Skip to main content

At connective3, we’re constantly coming up with new ways to get the most out of our client’s PPC ad copy and although there may not be a ‘perfect recipe’ for success, we’ve compiled a list of recommendations to help grab the attention of potential users, improve CTRs and ultimately generate better conversions onsite.

Here are our 6 top tips for writing PPC ad copy that sells, ensuring you can get the most out of your ads.

Tailor Ad Copy to Intent

Unlike popular social media platforms, people typically use search engines to find a product, service, or solution to a problem/question. This is key when writing PPC ads; you must match as closely to the searcher’s intent as possible.

If people aren’t converting, likely, the intent in the ad doesn’t match what they find on your website. First, look at your search terms, then think about these questions before you begin to write your ad.

  • How can you solve their problems?
  • What’s your unique selling point in the market?
  • What should a user expect by clicking on your ad?

Use of Emotion Triggers

Emotionally charged copy is one of the easiest and best ways to improve ad performance. Emotive words when used correctly, can help your business connect to potential customers, make you stand out against competitors, and improve your quality score which can help reduce your CPCs.

Some examples of different ways to use emotional triggers include, appealing to the FOMO and incorporating their issue, but also the solution in the copy. Also, inflating the user’s ego by letting them know how your offer will improve their lives.

*Example above

Use All the Space Available

With the announcement of expanded text ads soon to be phased out in June 2022 and the emphasis on responsive search ads, it’s more important than ever to ensure your using all the headlines, descriptions, and extensions available.

Establish Authority and Credibility

Whether you’re a small business or a large company, establishing authority and credibility with your potential customer is key. We recommend trying to add automated review extensions. But, if you don’t have enough reviews quite yet, don’t panic! Try to add this to your headlines by using phrases such as, “The UK’s Leading (Blank)” or “Thousands of verified reviews”.

*Example above

Strong and Clear Call to Actions

The more information you can provide to a potential customer, the better because you’re letting them know what they can expect when they click on your ad.

Try using strong command verbs such as ‘buy’, ‘shop’, and ‘sign-up’ or tailor the CTA to the device with selective extensions/copy.

Test, Test, and Test

Regularly testing your ad copy can be one of the best ways to make real improvements in your ad’s performance. Below are examples of variants you should test in your ad copy:

  • Highlight different USPs.
  • Trying different display URLs.
  • Experimenting with numbers and stats.
  • Swap around call-to-actions into different positions.


Follow these 6 top tips to help you get the most out of your PPC ad copy and utilise all the options available. Check out our PPC page or get in touch to discuss further ways to optimise your campaigns.