Google Ads can be one of the most powerful tools in your digital marketing arsenal — assuming, that is, that your ads are optimized to actually work. A great paid search ad doesn’t just show up in search results. It earns clicks, drives conversions, and makes the most of your digital marketing budget.
Whether you’re launching your first Google Ads campaign or optimizing an existing one, here’s how to create paid search ads that work.
Sections
1. Start with search intent
Before you write a single line of ad copy, ask yourself what the searcher wants. Are they looking to buy, research, compare, or learn?
For example, someone searching for “best running shoes for flat feet” is still in the research phase. Someone searching for “buy Brooks Adrenaline GTS 23,” on the other hand, has high purchase intent.
If you match your search ad to the right intent, you’re far more likely to get clicks that convert. Focus your copy and landing page to meet that intent directly. Bonus points if you use SKAGs (Single Keyword Ad Groups, ad groups focused on a single keyword) or responsive search ads with tightly themed variations.
2. Use the headline to stop the scroll
Your ad’s headline is the first, and sometimes the only, thing people see. Make it count.
Some proven headline tactics for Google Ads include:
- Using your target keyword: “Adrenaline GTS 23 Running Shoes – Free Shipping”
- Addressing key pain points: “Say Goodbye to Heel Pain – Shop Stability Shoes”
- Creating urgency: “Ends Today: 20% Off Best-Selling Running Shoes”
- Adding social proof: “Top-Rated Running Shoes by 10,000+ Runners”
Don’t forget you get up to three headlines. Use all available space, and test multiple versions to see which combinations perform best.
3. Make your description clear and conversion-focused
Descriptions should back up your headline with more context and give searchers a reason to act. Keep it simple, direct, and value-driven.
Here are some examples:
- “Free returns. Ships fast. Over 10,000 five-star reviews.”
- “Find your perfect fit with our running shoe finder tool.”
- “See why thousands of runners trust us.”
Avoid generic phrases like “Quality you can trust.” You want to focus on benefits specific to your brand or product, not buzzwords.
4. Include strong calls to action
Great CTAs are clear, action-oriented, and relevant to the intent. Here are some examples:
- “Shop Now”
- “See Best Sellers”
- “Compare Models”
- “Claim Your Free Trial”
Try A/B testing different CTA phrases in your descriptions and sitelinks to see which drives more conversions.
5. Use ad extensions to boost visibility
Ad extensions don’t just add more information to your ad. They take up more valuable real estate on the search results page, giving searchers more of a chance to see your ad. As a result, using an ad extension on your ad can drive up to a 15% increase in click-through rate (CTR), according to Google research.
Here are some search ad extensions we’ve found to be effective:
- Sitelinks: You can use these to highlight popular pages like “Top Rated,” “Men’s Shoes,” “Gift Guide.”
- Callouts: These add trust signals to your ad, such as “Free Returns” or “Award-Winning Support.”
- Promotions: You can use these to boost sales for a current promotion, even including a specific promo code in your ad.
- Price extensions: These are a must-have for e-commerce brands with competitive pricing.
6. Match the landing page to the ad
Even the best search ad can fail if the landing page doesn’t deliver. To avoid that depressing outcome, make sure that your landing page matches both the search intent and ad copy. For example, if your ad promotes a sale on women’s running shoes, don’t send users to your homepage. Instead, send them to a category page or collection designed to convert.
Pro Tip: Your landing page should also load quickly (especially on mobile), have a clear CTA, and be friction-free (e.g. no long forms, easy-to-scan bullet points).
7. Optimize with data
Once your paid search ad is live, your job isn’t done. Stay tuned to your analytics and use the data to continuously improve your campaign by:
- Monitoring CTR, conversion rate, and Quality Score
- Pausing underperforming headlines and testing new ones
- Adjusting bids based on device, location, and audience segments
- Using Google’s recommendations when relevant (don’t just blindly accept them)
- Regularly running a PPC competitive analysis
Paid search success is rarely a set-it-and-forget-it situation. The best digital marketers treat it like a living campaign that evolves with ongoing insights.
For help creating paid search ads that work, contact the advertising pros at Your Marketing People today.
