How often do you review your PPC ad copy? Not only analyzing the performance of each asset within the ad platform, but also reviewing your ads in the context of how they appear next to competitor ads?
Are you using the exact same messaging as your competitors? Is your offering different from theirs? Which ads are silly and generic, and which ones provide compelling calls to action and compelling sales pitches?
Let’s explore a few tips for writing paid search copy that stands out in search results and converts to customers for your product.
1. Think about how the goods will appear together, not just individually
When writing Responsive Search Ads, it’s easy to fall into the trap of simply filling in all 15 subject options and all four descriptions.
However, if each headline says the same thing in slightly different words, your ad copy will appear simple and repetitive in the SERPs when two or three headlines are displayed together.
For example, if this ad shows the following, it will be less useful:
- “Project Management Software – Project Management Solution – Project Management”
Instead, it says:
- “Project Management Software – Trusted by 3 Million Users”
If you want to test multiple headlines with slightly different names, pin them in the same place so the ad platform can rotate between them, but not show both at once. Zoho seems to do this by using both “Preferred by 3 Million Users” and “Trusted by 3 Million Users” as options.
Dig deep: The anatomy of compelling search ad copy
2. Don’t focus on the power of advertising
Ad strength rating visibility is available across all Google ad accounts. Don’t give in to the chase It’s very good points eat your focus.
Focus more on making sure each title and description accurately speaks to your profit points rather than putting in a big number for each. Pinning can have a negative impact on ad power, but as discussed above, it can help clean up your messaging.
3. Use AI as a partner, but don’t give all your copies to AI
Google and Microsoft make ad writing easy, generating text for all your ad assets with one click. Your LLM of choice can also issue an acceptable copy within the relevant information.
These tools can provide a useful starting point, but should not be the end result you use without careful review. Don’t skip the human touch when reviewing the copy you receive.
Problems can range from copy that doesn’t reflect your brand’s voice to poor quality. In industries like finance and healthcare, where legal guidelines are important, AI-generated copy may not be compliant.
Dive deep: How to write the most effective Google ad copy with generative AI
Get the newsletter search marketers rely on.
4. Include value propositions, and support them
It is not enough to say that you are the “Best Local Contractor” in your area. Think of concrete ways to reinforce lofty statements like these.
For example, “Voted Best Local Contractor by [News Outlet]” provides a tangible source of claim. Mention awards or standards from organizations that your customers will likely recognize.
Including numbers, where possible, also helps bring credibility to your messaging claims.
- Years in business. If you have been around for a long time, you name these positions well compared to the new players in the market.
- Number of customers served.
- Number of physical business locations.
- The number of connectors for the software product.
- Number of active users.
- The number of the trip booked.
- Number of properties owned.
One caveat: If you enter numbers that may change over time, such as how many customers you serve, revisit them periodically and review them for accuracy. The range is correct, and, for example, “More than 500 Locations.”
5. Highlight a simple effort
In today’s busy culture, saving time and hassle can be one of your biggest selling points. Think of an area where the product or service you are promoting can reduce the effort to your target audience.
- Open an account in 10 minutes.
- Complete your application online.
- Schedule a same-day appointment.
- Do your consultation remotely.
- Adjustments are made while you wait.
Make sure you can back up what you’re promising here, and consider whether current customer reviews live up to your claims.
Dig deep: How to put together compelling copy for Google Ads
Your customers are searching everywhere. Make sure it’s your product he appears.
The SEO toolkit you know, and the AI visibility data you need.
Start a Free Trial
Start with
6. Give a ‘free’ hook
Like the free samples at Trader Joe’s, mentioning “free” in the ad copy grabs the user’s attention. What can you offer as a free entry point for potential customers?
- Free demo.
- Free trial.
- Bonus for new customers.
- Free college application.
- Free estimate.
- Free content, such as ebooks, white papers, or webinars.
Whether it’s a trial of a software product or a free tour of your home to assess what is needed for pest control, this type of offer can be what convinces prospects to fill out a form and enter your sales funnel.
For example, Strayer University highlights, “Pass 3 Undergraduate Courses, Get 1 Free Course.” In an era of rising college costs, that’s a compelling reason to click through and learn more.
7. Turn off default assets
If you’re not careful with your account settings, Google and Microsoft can automatically generate assets, from ad copy to site links, without your review. That can create concerns about compliance and the accuracy of all messages.
Be sure to disable this option at the account level to avoid problems with unwanted copy or unexpected links to inappropriate pages.
Dig deeper: When to trust Google Ads AI and when not to
8. Highlight prices where it makes sense for your product
When people are comparison shopping, they usually want to see the price quickly. Of course, pricing can be more or less straightforward depending on your business, and price isn’t always the main selling point for every product.
If you’re in a market where showing costs is easy, including them in your ad copy can help. If your price is competitive, mentioning it helps you stand out.
If your price is higher than most of your competitors, showing that price can help filter out people who you don’t want to click on your ads. For example, low-cost competitors may cater to small businesses, while your company serves enterprise-class organizations that need robust solutions.
If you offer multiple price points or clearly defined costs for different services, consider using value assets to highlight them. For example, you might break out the cost by the number of users of a SaaS product.
9. Mention places in regional campaigns
If your business serves a specific region, mention the locations in your ad copy to create a local connection.
For example, if you just opened a new store in Buckwheat County, including “Now Open in Buckwheat County” can help attract users in that area. Your ad will likely stand out against national brands that use generic messages.
You can set up ad groups based on regional keywords and adjust your headlines to target those areas. Also consider using localization to include regions in your copy.
Dive deeper: Localization in Google Ads: How to plan multi-market campaigns
10. Review and revise your ad copy
Now that we’ve covered ways to improve your paid search copy, take a moment to review your current ads.
- Where can you best think about how assets come together?
- What value propositions haven’t you mentioned yet?
- How can you link your words more directly to customer concerns, such as highlighting prices or regions?
Start creating new copy variations and test them to improve your PPC performance.
Your ad isn’t competing for classification — it’s competing for SERP
Paid search success is not about filling every field or chasing It’s very good ad power points. It’s about how your message appears next to competitors in the SERP.
Review your ads for context. See how the properties come together. Strengthen value propositions, highlight what makes you different, and explore new variations.
If your ad sounds like everyone else’s, it won’t stand out. Make sure it does.
Contributing writers are invited to create content for Search Engine Land and are selected for their expertise and contribution to the search community. Our contributors work under the supervision of editorial staff and contributions are assessed for quality and relevance to our students. Search Engine Land is owned by Semrush. The contributor has not been asked to speak directly or indirectly about Semrush. The opinions they express are their own.
