Google Ads
How to write Google Ads headlines that convert
A headline has a fraction of a second to earn a click. Here's what separates ones that convert from ones that just fill the character limit.
Headlines that convert speak directly to what the searcher typed, include a specific and believable detail rather than vague claims, and give a reason to act now instead of later. Testing multiple headline variations against each other consistently beats writing one and assuming it's good enough.
Specific beats clever
A headline like "24-hour emergency plumber, arrives in 60 minutes" converts better than something clever like "Your pipe problems, solved" because it answers the exact question the searcher has in their head at that moment: can this business help me right now. Vague or witty headlines make the reader work to understand the offer, which most people won't bother doing.
Write more headlines than you think you need
Responsive Search Ads allow up to 15 headlines that Google mixes and matches automatically, testing combinations to find what performs best. An account running only the minimum three or four headlines is giving the system far less to work with, and usually settles for a weaker combination than one built with a full, varied set.
Want your ad copy reviewed and rewritten?
Talk to BSC on WhatsApp