Writing Google Ads is not just about good wording. Google Ads has strict character limits and formatting rules, and ignoring these is one of the fastest ways to waste budget.
This guide covers the fundamentals beginners often miss, then explains how to write ads that attract the right clicks and convert.
Key takeaways
- Good Google Ads start with search intent, using headlines that say exactly what the business does and descriptions that set expectations and qualify out unlikely buyers.
- Responsive search ads allow up to 15 headlines of 30 characters and up to 4 descriptions of 90 characters, and an ad over these limits will not save.
- I recommend capitalising each word in Google Ads headlines, and avoiding all capitals and excessive punctuation, which can trigger disapprovals.
- Each Google ad should focus on one service, one outcome and one type of user, with varied headline angles and no pinning unless there is a specific reason.
- Ad copy should match the landing page on pricing, location and services, because a mismatch leads to lower conversion rates, poorer Quality Score and higher cost per click.
Google Ads Character Limits You Need To Know
Before writing anything, you need to understand the limits Google enforces.
Responsive Search Ads
Headlines
- Up to 15 headlines
- Maximum 30 characters per headline
Descriptions
- Up to 4 descriptions
- Maximum 90 characters per description
If your copy exceeds these limits, the ad will not save. Good ads are written to fit these limits naturally, not cut down at the last minute.
Google Ads Headline Examples (30 Characters Max)
All examples below are within 30 characters.
Strong headline examples
- Web Design Services
- Affordable Web Designers
- Professional Web Design
- Local Web Design Experts
- Custom Website Design
These clearly describe the service and match search intent.
Weak headline examples
- Grow Your Business Today
- Solutions That Work
- Helping You Succeed
These fit the limit but are vague and non-specific.
Google Ads Description Examples (90 Characters Max)
All examples below are within 90 characters and written with each word capitalised.
Strong description examples
- Professional Web Design Services Focused On Performance And Lead Generation.
- Custom Website Design With Clear Pricing And A Simple Setup Process.
These descriptions:
- Set expectations
- Qualify traffic
- Reduce wasted clicks
Weak description example
- We Help Businesses Grow With Creative And Innovative Digital Solutions.
This fits the limit but says very little.
Should You Capitalise Each Word In Google Ads?
In most cases, I recommend capitalising each word in both headlines and descriptions. This is my own preference rather than a Google rule, but it is the style I use for clients.
My preferred style:
- Professional Web Design Services
Styles I would avoid:
- professional web design services
- PROFESSIONAL WEB DESIGN SERVICES
Capitalising each word:
- Improves readability
- Helps ads stand out in search results
- Looks more professional
- Matches how most high-performing ads are written
Avoid excessive punctuation or forced formatting, as this can trigger ad disapprovals.
Start With Search Intent, Not Creativity
Good Google Ads start with intent.
Before writing ads, ask:
- What is the user actually looking for?
- Are they researching or ready to act?
- What would confirm they are in the right place?
Your ad copy should reflect intent first. Creativity comes second.
Write Headlines That Say Exactly What You Do
Headlines should be clear and specific.
Good headlines:
- Describe the service directly
- Match the search term closely
- Avoid vague or generic wording
If a headline could apply to almost any business, it is usually too broad.
Use Descriptions To Set Expectations
Descriptions are where you qualify traffic.
Good descriptions explain:
- Who the service is for
- What happens after the click
- What makes it different
This helps prevent clicks from users who are unlikely to convert.
Focus On One Message Per Ad
Each ad should focus on:
- One service
- One outcome
- One type of user
Trying to promote multiple services in a single ad usually leads to confusion and poor performance.
Clear ads outperform broad ads.
Use Responsive Search Ads Properly
Responsive Search Ads work best when given structure.
Best practice includes:
- Writing headlines with different angles
- Avoiding repeated wording
- Letting Google test combinations naturally
Useful headline types include:
- Keyword focused
- Benefit focused
- Location focused
- Trust focused
Avoid pinning headlines unless there is a specific reason.
Make Sure Ads Match The Landing Page
Ad copy and landing page content must align.
If your ad mentions:
- Pricing
- Location
- Specific services
The landing page should confirm this immediately.
Mismatch leads to:
- Lower conversion rates
- Poor Quality Score
- Higher cost per click
Common Google Ads Writing Mistakes
These mistakes appear repeatedly in underperforming accounts:
- Ignoring character limits
- Not capitalising ads properly
- Writing vague or generic copy
- Overpromising results
- Failing to set expectations
Fixing these basics often improves performance quickly.
Related guides: Google Ads Trademark Policy: Why Ads Get Disapproved and How to Set Up Your First Google Ads Search Campaign.
Final Thoughts On Writing Good Google Ads
Good Google Ads are not about clever wording.
They are about:
- Respecting the format
- Matching search intent
- Being clear and specific
- Setting the right expectations
When the fundamentals are right, performance usually follows.
Need Help Writing Google Ads That Convert?
If you’d like a second opinion or help working through this, send me an enquiry with a little context. I’ll reply by email first and let you know whether I can help. You can also choose Google Ads review / audit on the form to request a free account review.
If you want help reviewing or improving your Google Ads copy, Results First can help ensure your ads support real performance, not just clicks.
If your ads and landing page do not feel aligned, the Google Ads Quality Score guide explains the diagnostic signals to review. To work on your own account together, explore PPC training.