Running Google Ads offers you an almost dizzying array of strategies and methods. But if you want to keep it relatively simple then paid search will likely be your focus
With 8.5 billion searches on Google every day it’s clear that ranking top can net you some great traffic. Search engine optimization is often the long term goal for many businesses, but the problem is that it’s a long term strategy. Running PPC ads on Google can start bringing you traffic within hours or days, if done correctly.
And that last point is key. But what is doing it correctly? And how can you create the best Google Ads content to deliver results quickly?
Of course this varies depending on your industry, your target audience and your product or service. But, in this post we’re going to look at some of the best Google Ads examples to help you create the best converting text ads for your PPC campaigns.
The Best Google Ads Examples 2022
This ad from popular marketing tool MOZ keeps it simple yet effective. The heading tells you exactly what the tool is for, and the copy includes the clear benefits of using their product, plus a clear CTA.
Below the ad, the sitelink extensions make it easy to get extra information about the pricing. Although I like this ad for its simplicity, I feel like the next ad, also for a marketing tool, blows them out of the water slightly…
- FREE offer is highlighted in the heading
- Two sitelink extensions direct visitors to useful information
- Additional link to free downloadable guides (lead magnet marketing)
- Content clearly explains product benefits
While we’re looking at SaaS marketing tools, I’m loving this Google Ads text from SEO giants Semrush. There is a certain swagger in their text which suggests they are top of the class and they know it.
“Replace a dozen solutions with one suite…”, “try it free”. Oh and the validation of the “Best SEO Tool 2022 Winner”. These are all attention grabbing elements for those browsing.
The fact that their headline even says it’s the “Ultimate 20-in-1 SEO Tool” just tells anyone searching for the best option everything they need to know.
The icing on the cake is the sitelink extensions taking searchers to their plans comparison, free trial and even a call extension so you can speak to someone at customer services. Would you buy this product? I think you would…
- Strong use of power words such as ‘Ultimate’, ‘Best’, ‘Free’
- Good use of sitelink extensions
- Call direct from the ad to speak to customer services
- Trial price of $0 is highlighted in extensions
This simple Google Ad for car finance company Zuto makes it very easy to see the benefits. A decision in 60 seconds? Great – no time wasted.
But for those worried about borrowing money from a brand they might never have heard of there is plenty of reassurance on display. No fees? 5 star rating? (It’s actually 4.6, but that’s close enough) Trusted by 3 million customers? OK, I’m interested…
They’re missing a trick with the lack of CTA, and I would suggest using a reviews extension instead of the rating mentioned in the copy.
- Builds trust with ratings and customer numbers
- Ad title is the service and the benefit – not the company name (Which is a good thing)
- Call directly from the ad
- “No Obligation and No Fees” helps to engage browsers
4. TUI Holidays
UK based travel agents TUI have crammed loads of great features into this search ad. The search for ‘winter sun holidays’ is highlighted in the title of the ad, with a CTA ‘browse our deals’ in the heading too.
To add to this, the copy is kept very simple. And there are lots of extensions taking searchers directly to what they’re looking for. And, if I want to go into the shop, there are two locations nearby too!
This Google search ad also features an image which catches the attention even more.
- Eye catching image makes the search ad stand out
- Extensions make it easy to jump to your preferred section
- Ratings extension builds trust and social proof
- Clear CTA ‘Browse our deals’
5. Jet2 Holidays
Offering a similar appeal to the TUI search ad above, this search result from UK based airline Jet2 has it’s own benefits. The headline clearly highlights the search term (Winter sun holidays) and then their USP of hold luggage included. A big consideration for those travelling with kids.
For me the copy is not direct enough. The ‘why not bag your dream break’ could be said in a much more direct and effective way. But the ad does offer some clear benefits including the choice of 70 sun and city destinations.
Those extensions also draw the eye – with ‘Free Child Places’ and ‘School Holiday Breaks’ clearly appealing to the main target audience.
- USP stated clearly in the heading
- Rating extension adds social proof and trust
- Freephone contact phone number extension makes it easy to get in touch
- This ad is clearly targeting the family holiday demographic
6. Blacklane Airport Transfers
Don’t have time to mess about with public transport? This excellent Google Ad from Blacklane hits with the quality service offering straight away, “arrive on time and in style”. Plus you know you’ll be able to get in touch with people straight away with that free in-vehicle Wi-Fi.
Sitelink extensions also allow you to jump straight to the sections you’re most likely to need. Although I would suggest that perhaps they could add the callout extension, for people to phone direct.
- Extensions allow visitors to jump straight to their preferred service
- Multiple benefits highlighted in the ad copy
- Image in the ad draws the eye
If you’re looking for office space, this great ad from Industrious is definitely going to draw the eye. First, you have that stylish looking thumbnail image. Although not everyone will see the detail, you can still make out that their claim of ‘Beautiful Workplace Solutions’ is accurate.
The ad copy also highlights the flexible service offer using succinct points such as ‘Month to Month Terms’ and the option of private or open offices. There are also the more obvious necessities of meeting rooms, printing and office supplies included, which are mentioned within the copy – thereby handling any objections the searcher may have.
This ad also makes great use of ad extensions with the quick links to specific locations, as well as their Access Memberships option.
- Ad copy highlights the benefits and handles objections clearly
- Sitelink extensions lead directly to the landing pages for specific locations
- Stylish image backs up the headline claim
This search ad from WeWork is also a good example of paid search. You could argue that the ad copy for the Industrious ad above is clearer in their service offer. This WeWork ad is a bit wordier but says a lot less.
The headline features a CTA, ‘Explore Locations’. However this could be improved with a word such as ‘Premium’ or ‘Central’. There are 30 characters available for each of the headlines, so there is a missed opportunity here.
However their extensions make it easy to browse specific locations, as well as highlighting the starting package price.
- Starting price is highlighted in sitelink extension
- Extensions also link to specific locations
- Attractive image supports the claim of ‘Designer Office’
9. Local Locksmith 1
An on-demand service such as a locksmith needs to make their offer immediately clear in their ad copy. Obviously if you’re locked out of home you don’t want to be weighing up the best options…
Although this ad for a local locksmith states the benefit twice in the header ‘No Callout Fee’ and ‘No Call Out Charge’ – it is at least clear. They do lead with ‘Available 24/7’ which is also going to help make a decision.
The copy is also reassuring, as is the reviews extension. However there is no callout option from the ad, which is the only thing I’d change.
- Service benefits highlighted in the headline
- Ratings extension gives trust and social proof
- The ad copy is clear about what service is offered
10. Local Locksmith 2
Another good example of an ad for a local locksmith, this search has been put together slightly better. Again, the headline makes it clear that there is no call out charge and that they’re available 24/7.
The ad copy is also quick and to the point, asking the questions and then reassuring the reader that they can help. And, another benefit here, the callout extension is used so the user can call directly from the ad.
- Service benefits highlighted in the headline
- Callout extension included to allow calls direct from the ad
- Copy clearly explains what they do
Thinking of gift ideas can be tricky at the best of times. But that’s nothing a quick Google search can’t fix, right? This is a good Google Ads example from Etsy with some great copy and use of extensions.
First of all, that headline hits the search keyword “gift for wife” and also features a nice selling point, “gifts as unique as they are”. The ad copy then reinforces the headline, with gifts they’ll love, supporting small business and ‘thoughtful and remarkable gifts’.
And, in the age of sustainability awareness, the added benefit of local sellers is appealing in place of international shipping.
To make it easy to find what you’re looking for, there are quick links to home decor favourites and personalized gifts too.
- Good use of trigger words in the headline and ad copy
- Extensions highlight popular departments for ease of shopping
- Short and punchy copy explains benefits of the site within the ad
12. Local Wedding Photographer
This result for a local wedding photographer has some good examples of both reassuring ad copy and extensions. Many of these sorts of businesses are solopreneurs, or one man bands, so the ad is often created by the business owner or a small agency.
This Google Ad example has good use of emotional trigger words, or power words. For example ‘Free consultation’ and ‘High quality’. He also explains his style of photography, with ‘a touch of fine art’, speaking to his target audience perfectly.
Below the copy the sitelink extensions take you straight to pricing, portfolio and the ‘about me’ page which are all the most visited pages on most websites.
- Good use of descriptive and trigger words
- Callout extension included
- Sitelink extensions link to most viewed pages including prices and portfolio
How can you make your Google Ads better?
As we’ve seen from the Google Ad examples above, there are a number of elements that can make your ad good. So if you’re looking to create catchy Google search ads, follow these rules:
- Explain your USP or benefits in the headline
- You don’t need to use the company name in the headline, in fact, sometimes you shouldn’t
- Make your service benefits clear in the copy and use short and easily digestible sentences
- Use a clear call to action somewhere in your copy
- Use sitelink extensions to direct customers directly to specific categories on your site
- Build trust by highlighting your reviews, ratings, or testimonials with review extensions
- Highlight offers, sales, or limited availability in the copy
- Include numbers, prices, or percentages for quick reference
- Ensure your ad copy uses direct language and ‘power words’
- Consider if adding your callout extension (phone number) will help customers
Not all of these will apply to every business or ad campaign. But an understanding of what makes your ads perform well can make a big difference.
We’ve also looked at the power of high-converting landing pages before. Put simply, if you’ve gone to the effort of creating the best ad copy you can, do it justice with a good landing page too.
What influences the success of your Google Ad
Although we’ve looked at the external appearance of these Google Ad examples, the truth is that more than half of the results come from other under the hood factors.
This can include:
Your total Google Ads spend can have a big impact on your ad performance, especially if you’re up against big spending competitors.
Use of keywords
Doing your keyword research and then targeting the right search terms is a huge factor in your Google Ads ROI. This can take time to distill though, as you work out which search terms perform best.
The use of exact match, phrase match, broad match or negative keywords can have a big influence on your ad performance. If you don’t know how best to manage keyword matching, make sure to read up first.
If you’ve gone to all that hard work of creating your Google Ads campaigns, you need to make sure your website can convert those visitors. Landing pages increase the chances of conversions, reduce bounce rates and have a number of benefits.
Block invalid traffic
More than 1 in 5 clicks on your Google Ads comes from non-genuine traffic sources such as bots, competitors, organized fraudsters and click farms. This is known as click fraud or invalid traffic (IVT). By blocking invalid traffic you improve the chance of your Google Ads campaigns of hitting their ROAS and cut the amount of ad spend wastage.
Protecting your Google Ads campaign
If you’re running Google Ads either for your own business or for your clients, blocking fraud is something you will need to consider. ClickCease is the most effective click fraud prevention tool on the market and is the choice of marketing professionals across the world for good reason.
Because clicks from bots or your competitors are never going to convert, reducing the impact of these clicks on your ad spend can make a massive difference to your bottom line. In fact, in some highly competitive industries with high value keywords the volume of fake clicks can be as high as 60% or more.
We highly recommend running a traffic audit on your PPC ads so you can see for yourself who is clicking your ads.
With a no-obligation free trial, you can use ClickCease to see for yourself whether you need to invest in click fraud prevention.
Try ClickCease for free for 7 days and give your Google Ads campaigns the power up they deserve!