How To Write PPC Ads That Convert

How To Write PPC Ads That Convert

Google recommends using to expanded text ads. The purpose of these new ads is to improve visibility on mobile and desktop, as well as click-through rates. Expanded text ads are double the size of previous search ads and give you much more space to advertise your services, products and benefits in order to turn more browsers into buyers. Karooya offers a great expanded text ad preview tool to help you mock-up new search ads, and to make things better, it’s free to use!


Example of expanded text ads in Google search results.


As you can see from the example above, the expanded text ad consists of:

  • Up to 3 headlines
  • Your Final URL (the landing page you wish to send people to)
  • Ad extensions (in the example above, Callout & Sitelink extensions are being used)

This article looks at how to best write each of these components to create an ad that gives you a higher click-through and conversion rate so that you can maximise ROI from your PPC budget.



Your ad headlines are the most important element of the ad and will play the biggest part in attracting searchers to your PPC ad, so make it scannable and attention-grabbing to persuade them to click on it. Google currently offers the ability to add 3 headlines to your ads, all with a 30 character limit.

The headline should be straight to the point and reserved for the most important messaging around your targeted keywords. Speak directly to the customer using ‘you’ and ‘your’ and write in title case as you would a headline for a blog post. Keep your messaging relevant, including unique benefits of the searcher going to your landing page over your competitors’ pages. For example, if you’re trying to sell a service you could offer a free call or consultation as an incentive for users to pick you over a competitor. It’s also important to create urgency by adding a call to action such as ‘buy now’, ‘sign up today’ or ‘shop for a limited time only’ to draw prospects in.


Display URL

The display URL is the URL that users see in your ad and may differ from the destination URL (final URL), which is the URL of the page your ad takes you to. After inputting your final URL during the ad creation stage, Google allows you to include two 15-character path fields after the display domain. This allows you to make your domain more engaging and relevant to the searcher.

Utilise these path fields to add text so that people can get a clearer idea of where they will be taken to if they click on your ad. Optimise your display URL by including keywords relevant to the specific desired page and relevant to what users are searching for.



Expanded search ads allow you to add two 90-character description lines – it’s important to utilise these! Your description should complement your headline and add value, so avoid repeating information already featured to truly utilise the space. Whilst a total of 180 characters may not seem like a lot, they can dramatically help increase the size of the ad, in turn increasing your chances of users clicking through to your website and converting. 

Use the description lines to highlight the most valuable benefits of your product or service and why people should choose you over your competitors. Think about what the searcher is searching for and how you can best meet their needs so that when users click your ad they find exactly what they’re searching for and their needs and goals are met.

Again, use ‘you’ to personally speak to your prospect and use keywords that are relevant to their search. By triggering positive and negative emotions for the user, this can impel customers to click through to your website.



Ad extensions give you the opportunity to add even more valuable benefits to your audience and give them more reasons to click your ad and inspire them to take action. Extensions also help increase the amount of space your ads take up in search results. Google currently offers the following extensions for search ads:

  • Location extensions
  • Affiliate location extensions
  • Callout extensions
  • Call extensions
  • Message extensions
  • Sitelink extensions
  • Structured snippet extensions
  • Price extensions
  • App extensions

Make sure you choose the extensions that are most relevant to your ad and will provide the most value to your target audience.


Writing PPC Ads That Convert 

Incorporate each of these elements of your ad to fully utilise the potential of expanded ads and turn browsers into buyers. Begin with three headlines that grab the attention of browsers and persuades them to click on your ad, optimise the display URL using relevant keywords, then write two descriptions that highlight the unique benefits of choosing you over your competitors. Then for the icing on the cake, add ad extensions to provide more value to your prospects.

Remember that it’s also important to have multiple ad variations in each ad group and A/B test which ads work best for your target audience every once in a while. 

To take away the pain of managing your PPC account, or to improve your return-on-investment, check out our PPC services for small businesses.


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What is PPC & How Does it Work_ (1)

What is PPC & How Does it Work?

PPC stands for pay-per-click, and it’s a paid way of marketing on search engines. As it states in the name, you literally pay-per-click. Essentially, PPC is a quick way to generate conversions by showing your ads to users that are searching for what you offer. A conversion may be a sale, enquiry, sign-up etc.

It can be a great marketing method if your average CPC (cost-per-click) is low within your industry, enabling you to still have a good return on investment (ROI). PPC can be extremely competitive in some industries and requires regular maintenance in order to maintain regular conversions and good overall PPC account health.

PPC often changes too – from Google Ads rules to industries becoming more competitive over periods as short as a couple of days – so you have to constantly adapt your PPC strategy and keep close eyes on your account performance.


How Does It Work?

Once an advertiser has set up their ads in a search engine advertising platform (such as Google Ads or Bing Ads) and has added relevant keywords that they wish their ads to show for, they then set keyword bids for how high up in the ad section of the search results they want their ad to show. It’s worth knowing that the cost-per-click for each keyword you bid on will vary.

For example, say that in the roofing industry the bid for the number one position on the front page of the search results for the exact match keyword ‘roofing services’ is £3.40, but say you’re bidding at £3.00, you won’t get that top spot. Not to worry though, you’ll be able to see roughly what position your ads are showing in based on your keyword bid using the ‘Search Abs. Top IS’ metric (percentage of your search ad impressions that are shown in the most prominent search position) and the ‘Search Top Impression Share (IS)’ metric (the impressions you’ve received in the top location on the search result page divided by the estimated number of impressions you were eligible to receive in the top location). It’s also worth noting that the ‘Search Top Impression Share (IS)’ metric refers to the top location as being anywhere ads appear above the organic search results. 


Google Ads metrics


However, as previously mentioned, PPC can be very competitive. If you’re bidding high enough for that first-place position but your competitor is also bidding for that top spot, what happens then? Well, the advertising platform you’re using will then look at other varying factors to determine which ad is best suited for the position.

The most common things that factor into your ad’s position are:

  • The quality of your ads (Quality Score)
  • The expected impact from your ad extensions and other ad formats
  • Landing page experience
  • Seasonality


What is Google Ads?

Google Ads (previously ‘Google Adwords’) is Google’s very own advertising service which allows you to market in the Google search engine and its affiliate sites. Google Ads lets you do this via the use of placed text ads that appear when people search for terms that relate to your ad’s offering. For advertisers to get their ads shown in front of potential customers, and for Google to make money from its search engine, advertisers bid on certain keywords they wish to show for.

Google’s Display Network (GDN) is also a way for advertisers to show their display/visual adverts. The GDN is a large network of sites that allows Google to display advertisements on. Generally speaking, Display Network clicks are less expensive than those on the search network.


How Can PPC Benefit You?

Pay-Per-Click – As the name of this marketing method states, the great thing about PPC is that you pay for clicks, which is a lot more valuable than paying for impressions (providing you’re bidding on the correct keywords). With a click, you’re not necessarily guaranteed a conversion off the back of each ad click, but it still creates brand awareness and new website users.

Budget Control – With PPC, you have constant control of your account spending. You determine both your daily and monthly budgets depending on your marketing strategy.

Faster Results with PPC than SEO – Desperate for results? Start with PPC. Pay-per-click marketing can provide a substantial amount of traffic for a predictable amount of money in less time.

Targeting – The great thing about pay-per-click is the in-depth targeting you can set up. It’s not quite as detailed as Facebook ad targeting, but it still does the job to a high standard. For example, within Google Ads you can target specific devices, locations, keywords and ad schedules. This allows you to get in-front of potential customers at exactly the right time.

Better ROI – Because you only pay-per-click, this makes it easier to manage your costs and calculate your estimated ROI. Also, if you’re tracking conversions, PPC makes it easy to track your average cost per conversion and which events on your website convert the best.


Starting Your Very Own PPC Account

Hopefully, this article has given you a good basic overview of PPC marketing.If you wish to get started with your very own PPC account or have any questions, please get in touch below.


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