Ad Copy, explained properly.
What is ad copy?
Ad copy refers to the text within your Google Ads, the headlines, descriptions, and display URL path that users see in search results. Great ad copy improves your click-through rate, which in turn improves your Quality Score and lowers your cost per click.
Anatomy of a Google search ad
- **Headlines:** up to 15 for Responsive Search Ads, each up to 30 characters. The most prominent part of the ad. Google tests combinations automatically. - **Descriptions:** up to 4, each up to 90 characters. Supports headlines and expands on your offer. - **Display URL paths:** two optional path fields that appear in the URL shown in the ad.
What makes strong ad copy?
- Include the keyword naturally: ads that mirror the search term show higher relevance to both users and Google. - Lead with a benefit, not a feature: "Get a fixed-price quote today" beats "Kitchen fitting services available". - Include a clear call to action: Call us, Get a free quote, Book online. - Use numbers and specifics: Rated 4.9 stars, From 99 pounds, Same-day service. - Match the landing page: the ad should set expectations the landing page delivers on. More specifically, strong ad copy includes: 1. The keyword in the headline. Searchers scan for the words they typed; matching them is the first relevance signal. 2. A clear value proposition. Why should they click your ad over the others on the page? 3. Specifics, not generics. "Free shipping over 50 pounds" beats "Great prices". "Bristol-based since 2010" beats "Local experts". 4. A clear call to action. "Get a free quote", "Book a discovery call", "Shop the sale". Concrete actions beat vague invitations. 5. Trust signals where space allows. Years in business, awards, customer counts.
Responsive Search Ads (RSAs)
Google's current standard ad format. You provide up to 15 headlines and 4 descriptions, and Google mixes and matches to find the best-performing combinations. RSAs replaced Expanded Text Ads (ETAs), which were retired in 2022. Modern Google Ads run as RSAs: you provide up to 15 headlines and 4 descriptions, and Google's machine learning combines them into the best-performing variations. Best practice: write all 15 headlines (do not leave the slots empty), pin the most important headlines to specific positions if needed, and test combinations regularly through the Asset Performance reporting.
Ad Copy: common questions.
How long should headlines be?
Up to 30 characters per headline (Google strictly enforces this). Make every character count: front-load the most important words, and write specific rather than generic. Do not pad to fill the limit; tight headlines often outperform longer ones.
Should every ad include the focus keyword?
In at least one headline, yes. Keyword-in-headline is one of the strongest CTR drivers because users scan for the words they typed. Across the 15 headlines in an RSA, multiple should include the keyword in different positions.
How do I test ad copy variations?
Within RSAs, Google automatically tests headline and description combinations. Use the Asset Performance report to see which combinations produce the strongest CTR and conversion rate. Pause low-performing assets and replace them with new variations every 2 to 4 weeks.
Should I use dynamic keyword insertion (DKI)?
Cautiously. DKI inserts the user's search query into the ad headline, which can lift CTR dramatically. The risk: queries with grammatical or spelling issues produce ad copy that reads broken. Use DKI only on tightly themed keyword groups where insertion produces sensible copy.
What clients say about working with us.
“I've had the pleasure of working with Chris on several SEO projects for my websites in the health field. He was definitely been able to demystify things so that I felt able to make decisions with him and feel confident they were the right ones. For a non-techie, that is worth gold! I look forward to working with Chris again and warmly recommend him to anyone who - like me - is unsure about all things SEO.”
“I was recommended by my branding partner to use Chris and his team last year. I can’t recommend them highly enough. They are very responsive , easy to communicate with and great at translating techy stuff when needed. They are now an essential part of my business model”
“We've been working closely with Chris, Hannah and the team for over 12 months now. As a small company with ambitious growth plans, it was incredibly important that we made the right choice on who to trust with our SEO. 18 months later, we're totally thrilled with our experience so far and our growing online presence within our market. We'd happily recommend BTT and their services to other SMEs. Drop them an enquiry!”
Real people on your account, not a faceless agency.
You work directly with the senior people who do the work, a small Bristol team you will actually get to know, not a call centre or an account manager relaying messages.
Meet the team →
