Quick answer: Google ads that get clicks match the search, state a clear benefit, give a reason to choose you and use every relevant asset.
Search ads are short, but they do a lot of work. Here’s how to write responsive search ads (RSAs), the standard text ad format, so they get clicked by the right people.
How responsive search ads work
You provide up to 15 headlines (30 characters each) and up to 4 descriptions (90 characters each). Google mixes and matches them to show the combination most likely to perform for each search. Up to three headlines and two descriptions show at once.
Write headlines in groups
Instead of 15 random headlines, write a few of each type:
- Keyword and service: “Emergency Electrician Wollongong”, “Switchboard Upgrades”.
- Benefits: “Same-Day Service Available”, “Fixed-Price Quotes”.
- Proof: “500+ Five-Star Reviews”, “Licensed and Insured”, “20 Years Experience”. Only use claims that are true.
- Offer and call to action: “Free On-Site Quote”, “Call Now for Fast Help”.
Make descriptions do the explaining
Use descriptions to expand on the benefit, remove objections and give a clear next step. For example: “Licensed electricians with fixed-price quotes. No call-out surprises. Call or book online today.”
Pin only when you must
Pinning forces a headline into a position. It’s useful when something must always show, such as a compliance statement. But pinning too much limits Google’s ability to test combinations, so pin sparingly.
Match the search
Ads that closely match the search and lead to a matching landing page tend to get higher click-through rates and better Quality Scores. Group keywords tightly and write ads for each ad group. Read Quality Score explained.
Add assets
Assets (formerly called extensions) make your ad bigger and more useful: sitelinks to key pages, callouts (“Licensed”, “Same day”), call assets, location and structured snippets. They’re free to add and often improve results.
Check Ad Strength, but don’t obsess
Ad Strength rates how varied and relevant your headlines and descriptions are. Aim for Good or Excellent, but results (clicks, conversions, cost per enquiry) matter more than the rating.
Common mistakes
- Repeating the same idea in every headline.
- Making claims you can’t back up. Google’s misrepresentation policy and Australian Consumer Law both apply.
- Sending all ads to the homepage.
Sources and further reading
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 →