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Write Google Ads Copy That Actually Converts (Step-by-Step Guide)

Getting people to click on your Google Ads is hard. Getting them to buy something after clicking? Even harder. However, the truth is that most people overcomplicate it. You don’t need to be a copywriting genius. You need to understand your audience, stick to the basics, and follow a repeatable process.

In this blog, I’ll walk you through exactly how to write Google Ads copy that converts. Whether you’re managing your ads or writing for a client, this step-by-step breakdown will help you go from “meh” to “money.”

Google Ads Copy That Converts

Step 1: Start With the End (Know What You Want Them to Do)

Before you write a single word, ask yourself: What’s the goal of this ad?

  • Is it to sell a product?
  • Get people to sign up for something?
  • Drive traffic to a landing page?

If you don’t know your goal, your copy will wander. And if your copy wanders, your ad spend will go down the drain. Be clear on the conversion action first. Everything else should point to that.

Quick Tip: Your goal should match your landing page exactly. If your ad promises a free trial, your landing page better deliver one, no surprises.

Step 2: Understand Who You’re Talking To

Don’t write ads for “everyone.” Write them for one person.

Try to figure out:

  • What your ideal customer is searching for
  • What’s frustrating them right now
  • What they want (not just what they say they want)

For example, if you’re writing ads for a fitness app, your target user isn’t just “anyone who wants to work out.” Maybe it’s busy professionals who need 20-minute workouts they can do at home.

That changes how you write.

Exercise: Write down one sentence that describes your ideal customer. Refer to that when you’re stuck.

Step 3: Use Keywords Naturally in Your Headline

Google Ads rewards relevance. If someone types in “affordable web design for small businesses,” and your ad headline says “Affordable Web Design for Small Businesses”, boom. Better quality score. More clicks. Lower cost.

But don’t just stuff keywords like a robot. Fit them in naturally. Think like a human, write like a human.

Example:

Bad: “Cheap Web Design, Web Design Cheap, Web Services”

Better: “Affordable Web Design for Small Business Owners”

Use headline space wisely. You get 30 characters for each of the three headline slots. Make each one count.

Step 4: Focus on Benefits, Not Just Features

Features are facts about your product. Benefits are how it helps the user.

Let’s take this line:

Feature: “Includes 100+ design templates”

Benefit: “Save hours with 100+ ready-made templates”

The benefit version is stronger because it tells the reader what they get out of it.

Ask yourself:

  • So what?
  • Why does that matter?

If you keep answering “so what?” you’ll eventually land on the real benefit.

Step 5: Write a Clear, Strong CTA

Don’t just hope people click. Tell them exactly what to do.

Here are some examples of strong calls to action:

  • “Start your free trial today”
  • “Book your free call”
  • “Download the free guide now”
  • “Get a quote in 60 seconds”

Your CTA should be simple, direct, and action-focused.

Avoid vague CTAs like:

  • “Learn more”
  • “Click here”

Those don’t tell the user what happens next. Specific beats generic, every time.

Step 6: Add a Trust Element (If You Have Room)

People hesitate. Trust elements ease those hesitations.

Here are a few ways to do it in a short space:

  • Mention number of users: “Trusted by 10,000+ designers”
  • Highlight reviews: “Rated 4.8/5 on Trustpilot”
  • Include guarantees: “30-day money-back guarantee”

If you only have space for one, go with what’s most relevant to your audience.

Step 7: Match Your Ad Copy to Your Landing Page

This is one of the biggest reasons ads fail.

If your ad says “Free PDF Guide on Meal Prep,” but the landing page is a blog post with no guide in sight, you’ve lost the user’s trust.

Google might also penalise you with a lower quality score, which raises your cost per click.

Keep the message consistent:

  • Use the same keywords
  • Repeat the CTA
  • Match tone and style

Step 8: Test, Test, and Test Again

Even great copy can underperform. Always test different variations.

Here’s what to try:

  • Two versions of the headline
  • Different CTAs
  • Benefits-focused vs. urgency-focused copy

Don’t just guess, look at the data. Which ad gets the best click-through rate? Which leads to more conversions?

Let the numbers guide your decisions, not just your gut.

Tools to Use:

  • Google Ads Experiments
  • A/B testing tools like Optmyzr or Adalysis

Step 9: Keep It Short (and Punchy)

Google Ads don’t give you much space, so every word has to pull its weight.

Cut out fluff:

  • No filler words
  • Avoid vague language
  • Drop the jargon unless your audience expects it

When in doubt, read it out loud. If it sounds clunky, it reads clunky too.

Step 10: Steal Like a Marketer (Ethically)

You don’t have to reinvent the wheel. Look at what top competitors are doing, especially those who show up consistently.

What headlines are they using? What tone do they write in? What CTAs pop up over and over?

Take notes. Adapt, don’t copy.

Use tools like:

  • SEMrush
  • SpyFu
  • The Ad Transparency Centre from Google

See what’s working, then make it better for your audience.

Final Thoughts

Writing Google Ads copy that converts isn’t about being flashy. It’s about being clear, direct, and focused on what your audience cares about. Most of the time, the simplest ads win.

To recap:

  1. Know your goal
  2. Understand your audience
  3. Use relevant keywords in your headline
  4. Sell benefits, not just features
  5. Use strong CTAs
  6. Add trust elements
  7. Keep the message consistent across the ad + landing page
  8. Test everything
  9. Write tight, punchy lines
  10. Study the competition

Start small. Try writing one ad today using this method. Once you get the hang of it, scaling becomes easier and more profitable.

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Original Source: https://www.sfdigital.co.uk/blog/how-to-write-ad-copy-that-converts/

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