One of the biggest mistakes in Google Ads? Overlooking the message.
Advertisers obsess over targeting, bidding strategies, and automation—but the actual words in an ad often get far less attention. AI-driven ad copy can make things even worse, churning out generic phrases that blend into the competition.
The truth is, your ad copy is one of the few things you still control—and it should work harder.
Here’s how to make your message stand out:
📌 Skip the Hype, Stick to Facts
Everyone claims to have the best prices, highest quality, or top-rated service. These phrases are so overused they’ve lost all impact. Instead of saying “best prices,” be specific: list the exact discount, promotion period, or unique value. If your product is premium-priced, highlight the superior materials or craftsmanship instead.
📌 Make Every Word Count
If an ad could swap brand names with a competitor and still make sense, it’s not unique enough. Find what only your business can say. For example, what technology, process, or service sets you apart?
📌 Write to Inform, Not to Impress
Avoid slogans and empty claims. If your ad said “worst prices, lowest quality, routine service,” it would sound absurd—but flipping that into vague superlatives isn’t much better. Instead, give users a real reason to click, visit, and choose your brand over a competitor.
📌 Understand the Customer’s Journey
Great storytelling adapts to different funnel stages. Search ads should be clear and frictionless, while display and video ads should focus on emotion, identity, and intrigue. The goal isn’t just clicks—it’s engagement.
Your ad copy isn’t just another setting to optimize. It’s the difference between blending in and actually converting.