How to Write Google Ads That Actually Get Clicks

Your ad copy is why people click (or don't)

You can have the perfect keywords, the right budget, and a great landing page — but if your ad copy is boring, nobody clicks. And if nobody clicks, none of that other stuff matters.

The good news? Writing good Google Ads copy isn't about being clever. It's about being clear, specific, and relevant to what the person just searched for.

The anatomy of a Google Search ad

Every Google Search ad has three parts:

• Headlines — Up to 15 headlines, 30 characters each. Google mixes and matches these to find the best combinations.
• Descriptions — Up to 4 descriptions, 90 characters each. This is where you expand on your value.
• Extensions — Additional info like phone numbers, links to specific pages, callouts, and more.

You don't get to control which headlines show together (Google's algorithm decides), so each headline needs to work on its own and in combination with any other headline.

How to write headlines that get clicks

Include the keyword

If someone searches "AC repair Huntsville," your headline should include "AC Repair in Huntsville." This seems obvious, but most businesses write generic headlines like "Quality Service You Can Trust." That tells the searcher nothing about whether you do what they need.

Lead with the benefit

• Weak: "Smith Plumbing Company"
• Strong: "Same-Day Plumbing Repairs"

Nobody searches for your company name (unless they already know you). They search for a solution to their problem. Your headline should tell them you have that solution.

Use numbers

• "Rated 4.9 Stars on Google"
• "Serving 500+ Local Businesses"
• "24/7 Emergency Service"
• "Free Estimates in 24 Hours"

Numbers stand out in a sea of text. They're specific and credible in a way that vague claims aren't.

Add urgency when it's real

• "Book This Week — Limited Availability"
• "Spring Specials — Ends March 31"
• "Same-Day Service Available"

Don't manufacture fake urgency. But if you do have limited availability or a real deadline, say so.

Headline formulas that work

Here are reliable patterns:

• [Service] in [City] — "Roof Repair in Huntsville"
• [Benefit] + [Qualifier] — "Fast AC Repair | Licensed & Insured"
• [Social proof] — "Rated #1 Plumber in Madison"
• [Offer] — "Free Inspection — Call Today"
• [Problem solver] — "Leaking Roof? We Fix It Today"

How to write descriptions that convert

Your descriptions have more space (90 characters) to make your case. Use them to expand on what the headline promises.

Good description structure:

• Sentence 1: Reinforce the benefit or address the pain point
• Sentence 2: Include a clear call to action

Example:

"Licensed HVAC technicians serving Huntsville & Madison. Call now for same-day service — free estimates on all repairs."

What to include in descriptions:

• Your service area
• Why someone should choose you (experience, reviews, speed, guarantees)
• A specific call to action (call, book online, get a quote)
• Trust signals (licensed, insured, locally owned, years in business)

Extensions multiply your results

Ad extensions give your ad more real estate on the page and provide additional ways for people to engage. Ads with extensions get significantly higher click-through rates.

Must-have extensions:

• Call extension — Adds your phone number. People can tap to call directly from the ad.
• Sitelink extensions — Links to specific pages (Services, About, Contact, Reviews). Gives people more options.
• Callout extensions — Short phrases that highlight benefits: "Free Estimates" / "24/7 Service" / "Locally Owned"
• Location extension — Shows your address. Critical for local businesses.
• Structured snippets — List your services: "Services: AC Repair, Installation, Maintenance"

Set up all of these. They're free to add and they make your ad bigger and more clickable.

The #1 mistake: being generic

The worst Google Ads all sound the same: "Quality service. Trusted professionals. Call today."

That could be any business in any industry in any city. It tells the searcher absolutely nothing about why they should choose you.

Be specific. Instead of "trusted professionals," say "4.8 stars with 200+ Google reviews." Instead of "quality service," say "same-day repairs with a 2-year warranty." Specificity builds trust. Generic copy gets scrolled past.

The bottom line

Good Google Ads copy is clear, specific, and focused on what the searcher needs. Include the keyword, lead with the benefit, use numbers and specifics, add a clear call to action, and load up on extensions. You don't need to be a copywriter — you just need to answer the question every searcher is asking: "Can this business solve my problem?"