Crafting High-Converting PPC Ad Copy: Dos and Don'ts

Why most PPC ad copy underperforms

Most Google Ads I audit are written from the advertiser’s perspective, not the searcher’s. They lead with the brand name, list features, and end with a vague “Contact Us” CTA. The result: a low click-through rate, a poor Quality Score, and wasted budget.

Good ad copy does one job — it convinces the right person to click and convinces them they’ll find exactly what they’re looking for when they do. That requires understanding what the searcher actually wants at the moment they type their query.

Start with your audience, not your product

Before writing a single word of copy, you need to know who you’re targeting and what they care about. That means going beyond demographics and thinking about intent.

A searcher typing emergency boiler repair London is in a different mental state to someone searching new combi boiler cost. The first wants speed and reassurance. The second wants pricing transparency and options. The same ad copy will not work for both.

I build what I call intent profiles for each ad group: what problem is this person trying to solve, what’s the emotional driver (fear, aspiration, urgency), and what objection do they need overcome before they’ll click? Write to that, not to a generic buyer persona.

The dos: what high-converting ad copy always includes

• Match the search query in your headline — Google bolds keywords that match the search. Use the searcher’s own language, not your internal terminology.
• Lead with the benefit, not the feature — “Same-Day Repairs” beats “Experienced Technicians”. What does the feature actually do for the customer?
• Be specific wherever possible — “From £149” or “Rated 4.9 on Google” is more persuasive than “Affordable” or “Highly Rated”. Specificity builds credibility.
• Include a clear, intent-matched CTA — “Get a Free Quote” works for someone researching. “Book Today” works for someone ready to buy. Match the CTA to where they are in the journey.
• Use your ad assets properly — Sitelinks, callouts, and structured snippets (what Google now calls ad assets, formerly extensions) give Google more to work with and increase your ad’s real estate on the page. Use them for every campaign.
• Test headlines and descriptions independently — Responsive Search Ads let you pin and rotate multiple variants. Use this to run structured tests, not just throw in ten random headlines and hope for the best.

The don'ts: mistakes that kill your click-through rate

• Don’t lead with your brand name — Unless you’re a household name, starting your headline with your company name wastes the most valuable space in the ad.
• Don’t use vague power words without substance — Words like “amazing”, “incredible”, or “revolutionary” are ignored by readers. They signal nothing specific and are often flagged by Google’s ad policies.
• Don’t ignore the search query — Writing generic ads that could apply to any keyword is one of the biggest Quality Score killers. Tighter ad groups with more specific copy always outperform broad, catch-all ads.
• Don’t treat all CTAs as interchangeable — “Learn More” on a purchase-intent keyword tells Google and the user you don’t understand what they want.
• Don’t forget mobile — A significant share of search traffic is on mobile. Check how your ad looks on a small screen. Long headlines that truncate can change the meaning entirely.
• Don’t set it and forget it — Ad copy degrades over time. Offers go stale, competitors improve their messaging, and audience expectations shift. Review and refresh copy quarterly at minimum.

How I write a new ad for a campaign

1. Review the top 3–5 competitorsSearch the target keyword and screenshot the ads. Look at what everyone is saying — then work out what’s missing. If everyone leads with price, lead with speed. If everyone offers free quotes, lead with a specific guarantee.
2. Define the core intent of the ad groupWhat stage of the buying journey is this searcher at? Research, comparison, or ready to buy? This determines tone, CTA, and which benefits to emphasise.
3. Write three headline variants for each intent layerOne that mirrors the query (for relevance), one that highlights the key benefit (for persuasion), and one that addresses the main objection or adds social proof (for trust).
4. Write two description variantsOne focused on benefits and one that handles a common objection or adds urgency. Avoid repeating the same information from your headlines.
5. Fill in every asset availableSitelinks to key landing pages, callout assets for key USPs (accreditations, turnaround times, guarantees), and structured snippets for service types. These expand your footprint and add context without costing extra per click.
6. Set a pinning and testing strategyIn RSAs, I pin one high-intent headline to position 1 so it always shows, then let Google test the rest. After 4–6 weeks, cut underperforming variants and introduce new ones.

Emotional triggers: use them honestly

Emotional copywriting is often taught as a manipulation tactic. I’d push back on that. Used honestly, emotional language simply makes your copy connect with what the searcher is already feeling.

Someone searching for roof leak repair is stressed and wants reassurance. Saying “Emergency Repairs — We’ll Be There Today” isn’t manipulation; it’s accurate and relevant. Fear of missing out, urgency, and aspiration are legitimate motivators when the product or service genuinely delivers.

Where it goes wrong is when emotional language is used to paper over a weak offer. If you can’t actually be there same-day, don’t say it. If your “limited time offer” runs indefinitely, it stops being an offer and starts being a lie your customers will remember.

How to differentiate with your Unique Selling Proposition

Your USP in ad copy needs to be specific and credible. “Quality Service” is not a USP — every competitor claims the same. “FCA-Regulated, 48-Hour Turnaround” is a USP because it’s verifiable and meaningful.

To find your real USP, ask: what do customers thank you for most often? What do they mention in reviews? What do you do that competitors explicitly don’t? That’s your copy — pull it directly from customer language where you can, because it’s already the words searchers use.