Creating Effective Ads in Google Ads
Now that you know how to find the right keywords, it’s time to create the actual ads that people will see when they search on Google.
The success of your SEM campaign depends not just on keywords or budget—but on how well your ad copy speaks to your audience. Good ads grab attention, explain value, and make people click.
In this module, we’ll cover how to write compelling ad text, use ad extensions, and understand the difference between Responsive Search Ads and Expanded Text Ads.
Writing Compelling Ad Copy
Your ad copy should do three things:
1.Grab attention
2.Explain the benefit
3.Ask the user to take action (CTA)
A typical Google Search ad has:
- Headlines (Up to 3)
- Descriptions (Up to 2)
- Display URL (Link to your site)
Tips for Writing Great Headlines:
- Use your main keyword in the headline
- Highlight a unique selling point (USP)
- Include numbers, offers, or urgency
Examples:
- “Buy Sports Shoes – 50% Off Today Only”
- “Affordable Website Design in Mumbai”
- “Book Your Free Trial – Online Yoga Classes”
Tips for Descriptions:
- Explain what the user gets (benefit)
- Build trust (e.g., “Trusted by 500+ clients”)
- Add a strong CTA like:
- Call Now
- Get a Free Quote
- Shop Now
- Sign Up Today
Example Description:
“Explore our wide range of stylish, affordable shoes. Free delivery & easy returns. Shop now!”
Ad Extensions: Boost Your Ad with Extra Info
Ad extensions allow you to show more information below your ad—making it bigger and more useful. They also improve click-through rates without extra cost.
Here are the most common types:
1.Sitelink Extensions
Add extra links to different pages of your website.
Example:
- About Us
- Pricing
- Contact
- Testimonials
2.Callout Extensions
Short texts that highlight features or offers.
Example:
- Free Shipping | 24/7 Support | Certified Trainers
3.Structured Snippet Extensions
Show a list of products, services, or features.
Example:
- Courses: Digital Marketing, SEO, SEM, Analytics
4.Call Extensions
Add a clickable phone number to your ad, especially helpful for mobile users.
Example:
- Call Now: +91 99999 88888
5.Location Extensions
Show your business address and map pin for local searches.
Responsive Search Ads vs. Expanded Text Ads
Google offers two main types of text-based ads. Let’s compare them:
Responsive Search Ads (RSAs) – Recommended
You write up to:
- 15 headlines
- 4 descriptions
Google then automatically tests different combinations to find the best-performing version based on the searcher’s intent.
Benefits:
- More flexible
- Better performance with machine learning
- Adaptable to different devices and screen sizes
Example:
Google may show “Affordable Yoga Classes” + “Free Trial Available” + “Book Online Today” to one user, and a different combo to another.
Expanded Text Ads (ETAs) – Old Format (Being Phased Out)
You manually write:
- 3 headlines
- 2 descriptions
These ads are static—Google doesn’t test different combinations. As of mid-2022, ETAs can no longer be created, but older ones still run if they exist.
Main Difference:
| Feature | Responsive Search Ads (RSA) | Expanded Text Ads (ETA) |
|---|---|---|
| Headlines | Up to 15 | 3 |
| Descriptions | Up to 4 | 2 |
| Flexibility | High (automated testing) | Low |
| Performance Optimization | Automatic by Google | Manual only |
Summary
- Write clear, catchy, and benefit-driven headlines and descriptions.
- Use strong calls-to-action to guide users.
- Add ad extensions to improve ad size, visibility, and clicks.
- Focus on Responsive Search Ads for better results with less manual effort.
Real Life Example:
Imagine you own a small bakery in your neighbourhood. You just launched a new website but no one knows about it yet. You want customers who are searching online for “fresh cakes near me” to find your bakery quickly.
You create a Google Ads campaign targeting that exact phrase. Now, you need to make sure your ad stands out to get clicks and orders.
You write headlines like:
- “Fresh Cakes Delivered Today – Order Now!”
- “Best Bakery in Town – 20% Off First Order”
- “Delicious Cakes Near You – Free Delivery”
In your description, you add:
“Made fresh daily with quality ingredients. Trusted by hundreds of local customers. Call now to place your order!”
You also use ad extensions:
- Sitelinks to Menu, Contact, and Reviews pages
- Callout highlighting “Free Delivery” and “Custom Cakes Available”
- Call extension with your bakery’s phone number for easy ordering
Within hours, your ad appears at the top of search results. Hungry customers see your clear, benefit-driven ad with easy ways to learn more or call you directly. This leads to more clicks, orders, and happy customers—helping your new bakery grow fast!
