Ad copy

Ad copy is the whole of headlines and descriptions in an ad that convince the searcher to click, and that help determine how relevant and how expensive your ad is.

What makes strong ad copy?

Good ad copy answers the search query in the first second and makes one concrete promise. It matches the keyword, names the reader’s problem and points to a logical next step. In a responsive search ad you supply multiple headlines around problem, proof and action, so the system can show the sharpest combination per query within your ad group.

Why the text drives your return

The ad copy directly influences your click-through rate and thereby your Quality Score. Higher relevance means a better position at a lower cost per click. But the real test is not the click: it is the enquiry behind it. Copy that lures many clicks but creates the wrong expectations delivers expensive visitors who bring nothing.

How to sharpen your ad copy

Write for the decision-maker, not for yourself. Avoid hollow superlatives and be concrete about what you solve and for whom. Make sure the promise in the ad continues seamlessly on the landing page, otherwise the visitor drops off anyway. At Customer Impact we test copy against the leads and revenue it generates, not against impression figures. For B2B that means honest, relevant texts that attract the right prospects and leave the rest aside.