How to Write Google Ads Copy That Drives Conversions

TL;DR: How to Write Google Ads Copy That Drives Conversions

• Google Ads copy drives conversions by matching search intent, not by sounding clever.

• Strong headlines use keywords naturally and focus on clear benefits.

• Descriptions should reinforce value, set expectations, and align with the landing page.

• Clear, specific calls to action lower friction and improve conversion rate and CPA.

• Testing multiple copy variations and refining based on performance is how winning ads are built.

Most Google Ads fail for one simple reason.
The copy sucks.

The copy does not do its job.

Google gives you just a few lines of text to earn a click. No design. No real visual branding. No second chances. If your message is unclear, generic, or sounds like every other ad on the page, you are paying for traffic that never converts.

Here is the part most advertisers miss. Writing better Google Ads copy is not about being clever. It is about being specific. According to Google, ads that closely match search intent and clearly explain value see higher click through rates and lower costs per conversion. That means better copy does not just get more clicks. It saves money.

I have seen accounts spend tens of thousands testing bids, audiences, and budgets while ignoring the words in the ad. Then we change the copy. Same keywords. Same spend. Conversions go up.

In this guide, I will show you how to write Google Ads copy that earns attention fast and turns that attention into action. You will learn how to write headlines that stop the scroll, descriptions that remove doubt, and calls to action that feel natural instead of pushy. You will also see how to test your copy the right way so Google can do its job and your ads can finally start working if you are doing Google Ads on your own. 

What Is Google Ads Copy?

Google Ads copy is the text people see when your ad appears in search results. This includes:

• Headlines

• Descriptions

• Ad assets like sitelinks and callouts

Your copy has one job. Convince the right person to click. Not everyone. Just the person who is most likely to convert.

Good Google Ads copy clearly explains what you offer, why it matters, and what the next step is. It matches the search term, speaks to intent, and sets expectations for what happens after the click.

Bad copy is vague, generic, or focused on the business instead of the customer.

How Google Ads Copy Actually Works

Google Ads uses Responsive Search Ads. That means you write multiple headlines and descriptions, and Google mixes and matches them to find the best performing combinations.

Google looks at:

• Search intent

• Keyword relevance

• Past performance

• Google Ads Landing page experience

Your job is not to write one perfect ad. Your job is to give Google strong options to test.

This is why most guides, including Google’s own best practices, recommend:

• Writing the maximum number of headlines and descriptions

• Avoiding repetitive messaging

• Focusing on clarity over cleverness

Understand Search Intent Before You Write Anything

Before you write a single word, you need to understand why someone is searching.

Search intent usually falls into three categories.

Informational Intent

The user wants to learn something.
For example: what is cpa in google ads

Commercial Intent

The user is researching options.
For example: best google ads agency for small business

Transactional Intent

The user is ready to take action.
For example: google ads management service near me

Your Google Ads copy should match the intent of the keyword. If someone is looking for information, aggressive sales language will not work. If someone is ready to buy, educational copy will feel slow.

Intent alignment is one of the biggest conversion drivers and one of the most common mistakes advertisers make.

How to Write Google Ads Headlines That Get Clicks

Headlines matter more than anything else. They are the first thing people read and often the only thing they notice.

Use Keywords Naturally

Including keywords in your headlines improves relevance and helps your ad stand out. This does not mean stuffing keywords. It means reflecting what the user searched in a clear, natural way.

Example:
Search: how to write google ads copy
Headline: Learn How to Write Google Ads Copy That Converts

Focus on Benefits, Not Features

People do not click ads because of features. They click because of outcomes.

Instead of:
Award Winning PPC Agency

Try:
Get More Leads From Google Ads

Write for Scanners

Most people skim ads. Short, clear headlines work best.

Good headlines are:

• Easy to understand

• Specific

• Focused on one idea

Writing Google Ads Descriptions That Drive Conversions

Descriptions support your headlines. They answer the follow up question in the user’s mind.

Why should I click this ad?

Reinforce the Value

Use descriptions to explain:

• What problem you solve

• How you solve it

• What makes you different

Example:
Custom Google Ads copy written to match search intent and drive real conversions. No fluff. No guesswork.

Set Expectations

Your description should match the landing page. If your ad promises a free consultation, the landing page should deliver that immediately.

Misalignment kills conversions and increases CPA.

Calls to Action That Actually Work

A call to action tells people what to do next. Weak CTAs lead to weak results.

Avoid vague CTAs like:

• Learn More

• Click Here

Use action based CTAs that reduce friction:

• Get a Free Quote

• See Pricing

• Book a Free Call

• Start Your Free Trial

The best CTA depends on intent. High intent searches can handle stronger CTAs. Lower intent searches often convert better with softer ones.

Using Ad Assets to Strengthen Your Copy

Ad assets give you more space and more reasons to click.

Common assets include:

• Sitelinks

• Callouts

• Structured snippets

These are not optional. Google rewards ads that use assets with better visibility and often lower CPCs.

Use assets to:

• Highlight services

• Add trust signals

• Answer common questions

Example callouts:

• No Long Term Contracts

• Google Certified

• Transparent Pricing

What Is CPA in Google Ads and Why Copy Matters

CPA stands for cost per acquisition. It is how much you pay for a conversion.

Good copy lowers CPA by:

• Increasing click through rate

• Filtering out unqualified clicks

• Setting clear expectations

High CTR with low conversions usually means your copy is attracting the wrong people. Conversion focused copy attracts fewer clicks but better ones.

How Long Do Google Ads Take to Appear and Perform

Most ads are approved within 24 hours, but performance takes time.

Google needs data to optimize. This is called the learning phase.

During this time:

• Performance may fluctuate

• CPA may be higher

• Some headlines will outperform others

Do not panic and rewrite everything after three days. Let data guide decisions.

Testing Google Ads Copy the Right Way

Testing is where great ads are made.

What to Test First

• Headlines before descriptions

• Value propositions before CTAs

How Many Variations

Use all available headline and description slots. More variations give Google more data.

How Long to Test

Wait until each asset has enough impressions and clicks to matter. Avoid making changes too early.

The goal is learning, not perfection.

Common Google Ads Copy Mistakes

Here are the biggest mistakes advertisers make.

• Writing for Google instead of people

• Being vague about what they offer

• Overusing buzzwords

• Not matching the landing page

• Ignoring intent

• Testing too little

Most poor performance comes from unclear messaging, not bad strategy.

Can You Copy Google Ads From Another Campaign or Account?

Yes, technically you can copy campaigns between accounts. But copying copy blindly is risky.

What works in one account may fail in another due to:

• Different audiences

• Different offers

• Different landing pages

Use copying as a starting point. Always customize messaging to match intent and context.

Are Google Ads Copyrighted?

Ad copy can be protected under copyright and trademark law. You should never copy competitor ads word for word.

It is fine to:

• Analyze competitor messaging

• Identify common value props

• Find gaps you can improve on

Use inspiration, not imitation.

Using AI to Help Write Google Ads Copy

Tools like ChatGPT can help generate ideas, angles, and variations. Many agencies use AI as a starting point.

AI works best for:

• Brainstorming headlines

• Rewriting copy for clarity

• Creating variations for testing

AI should not replace strategy. Human review is critical to ensure intent alignment and accuracy.

Measuring Success and Improving Over Time

Key metrics to watch:

• Click through rate

• Conversion rate

• Cost per acquisition

• Asset level performance

Review which headlines and descriptions drive conversions. Pause weak assets. Build on what works.

Great Google Ads copy is never done. It evolves with data.

Final Thoughts about Writing Google Ads Copy

Great Google Ads copy is not about tricks, hacks, or sounding clever. It is about clarity. When your ads clearly reflect what someone searched for, explain why your offer matters, and set honest expectations for what happens after the click, conversions follow.

In this article, we walked through what Google Ads copy really is, how it works, and why intent matters more than anything else. We covered how to write stronger headlines, more persuasive descriptions, and clearer calls to action. We talked about lowering CPA through better messaging, using ad assets to strengthen your ads, and testing copy in a way that leads to real insights instead of guesswork. We also addressed common mistakes, legal considerations, and how tools like AI can support your process without replacing strategy.

The takeaway is simple. If your Google Ads are not converting, start with the words. Small changes in copy can have an outsized impact on performance, often faster and cheaper than changing bids or budgets. Write for the person searching, not the platform. Be specific. Be clear. Then test, learn, and refine.

That is how you write Google Ads copy that drives conversions.

FAQs: Writing Google Ads Copy

What is the best way to write Google Ads copy?

Start with search intent. Write clear, benefit driven headlines. Support them with descriptions that set expectations. Test multiple variations and refine based on performance.

How long should Google Ads copy be?

Use as much space as Google allows, but keep messaging simple. Short and clear beats long and clever.

How many headlines should I write?

Use the maximum allowed. More headlines give Google more options to test and optimize.

Does Google Ads copy affect Quality Score?

Yes. Relevance and expected click through rate are heavily influenced by copy.

Does Schulze Creative write Google Ads copy?

Yes. We at Schulze Creative write conversion focused Google Ads copy based on search intent, keyword data, and landing page alignment.

What makes Schulze Creative different when writing Google Ads copy?

We at Schulze Creative focus on clarity, intent, and execution. No generic templates. No buzzwords. Every ad is written to attract the right click, not just more clicks.

Can Schulze Creative help improve existing Google Ads copy?

Yes. We audit current ads, identify messaging gaps, and rewrite copy to improve conversion rate and CPA without increasing spend.

Does Schulze Creative use AI to write Google Ads copy?

We use AI as a tool, not a crutch. Strategy, intent mapping, and final messaging are always handled by humans.