What Should My Google Ads Actually Say? Writing Ads That Real People Click
Have you ever typed a search into Google and found yourself skimming right past the ads because they felt irrelevant or robotic? You're not alone. Most small business owners I talk to have struggled with one critical piece of running Google Ads: figuring out exactly what to say.
But here's the good news: crafting compelling ad messaging doesn't have to be complicated. Let's break it down.
Why Your Ad Copy Matters More Than You Think
Imagine someone in Allentown urgently searching for "emergency plumber near me." If your ad simply says:
“Plumbing Services - Call Now!”
Sure, that's clear, but it’s also generic. Now compare it to this:
“Burst Pipe? We’re in Allentown, Available 24/7. Call for Immediate Help!”
Which ad feels like it was written just for you, the local person with a real, pressing issue? The second one, right?
That's exactly the power of specific, plainspoken ad copy. It resonates because it directly addresses the searcher's needs.
Three Tips to Write Ads People Actually Click
1. Solve Their Problem Directly
Your ad should clearly say how you help, using language that mirrors what people type into Google. If you run a coffee shop in Easton, instead of:
“Great Coffee and Pastries!”
Try something like:
“Best Coffee in Easton – Freshly Baked Pastries Daily. Stop in Today!”
People click because they can immediately picture how you’ll fulfill their need.
2. Include a Clear Call-to-Action (CTA)
Always tell searchers exactly what they should do next. Keep it simple and clear:
“Call for a Free Quote”
“Book Your Appointment Today”
“Order Online Now”
Clarity drives clicks. People prefer to know exactly what’s going to happen when they click on your ad.
3. Sound Human, Not Robotic
Your ads shouldn't sound like a dictionary threw up. Conversational language makes ads more relatable and trustworthy. For instance, a local landscaping company might switch from:
“Professional Landscaping Services Available”
to
“Tired of Mowing? Let Us Handle Your Lawn. Free Estimates!”
The second one sounds real, friendly, and empathetic. Just the kind of business you’d trust to work on your property.
The Bottom Line: Keep It Simple, Specific, and Relatable
Great Google Ads copy doesn't need fancy words or marketing buzz. It just needs to resonate with real people facing real problems in your community.
Not sure if your messaging is hitting the mark? Or maybe you're just looking for a second set of eyes to ensure your ads aren't wasting budget? I'm here to help. No hard sell, just honest, actionable advice to make your ads truly click-worthy.
