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Posted on September 2, 2019

Win at Google Ads with 4 Copywriting Rules

Tony Shaw
Tony Shaw
Win at Google Ads with 4 Copywriting Rules
Tony Shaw
Tony Shaw
Posted on September 2, 2019

Having a superior online advertising campaign is a tried and true way to get new traffic to your website.  

But even if your keywords are spot on and you’ve targeted the heck out of your audience, if your ad copy isn’t clickable, no clicks will be given.

What’s the point in that?

So, let’s talk about the four surefire copywriting rules that will bring in those Google Ads clicks due to some pretty rad copy.

Google Ads Copy Rules To Live By

Some of the best brands can go unclicked because of a lack of copywriting know-how.  But rest assured there are some easy ad copy rules to follow in order for you to get more traffic.

Smart Messaging

Because Google gives the best possible responses to its users’ queries, ads are usually laden with keywords so Google understands that you have what the user is looking for, i.e. relatable products or services.

Okay, yes, keywords are a factor in all things search engine optimization and you should certainly adhere to that rule of thumb; however, when writing for your ad, keywords are NOT the be-all, end-all.  

You want your message to relate to your customer, wherever they are in the process of problem-solving.  The customer is always at a certain point in the chain of purchase, so your message should relate to that certain point in their journey.

For example, if your customer is at the infant stages of a purchase – just looking for options to find a solution to their issue, your message should provide them with the education they’re looking for.  But, if they’re at the point of purchase after they’ve done their research, your message should entice them to buy.

If your goal is to get a user to click your ad, offer them exactly what they’re looking for at that exact time.  When you approach in this manner, you can go a little lax on the keywords.  

Your user isn’t clicking because you’re offering up keywords, they’re clicking because you’re providing what they’re asking for.

Why You?

A great way to answer why your target audience should click on your ad is to tell them why they shouldn’t.  

What I mean is, eliminate clicks that won’t turn into business by being specific about who you want (and don’t want) to click your ad.  

Sounds easy, but can get overlooked, so pay attention here.  If you’re selling escape room tickets for students at half-price on Thursdays, you may use words like escape, room, half-price, and Thursdays, but you see the problem with this…  

Non-students are going to click this ad.  This costs you money that you don’t want to spend.  So be focused, precise, and clear in your ad messaging to avoid unwanted clicks.

Be Efficient 

You have limited time and space (character count) to grab the attention of your customers.  Use it wisely. If your customers are well aware of certain aspects of your business, don’t use up ad space to retell them.  

Use direct and detailed wording to showcase your offer or what you can do for your customers, give them a “why” they should click on your ad and not your competitors, what’s your value to them?

Your ad is not the place for useless info or well-known info.  So stay on target.


You’ve done it- created a smart ad with all the correct words that provide intent and value, and the complete elimination of unqualified clicks, bravo.  

But after a few weeks you realize your ad’s performance is seriously lacking on mobile.  When you check it out you find that Google is cutting out some of that quality copy you wrote- and it can and it has to and you should have been aware that this could happen.

In the past couple years Google has added more room (character count) for ad copy on their ads, and that’s awesome.  But not all devices support this.

If your user is using one such device, your copy will be cut, rendering it, in some cases, nonsense.  So, optimize for mobile! You’re missing out on great clicks (and getting bad ones) if you don’t!

Make sure your first two headlines and first description have all the needed info in order for your customer to give a reasonable click.

The Takeaway

Don’t let poor copywriting take away your clicks.  You don’t have to be a wordsmith to tell your customer what you can offer them, you just have to be smart with your timing and your word selection and placement.

If you want help with Google Ads, it’s what we do. Contact us any time.