Fear of missing out (FOMO), can be used to your advantage by using limitations like: 

  • Limited-time discounts, promotions, etc
  • Limited-quantity products, tickets, seats, etc.
  • Exclusive Deals (i.e. Only for subscribers and existing customers

Customers worry that they may miss out on special savings and offers if not acted quickly.

This lets you make the most out of the number by attaching a call to action to it For example, you could say “Free to the first 100 clients”

This FOMO drives Cyber Monday, Black Friday, and Cyber Monday. 

Clearances, along with other time-sensitive or limited-quantity offers, trigger the same response. Use FOMO in your ads to increase conversions.

Bonus tip: Google Ads countdown times can be added to your offers and discounts. This will make it more afraid of missing out.

Tip #28: Acronyms & Catchphrases

Make your ads stand out with memorable catchphrases, slogans, or well-known acronyms.

Catchphrases and slogans that are memorable should evoke emotion.

A well-known acronym can be used to draw attention.


You won’t see the results you want if you only write a few ads.

To improve your ad copy and increase sales, you must put in a lot of effort.

Five great tips from

Tip #29: Testing

If you want to follow Google’s recommendations, you will need at least three ads for each ad category. This isn’t always necessary. It all depends on how much traffic you have.

Always have at least one test. Consistent data-driven testing will improve your account’s performance.

Ad tests should be allowed to reach a confidence level of 90% before you remove an ad from the site or create a new one.

The headline text of your ad will have the biggest impact on its performance. Make small changes to improve your description text, display path, and ad extensions. 

Bonus tip – To automate split testing, and automatically label winning ads with winning labels, you can use Google AdScripts.

Tip #30: Illusory Truth Effect

We all believe that something is true if we are exposed to it repeatedly. 

“When something tastes good, and it is repeated enough times, we tend to believe in it,” – Fs.blog

When people hear the phrase “Save as Much as 15% on Your Car Insurance”, they immediately think of Geico or Gecko. The Geico Gecko is a marketing campaign that feels real.

You can achieve this with your ads by choosing a strong message and sticking to it 

Tip #31: RLSA

Customers might not purchase your ads if they see them only once.

Don’t take it too seriously. ReadyCloud recently performed a survey that found that 70% of consumers convert more when they are retargeted.

We hear a lot about Remarketing visitors that have left your site but returned due to a reason. The Remarketing List for Google Ads allows you to close the deal again.

These are some ways to create RLSA ads.

  • Offer a greater/larger discount than your competition
  • Limited Time Offer
  • Add a special or unique offer

Tip #32: Cohesive Messaging

Using similar messaging across PPC platforms can improve the effectiveness of your ads. 

Consistent messaging will make your PPC ads more effective. Consistent messaging will increase the likelihood of users taking action on your offer.

Multi-tasking can help you save time and make your ads more efficient.

Tip #33: Engage

Customers will see your ads many times before taking action. Your ad will be more effective if you get them converted as soon as possible.

Ad copy should reach customers at every stage of the funnel and engage them to move on. 

This graphic is designed to make sure that your copy engages buyers throughout their journey.

Many searches are part of the buyer’s journey.

Buyers will be able to find answers in your ad copy at different stages of their journey. You’ll get more conversions if you match each stage.


This article outlines many ways to create ad copy. You should try different strategies to maximize conversions. 

It could be said that writing great ad copy is both an art and a science.

We would love to hear about your best practices. Request a proposal free of charge.

About the author

Kobe Digital is a unified team of performance marketing, design, and video production experts. Our mastery of these disciplines is what makes us effective. Our ability to integrate them seamlessly is what makes us unique.