How do you write ad copy that gets clicks and leads?

Short answer

Good PPC ad copy repeats what the searcher typed, says why to choose you and tells them what to do next. Put the service and location in a headline, add proof like reviews or years in business and end with a clear action. Every line should make sense alone, since Google mixes them.

In this answer

01A simple formula
02Before and after
03Lines that earn clicks
04Mistakes to avoid

A simple formula

Three jobs for every ad

MatchRepeat the service the searcher wants.
ProveShow why you are the safe choice.
ActSay exactly what to do next.

Before and after

Bad example. "Quality Plumbing Services. We Are the Best. Contact Us Today for All Your Needs."

Good example. "Emergency Plumber in Tampa. Licensed, Insured, Local Since 2010. Call Now for a 60-Minute Arrival."

The second ad names the service, the city and the proof. It also gives a reason to call now.

Lines that earn clicks

Specific numbers, like years in business or review counts
Speed, like same-day service or arrival time
Risk removers, like free estimates or upfront pricing
Local words, like your city or neighborhood
One clear action, like call, book or get a quote

Mistakes to avoid

Vague claims like "best" or "quality" say nothing a rival cannot say. Prices or offers that do not match the landing page break trust and can trigger policy issues. Ads that send everyone to the homepage waste the promise the ad made.

Our rule. Write copy that matches the page behind it. If the ad says "free estimate," that offer appears on the page above the fold.

Read what responsive search ads are. Our Google Ads management writes ads and tests them against each other.

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