How Pros Write Google Ads (and You Can Too!)

Most people try to write better Google Ads by adding more lines, more keywords, more everything. But that’s not what actually works.

Strong ads are built on clarity. Relevance. A bit of psychology. And knowing when less is more.

Here’s a breakdown of what really makes Google Ads click—and how to write them without guessing.

 

 

Ads Requirements

 

Responsive Search Ads (RSAs)

Headlines: Up to 15 headlines, 30 characters max
Descriptions: Up to four descriptions, 90 characters max

 

Responsive Display Ads

Short headlines: Up to five, up to 30 characters each
Long headline: One, up to 90 characters
Descriptions: Up to five, up to 90 characters each
Business name: Up to 25 characters
Images: Up to 15 different images
Logos: Up to five different logos

 

Performance Max Campaigns

Headlines: Up to five, 30 characters max
Long headlines: Up to 90 characters
Description: One 60-character description (required)
Long descriptions: 1-4 descriptions, up to 90 characters each
Business name: Up to 25 characters

 

 

Simple Tips for Writing Better Google Ads

Want better ads? Start with these key points:

 

Keep it relevant

Your ad should match the keywords you’re targeting. Your landing page should match the ad. When everything lines up, your ad performs better.

 

Put keywords in your headline

This helps people see that your ad fits their search.

• Use long phrases for specific searches like “best roofing company near me.” (if it fits)
• If your keyword is short, put it at the start of the headline.
• If it’s too long for the headline, include it in the description and use a shorter variation in the headline

 

Add Assets

A no-brainer, but it’s often overlooked. Even though it’s not a part of writing the ad text, it helps with the CTR.

Most common ( for all businesses):

• callouts
• sitelinks
• Structured snippets
• Images
• Business name
• Business logo

As for the rest, it depends on your offer, for example, pricing, location, or call asset.

 

Test different ad versions

Even though Google mixes things for you, you should still try different wording and styles. You know your business and your customers better than Google.

Things you can test:

• Long vs short keywords
• Direct vs emotional tone
• Urgent vs helpful headlines

 

 

Copy tricks that work

Want to level up your ads? Here’s how to make your copy stand out:

• Use emotion. People click when they feel something.
• Use psychology. Scarcity, repetition, and exaggeration — these catch attention.
• Show proof. Add quotes, reviews, or numbers to show people trust you.
• Use strong words. Try words like “proven,” “exclusive,” “guaranteed.”
• Balance it out. Mention features, benefits, and problems you solve.
• Give something. A freebie, discount, or cool feature helps you stand out.

 

Stronger calls to action

Be clear about what happens next. And match it to where the customer is:

Just looking? Try: Learn More, Explore Now

Comparing? Try: See Plans, Get a Demo, Check Pricing, Try it for free

Ready to act? Try: Order Now, Get Started Today, Sign Up & Save 20%, Book a call

 

 

Keyword hacks

Use dynamic keyword insertion to show the exact words someone searched for.

Like this:
“{KeyWord: Affordable Lawn Care} – Book Today!”

But be careful. It can lead to weird headlines if not set up right. You don’t want something like:
“Fix Leaky Faucet Myself? Call Now!”

 

Use my formula for writing ads

I write a lot of ads, and I have a formula for how I do it. I teach it in my course, but I will reveal it here. It’s nothing fancy, but it gets the job done every time.

 

Headlines 1-3: keyword focused
Headlines 4-6: Product benefits
Headlines 7-9: Strong CTA
Headlines 10-11: Key features
Headlines 12-13: Emotional benefits
Headlines 14-15: Brand Messaging

Description 1-2: Ad group related + CTA
Description 3-4: Reiterate the emotional benefits for the user.

 

This will cover the main points we talked about earlier and will give you a rich, responsive ad. If you don’t want to write 15 headlines, then just a simpler version, like:

 

Headlines 1: keyword focused
Headlines 2: Product benefits
Headlines 3: Strong CTA
Headlines 4: Key features
Headlines 5: Emotional benefits
Headlines 6: Brand Messaging

 

You can change the formula however you want. I also found that it can be a great source for testing ideas. You can just mix and match different headlines, focusing more on benefits or features, etc.

 

Use chatGPT to help you

I used the same formula to create a mini chatGPT for myself. I write some ads manually, but for others, I use AI. I got tired of pasting the same prompt, so I just made it better and included additional stuff. You can create your own or just use mine. I call it Keyword grouping and RSAs.

 

It also groups keywords into ad groups and writes RSAs for them. However, I’m not completely satisfied with how it groups keywords, so tread carefully. But I do like how it creates RSAs.

 

Here’s an example for “email marketing platform” keywords. Don’t mind the numbers at the end. It’s just the length. Sometimes, it exceeds the headline length.

 

You don’t need maximum headlines

 

With responsive search ads, you can add up to 15 headlines and 4 descriptions. Google mixes and matches them to find what works best.

That said, you don’t have to use all 15—especially if your ads don’t get many views.

Google says more headlines give the system more options, which can help performance. But if your ad gets low traffic, many combinations may never get tested. One study found that 15 headlines can create nearly 3,000 combos. That’s a lot of testing.

 

If your impressions are low, use fewer headlines—maybe 4 to 7. Just make sure they’re clear, different from each other, and hit your main points. That way, each one has a better shot at being seen and making an impact.

 

Also, pay attention to the Ad Strength rating. It looks at how relevant and varied your content is. A higher score is good, but don’t chase it blindly. If your ad doesn’t show much, stuffing in more lines might not help.

 

Bottom line: more headlines can be helpful—but only if your ad has enough views. If not, keep it simple, focused, and strong.