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Google Search Deep Dive Part 3: Writing High-Performing Search Ads
- Sofie Pakula
- 5 days ago
- 3 min read
Writing High-Performing Search Ads
In Google Search Marketing, your ad copy is the first — and sometimes only — impression you make on a potential customer. While keywords get your ads seen, your copy determines whether users click, convert, or scroll past.
In this third part of our Google Search Deep Dive series, we’ll explore the principles and techniques behind writing high-performing search ads that grab attention, connect with intent, and drive measurable results.
The Anatomy of a Great Search Ad
Each Google Search Ad includes three main elements:
Headlines (up to 3 × 30 characters) — Your hook. Each headline should include the target keyword and a compelling value proposition.
Descriptions (up to 2 × 90 characters) — Your space to expand on benefits, features, and calls to action.
Display URL — Reinforces relevance and builds trust (e.g., www.brand.com/running-shoes).
Beyond these basics, modern campaigns should also use ad extensions (sitelinks, callouts, structured snippets, and more) to increase visibility and engagement.
Crafting Headlines That Convert
Your headline is your most valuable real estate. It’s what captures user attention in a crowded search results page.
Best practices for writing effective headlines:
Include your keyword to boost relevance and Quality Score.
Emphasize benefits, not features. Focus on what users get — not just what you offer.
Create urgency with phrases like “Shop Today” or “Limited Offer.”
Highlight uniqueness — what makes your product or service stand out.
Example:
Weak: “Buy Running Shoes Online”
Strong: “Shop Lightweight Running Shoes | Free 2-Day Delivery”
Writing Persuasive Descriptions
Descriptions are where you build trust and motivate action. Keep them concise, benefit-driven, and aligned with the user’s intent.
Tips for compelling ad descriptions:
Lead with value propositions — “Save 20% on Your First Order.”
Include a clear call-to-action (CTA) — “Book Now,” “Get a Free Quote,” “Learn More.”
Mention social proof or guarantees — “Trusted by 10,000+ Customers,” “Satisfaction Guaranteed.”
Mirror search intent — if the query suggests urgency, make your tone action-oriented.
The best-performing ads often feel personal and relevant — not generic.
Using Ad Extensions to Maximize Visibility
Ad extensions expand your ad’s footprint on the SERP (Search Engine Results Page), offering more ways for users to interact.
Key types include:
Sitelink Extensions: Link to specific pages (e.g., “Shop Men’s,” “Shop Women’s”).
Callout Extensions: Highlight selling points like “Free Shipping” or “24/7 Support.”
Structured Snippets: Display product categories or features (e.g., “Brands: Nike, Adidas, Puma”).
Call Extensions: Allow users to call your business directly from the ad.
These not only improve CTR but also enhance Ad Rank, helping your ads appear higher with the same budget.
Testing and Optimization
Writing great ads is an ongoing process. Every ad group should include at least 2–3 variations to test headlines, CTAs, and tone.
Use A/B testing to measure which messages drive the most engagement. Over time, optimize by:
Replacing underperforming ads with new variants
Learning from top performers
Aligning ad copy with landing page content to improve Quality Score
Google’s Responsive Search Ads (RSAs) can also streamline testing by automatically combining headlines and descriptions to find the most effective combinations.
Modern Copywriting Tips for 2025
As automation and AI reshape ad delivery, creativity and clarity are now your biggest advantages. Keep these trends in mind:
Use dynamic keyword insertion (DKI) to personalize ads based on user queries.
Speak conversationally. Search ads that sound human outperform overly formal ones.
Leverage emotional drivers like trust, urgency, and aspiration.
Align with mobile-first behavior — short, clear, and action-oriented messages win.
Conclusion: From Clicks to Conversions
High-performing search ads don’t just attract clicks — they guide intent toward action. By combining strong headlines, clear benefits, and meaningful CTAs, you turn curiosity into conversion.
Your copy is the voice of your brand in the search results. Make every word count.
If you would like to dive deeper into this session, you can watch the full lecture here:
Want to see how optimized ad copy could improve your click-through rates and conversions? Click below to request a free Insight Audit from Audience-IQ and uncover opportunities to strengthen your message, test new creatives, and drive measurable SEM results.
