Knowing how to write Google Ads is half the battle in paid search — the auction gets you in front of people, but your words decide whether they click you or the guy above you. You get three headlines of 30 characters, two descriptions of 90, and about one second of attention. Here's how to use them.
Lead with what they searched for
If someone types "mobile car detailing Miami," your first headline should say something close to "Mobile Car Detailing in Miami." Matching the search feels obvious, but it's the biggest lever you have — it tells the person "yes, this is exactly the thing you wanted" before they read anything else. Google also rewards this relevance with a better Quality Score, which lowers your cost per click.
Put the offer in headline two
Headline one confirms the match. Headline two closes the gap with a reason to pick you:
- "Same-Day Appointments"
- "Free Quote in 60 Seconds"
- "5-Star Rated, 200+ Reviews"
- "No Trip Fee, Ever"
Be specific. "Great service" is noise. "Booked in under 5 minutes" is a promise.
Use numbers — they stop the eye
Digits outperform words in a wall of text. "$89 Detail Package" beats "Affordable Detailing." "Over 1,000 Cars Detailed" beats "Experienced." Prices, review counts, years in business, response times — put a real number on it whenever you honestly can.
Write the descriptions like a person talks
The two description lines are where you handle objections. Think about what makes someone hesitate and answer it: "We come to your driveway. Interior, exterior, and wax done in about 90 minutes. Text or call to book today." No jargon, no "leverage," no "solutions." Say what happens and what to do next.
Give every ad a clear next step
End with an instruction: "Call now," "Book online," "Get your quote." People do what you tell them. An ad that just describes your business with no ask underperforms one that points at the door.
Fill in the free extras
Assets (formerly extensions) are free real estate that make your ad bigger and more clickable. Always add:
- Sitelinks: Services, Pricing, Reviews, Contact
- Callouts: "Licensed & Insured," "Free Estimates," "Locally Owned"
- Call asset: your phone number, tappable on mobile
- Location: so you show up on Maps and look local
An ad with full assets can take up twice the vertical space of a bare one. That alone raises your click share.
Write three, then let Google pick
Don't agonize over the one perfect ad. Write three different versions per ad group — different headlines, different offers — and let Google rotate them. After a couple of weeks, look at which one earns clicks and conversions, pause the losers, and write a new challenger. Good ad writing is less about one flash of genius and more about steadily replacing your weakest ad.
One honest warning: great ad copy can't rescue a bad landing page or the wrong keywords. If your click-through rate is healthy but nobody's calling, the words did their job — the problem is downstream. But when the whole chain lines up, tight copy is the cheapest way to squeeze more customers out of the same budget.