Quick answer: Ad copy is the written content of your Google Ads: headlines, descriptions, and any text that appears in the ad. Strong ad copy is the difference between an ad that earns clicks and one that gets ignored. It’s also one of the most direct levers for improving Quality Score, which lowers your CPC and lifts your ad position.
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, Same-day service
- Match the landing page: The ad should set expectations the landing page delivers on
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.
Ad copy is reviewed and tested regularly as part of our PPC management service.
What Strong Ad Copy Includes
- The keyword in the headline. Searchers scan for the words they typed; matching them is the first relevance signal.
- A clear value proposition. Why should they click your ad over the others on the page?
- Specifics, not generics. "Free shipping over £50" beats "Great prices". "Bristol-based since 2010" beats "Local experts".
- A clear call to action. "Get a free quote", "Book a discovery call", "Shop the sale". Concrete actions beat vague invitations.
- Trust signals where space allows. Years in business, awards, customer counts.
Responsive Search Ads (RSAs)
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 (don’t leave the slots empty), pin the most important headlines to specific positions if needed, and test combinations regularly through the Asset Performance reporting.
Frequently Asked 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, write specific rather than generic. Don’t 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, replace with new variations every 2-4 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.
Take this further
Ad copy is direct PPC craft. We see CTR and Quality Score lifts in almost every account from systematic copy refresh.
Ready to apply this to your own site? Book a free discovery call, or explore our PPC packages.