Click-Worthy Copy: How to Make Your PPC Ads Stand Out

In the world of Pay-Per-Click advertising, every word counts and writing compelling ad copy is an art form. With the right strategies, you can boost click-through rates, improve ad relevance and drive better results for your campaigns. In the guide we will dive into some key techniques to enhance your PPC ad copy.

1. Utilise UTM Tracking for Performance Insights

A great way to assess the effectiveness of your ads is by implementing UTM tracking in your final URL. UTM parameters allow you to track specifically where your traffic is coming from, which campaigns are performing best and which headlines or descriptions are driving conversions. With this data, you can refine your strategy for even better results.

2. The Path to Clicks

Your display path is the second most visible element of your ad, so don’t waste it. Use the two fields to give potential customers a clear sense of where they’ll land when they click. Instead of a generic path like /service-landing-page, opt for something more informative, such as /exclusive-offers or /summer-sale. This small tweak can boost user confidence and CTR.

3. Crafting Click-Worthy Headlines

Google Ads allows up to 15 headlines per ad, but you don’t need to use them all. A strong ad should have at least 8-10 headlines, with a minimum of five unique variations. Keep in mind:

• Google typically displays two headlines per ad, rather than three.

• If you don’t pin a headline, Google will rotate them automatically.

• All headlines should make sense in any combination.

• If you do pin a headline, choose your most important one.

• Pinning two headlines limits Google’s flexibility and may lower your ad score.

Human insight is crucial in crafting engaging, persuasive headlines that resonate with your audience. Your headlines should tap into customer pain points, include calls to action and be informative – and why not throw in a rhetorical question to boost engagement?

4. Landing the Message

Relevancy is key. Google determines ad rank partly by how well your landing page matches your ad messaging. If your ad promotes a “Free Consultation,” make sure that’s prominently featured on the landing page. Consistency between your ad and landing page improves user experience, conversion rates and ad performance.

5. Say More, Sell More

Unlike headlines, your descriptions offer more characters so it’s important to make good use of them. Each description should:

• Highlight key benefits.

• Feature strong calls to action.

• Include priority keywords/services.

• Be specific and informative.

The more relevant and persuasive your descriptions, the better your ad performance.

6. The Power of A/B Testing

A/B testing is a powerful way to optimise your ad performance. Running multiple ad variants allows Google to allocate more budget to the best-performing versions. By testing different headlines, descriptions and CTAs, you can fine-tune your strategy to maximise engagement and conversions.

7. Boost Credibility with Ad Extensions

Enhance your ad’s effectiveness with these extras:

• Relevant images – Visuals make your ad more appealing.

• Business name – Reinforces brand trust.

• Business logo – Increases brand recognition.

• Sitelinks – Direct users to key pages (Contact Us, FAQs, New Blogs, etc.).

• Callouts – Highlight USPs such as “24/7 Customer Support” or “Free Delivery.”

Using these elements builds credibility and provides users with more reasons to click.

5. Say More, Sell More

Crafting engaging ad copy in PPC requires a mix of creativity, data-driven decision-making and strategic testing. By following our best practices you’ll be well on your way to running high-performing PPC campaigns.

Looking to improve your PPC strategy? Get in touch with the team at Extramile Digital today.