How to Write Google Search Ads That Get Clicked

Your ad copy is the only part of a Google Ads campaign your customer ever sees. Bids, budgets and targeting decide whether you appear, but the words decide whether anyone clicks. With Responsive Search Ads (RSAs) now the standard format, writing good copy means writing a set of pieces that work in any combination. Here is the approach we use for our clients.

How Responsive Search Ads work

An RSA lets you write up to 15 headlines of 30 characters and up to 4 descriptions of 90 characters. Google tests combinations and shows up to three headlines and two descriptions at a time, learning which mixes perform best for each search. Because any headline can appear next to any other, each one has to make sense on its own.

Write for the search, not for the brand

The strongest ads mirror what the person typed. If someone searches “emergency electrician near me”, a headline like “24/7 Emergency Electricians” will beat a clever brand slogan every time. Keep your ad groups tightly themed so your headlines can match the searches inside them. Include your main keyword in at least two or three headlines.

Cover the angles that make people click

We plan headlines across a few categories so Google has variety to test:

• Relevance: the product or service and keyword they searched for.
• Benefit: what they get, for example “Get More Leads From Google”.
• Proof: reviews, years in business, awards or certifications such as Google Partner status.
• Offer: a price, discount, free consultation or free delivery.
• Urgency or convenience: same-day service, book online in minutes.
• Call to action: Get a Free Quote, Book Your Call, Shop the Range.

Use pinning sparingly

Pinning forces a headline into a specific position. It is useful when you have a legal disclaimer or must show the brand name first, but every pin reduces the number of combinations Google can test. We pin only when it is genuinely required, and when we do, we pin two or three alternatives to the same position rather than a single headline.

Aim for “Good” or “Excellent” Ad Strength, but do not obsess

Ad Strength rates how varied and relevant your assets are. It is a helpful checklist, not a performance metric. An ad rated “Average” can still outperform an “Excellent” one. Use it to spot missing variety, then judge ads on click-through rate, conversion rate and cost per conversion.

Make descriptions do the heavy lifting

Descriptions give you room to expand on the headline. Use them to answer the obvious objections: price, speed, trust and next step. A good formula is one sentence on the benefit, one on proof, and a clear call to action. Avoid repeating your headlines word for word.

Do not forget assets

Sitelinks, callouts, structured snippets, images, call and location assets make your ad bigger and give people more reasons to click. They are free to add and usually lift click-through rate. Make sure sitelinks point to genuinely useful pages, such as pricing, case studies and contact, rather than repeating your home page.

Test properly

Run two RSAs per ad group at most, and change one theme at a time so you can learn what moved the needle. Review the asset report regularly and replace headlines rated “Low” with new ideas. Over a few months, this steady testing compounds into noticeably better results.

Common mistakes we fix

• Fifteen headlines that all say roughly the same thing.
• Generic copy that could belong to any competitor.
• No price, offer or reason to choose you.
• Ad copy that promises something the landing page does not deliver.

The bottom line

Great search ads are specific, relevant and give people a clear reason to click. Give Google a strong, varied set of assets, keep them closely matched to the search, and keep testing. If your click-through rate has stalled, our copywriters at WeWebMedia would be glad to help.