How to Write a Google Ad That Actually Gets Clicked

Why Ad Copy Is the Most Underestimated Element of Google Ads

Most businesses spend hours on keyword research and targeting, then spend five minutes writing their actual ad. This is backwards.

A well-written Google Ad can outperform a competitor's ad by 3-5x in click-through rate — meaning 3-5x more customers for the same budget.

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The 5 Headline Categories Every Ad Needs

Write at least 2-3 headlines in each category:

1. Keyword Headlines

Include the exact search term for immediate relevance.

• "Emergency Plumber Manchester"
• "Boiler Repair Manchester"

2. Benefit Headlines

Answer "what's in it for me?"

• "Same-Day Callout Available"
• "Fixed Prices — No Surprises"

3. Trust and Credibility Headlines

• "5-Star Rated — 200+ Reviews"
• "15 Years' Experience"
• "Fully Insured and Gas Safe Registered"

4. Urgency and Availability Headlines

• "Available 7 Days a Week"
• "24/7 Emergency Service"

5. Differentiator Headlines

• "Family-Owned, Manchester Based"
• "No Call-Out Charge"

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Ad Extensions: Free Extra Space

Ad extensions expand your ad at no extra cost:

• Call extension: Shows your phone number
• Location extension: Shows your address and links to Google Maps
• Sitelink extensions: 4-6 additional links to specific pages
• Callout extensions: Short snippets highlighting key benefits

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Common Ad Copy Mistakes to Avoid

• Using your business name as a headline — lead with value instead
• Generic superlatives — "5-Star Rated — 200+ Reviews" beats "The best plumber"
• No call to action — always tell people what to do
• Not testing variations — provide at least 8-10 quality headlines

Want expertly written Google Ads? Book a free consultation with L3 Company.