Headlines, descriptions, CTAs, and ad extensions. The formulas and examples behind high-performing search ads.
Headline Formulas That Work
You get 30 characters per headline and up to 15 headlines in responsive search ads. The most effective formulas: include the target keyword verbatim (matches the search query), lead with a specific number or stat (“340% ROAS in 90 Days”), use the prospect’s pain point (“Tired of Wasted Ad Spend?”), or state a clear benefit (“Get More Leads for Less”). Google will test combinations automatically — give it diverse options to work with.
Writing Descriptions That Sell
Descriptions have 90 characters each. Use them to expand on the headline’s promise with specifics: what you offer, what makes you different, and what the prospect should do next. Include trust signals (years in business, number of clients, guarantees) and always end with a clear call-to-action. Avoid generic phrases like “high quality” or “best in class” — be specific about the value you deliver.
Calls-to-Action That Drive Clicks
Strong CTAs are specific, urgent, and low-friction. “Get Your Free Quote” outperforms “Contact Us.” “Book a 15-Min Call” outperforms “Schedule a Consultation.” Match the CTA to where the prospect is in their journey — someone searching “best Google Ads agency” is further along than someone searching “what is PPC.” Top-of-funnel queries get educational CTAs; bottom-of-funnel gets conversion CTAs.
Ad Extensions You Should Always Use
Sitelinks add 4–6 extra links below your ad (link to pricing, case studies, contact page). Callout extensions highlight key selling points in short phrases. Structured snippets list specific services or features. Call extensions add a clickable phone number on mobile. Image extensions add a visual thumbnail. Using all available extensions increases your ad’s real estate on the page and typically improves click-through rate by 10–15%.
How to Test and Iterate
Never set and forget. Pin one strong headline to position 1 so it always shows, then let Google rotate the rest. Review performance weekly and replace underperforming headlines or descriptions. Look at Ad Strength (Google’s rating) but prioritize actual performance metrics — click-through rate, conversion rate, and cost per conversion. Test one variable at a time so you know what actually moved the needle.
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