Step-by-Step Guide to Writing High-Converting Ad Copy

Search Ad Copy that Converts

Great Google Ads copy doesn’t just attract clicks — it drives real leads and sales. Whether you're a local business in Winnipeg or a service provider anywhere in Canada, strong ad copy can make or break your campaign.

At Ads On Track, we’ve created a step-by-step guide to help you write effective, conversion-focused ad copy for Google Search Ads.

 Step 1: Start with the Search Intent

Before writing anything, ask yourself:

• What is the customer searching for?

• Are they ready to buy, compare, or just browse?

  
  

✅ Example: Someone searching for “emergency plumber Winnipeg” is likely ready to call now — so your ad should match that urgency.

Tip: Use high-intent keywords in your headline and description to increase relevance and Quality Score.

🧠 Step 2: Write Attention-Grabbing Headlines

Your headlines are the first thing people see. They should be:

• Keyword-rich

• Clear and benefit-driven

• Within 30-character limits (for each headline)

  
  

Example Headlines:

• Fast Emergency Plumbing in Winnipeg

• Trusted HVAC Pros Near You

• Book a Free Roof Inspection Today

Use multiple headline variations to increase performance in Responsive Search Ads.

💬 Step 3: Craft Persuasive Descriptions

Your description should back up your headline and tell users why they should click.

Include:

• A value proposition (“No Hidden Fees” or “Same-Day Service”)

• A strong call-to-action (“Call Now” or “Get a Free Quote”)

  
  

Example Description:Need help fast? Our licensed plumbers are available 24/7 in Winnipeg. Call now for upfront pricing and same-day service.

🎯 Step 4: Include a Clear Call-to-Action (CTA)

Every great ad copy ends with a CTA that tells the user exactly what to do next.

Some effective CTAs:

• Request Your Free Estimate

• Book a Consultation

• Schedule a Service Today

• Call Now — We Answer 24/7

Tip: Match your CTA to the landing page experience so users know what to expect after clicking.

➕ Step 5: Add Trust-Building Elements

If you have space in your ad extensions or descriptions, use trust signals like:

• ⭐⭐⭐⭐⭐ Reviews

• Google Guaranteed

• 10+ Years of Experience

• Licensed & Insured

These build confidence and help increase your click-through rate (CTR).

🛠️ Bonus: Use Dynamic Keyword Insertion (Carefully)

Google Ads allows you to use Dynamic Keyword Insertion to personalize headlines with the user’s search terms. This can boost relevance — but make sure your copy still reads naturally.

Ready to Write Ads That Convert?

High-converting ad copy isn’t just about keywords — it’s about understanding your customer, addressing their needs, and providing a clear next step.

If you need help writing, testing, or optimizing your Google Ads, we’re here to help.

📈 Request a Free Google Ads Audit with Ads On Track today and start generating qualified leads with expert ad copy that works.

Let me know if you'd like a downloadable checklist or a free ad copy template added to the post as a lead