How To Write Effective Google Ads Copy That Converts

Your ad is often the first thing a buyer sees. This Google ads copy template resource shows you how to mirror the searcher’s intent, lead with benefits (not features), use emotion and purposeful repetition, and keep your landing page promise, so you get more qualified clicks and conversions, fast.

Key takeaways (what you’ll learn)

• Build RSAs that work: Title Case headlines, pin the keyword + value, write descriptions with mini-PAS (Problem > Agitate > Solve + CTA).
• B2B headline formulas: Outcome, proof, urgency, risk reversal—plus a bank of imperative CTAs.
• Match intent across the funnel: Top/Mid/Bottom examples for common B2B categories.
• Use smart shortcuts: DKI carefully, real countdowns for events/deadlines (with fallback ads).
• Benefits beat features: Keep a single focus to avoid “feature soup.”
• Trust that sells: Reviews, certifications, numbers, and recency for credibility.
• Pre-qualify leads: “From £X,” “Enterprise Only,” seat minimums to improve lead quality.
• Extensions that pull weight: Sitelinks, Callouts, Snippets, Image/Price/Promo/Lead Form.
• Optimise in minutes: Assets & Combinations report, negatives, add 2–3 new lines weekly.
• Don’t break the promise: Ad > page message match, one primary CTA, mobile-first.

At ROAR our goal is to help ambitious B2B brands build their online presence but in this resource we’re giving you a peak behind the curtain and giving you the tools to be able to implement these steps yourselves with this Google ad copy template resource.

Frequently Asked Questions

How do I write compelling Google Ads copy?

Read this resource and find out! But in short, you want to mirror search intent, show the benefit of your offering, and make sure the journey is seamless from ad to landing page. Google Ads offers some great pointers from a top level perspective.

What are the three C’s of copywriting?

Make sure your ads are: Clear, Concise and Compelling.

How do I know if my ad copy is effective?

The best way to know if your ad copy is effective is by looking at key performance indicators like click-through-rate and conversion rate. If both indicators are low then it’s time to investigate.