Mastering Google Ads: ad copy tips to boost your campaign performance

Creating effective ad copy for Google Ads is the key to capturing attention, driving clicks, and maximising conversions. Whether you’re a seasoned marketer or just starting out, learning how to craft compelling ads can make all the difference in the success of your campaigns. In this guide, we’ll share actionable Google Ads ad copy tips designed to help you stand out in competitive markets. From crafting attention-grabbing headlines to incorporating high-performing keywords, you’ll learn the best practices to create ads that resonate with your audience and deliver measurable results.

✨ Keep it simple

Being clear and direct means people understand you in a snap. Ditch the fancy words that cloud your meaning.

✨ Add USP’s

A Unique Selling Proposition is what makes you special. Help people instantly grasp your USP. Why should someone pick you? Identify what makes you different, a feature, advantage or benefit that tips the scales in your favor.

👉 Add multiple USP’s in your headlines so Google can show the most suitable one for every search query.

✨ Features – advantages – benefits

Instead of just listing features, speak in terms of advantages and benefits.

Feature: these are characteristics that a product or service has. It is a simple statement about attributes, purely factual.
Advantage: what the feature does, how it helps, why it is a positive.
Benefit: what’s in it for them? Why would this advantage change their life?

Here’s how this works in practice, breaking it down with real-world examples:

Feature: Toothpaste contains whitening ingredients

Advantage: Helps remove stains and brighten teeth
Benefit: Smile confidently with whiter teeth.

Feature: Smartphone camera with optical image stabilization (OIS)
Advantage: Reduces blurriness in photos and videos caused by hand movement.
Benefit: Take sharp, professional-quality shots, even on the go or in action moments.

Feature: Biodegradable packaging
Advantage: Breaks down naturally, reducing waste in landfills.
Benefit: Feel good about protecting the planet and leaving a cleaner world for future generations.

✨ Guide them with a call to action

Clearly show what to do next—whether it’s clicking, subscribing, or learning more, make the path forward obvious and encouraging. If you don’t tell them what you want them to do, they won’t do it!

👉 Add multiple CTA’s in your headlines so Google can show the most suitable one for every search query. Try to be specific if possible. “Get started today”, “Claim your free trial”, “Shop now and save big”.

✨ A/B testing

Experiment with different ad setups. What you assume works may not. Use data to see what resonates and adjust with agility. A/B testing reveals which ideas truly align with your audience’s needs. Also, try to pin certain headlines on certain positions to see whether or not that can have a positive impact on your performance.