6 tips on writing engaging PPC copy

Brooke Sanders

Having great PPC copy is essential if you want your users to transition into customers. At Blue Digital, we’re always trying to come up with innovative copy that we can use in our client PPC campaigns to help grab the attention of new users.

Although there isn’t a ‘one size fits all’ strategy that can be applied to every campaign, there are a few tips that can help boost the potential of your ads.

1. Think about your audience’s search intent

When planning out your ad copy, you need to get in the mind of your user and establish what it is they’re actually looking for when searching, in order to create an ad that is relevant to them.

Consider what your users search intent could be and structure your ad copy around this.

  • What about your product or service will help the user?
  • What is your company’s USP?
  • How will your product/service help the user if they convert?

These are all useful questions to answer when planning out your copy. If your copy isn’t immediately telling your user that you can fulfil their needs, then why should they click on your ad?

2. Use all the space you have

If you want your users to click on your ad then you need to include as much useful information as possible. Google ads offers 15 headlines and 4 description boxes ready for you to include relevant business information and enticing call-to-actions.

The more information you include in your ad, the better a user will understand your brand and how it can help them. This will make them more likely to click and explore your website further.

3. Make yourself credible

Depending on the nature of your company, the market that you’re situated in could be incredibly saturated, so credibility is important. Making yourself appear credible to your users will give your ad more authority, and influence potential users to click through.

To start increasing your credibility, have you previous customers leave reviews for your product/service and include these in your ad as an automated review extension. Customer reviews always help to build trust around a brand because they’re real opinions from real people, so users see this as a true reflection of your business rather than a marketing tactic.

If you don’t have enough reviews yet, we recommend using phrases such as “Leading company…” or “Best company…” in your ad headlines. Although these aren’t customer reviews, phrases like this will still entice users to look further into your company.

4. Use relevant keywords

Keyword research is so important when creating ad copy. Keyword research will tell you what search terms your target users are searching, what the search volume is of keywords you are looking to target, and other keyword suggestions you might not have considered.

You can then include these keywords in your ad copy to further increase your chance of being shown on your intended audience’s search engine results page (SERP).

5. Keep Testing

Unfortunately, publishing just one ad will not immediately lead to success, as much as we wish it would. Testing out variations of call-to-actions, keywords, and headlines will help to give you a better idea of what copy is working best with your users.

If you are still finding that your target audience aren’t engaging with your ad, try alternating your URLs with each test too as it could be that your current URLs aren’t taking users to the right place.

Refining your ad copy each time will ultimately help you to curate the most effective ad copy that will provide you with the most clicks and conversions.

6. Call-To-Action

Call-to-actions are so important if you want your users to act on what they see. The use of commanding verbs such as “Contact Us Now” or “Shop Now” will help this. As well, provide them with key information that they might need in the purchasing process such as phone numbers and emails, so they don’t have to go looking for it themselves later on.

The more information you can provide to your potential customers, the better prepared they will be when they eventually click on your ad.


Following these 6 tips will help you to optimise your PPC ad copy and get the most out of your ad. Want to know more? Why not get in touch to see how we can help you to further optimise your PPC campaigns.


About Brooke Sanders