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Illustration: a responsive Google Ads ad with a city and a benefit
Google Ads Advertising Setup

Google Ads Copywriting

We write responsive Google Ads for each campaign and query group: with a customer benefit, the city and a clear call to action. Google assembles the best combinations from our headlines and descriptions, and we track which wording brings enquiries. The ad stands out from competitors and answers the person’s question before the click.

What ad copywriting includes

In search you have a few lines to convince a person to click on you. We write ads not “about the company” but about the customer’s benefit: what they get, why you and what to do next. Each ad is tailored to its own query group. Click an item to read more.

Responsive ads

Up to 15 headlines and 4 descriptions, from which Google builds the best mix
  • Headlines

    We write up to 15 short headlines of 30 characters: with the service, a benefit, price, timing and trust. Google matches them to each query.

  • Descriptions

    Up to 4 descriptions of 90 characters expand the offer: what is included, how you differ and what to do next.

  • Pinning

    If a line must always appear, for example the service name, we pin it to the first position.

Result: the ad adapts to the query.

City and benefit

The text shows where you work and why it pays to choose you in particular
  • City in the headline

    We add the city or district so people see straight away that you are close. For several cities we use automatic location insertion.

  • A concrete benefit

    Instead of “quality and affordable” we write facts: timing, guarantee, a “from” price, free visit or consultation.

  • Call to action

    Each ad ends with a clear step: call, get a quote, book. People know what happens after the click.

Result: clicks from people the offer suits.

Testing and rating

We compare wordings by enquiries and keep only the ones that work better
  • Ad strength

    Google rates each ad from “Poor” to “Excellent”. We aim for a good rating so the ad is shown more often.

  • Headline report

    We see which headlines Google shows more often and which bring enquiries. Weak ones are replaced with new variants.

  • Policy check

    We check texts against Google’s advertising policies before submitting, so ads do not get stuck in review.

Result: ads improve over time.

A template ad or an ad with a benefit

Most search ads look alike. The difference between them shows in the cost per click and the share of enquiries.

TemplateWith a benefit and city
Headline“Quality services at low prices”“Pipe replacement in 1 day — Your City”
What the customer seesJust another ad among manyAn answer to their question and a reason to choose you
Click-through rateBelow averageHigher thanks to specifics
Cost per clickRises due to a low quality scoreFalls thanks to a high quality score

When to rewrite your ads

Ad texts age and lose their power, even when the campaign works. These are signs it is time to refresh them.

Ads show, but nobody clicks

If there are many impressions and few clicks, the ad does not grab attention: it looks like its neighbours or does not answer the query. People choose a competitor without even reading your offer.

We rewrite headlines for the query and add a concrete benefit. This usually lifts the click-through rate quickly and lowers the cost per click.

Signs

  • Low CTR at a good position
  • An ad without price or timing
  • No words from the query
  • Texts like everyone else’s

Google rates the ad poorly

A “Poor” or “Average” rating means Google lacks headline variants or they are too similar. The ad shows less often and clicks cost more.

We add headlines that differ in meaning: with the service, a benefit, trust and a call to action. The rating rises, and impressions with it.

What we add

  • Headlines with words from queries
  • Price or timing
  • Reviews and experience
  • A call to action

You have a new offer or promotion

Old ads keep talking about what is no longer relevant. The customer sees one thing in the ad and another on the site, and leaves.

We update the texts for the new offer and, if needed, run a promotion ad for a limited time so it switches off by itself.

What we consider

  • Promotion dates
  • Matching the site text
  • Promotion assets
  • Separate tracking of promotion enquiries

You work in several cities

One shared ad without a city looks less convincing in each of them. People search for “near me” and see a faceless text.

We add location insertion: in each city the ad automatically shows its name. The texts stay shared but look local.

What you get

  • The city name in the headline
  • Shared texts for all areas
  • Less manual work
  • More trust in the ad

Review keeps rejecting your ads

Google rejects ads for promises, unproven superlatives, extra symbols and restricted topics. While an ad is under review or disapproved, the advertising does not work.

We rewrite the texts following the policies, keeping the benefit but without forbidden wording. Ads pass review the first time.

Common reasons for rejection

  • “Best” and “number one” without proof
  • Excess capitals and symbols
  • A phone number in the text
  • Restricted topics

How we write ads

Six steps: from the benefits of your offer to ads proven by enquiries.

01

Benefits

We find out how you beat competitors and what matters to the customer.

02

Competitors

We look at competitors’ ads so as not to repeat them.

03

Headlines and descriptions

We write up to 15 headlines and 4 descriptions for each group.

04

City and price

We add the location, a “from” price, timing and a call to action.

05

Review

We check the texts against Google’s policies and the site.

06

Testing

After 2–3 weeks we replace weak headlines using the report.

Who it is for

Good copy is needed by everyone, but especially where search shows many similar competitors. Most often we work with:
Companies in highly competitive niches — we stand out with specifics among identical ads
Local businesses — the city and address in the ad show you are close
Companies with promotions and seasonal offers — promotion ads with a limited run
Businesses in several cities — shared texts with automatic city insertion
Those whose ads get rejected — we write to the policies while keeping the benefit
Those with expensive clicks — precise texts raise the quality score

What you get

You get ads that answer the customer’s query and show why they should choose you: with a benefit, the city, a price or timing and a clear next step. Each query group has its own texts, checked against Google’s policies. In a few weeks we know which wording brings enquiries and strengthen it.

What to know before you start

Google combines headlines and descriptions itself, so every line has to work in any combination
The advertising budget is paid to Google separately and is not included in the setup price
Promises in the ad must match the site, otherwise the bounce rate rises and the quality score falls

Let’s write ads people want to click

Ad copywriting is included in campaign setup and launch, and we add assets and images to the ads straight away. The consultation is free: first we go through your offer and competitors, then we name the price and timeline.

All Google Ads services

Frequently asked questions about ad copy

Included in campaign setup and launch
25–185 €