Quick answer: copy-and-paste Google responsive search ad templates for service businesses. Each headline fits Google’s 30-character limit and each description its 90-character limit. Swap in your service, area and proof.
A responsive search ad can have up to 15 headlines and 4 descriptions; Google mixes them and learns which combinations work. Write a mix of service, location, proof, offer and call-to-action headlines so every combination still makes sense.
Headline formulas (30 characters max)
- Service + area: “[Service] in [City]”
- Speed: “Same-Day [Service]”, “On Site in 60 Minutes”
- Proof: “500+ 5-Star Reviews”, “Trusted Since [Year]”
- Risk reversal: “Fixed Quote Before We Start”, “No Call-Out Fee”
- Credential: “Licensed & Insured [Trade]”
- Offer: “Free [Inspection/Quote]”, “$X Off First [Service]”
- Call to action: “Call Now for a Fast Quote”, “Book Online in 60 Seconds”
Description formulas (90 characters max)
- What + proof + CTA: “[Services] by licensed local [trade]. 5-star rated. Call for a fixed quote.”
- Problem + speed: “[Problem]? Fast response across [Area]. Book online or call 24/7.”
- Differentiator: “Upfront pricing, clean work and a [X]-year guarantee on every job.”
- Process: “Free inspection, written quote with photos, then we get to work. No surprises.”
Worked example: emergency service
Google search ad
Headline 1: 24/7 Emergency [Service]
Headline 2: Licensed [Trade] in [City]
Headline 3: Upfront Price, No Surprises
Headline 4: On Site Fast
Headline 5: Call Now
Description 1: Burst pipes, leaks and urgent repairs across [City]. Fixed price before we start.
Description 2: Local, licensed and insured. 5-star rated. Call now or book online.
Worked example: planned, high-value service
Google search ad
Headline 1: [Service] in [City]
Headline 2: Free Design Consultation
Headline 3: See Our Local Projects
Headline 4: Fixed-Price Contracts
Description 1: Design and build with one team. Fixed price, clear timeline and regular updates.
Description 2: Book a free consultation and see recent [service] projects near you.
Rules that keep ads approved
- Claims like “best” or “#1” need proof on the landing page
- Avoid excessive capitals and punctuation
- Match the landing page to the ad
- Healthcare, finance and some local services have extra rules; see the industry guides
More on writing ads: write Google ads that get clicks.
Sources
Want these written for your business? Get a free ad review.
Written by Gregory
20 years building websites and running lead generation, mostly with my own money on the line. Based in Sydney, working with clients worldwide. How I work →