How to Write Google Ads Copy That Gets Clicks and Converts

Great Google Ads copy is one of the most underrated levers in a paid search campaign. Two advertisers with identical budgets and keywords can get dramatically different results based purely on the quality of their ad copy. Here’s how to write ads that stand out, attract the right clicks, and convert visitors into leads.

Understanding the Google Ads Format

Responsive Search Ads (RSAs) — the current standard format — allow you to enter up to 15 headlines (each up to 30 characters) and 4 descriptions (each up to 90 characters). Google’s AI tests combinations and shows the ones it predicts will perform best for each search.

The key constraint: every headline needs to work independently and in combination with others, since Google mixes and matches them.

Writing Headlines That Work

Include your primary keyword in at least one headline. This is fundamental — matching the search term in your headline boosts relevance and Quality Score.

Headline formula ideas:

• [Keyword] | [Location] — “Web Design Sunshine Coast”
• [Benefit] — “Websites That Generate Real Leads”
• [Social proof] — “150+ Local Businesses Helped”
• [Urgency/offer] — “Free Website Audit This Week”
• [Differentiator] — “Sunshine Coast Owned and Operated”
• [Price anchor] — “Packages From $2,500”
• [Action] — “Get a Free Quote Today”

Write all 15 headlines. Accounts that use all available headline slots consistently outperform those that use 5–8.

Writing Descriptions That Convert

Descriptions give you 90 characters to expand on your headline and drive action. Focus on:

• Addressing objections: “No lock-in contracts. Pay month to month.”
• Reinforcing benefits: “SEO-ready websites built to rank on Google and generate real leads.”
• Call to action: “Call us today for a free quote. Local team, local knowledge.”
• Specificity: “Serving Maroochydore, Noosa, Caloundra and the entire Sunshine Coast.”

Ad Extensions — The Free Upgrade

Ad extensions (now called “assets”) expand your ad with additional information at no extra cost. They increase ad size, improve CTR, and boost Quality Score. Use all relevant ones:

• Sitelink extensions: Link to specific pages — “Our Services”, “View Portfolio”, “Contact Us”, “About Us”
• Callout extensions: Short highlights — “Family Owned”, “Free Quotes”, “10+ Years Experience”, “No Lock-In Contracts”
• Call extension: Show your phone number directly in the ad — critical for mobile
• Location extension: Shows your address and a map pin — important for local businesses
• Structured snippet extension: List your services — “Services: Web Design, SEO, Google Ads, Local SEO”

Common Google Ads Copy Mistakes

• Generic headlines: “Quality Services at Great Prices” — meaningless to Google and to searchers
• No call to action: Describe your service but don’t tell people what to do next
• Capitalising every word randomly: Write naturally — “Professional Web Design Sunshine Coast” not “pROfeSSIonal WEB dEsIGn”
• Ignoring the character limits: Headlines cut off mid-word look unprofessional
• Same copy for all keywords: An ad for “web design” and an ad for “SEO services” should be completely different

Testing and Improving Over Time

Google’s RSA format tests headlines automatically, but you still need to review performance. In your account, check the “Asset details” report to see which headlines and descriptions are rated “Best”, “Good”, or “Low”. Pause low-performing assets and replace with new variations regularly.

For high-volume campaigns, also test Responsive Search Ads against each other (different overall messaging angles) to find what resonates most with your audience.

At Oop Design, writing and testing ad copy is a core part of our Google Ads management service. Learn about our Google Ads management or get in touch to review your current ads.