Search ad copy
Search ads appear when people are already looking. Google's responsive search ads let you add up to 15 short headlines and 4 descriptions, and Google mixes them. Match the searcher's words, state your offer and include a reason to choose you.
Social ad copy
Social ads interrupt people who weren't searching. The first line has to stop the scroll with a clear problem, benefit or surprising fact, and the copy should work together with the image or video.
What strong ad copy has
A specific benefit, proof like reviews or numbers you can back up, a clear offer, and a direct call to action. It should also match the landing page, so people find what the ad promised.
Why Ad Copy matters
The words in an ad shape who clicks and how much each click costs. Clear, relevant copy can raise click-through rates, improve Quality Score and bring in visitors who are more likely to convert.
From generic to specific
A locksmith's search ad said "Quality Locksmith Services". Changing the headline to name its area, a fast response promise it could keep and its upfront pricing helped more of the right searchers click and call.
Common mistakes
Talking about yourself
Ads full of "we are the best" say little. Focus on what the customer gets.
Mismatch with the landing page
If the ad promises one thing and the page shows another, people leave. Keep the message consistent.
Never testing
Small wording changes can shift results. Test different headlines and offers regularly.
Where we work on this