Paid-search copy should help the right person recognise a relevant offer and understand the next step. A higher click-through rate can be useful, but the business also needs to know whether those clicks produce valid enquiries or purchases.
Table of Contents
Write for the current ad format
Google responsive search ads can contain up to 15 headlines and four descriptions. Headline fields allow up to 30 characters and description fields up to 90. The assets may appear in different combinations, so each should make sense on its own and alongside the others.
Where a message must appear in every ad, use the appropriate pinning controls and verify the preview. Review any text customisation or automated assets that can affect the final message. Platform recommendations are not permission to make an unsupported claim.
Twelve checks for useful ad copy
- Name the real offer. Make the product or service clear before adding promotional language.
- Match the search task. Separate buying, troubleshooting and research questions when they need different destinations.
- State a supported difference. Use a verifiable feature, process or scope condition rather than an unqualified “best”.
- Explain price conditions. Check currency, tax, eligibility, minimum spend and what the advertised amount includes.
- Use genuine deadlines. A countdown or limited offer needs a real end point. Do not manufacture scarcity.
- Make headlines distinct. Repeating the same idea in several forms gives the reader less information.
- Use relevant search language naturally. A keyword or insertion feature must still produce an accurate, readable ad.
- Match the landing page. The destination should show the same offer, conditions and next step.
- Check supporting assets. Sitelinks, call assets and other eligible assets should lead to useful, current information.
- Use location truthfully. Describe the area served without inventing an office, stock position or local presence.
- Make the action accurate. “Request a quote” and “Book an appointment” describe different experiences. Use the one the destination provides.
- Review combinations and devices. Check for missing context, contradictory conditions, awkward repetition and a difficult mobile enquiry path.
Calculate results using the same population
Click-through rate is clicks divided by impressions. A click-based valid-enquiry rate is valid enquiries divided by ad clicks. Media cost per valid enquiry is the matching media spend divided by valid enquiries. State the date range and what makes an enquiry valid. Keep media-only cost separate from a total that also includes management or production.
Illustrative example: Ad A receives 10,000 impressions, 400 clicks and eight valid enquiries from CAD 800 of media spend. Its click-through rate is 4%, valid-enquiry rate is 2% and media cost per valid enquiry is CAD 100. Ad B receives 10,000 impressions, 300 clicks and 12 valid enquiries from CAD 900. Its corresponding figures are 3%, 4% and CAD 75.
The example shows why the higher click-through rate does not automatically identify the more useful outcome. It is not VSA client data, a performance forecast or evidence that a copy change caused the difference.
Use a defined comparison
Choose the question, outcome, traffic allocation and review conditions before a test. Keep the offer, destination and measurement consistent where possible, and allow for conversion delays. Responsive asset combinations are not automatically a controlled test of two isolated messages.
Review sales suitability and received enquiries alongside the ad report. A lower acquisition cost is useful only when the underlying outcomes still meet the business’s needs.
Discuss the work you need
Google Ads management can help define the scope and responsibilities for your project. Discuss your project with VSA. The form starts an enquiry about your needs.
