How to Write Google Ads Copy That Actually Gets Clicks

# How to Write Google Ads Copy That Actually Gets Clicks

Google Ads works like a noisy market. Hundreds of businesses are shouting about plumbing services, accountancy, dog training, or whatever you do. Your ad appears on a search results page where someone's already looking at six other options. You've got roughly two seconds to convince them you're worth clicking.

The difference between an ad that gets ignored and one that gets clicks isn't luck. It's structure, clarity, and honest positioning. Let's break down how to write ads that actually work.

The anatomy of a Google search ad

First, understand what you're working with. A standard Google search ad has three components:

Headlines — You get three of these, each up to 30 characters. Google shows two or three depending on screen size.

Descriptions — Two of these, each up to 90 characters. Both usually display.

Display URL — The web address shown. You control how this looks.

That's your entire pitch. No video, no fancy graphics, no logo. Just text. This simplicity is actually an advantage — there's nowhere to hide. Your ad either says something useful or it doesn't.

Headlines: put the most important thing first

Your first headline is the critical one. It's what people see first, and it's where you answer the question they just typed into Google.

Someone searching "plumber near Coventry" doesn't want to read "Expert Plumbing Solutions." They want to know you fix plumbing in Coventry. So say that.

Bad headline: "Quality Plumbing Services"

Good headline: "24/7 Plumber in Coventry"

The good version answers the immediate question. Location, service, availability — all there.

Use your remaining two headlines to add detail that might swing the decision:

• Emergency callout rates
• Same-day availability
• Years in business
• Specific specialities

Here's a realistic example for a local accountant:

Headline 1: "Accountant for Small Businesses" Headline 2: "Tax Returns from £180" Headline 3: "Free 30-min Initial Consultation"

The first headlines gets attention by addressing their need. The second gives them a concrete reason to care (affordability). The third removes friction (they don't have to commit to anything).

Descriptions: answer the "why you" question

Your headlines get their attention. Your descriptions answer why they should pick you over the plumber, accountant, or cleaner next to your ad.

This is where you solve problems or remove objections:

• "Fully qualified and insured" (removes risk)
• "Same-day quotes" (removes friction)
• "Over 500 five-star reviews" (builds trust)
• "Family-run since 2012" (proves you're established)

Bad description: "We provide excellent service to all our clients with professional staff."

Good description: "Family-run since 2008. All work guaranteed. Local references available."

The bad version is vague. The good version is specific. It tells someone why you're different. You're not just another name in the list — you're established, accountable, and happy to prove it.

Here's another example. Let's say you're a dog trainer:

Description 1: "Specialise in anxious dogs. NHS-referred. Results in 4–6 weeks."

Description 2: "Free assessment. Small group classes in Basingstoke. Next intake Dec 2nd."

The first description tackles a specific problem (anxious dogs are hard to train) and gives a realistic timeline. The second removes barriers (free initial assessment) and gives concrete next steps.

Use keywords naturally — don't stuff them in

Google Ads has changed. It used to reward keyword stuffing — cramming in as many search terms as possible. Now it penalises it. People notice when an ad sounds weird.

Bad (obviously stuffed): "Dog training Basingstoke dog trainers anxious dogs training near me"

Good (natural keyword use): "Dog Training in Basingstoke – Specialising in Anxious Dogs"

Both contain the keywords someone might search for. The good version is readable. The bad version sounds like it was written by a robot.

Google's algorithm is clever enough to match your ad to related searches without you forcing keywords in. If you write "emergency plumber Coventry," it'll also show for "24-hour plumber near Coventry" or "burst pipe Coventry" without you mentioning those exact phrases.

Write for humans first. Keywords second.

Creating urgency without lying

This is where most ads fall apart. Fake urgency kills trust.

Bad (obviously false): "Limited spaces — Only 2 left!" (No, there aren't two spaces. You have 50 availability slots.)

Good (genuine): "Book before 15th Dec for January start date."

Real urgency comes from real deadlines, seasonal factors, or genuine scarcity:

• Actual course intake dates
• Seasonal services (gritting in winter, boiler servicing in autumn)
• Genuine supply constraints
• Limited promotional offers with real end dates

A heating engineer in November can honestly say "book early for Christmas demand." A personal trainer can offer "New Year slots filling fast." These are true, and they matter to customers.

Don't manufacture urgency. Find the genuine urgency in your business and highlight it.

Real examples from different industries

Example 1: Local electrician

Headline 1: "Qualified Electrician – Same-Day Callouts" Headline 2: "Fully Insured & Gas Safe Registered" Headline 3: "No Callout Charge for Quotes" Description 1: "15 years experience. Local to Bristol. Fixed price or hourly rates available." Description 2: "Emergency repairs, rewiring, installation. Available weekends."

This ad tells someone: you're qualified, you can come quickly, you won't be charged just to get a quote, and you're flexible on pricing. Every line serves a purpose.

Example 2: Freelance copywriter

Headline 1: "Website Copy That Sells" Headline 2: "Specialist in Small Business" Headline 3: "First Hour Consultation Free" Description 1: "I write clear, human copy that gets clicks. No jargon." Description 2: "From £500 per project. Remote. Portfolio and testimonials available."

This works because it's honest, specific about price, and removes risk (free consultation). There's no corporate speak.

Example 3: Dental practice

Headline 1: "NHS Dentist in Swindon" Headline 2: "New Patients Welcome" Headline 3: "Check-ups from £22.70" Description 1: "We're accepting NHS patients again from January. No waiting list." Description 2: "Private treatments also available. Emergency appointments same-day."

Notice how each line answers a different question: Are you accepting new patients? What do you charge? Can I be seen quickly?

The real test: would you click it?

Before you launch an ad, read it as if you're the person searching. Does it answer your question? Does it give you a reason to trust this business? Is there anything that makes you hesitate or feel annoyed?

If you wouldn't click it, neither will many others.

What to do next

Audit your current ads. If you're already running Google Ads, pull your top-performing ads. Look at the headlines and descriptions. Are they specific and useful, or vague and generic? That's your baseline.

Write three versions of each headline. Don't settle on your first draft. The second or third option is often better. Google's system will test them and learn which works best.

Get specific about why people should click. Not "quality service." Instead: "Same-day installation" or "Over 100 five-star reviews" or "Fixed pricing, no surprises."

Test one change at a time. Change one headline, keep the rest the same. That way you'll know what actually works.

If you're struggling to get this right, or you've tried and your click rates are still low, that's something we help with at BrightClick. But honestly, the best ads come from you knowing your business better than anyone — so start there.

The ads that work aren't clever. They're useful. They're honest. They answer the question someone just asked Google. Start with that, and you'll outperform most of your competitors.