Home > SEM, Web marketing > How To Write Google Ads – The Perfect Formula

How To Write Google Ads – The Perfect Formula

It’s not often I give away a piece of information as critical as this, but I’m going to do it anyway.

Twice this week I was called into consult with clients by my SEM partners who only sell paid search.

They needed to know why their campaigns weren’t working.  A successful SEM campaign has three components:

1.  Keyword research

2.  A compelling ad

3.  A compelling landing page.

Today I’m going to discuss the three components of a killer Google ad campaign.  You’ve already done the keyword research, so now it’s time to write that ad.

Google ads are tricky because you’ve got 75 characters to capture the reader’s attention, build trust, make an offer and get them to click through to your landing page.  That’s about half a tweet!

Here’s how you do it.

1.  Capture attention by using capital letters at the beginning of each word.  You can’t use all caps.  You can also use punctuation like a ? or !, but not bunched together.

2.  Build trust by repeating the search term in your ad title.  Google automates this for you.  Use it.

3.  Make an offer that capitalizes on the why of your business.  You’ve got two to four words to explain.  Be brief.

4.  Specific call to action.  Do you want your visitor to click through to your landing page or call you?  Let them know!

Here’s an ad I just found:

801 Phone Finder

Search Free Any 801 Number
Cell, Landline, Unpublished & More.

Does it meet the criteria I mentioned? 

It repeated my search term which included 801.
It gave the “why” or unique selling proposition – cell phones, unpublished, etc.
It gave a call to action – search free.

I would have changed the link at the bottom to make the URL simple, but that’s just me.

There you have the easy and effective way to write pay-per-click (PPC) ads for Google!


Writing ads is trial and error, so multiple testing has to be put in place.  What kind of ads are your customers going to click on?  I don’t know!  Let’s test.  Google makes it easy and shows the best performing ads more frequently.  Be sure to write multiple ads and let your customer tell you which ones work the best.

  1. Corey Lee
    January 16, 2010 at 1:23 am

    You give away such great information. Yet, it is up to the reader to implement your suggestions to really make it work. I always enjoy your articles.


    • seobyswaby
      January 16, 2010 at 12:34 pm

      Thanks Corey!


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