The Secret to Crafting Google Ads That Convert

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.

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 tone of voice—you can ask Jasper to mimic a celebrity or go for friendly, witty, energetic, and other types of voice.
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:

Headlines

1. Keep it short and sweet

You get three headlines and up to 30 characters for each one, so be intentional about your word choice. (And remember, each headline is separated by a vertical pipe “|”.)

2. Include keywords

Use keywords relevant to your audience and their needs to help your ad show up in the right search results.

3. Use numbers and symbols

Numbers and symbols can help draw the eyes of your ideal customers to your text ads.

Descriptions

4. Use keywords

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

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.

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.

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

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.

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 campaign 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 advertize 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.

And don’t forget to enlist the help of Jasper when you need to bulk create multiple Google Ads headlines and descriptions—or headlines and descriptions for Facebook ads. Sign up today to give Jasper a try and take our Google Ads generator for a spin.