The Secrets to Crafting Google Ads That Actually Convert

Learn how to easily create high-performing Google Ads in minutes and maximize your ad spend with our free Google Ads generator.

Published on Jun 04, 2024

Sometimes search engine optimization (SEO) feels like gambling. You do your best to optimize your content and target keywords, but you’ll always need to play to Google’s latest whims. Most times you won’t see instant results, and even well-performing pages might take a hit after the next algorithm update.

You can take fate into your own hands somewhat by crafting pay-per-click (PPC) Google Ads. A well-crafted ad can drive traffic to your site and improve your conversion rate. And as a bonus it can appear above even the number one search result, meaning your product or service gets in front of more potential customers.

But the key here is to create an effective Google Ad campaign. Let’s take a look at some ways you can use Jasper’s artificial intelligence (AI) to help you craft targeted Google Ads headlines and copy, plus what steps you should take to help your ad catch the attention of your audience.

Skip ahead and take Jasper paid ads generator for a free test drive.

How to create Google Ad headlines with Jasper

Your Google Ads headlines are limited to three total headlines with up to 30 characters, so it’s important to make good use of this small amount of space. If you need help brainstorming ideas and the 30-character limit isn’t doing you any favors, Jasper’s ad copy generator can give you a head start.

Here’s how to use Jasper’s Google Ads generator to craft headlines:

  1. Enter your company or product name, then describe your company or product.
  2. Choose a tone of voice, such as energetic, witty, or friendly.
  3. Add examples of high-converting Google Ads headlines you’ve used in the past. (If you don’t have any examples, that’s okay.)
  4. Choose how many headline ideas you’d like Jasper to brainstorm and click Generate.
  5. Watch the magic happen and choose the Google Ads headline ideas you like best.

For this example, we asked Jasper to help us generate Google Ads headline ideas for a women’s work-from-home clothing boutique called Lulu’s.

Jasper Google Ads (Headline and Description) template

And here’s the final result we got:

Headline: 'Chic & Comfortable Styles'

Description: 'Discover trendy looks that keep you stylish and cozy while working from home!'

Pro tip: Copywriting isn’t easy, but you can learn timeless ad copy tips and tricks and pair them with Jasper’s powerful Google Ads generator to easily craft high-converting ad copy without breaking a sweat.

How to create Google Ad copy with Jasper

Of course, no ad is complete without an additional description and call to action (CTA). Jasper can help you write both of these for multiple ads as well. Here’s how:

  1. Give Jasper the name of your company or product, then explain the purpose of your company or product.
  2. Choose a Brand Voice by uploading a document, copy and pasting source content or by scanning an entire website (yours or competitors!).
  3. Share examples of Google Ads descriptions from your top-performing ads with Jasper.
  4. Choose how many descriptions you’d like Jasper to create, then click Generate.
  5. Voila! Your Google Ads descriptions are ready to go.

Pro tip: You can include up to two Google Ads descriptions and they’re limited to 90 characters each—use them wisely!

12 Best practices to create high-CTR Google Ads

Effective headlines and descriptions for Google Ads are essential for attracting the right audience and driving conversions. Here are some tips for crafting headlines and descriptions that will help your ads gain attention and perform well:


1. Keep it short and sweet

When creating Google Ads, it's crucial to keep your headlines concise and to the point. With three headlines available, each with a limit of 30 characters, you need to be strategic in your wording.

By keeping your headlines short and sweet, you can grab the attention of your target audience more effectively. Remember to utilize the vertical pipe symbol "|" to separate each headline and make sure that every word counts towards conveying your message clearly and efficiently. This approach not only adheres to best practices but also increases the chances of your ads achieving a higher click-through rate (CTR).

2. Include keywords

Use keywords relevant to your audience and their needs to help your ad show up in the right search results. Think about the words or phrases your target audience would use when searching for products or services like yours. Incorporating these keywords into your headlines can improve the visibility of your ad and attract more potential customers.

3. Use numbers and symbols

Numbers and symbols can help draw the eyes of your ideal customers to your text ads. They can also make your ad stand out among other ads in search results. Consider using numbers or symbols to highlight a special offer, discount, or any unique selling point of your product or service.


4. Use keywords

Just like your headline, you should include relevant keywords in your Google Ads description to help it appear in search results.

Using keywords in your description can also improve the quality score of your ad and potentially lower its cost per click.

5. Keep it concise

Google Ads only allows for 90 characters in the first line and 90 characters in the second line of your description. Make sure to get your message across in as few words as possible.

6. Use a CTA

Let your customers know what action to take by including a call to action (CTA) like “Sign up today” or “Download now.”

Ad copy inspiration: Discover more Google Ads best practices plus nine examples of stellar PPC ads.

More Google Ads best practices

7. Keep testing

It’s a good idea to continue testing new ads—including new headlines and descriptions—to see if you can improve on your current results.

Keep track of how your ads are performing by regularly checking in on their metrics, such as click-through rate (CTR), conversion rate, and cost per click (CPC). Use this data to make informed decisions about future ad campaigns.

Pro tip: You can use a Google Ads preview tool to check how your headline and description will look before you submit it. Additionally, you can use Google’s Ad Preview and Diagnosis Tool to see if your ads appear when you search for certain keywords.

8. Build dedicated landing pages

Make sure your customers get the best, most cohesive experience possible by creating a dedicated landing page for each keyword set and ad group. This allows you to tailor the content and messaging specifically for those searching for that particular keyword, increasing the likelihood of a conversion.

Having dedicated landing pages can improve your Quality Score, which is an important factor in determining how much you pay per click. A higher Quality Score means lower costs and better ad placement.

So take the time to build targeted landing pages for each of your campaigns – it will make a significant difference in your overall results.

9. Use ad extensions

Google Ads extensions let you expand your ads to provide more information and potentially improve your ads’ visibility. 

Google Ads extensions include:

  • Call extensions
  • Callout extensions
  • Image extensions
  • Lead form extensions
  • Location extensions
  • Price extensions
  • Product extensions
  • Promotion extensions
  • Seller ratings extensions
  • Video extensions
Jambys Google ad example

10. Use ad groups

You can organize your Google Ads with groups as well as make them more targeted. A best practice is to create different ad groups for different keyword sets and messages. Using ad groups is an important part of campaign organization, as it allows you to easily A/B test (split test) your ads.

Split testing Google Ads is crucial for optimizing ad performance and maximizing ROI. By running A/B tests on different ad variations within ad groups, advertisers can evaluate which elements such as ad copy, images, extensions, or calls-to-action resonate best with their target audience.

This iterative process helps in identifying the most effective strategies to improve click-through rates, conversion rates, and overall campaign success. Split testing allows advertisers to make data-driven decisions, refine their targeting, and continuously improve the effectiveness of their Google Ads campaigns.

11. Be strategic about scheduling

Once you gather enough data to pinpoint your best-performing times and days of the week, you can be more strategic about scheduling your ads to appear during those times.

12. Check location and demographics data

Dig into your analytics and pay special attention to whether any particular cities, states, or countries convert at a higher rate. Similarly, check into your demographics to see if some customer segments convert at a higher rate as well.

What is Google Ads?

Google Ads (formerly AdWords) pay-per-click (PPC) advertising platform that allows you to create ads that are then distributed across all of Google’s sites and across the Google Display Network. With this type of advertising, you’ll pay a certain rate per click or per impression on your ad.

Google Ads also offers different metrics to help you track individual campaigns and PPC ad performance. This includes the Quality Score rating built into the Keywords tab of Google Ads, which can tell you whether your ads are relevant to your ideal customers.

Why you should use Google Ads in your marketing strategy

Not only does Google Ads help you increase traffic to your site, but it also attracts qualified customers by allowing you to target ads to your ideal audience. These search ads can appear on both mobile and desktop, and you can even choose to advertise a specific product your business offers.

Along with appearing on Google Search and Maps, your Google Ads may also appear as display ads on sites like YouTube, Gmail, and other sites in the Google Display Network.

On top of the opportunity to get your products and services in front of your ideal customers across a large part of the internet, Google Ads also boasts some compelling stats. According to Smart Insights, the average click-through rate (CTR) for Google Ads is 1.9% across all industries.

By following these tips, you can write effective, attention-grabbing, and conversion-driving headlines and text for Google Ads. Remember to always test and optimize your ads to see which headlines and text perform best and uncover ways to improve your ROI.

Write better Google Ads today with Jasper

Transform your Google Ads strategy with Jasper's cutting-edge platform offering a 7-day free trial.

Elevate your ad game by crafting compelling headlines and text that drive conversions.

With Jasper, you can optimize your ads to reach your target audience effectively while maximizing your ROI. Don't miss out on this opportunity to enhance your Google Ads performance - start your free trial today and unlock higher converting ads!

Meet The Author:

Austin Distel

Austin Distel

Marketing @ Jasper

Austin Distel is the Sr. Director of Marketing at Jasper, your AI marketing co-pilot. When not working, Austin is also an Airbnb superhost in Austin, Texas.

Marketing Strategy

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