The TikTok Ban Countdown: How Digital Marketing Will Transform in 2025

Here are some examples of general “before” ads compared to the AI generated versions.  Some refine may still be needed to perfect them and you’ll want to have multiple headlines and descriptions to A/B test, but you can see how the optimized ads are such more specific and highlight the unique solutions offered.

Google Ads Copy Writing Best Practices

Inside of the AI tool we use, we keep a running list of current specs and instructions for effective ad copy.  These are useful to understand even if you’re just leverage an ad writing tool like ours since manual refinement is still necessary and you’ll want to follow these recommendations.

See a recent list of the criteria below:

Google Ads Text Specs

1. Headlines (1–3):
   • Character Limit: 30 characters each.
   • Purpose: Grab attention and include primary keywords.
   • Best Practice: Use at least one headline to highlight your main value proposition and another as a call-to-action (CTA).
2. Descriptions (1–2):
   • Character Limit: 90 characters each.
   • Purpose: Provide supporting details about the offer and reinforce your message.
   • Best Practice: Focus on benefits, pain points, and actionable next steps.
3. Display URL:
   • Character Limit: Auto-generated, but you can customize the path fields for clarity (up to 15 characters each).
   • Best Practice: Keep it clean and relevant (e.g., “example.com/Free-Trial”).
4. Extensions (Optional but Recommended):
   • Sitelink Extensions: Up to 25 characters per link.
   • Callout Extensions: 25 characters each for short selling points (e.g., “Free Returns”).
   • Structured Snippets: 25 characters per snippet.

Headline Writing Tips

• Include Keywords: Match user search intent for relevance and Quality Score. Example: “Buy Vegan Protein Powder.”
• Emphasize Benefits: Focus on what users gain. Example: “Boost Energy Naturally.”
• Use Action Words: Encourage clicks with dynamic language. Example: “Shop Now,” “Get Started.”
• Create Urgency: Words like “Limited Time” or “Ends Today” drive immediate action. Example: “50% Off Ends Midnight.”
• Start with Action-Oriented Language
• Use verbs that prompt immediate action, like “Discover,” “Buy,” “Save,” or “Get.”
• Example: “Discover Your Perfect Home Today.”
• 2. Highlight Unique Selling Points (USPs)
• Showcase what makes your product or service different from competitors.
• Example: “Eco-Friendly Cleaning Supplies – 100% Natural.”
• Ask Questions
  • Pose a question that resonates with the user’s needs or pain points.
  • Example: “Tired of High Energy Bills?”
• Use Power Words
  • Words like “Free,” “Guaranteed,” “Exclusive,” and “Instant” drive clicks.
  • Example: “Free Trial – Start Saving Today!”
• Be Hyper-Specific
  • Include details like numbers, percentages, or time frames to boost credibility.
  • Example: “Lose 10 Pounds in 30 Days.”
• Create Urgency
  • Use time-sensitive language to encourage immediate action.
  • Example: “Limited Time: 50% Off Today Only!”
• Appeal to Emotions
  • Tap into desires or fears to grab attention.
  • Example: “Feel Confident Again – Shop Now.”
• Optimize for Mobile Users
  • Place the most essential information first, as some text may be truncated on smaller screens.
  • Example: “Easy Online Shopping – Free Shipping.”

Description Writing Tips

• Be Concise but Specific: Use limited characters to deliver a strong message. Example: “Free Shipping on Orders Over $50.”
• Address User Pain Points: Offer solutions or highlight benefits. Example: “Save Time with Our Easy Scheduling Tool.”
• Include a Clear CTA: Guide users on what to do next. Example: “Download Your Free Guide Now.”
• Support Headlines: Provide context or additional information to reinforce your offer.

Character Optimization

• Front-Load Important Info: Put the most critical details at the beginning of headlines and descriptions.
• Avoid Excessive Punctuation: Only one exclamation point is allowed per ad.

Examples

Headline Examples:

• Headline 1: “Get 50% Off Today”
• Headline 2: “Organic Dog Food Delivered”
• Headline 3: “Try It Risk-Free”

Description Examples:

• Description 1: “Healthy, organic meals for your dog. Free shipping on orders $50+.”
• Description 2: “Order today and see the difference in just 7 days!”

Additional Description Writing Tips for Google Ads

Descriptions are your chance to provide context and persuade users to take action. Use these extra tips to make your ad descriptions more engaging and effective:

1. Focus on Benefits, Not Just Features

• Highlight how your product or service improves the user’s life.
  • Example: “Save time and energy with our easy-to-use app.”

2. Be Customer-Centric

• Speak directly to the user by addressing their needs, pain points, or desires.
  • Example: “Struggling with slow Wi-Fi? Get lightning-fast speeds today.”

3. Use Simple, Conversational Language

• Write in a tone that’s easy to understand and relatable.
  • Example: “Planning your next adventure? Book flights with ease.”

4. Highlight Social Proof or Authority

• Mention trust indicators like awards, customer numbers, or reviews.
  • Example: “Trusted by 10,000+ homeowners for pest control.”

5. Include a Strong Call-to-Action (CTA)

• Use action words to guide the next step (e.g., Shop, Sign Up, Call).
  • Example: “Download your free guide today and start saving.”

6. Leverage FOMO (Fear of Missing Out)

• Create urgency or scarcity with time-limited offers.
  • Example: “Limited-time offer: Buy one, get one free!”

7. Address Common Objections

• Preemptively answer concerns like cost, ease of use, or time commitment.
  • Example: “No credit card required. Try it risk-free for 30 days.”

8. Use Power Words

• Include compelling words like “free,” “exclusive,” “proven,” or “guaranteed.”
  • Example: “Get exclusive access to our top-rated marketing tools.”

9. Include Specific Details

• Provide clarity with numbers, percentages, or exact terms.
  • Example: “Lose up to 15 pounds in 8 weeks with our plan.”

10. Align with Headlines

• Ensure the description expands on and complements the headline.
  • Headline: “50% Off All Summer Shoes.”
  • Description: “Hurry! Shop our summer sale and save on sandals, sneakers, and more.”

11. Keep It Action-Oriented

• Focus on what the user can do right now.
  • Example: “Sign up today and start learning in minutes.”

12. Use Emotional Appeals

• Appeal to users’ desires or frustrations to grab their attention.
  • Example: “Feel confident in your smile with professional teeth whitening.”

13. Optimize for Mobile

• Make sure key points are at the start of the description, as mobile ads may truncate text.
  • Example: “Free shipping on all orders over $50. Shop now and save!”

14. Tailor to the Funnel Stage

• Adjust your message based on whether the user is:
  • In the awareness stage: “Discover eco-friendly cleaning solutions.”
  • In the decision stage: “Order now for free next-day delivery.”

15. Use Keywords Naturally

• Incorporate primary keywords in a way that feels seamless and relevant.
  • Example: “Find the best CRM tools to grow your business.”

16. Include Guarantees or Risk Reduction

• Reassure users with guarantees or low-risk offers.
  • Example: “Satisfaction guaranteed or your money back.”

17. Create a Sense of Exclusivity

• Make the user feel special or part of a select group.
  • Example: “Join our VIP members for early access to deals.”

18. Paint a Picture

• Help users imagine the benefit they’ll experience.
  • Example: “Relax in comfort with our premium memory foam mattresses.”

19. Be Concise

• Every word counts, so avoid fluff and focus on what matters most.
  • Example: “Track expenses, save time, and simplify your finances.”