When it comes to digital marketing, writing effective ad copy is one of the most important aspects of creating successful campaigns. This is especially true for Google Ads, where the competition for ad space is fierce and the difference between a click and a conversion can be a well-crafted sentence.

Effective ad copy can help your business stand out from the crowd, grab the attention of potential customers, and ultimately drive conversions. It’s not just about using the right keywords, but also about understanding your target audience and creating copy that speaks directly to them.

In this article, we’ll go over some dos and don’ts of writing effective ad copy for Google Ads. We’ll cover everything from the basics of copywriting to more advanced techniques for maximizing your campaigns. By the end of this article, you’ll have a better understanding of what it takes to create ad copy that not only attracts clicks but also converts them into paying customers. So, let’s get started!

Current Challenges in the Market

In today’s digital landscape, businesses of all sizes are using Google Ads to promote their products and services. However, with so many businesses competing for attention, it can be a challenge to stand out and capture the attention of potential customers. This is where effective copywriting comes in.

To begin with, it is essential to understand the competitive landscape of Google Ads. When a user types in a query on Google, the search engine returns a list of ads that are relevant to the search term. These ads are placed above and below the organic search results and are labeled as such. The competition for these coveted ad spots is intense, and businesses are often bidding against one another to secure them.

Moreover, with the increasing popularity of Google Ads, consumers are becoming more discerning in the ads they choose to engage with. This means that businesses need to put in extra effort to make their ads stand out from the rest. The key to success lies in crafting ad copy that resonates with the target audience and effectively communicates the value proposition of the product or service being offered.

Furthermore, writing effective ad copy is not just about standing out from the competition but also about being in line with Google’s guidelines. Google has strict policies that dictate what can and cannot be included in ad copy. Failure to comply with these guidelines can result in ads being disapproved or even banned.

The current challenges in the market of Google Ads include intense competition for ad space, discerning consumers, and adherence to Google’s guidelines. Effective copywriting can help overcome these challenges by making ads stand out, resonate with the target audience, and comply with Google’s policies.

The Dos of Writing Effective Google Ads Copy

When it comes to crafting effective Google Ads copy, there are certain things you should keep in mind to ensure your ads are not only seen but also clicked on by potential customers. Here are some essential dos to keep in mind:

  1. Craft compelling headlines: Your headline is the first thing potential customers will see, so it’s essential to make it eye-catching and memorable. Use powerful words that grab their attention and clearly communicate the benefit of your product or service.
  2. Highlight unique selling points: One of the key goals of your Google Ads is to differentiate your business from competitors. Make sure to highlight what makes your product or service unique and better than others in the market.
  3. Use calls to action (CTAs): CTAs are critical to getting potential customers to take action. Use action-oriented language that clearly communicates what you want your audience to do, such as “Shop Now,” “Sign Up Today,” or “Learn More.”
  4. Use examples of effective Google Ads copy: One of the best ways to learn how to write effective Google Ads copy is to study examples of successful ads. Look at what other businesses in your industry are doing and take inspiration from their headlines, descriptions, and CTAs.


By following these dos of writing effective Google Ads copy, you’ll be well on your way to creating compelling ads that grab the attention of potential customers and encourage them to take action.

Here’s an example of a Google Ad that incorporates these dos:

Headline: Save Money on Your Next Purchase

Description: Get exclusive discounts on our top-rated products. Sign up now and start saving!

CTA: Sign Up Today

This ad uses a compelling headline that communicates a clear benefit to the potential customer: saving money. The description highlights the unique selling point of exclusive discounts, and the CTA is clear and actionable: sign up today. By using these dos, this ad has a higher chance of standing out in a crowded market and getting clicks from potential customers.


This ad copy ‘A’ shown in the image above uses a compelling headline with a clear value proposition and a sense of urgency, which encourages users to click and make a purchase.While the ad copy ‘B’ shown in the image above is generic, lacks any unique selling points, and doesn’t provide any incentive for users to click or make a purchase. It also fails to use clear calls-to-action, making it less effective.

Good Ad Copy Example for a Digital Marketing Agency:

Headline: Get More Leads with Our Proven Digital Marketing Strategies

Description: Let our experts help you build a winning online marketing campaign. Contact us now to get started!

This ad copy is effective because it addresses a common pain point (generating leads) and offers a clear solution (working with a digital marketing agency). The use of “proven” and “experts” adds credibility and authority to the message, while the call-to-action encourages the viewer to take action.

Bad Ad Copy Example for a Digital Marketing Agency:

Headline: Digital Marketing Agency – Contact Us Now!

Description: We offer digital marketing services. Contact us now to learn more.

This ad copy is ineffective because it lacks any clear value proposition or compelling reason for the viewer to take action. The use of generic terms like “digital marketing services” and “contact us now” also make it less likely to stand out in a crowded market.

Current Available Options and Opportunities

Google Ads offers various ad formats to advertisers, ranging from text ads to image ads, video ads, shopping ads, and more. Each ad format has unique features and requirements that must be considered when writing ad copy.

For example, text ads are the most common ad format and consist of a headline, description lines, and a display URL. Ad copy for text ads should be concise, compelling, and relevant to the targeted audience. It should also highlight the unique selling proposition of the product or service being advertised and include a clear call-to-action.

On the other hand, image ads provide more visual appeal to the audience and can be particularly effective for building brand awareness. Ad copy for image ads should be short and punchy, with attention-grabbing headlines and minimal text. The image used in the ad should complement the copy and be relevant to the product or service being advertised.

It is essential to align the ad copy with other aspects of the ad, such as targeting and imagery. For instance, if the ad is targeting a specific audience, the copy should resonate with that audience and address their pain points. Similarly, the imagery used in the ad should complement the copy and be relevant to the targeted audience.

Overall, understanding the different ad formats available and tailoring ad copy to specific formats can significantly improve the effectiveness of Google Ads campaigns. By creating ad copy that is aligned with other aspects of the ad and relevant to the targeted audience, businesses can increase click-through rates, conversions, and ultimately, ROI.


Solutions with FrontFold

FrontFold can help businesses optimize their ad performance by optimizing key areas of digital campaigns such as ad copies, targeting and much more. We understand that effective copywriting is crucial for the success of Google Ads campaigns, which is why we offer a range of marketing services tailored to meet the unique needs of our clients.

Our team of experienced copywriters knows how to craft compelling headlines, highlight unique selling points, and use effective calls to action – all with the target group and the business in mind. We work closely with our clients to ensure that their ad copy aligns with other aspects of the ad, such as targeting and imagery, to create a cohesive and effective campaign.

Our wide range of marketing services, including ad copy creation, ad copy optimization, and A/B testing to help you find the most effective messaging for your target audience. We also provide ongoing monitoring and analysis of your ad campaigns to ensure that your ad copy remains effective and up-to-date.

But don’t just take our word for it. Here are some testimonials from satisfied customers:

“I was struggling to come up with effective ad copy for my Google Ads campaigns, but FrontFold’s copywriting services helped me increase my click-through rate and drive more conversions.” – Sanjana, Small Business Owner (Fashion & Apparel)

“FrontFold’s team helped me optimize my ad copy to better target my audience and increase engagement. I highly recommend their services to anyone looking to improve their Google Ads performance.” – Pavan, Digital Marketing Manager (Real Estate)

Overall, we believe that effective ad copy is the key to a successful Google Ads campaign, and we are here to help you achieve your goals with our expert copywriting services.


What is the ideal length for ad headlines and descriptions?

A: Google Ads has specific character limits for headlines and descriptions, so it’s important to stay within those limits. The ideal headline length is 30-40 characters, while the ideal description length is 80-90 characters.

How can I make my ad copy stand out from the competition?

A: Focus on highlighting your unique selling points and benefits, and use language that resonates with your target audience. It’s also important to test and optimize your ad copy regularly to ensure it’s performing well.

Should I use keywords in my ad copy?

A: Yes, including relevant keywords in your ad copy can help improve its relevance and quality score, which can lead to better ad placement and lower costs.

How important is a strong call to action (CTA) in ad copy?

A: CTAs are crucial for encouraging users to take action after seeing your ad. Make sure your CTA is clear, specific, and relevant to the user’s needs and desires.

What role does targeting play in ad copywriting?

A: Targeting is a critical component of ad copywriting, as it helps ensure that your ads are reaching the right audience with the right message. Tailor your ad copy to the specific interests, demographics, and behaviors of your target audience.

Can I use humor or creativity in my ad copy?

A: Yes, incorporating humor, creativity, and personality into your ad copy can help it stand out and resonate with users. Just make sure that it’s appropriate for your brand and target audience.

How often should I update my ad copy?

A: It’s a good idea to test and update your ad copy on a regular basis to ensure that it’s performing well and meeting your business objectives. Aim to test and optimize your ad copy at least once a month.

How can I measure the effectiveness of my ad copy?

A: Use metrics such as click-through rates (CTRs), conversion rates, and cost-per-click (CPC) to measure the performance of your ad copy. Use this data to inform future optimizations and improvements.

What should I avoid in my ad copy?

A: Avoid using clickbait or misleading language, making false claims or promises, and using overly salesy or aggressive language.

Can I hire a professional copywriter to write my ad copy?

A: Yes, many digital marketing agencies offer copywriting services specifically for Google Ads. Our team of seasoned and professional copywriters can help ensure that your ad copy is compelling, relevant, and effective.


In conclusion, crafting effective ad copy for Google Ads is crucial for the success of any digital marketing campaign. It is important to keep in mind the dos and don’ts of writing ad copy and to tailor it to the specific ad format and target audience. Utilizing the services of a professional marketing & copywriting agency like FrontFold can also help businesses optimize their ad copy and stand out in a crowded space. By following best practices and continuously improving copywriting skills, businesses can create compelling and effective ad copy that drives results. Always remember to highlight unique selling points, use clear and concise language, and include a strong call to action. By implementing these strategies, businesses can boost their click-through rates, drive more conversions, and achieve their marketing goals with Google Ads.

Join our newsletter.

It’s a fast moving digital world. We can help you keep up.

Get a personal consultation.

Call us today at +918197978138

A lot of clarity can be gained if we just talk to each other for 5mins.