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. 

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