How To Optimise Your Search Ad Copy

POSTED BY   Louise Holder
15th June 2018

In order to make sure your ad stands out from the crowd, you need to ensure you have a defined ad strategy. This will ensure that you have built the best ad variations to encourage and entice your target audience to visit your website.

Let’s break down the key elements of making sure you have the best and compelling ad copy for your PPC campaign.


Before you start thinking about writing any ads, the first thought in your mind should be “What is the aim of this ad?”. As the ad needs to make it clear to your target audience what exactly you want them to do e.g. Sign Up, Register, Purchase, Download, etc.

Once you have defined your objective, this will then help you achieve a solid structure for your ad copy strategy.

CTA/Call To Action

What do you want people to do once they click through to your website? 

You are a newly established software provider and you would like to increase the visibility of your brand and also drive purchases of your software. As your brand is new to the market, you are offering a 14-day free trial.

For the example above, we would recommend including ad copy such as “Sign Up For Our 14 Day Free Trial”, “Try Us For Free For 14 Days” or “Sign Up Now For A No Obligation 14 Day Free Trial”.

These CTAs help your target audience who may not be aware of the brand or product, to gain their trust and to enable them to try before they commit and buy. 

In all forms of ad copy, it is important you encourage people to click through to your ad with compelling CTAs. Here are some examples of CTAs:

  • Sign Up Now
  • Save Money & Sign Up Today
  • Buy Online Now
  • Request A Demo Today
  • Download Our Brochure 
  • Request A Free No Obligation Quote Now
  • Request A Call Back

Keywords in Ad Copy

Put yourself in the position of somebody conducting a search. Ads with your search term within them would stand out most to you on the search engine results page. You would obviously deem them to be of higher relevance and thus would be more likely to click through to the website.

As a rule of thumb for businesses optimising search ads, we would recommend adding the specific keyword or theme to any one of the headlines in the ad copy, thereby increasing the relevancy of the ad.

For example, you are intending to buy Air Max 95 trainers and you are served the following ads. Which one are you more likely to click?


Nike Air Max Ad - Best Search Ad Guide



This ad has not been written well or with the searcher in mind. It talks about the Nike Air Max collection rather than the actual shoe. This ad makes it seem as though, if you click on the ad, you will be taken to a page with all Nike trainers, which would make the user journey a longer and more complicated one.


This ad mentions in the headline that Footlocker sell that specific trainer and the page you land on will only contain this trainer. You are also given an approximate price of the item along with the nearest store and opening times.

Based on this, Footlocker is likely to have a better CTR% (click through rate percentage) and due to the fact it makes the user journey seamless, their conversion rate will also be positive.

Landing Page

Where are you sending people to?

This is another important element of ad creation. You want to make the user’s conversion journey is as short and simple as possible, to encourage users to convert quickly and often.

Let’s take a look at the ASOS vs. Footlocker example…

ASOS Landing Page

Nike Air Max Asos Landing Page - How To Optimise Your Search Ad Copy


Footlocker Landing Page

Optimise Landing Page Footlocker Nike Air Max


Footlocker sends traffic from this specific keyword straight to the Air Max 95 page, the page also contains content relevant to Air Max 95; therefore deeming this page to Google highly relevant. The ASOS page, on the other hand, contains other products outside of the Air Max 95 collection, making the page less relevant and further complicating the user journey (user has to filter results, which adds another step to their search).

Ad Extensions

Increase the real estate of your ad with Ad Extensions. These are free extras you can add to your ad to bulk it up and also entice people to click through to your website.

Here are some examples of ad extensions:

ad extensions example - how to optimise your search ads

ad extensions example - how to optimise your search ads

Call Extensions – Add your phone numbers to your ads. On mobile ads, you can click the phone icon and call the business directly without leaving Google.

Location Extension – Add your business address to allow searchers to visit the business.

Sitelinks – These links allow you to take people to key specific pages on your site e.g. Contact Us, About Us

Call Outs – This allows you to promote your business’s USPs. For example, Free Delivery On All Orders, Open Sat & Sun, Over 25 Years’ Experience, Award Winning etc.

Structured Snippets These allow you to list specific aspects of the business (e.g. products or services). For example, a travel agent would list the destinations they arrange holidays for.


I hope this gives you some background on how to optimise your search ads to gain more click-throughs and conversions. If you need any further help with improving your search ads then please don’t hesitate to get in touch. We offer a full range of marketing services, including paid search, to help your business to thrive online. 

Don’t worry, we’ll never share details with anyone.

How To Optimise Your Search Ad Copy

Louise Holder

Get in Touch With Louise Holder

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