How to write Google Ads that get clicked

Your ad copy is probably terrible (and that's good news)

Look at the ads for any competitive keyword. 80% of them say the same thing: "Professional Service, Free Estimates, Call Now." They're interchangeable. If you swapped the brand names, nobody would notice. This is your opportunity — because when everyone's ads look identical, even slightly better copy gives you a massive edge.

Ad copy does two jobs. First, it gets the click — that's your CTR. Second, it filters traffic — good copy attracts buyers, bad copy attracts browsers. A headline that says "Starting at $199/mo" gets fewer clicks than "Free Trial" but the clicks it gets are from people who can actually pay. Your Quality Score improves too, because Google rewards ads that match searcher intent.

Bad copy vs. good copy: real examples

How to write responsive search ads that work

Google gives you 15 headline slots (30 characters each) and 4 description slots (90 characters each). Google then mixes and matches, showing 2-3 headlines and 1-2 descriptions per impression. Here's the thing most people miss: sometimes Google only shows 2 headlines. So at least 5 of your 15 headlines need to work as standalone statements.

Write headlines in these categories to force yourself into variety:

• Keyword match (3-4 headlines): Include the search term. "Emergency Plumber Near You" for a plumber campaign.
• Value prop (3-4 headlines): Your biggest differentiators. "45-Minute Response Time" or "No Diagnostic Fee."
• Social proof (2-3 headlines): Reviews, awards, numbers. "4.9 Stars on Google" or "2,100+ Jobs Completed."
• CTA (2-3 headlines): What to do next. "Book Online in 60 Seconds" or "Get Your Free Quote."
• Brand (1-2 headlines): Your company name, ideally with a qualifier. "Acme Plumbing — Since 2003."

Pinning strategy: what to lock down

The conventional wisdom says "never pin headlines." We disagree. Strategic pinning gives you brand consistency without killing Google's ability to optimize.

Our recommendation: Pin your brand name to H1. Pin your strongest value prop to H2. Leave H3 and all descriptions unpinned. This ensures your brand always shows and your core message always appears, while giving Google freedom to test everything else.

If you pin the same headline to a position, Google has no choice — it must show it. If you pin 2-3 different headlines to the same position, Google rotates among them but always fills that slot from your pinned set. Use the second approach for H2 if you have multiple strong value props to test.

What to test first (priority order)

Not all elements are equal. Headlines matter roughly 5x more than descriptions. They're bigger, bolder, and what the eye hits first. Test headlines before touching descriptions.

1. Headline value propositions. Test different angles: price vs. speed vs. quality vs. social proof. This is your biggest lever.
2. Headline CTAs. "Get a Free Quote" vs. "Book Online Now" vs. "See Pricing." The CTA frames the entire click.
3. Descriptions. Once you've locked in winning headline themes, test descriptions that support them.
4. Display paths. Often overlooked. "/free- quote" outperforms "/services" in most lead gen accounts.

CTR benchmarks: know what "good" looks like

If you're below average for your industry, your copy or keyword targeting needs work. If you're above the "good" target, focus on conversion rate instead — you're already winning the click.

How Fullrun writes and tests ads

Fullrun generates ad copy based on your product, your competitors, and your target audience. It creates headline and description assets across every category — keyword match, value prop, social proof, CTA — then monitors which combinations drive the highest conversion rates, not just clicks. Underperformers get retired. Winning themes get new variations. Your ads get better every week without you writing a word.