How to write great Google Ad copies that skyrocket CTR & Conversion

In all my years of running Google Ads, one of the areas that take up much of my time when creating a campaign is writing Ad copies for each Ad group.

The reason why I spend more time writing Ad copies is that I write three Ad copies for dozens of Adgroups.

Over the years of writing great Ad copies for my clients, I realized that you don't need to be a great copywriter to write a great Ad copy that will skyrocket your click-through rate (CTR)

Click-through rate (CTR) is the proportion of people that saw your Ad and clicked on it.

All you need to do is to follow a very easy procedure of which I will show you here in this article.

If you write a great Ad copy that appeals to your target audience, not only will you be rewarded with a very high CTR, you'll also pay less per click.

In this article, I will show you how to write a great Ad copy for your local service business.

Google Ad copy contains four section:

  • Headline
  • Description
  • Path
  • Final URL


Headline

Your Headline is where you will write the title of your Ad. The headline in your Ad copy consist of header 1, 2 and 3.

Headline 1 and 2 is the most important aspect of your Ad copy and therefore this is where you'll add the most important things.

Your headline 3 isn't that important because it will not show if you used up your character limit on headline 1 and 2.

Description

Your description consists of description 1 and 2. The description is where you'll explain more in details the benefits of your service, what your service is all about, ratings and final call to action.

Path

Adding a path is not compulsory and adding it doesn't have much positive effect on your Ad.

But I still recommend you add it because it's an avenue for you to add your target keywords and make your Ad more relevant.

You have the option of adding two path (path 1 and 2)

Final URL

Like the name suggests, this is were you'll add the url of your landing page so that when people click on your Ad, they will be taken there.

How to write great Ad copies

So now that you know the must important elements in an Ad copy, lets move over to how to write a great Ad copy.

Below are the three simple methods I use to create great Ad copies.

Method 1: The Acknowledgement method

When to use the acknowledgement method: Use The acknowledgement method when you are targeting a location specific buyer keyword.

A location specific buyer keyword is a keyword or search phrase that contains the name of a location or place.

It is a search phrase people use to search for and to buy a service in a particular location or place.

Below are examples of location specific buyer keyword:

  • San Antonio bankruptcy attorney (San Antonio is a location name)
  • Queens bathroom remodeling contractor (Queens is the name of a location in NY)
  • limousine rental Seattle (Seattle is the name of a location in Washington state)
  • Perth AC installation service (Perth is the name of a location in Australia)

How to write headline 1 for the acknowledgement method

I use this method by using the location specific keyword I'm targeting as headline 1.

This is ideal because headline 1 is the first sentence a potential customer will see.

So, rephrasing the keyword will make your potential customers to stop and pay more attention to your Ad.

Keyword

Ad Copy Headline 1

San Antonio Bankruptcy Attorney

San Antonio Bankruptcy Attorney

New York limousine Service

New York limousine Service

Chicago home remodeling contractor

Chicago home remodeling contractor

How to write headline 2 for acknowledgement method

Since people you are targeting with this method are looking to buy a service in a specific location, using a call to action that directs them to take the next step is the best way to generate more buyer leads.

Keyword

Ad Copy Headline 2

San Antonio Bankruptcy Attorney

Call Now To Talk To Us

New York limousine Service

Reserve Your Limo Now

Chicago Home Remodeling Contractor

Request Your Free Quote

How to write description 1 & 2 for acknowledgement method

When people use location specific buyer keywords, their intent is to find the right local service provider to buy their service.

They are not interested in window shopping and comparing prices. They just need to hire the right service provider who will render the best service.

What people who have the mindset of buying a service need is trust and assurance.

They need to be assured that you will do the best job.

Since what they need is trust and assurance, use your description 1 and 2 to showcase trust by showcasing your ratings, awards and to alleviate any fear or skepticism they may have.

And cap it all with a call to action

Below is a good example of an Ad copy description

Why is the above Ad description good

The above description is great because it alleviated any fear or skepticism a potential customer may have when they are ready to buy a service.

The fears and skepticism a potential remodeling client may have that the Ad above addressed is assuring them the contractor will take care of obtaining permits (Belief me, if you are a remodeling contractor, a lot of your clients won't either have the time or knowledge of obtaining a permit)

The Ad also let potential customers know that the contractor is bonded, certified and insured which is very important to a customer that is ready to sign a remodeling contract with a contractor.

It also makes use of social proof to boost trust. Things like the A+ BBB rating and 150 happy clients on Yelp will assure potential clients that the contractor is tried and tested by many previous clients.

Method 2: Ask a question method

When to use the Ask a question method

This strategy of writing Ad copies is ideal for a non location specific buyer keywords (location buyer keywords are search phrases that people use when they are ready to buy a service)

The Ask a question method of writing Ad copy is similar to the Acknowledgement method. The only difference between the two lies in the way headline 1 is written.

How to write headline 1 with the Ask a question method

Since this method is targeting people looking to buy your service, starting headline 1 with a question will make them stop and pay more attention.

Below are a good example:

Keyword

Ad Copy Headline 1

Bankruptcy Attorney

Looking for a bankruptcy attorney?

Kitchen remodeling contractor

Need a home remodeling contractor?

Divorce Lawyer

Do you need a divorce lawyer?

How to write headline 2 & 3 and Description 1 & 2 for the ask a question method

The way you write Ad copies with the "Ask method" is same as with "The acknowledgement method"

The only difference between the two is how you write headline 1.

So, copy headline 2 & 3 and description 1 & 2 from "The acknowledgement method" for the "ask method"


3. Method 3: Pain point method

When to use the Pain point method: The pain point method is used to write Ad copies when you are targeting informational keywords only.

This is so, because people who search with informational keywords are not yet ready to buy your service but asking questions about their problems of which your service could solve.

How to write Headline 1 for the Pain point method

Mentioning a customer pain point is most ideal in writing Ad copies mostly for informational keywords, although you can also use it for buyer keywords.

The reason why is that people who are searching with informational keywords have a problem which makes them search on Google for a solution but they are not yet ready to buy a service that will solve that problem.

So, writing an Ad copy with the Ask a question and the Acknowledgement method won't work because those method are meant to appeal to those that are already ready to buy your service.

How to write headline 1 for the Pain point method

Mention the pain point of your potential customers in headline 1.

Point point is what your potential customers are feeling as a result of their problem.

For example, a woman who is passing through an abusive marriage may be feeling caged and sad in the marriage.

A person that needs a kitchen remodeling work may probably hate the look and feel of their kitchen.

So, stating what your potential customers are feeling as a result of their problems will make your potential customers connect with your Ad on a deeper emotional level than that of your competitor Ads.

Below are some good headline 1 Ad copy example for the keywords "bankruptcy" and "kitchen remodeling"

Keyword

Ad Copy Headline 1

Bankruptcy

Tired of drowning in debt?

Kitchen remodeling

Do you dislike your kitchen?

Divorce

Feeling Caged & Sad In your Marriage?

How to write headline 2

In headline 1 you'll state the pain point of your target customers but in headline 2, you'll state the after effect of your service in the life of your customer.

For example, the after effect of a bankruptcy service on a person drowning in debt is freedom from debt or a cleared debt.

The after effect of a divorce attorney service is freedom and happiness.

Below is an example of some informational keywords with recommended Ad copy headline 2

Keyword

Ad Copy Headline 2

Bankruptcy

Bankruptcy Can Clear Your Debt

Kitchen remodeling

Get Your Dream Kitchen Today

Divorce

Regain Your Freedom & Happiness

How to write headline 3

I don't really put much efforts in writing headline 3 because I know it'll be chopped off by Google but because the Ad won't be saved without adding it, I basically use a call to action as headline 3.

A call to action like "Request A Free Consultation" or "Get A Free Quote" will do just fine.

How to write Description 1 & 2

In description 1, you will state a call to action and explain to potential customers how accepting your call to action will help them resolve whatever pain they maybe passing through.

In headline 2

Keyword

Ad Copy Headline 1

Bankruptcy

Call or Schedule a free consultation to see how bankruptcy can help you clear your debt. Get rid of debt and stop foreclosure today. Call or request a free consultation

Kitchen remodeling

Request a free quote to see how much it will cost to get your dream kitchen. A+ BBB ratings, 150 happy clients. Request a free quote today

Divorce

Schedule a free consultation to see how a divorce can help regain your freedom and happiness. 

Headline 3

Keyword

Ad Copy Headline 1

Bankruptcy

Schedule 1

Kitchen remodeling

Request a free quote to see how much it will cost to get your dream kitchen

Divorce

Schedule a free consultation to see how a divorce can help regain your freedom and happiness

Conclusion

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Hi. I'm Obinna Ibemere and I love helping local service businesses generate lots of leads, customers and increase ROI from Google Ads, Facebook Ads, and Linkedin Ads. When I'm not trying to boost the ROI of my client's campaigns, I love watching football (soccer) and reading the latest trend in digital marketing or writing a blog post.

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