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How to create a good ad on Google Ads


While blogs, social media, and other actions in Digital Marketing usually have a long-term effect, Google Ads appears as one of the few solutions capable of having results practically immediately

Google’s main source of revenue and generally the first option to consider for investments in paid media in a Digital Marketing strategy, Google Ads (formerly Google AdWords) stands out for being a self-service ad platform with the possibility of companies of any size to advertise and extract results.

What is Google Ads (formerly Google AdWords)?

Google Ads is Google‘s advertising platform and main source of revenue. In it, the advertiser himself develops his ads and determines where to display them, whether on the Search Network, on various sites on the Display Network or even on other products such as Youtube and Gmail.

After creating an account on Google Ads and configuring the billing options (the tool accepts payments via credit card or bank slip), you have the possibility to choose which type of campaign you want to develop:

  • Research Network
  • Display Network
  • Gmail Ads
  • Google Shopping
  • Video
  • Universal app campaign

The Google Search Network is the most popular type of campaign, as it makes it possible to display text ads directly on the world’s most used search engine to users who are looking for exactly what the company has to offer.

A good ad on the Search Network is capable of attracting more visits and lowering the cost per click, which can be the difference between an economically viable business and an unfeasible one. Therefore, understanding the relevance of this step and doing it with quality is fundamental for the results.

Ad Structure in Google Ads

The default ad on Google Ads is divided into four parts:

  • Final URL: This is the actual address the user will be directed to after clicking the link. This address does not appear on the ad;
  • Title: the first line of the ad, but its registration is done in 2 lines of 30 characters, which will be separated by a hyphen in the title;
  • Path: A shorter “dummy” address that appears in green. Automatically includes the registered site in the final URL and allows the inclusion of two subcategories, with 15 characters each;
  • Description: The lines of text below, with a maximum length of 80 characters.

Responsive text ads

In 2018, Google announced that the future of ads is in machine learning. Thus, it began to place more emphasis on responsive text ads, encouraging users to “let the machine choose”.

In other words, it is a dynamic format in which the Google Ads algorithm assembles different ads for each user, focusing on increasing conversions. The company guarantees that those who use this modality have 15% more clicks.

For that, you can submit 15 titles of up to 30 characters and 4 descriptions of up to 90. The platform then learns to show which combinations make the most sense for each search, making the results responsive.

Ad Production Tips

The best way to be successful with your ad is to somehow tell the person researching that the ad is “made for them”.

Putting in the title exactly the same keyword as the search, for example, usually generates great results, mainly because the terms used by the user in the search, if present in the ad, are bold and stand out.

Another option is to quote a few qualifiers in the ad. Since in CPC mode you only pay Google for the click, the qualifiers also serve to eliminate those clicks that your company is not interested in.

For example, someone who is not a student will probably not go on your ad if you make it clear: “students only”.

Including prices and payment methods also act as a filter and positively influences your ad’s conversion rate.

When viewing an ad without price information, it is necessary to access the site and evaluate this information, generating a click and, consequently, a charge.

Now, if the price is already present in the ad, the price research step is already surpassed in the search, making the potential visitor much more qualified and prone to convert.

Some studies also show that writing all words with capital initials draws attention and attracts more clicks (even Google recommends this).

Another thing: don’t skimp on characters! They’re there to be used, so try to use as many of them as possible in your ad.

There are also some other tips specific to each part of the ad:


The headline is the most striking part of the ad and should reflect what the user is searching for. If you’re not getting good ideas for the title, try taking advantage of some of our suggestions:

Call for the audience:

  • Management for freelancers
  • Accountant Software

Go to the wound:

  • Internet problems?
  • Do you need a doctor?

Be provocative:

  • Hate to wait?
  • Tired of your TV?

Arouse curiosity:

  • The sales secret
  • Are you a good boss?

Offer information:

  • How to choose your cell phone
  • how to cook better


It’s a fact that you’re not going to be able to put your entire company’s sales pitch into just 80 characters. Remember that the goal here is just to attract the click. The other required information will be on your website.

In the description lines, it is interesting to highlight some arguments that may arouse interest (or curiosity) and attract the click:

a) A description of the features and functionality:

  • solid wood furniture
  • 2.0 engine, airbag and leather seats

b) A clear and concise benefit (or solution):

  • Saves up to 15% energy
  • Improve your teaching

c) A proposition that shows something in which you are different:

  • Installation in just 1 day
  • 10 years of experience

d) A testimonial or status indicator:

  • Featured in Veja Magazine
  • X award winner

e) A call:

  • Buy today
  • Download

f) A sentence that frightens anyone outside the target audience:

  • Only in RJ
  • For multinationals

g) A promotion:

  • 40% discounts
  • 10 day free trial

display URL

Due to its distinctive and striking color, this line is also very important. To choose the displayed URL, use the company’s own domain and try to synthesize the offer you have for the user after the click.

For example, if we were offering one of our eBooks from Resultados Digitais, a good address would be:

destination URL

Another item to choose from is the page to which you will direct people who click on your ad.

The best option is to send the user to a page that has exactly what they are looking for and that is perfectly related to the ad.

good Landing Page, created exclusively for the advertised offer, tends to generate much more results than simply sending it to the main page (home) and letting the user find out by themselves where the information is.

ad extensions

In addition to the content of the ad itself, you can add ad extensions to include information that complements the offer and can also make a difference to your campaign’s performance.

Google constantly updates the types of ad extensions, so it’s important to follow the official blog and also constantly evaluate the options in the tool itself. Currently, available extensions are:

  • Sitelink: links to other pages on the site;
  • Highlight phrase: short phrases, where it is possible to highlight the differentials of the advertised product/service;
  • Structured snippets: list of highlights offered, such as brands, services, models and courses;
  • Call: Inclusion of phone in an advertisement — on mobile devices, you can initiate the call directly from the advertisement;
  • Message: allows the user to send a text message through their cell phone, with content predetermined by the advertiser;
  • Location: Allows you to include the business address using the Google My Business account and displays the distance to the user;
  • Affiliate Location: Currently only available to car dealers and retail chains in the US and UK;
  • Price: list of products, services and even events, where you can include the price and specific links;
  • Apps: Featured Android or iOS app in the ad;
  • Comments: Comments from customers and influencers (it is necessary to have the comment registered in some page of the site);
  • Automatic extensions: These are automatically created by Google when it predicts they can improve performance.

Extensions can be configured at the ad group (displayed only along with ads from the selected group), campaign (displayed with all ads in a campaign), and account (displayed on all active Search Network ads in the account) level.

Blue World City recommend setting up on ad groups to have extensions more relevant to the ad context.

In addition, when configuring the extensions, it is possible to determine the period in which they will be displayed (great for advertising promotions and events) and if they will only be displayed on mobile devices (interesting to develop exclusive extensions, such as a highlight phrase promoting “free shipping via mobile “, for example).

Some extensions allow user clicks, such as sitelinks (which take visitors to specific pages on your site), call, and application. If the user clicks on an extension and not the ad title, the cost-per-click amount paid by the advertiser will be the same.

It is important to stress that, even if all extensions are configured correctly, they will not always be displayed. Google will prioritize the extensions that are most relevant to the user and those that can generate the most results.

Dynamic Ads

Dynamic ads are an advanced feature of the tool, to ease the process of creating ads and make your content more relevant. It is possible to set up fully dynamic ads within Google Ads or to determine only some part of its content.

  • Dynamic ad: Using dynamic ad, you only need to include a description and a default display URL. The title and final URL are dynamically added by Google, taking into account the user’s search and relevance with the configured site;
  • Ad with dynamic attribute: setting done in a traditional text ad, where it is possible to set an automatic countdown from a certain date, automatic insertion of the keyword that activated the ad or even the inclusion of an SE function, which can be inserted given text when a condition is met (the device is mobile, for example). To include, just open a “{” key and the options will be visible to configure.

Don’ts in your ad text: Google’s policy

Google has an editorial policy and does not accept certain types of ads to be displayed. So that your company can avoid falling into one of these mistakes, we reproduce here the main guidelines for texts in Google Ads:


There must be proper spacing between words and after punctuation. For example, “Cheap clothes” would not be allowed; “Free delivery. Buy it now” neither.

punctuation and symbols

Punctuation cannot be used to attract the user’s attention. It should not be unnecessary or repeated two or more times in a row.

Also, the ad title cannot contain an exclamation point and the ad can only contain one exclamation point in total.

All symbols, numbers, and letters must represent their true meaning—they must not be used in place of words. For example, “We have a D+ promotion for you!” would violate that policy because “D+” would be substituting a word.


Repetition must not be used as an advertising gimmick or for promotional purposes. Also, the same word cannot be repeated three times or more in a row. For example, an ad with the title “Business, business, business here” would not be allowed.

To comply with the requirement of this policy, the ad title should be replaced with a phrase such as “Awesome business here”.

inappropriate language

Ads, including the display URL, may not contain language that is considered inappropriate or offensive to some users. This also applies to spelling errors, self-censorship or other types of inappropriate language.

Unacceptable phrases

Certain call-to-action phrases may not appear in ad text if they do not describe the product, service or website. For example, a generic phrase like “click here” would not be allowed. An example of a good call to action would be “Place your order online now” as it would represent the product and content of the site.

Use of superlative

Superlatives are words that emphasize superiority. In order for users to feel that they are being treated honestly and reliably, ad text cannot contain comparative or subjective phrases such as “Best” or “Number 1” unless the product or service is rated by a third party.

This assessment must be clearly visible on your website. For example, if an ad declares a site to be the “Best on the web”, the site must display third-party evaluation of that statement.

A stamp from Info Magazine indicating that the site received the award for best on the web would be acceptable and the ad would be in line with policy.

Fake promises

Be careful not to promise things your ad won’t deliver. Do not indicate, for example, that “you will sing better in 8 days”. Your method may be great, but each person reacts differently to it, so Google would bar it.

Another example is “end insomnia”. The logic here is the same, as you cannot effectively prove that everyone who clicks on your ad will no longer suffer from insomnia. Remember: don’t advertise something you can’t guarantee.

Customer Match: How to Use Your Lead Base to Optimize Google Ads Campaigns

Customer Match is a feature of Google Ads that allows you to upload customer email lists or Leads and use them as a target audience for campaigns and ads.

That is, by importing a mailing list, you create an audience. Because this audience has expressed interest in your business before — since the emails are from who you are or have been a customer or a Lead — your ads are more likely to convert.

Ads with Customer Match can be made to search networks, shopping, as well as YouTube and Gmail.

How to use Customer Match in your Google Ads strategy

In practice, the best way to use Customer Match is to create different audience lists , one for each ad group, each with its own defined objective. For example, one of these audiences can be made up of Leads that have converted to some of your Landing Pages but are not yet your customers. For this group, you would create campaigns with the objective that they make a first purchase or subscription on your website.

As for an audience list of Leads who are in your loyalty club, it would make more sense to do campaigns thinking about the engagement of these people. That is, you can create campaigns to encourage the use of your website or app.

Another campaign option for those who are already a client is the sale of combos. Thinking that your company sells three products — X, Y, and Z, you can create customer audiences that only have one or two of them and create campaigns with offers for an upgrade, offering a discount for the customer to purchase all three.

In addition to these examples, other possibilities you can do is to create an audience of customers who usually make purchases on your site in a certain period. For example, if you have a flower shop, you can create Valentine’s Day campaign for anyone who has shopped with you at that time last year.

Most qualified clicks

In other cases, it is usually recommended to use long-tail keywords to find the target audience with a lower CPC cost. However, for the list of Leads in Customer Match, using a little more general keywords might be worth it. That’s because, as you know that the audience is really qualified, spending more on CPC is worth it, as the CPA becomes lower.

In other words: it’s worth investing in more general keywords with more expensive click costs in this case, since the Lead’s conversion cost decreases.

Find similar audiences

In addition to the option to create campaigns for the people on your list, Customer Match also lets you select similar audiences as target audiences for ads in Gmail, YouTube, search, and display.

This option is automatically available if your listings meet the minimum requirements for Google to be able to find users with similar behavior.


There are some limitations placed by Google on using Google Match. Are they:

  • Lists must be yours: this means that lists purchased, rented or made available by a third party cannot be used;
  • It is necessary to make clear the use that will be made with this email in your privacy policy, that is, when the Lead converts into a Landing Page, have the notice that this email will be used in Customer Match;
  • The people on your list must be at least 13 years of age for you to use their email in Customer Match;
  • Sensitive information—such as religion, negative financial status, etc. — cannot be addressed in your campaigns.

How to create the list on Google Ads

In order to create your Customer Match list, you must first access within Google Ads, in the upper corner, by clicking on tools and settings, and later on in the Shared library section, the target audience option (as in the image below).

In the next window opened, clicking on the “+” symbol in the left corner, there will be the option of “customer list” that will direct you to the configuration page

You are then redirected to the next page, where you must insert the file (in . CSV, with up to 5GB), name and description of the import that will be performed. After completing the process, your list is saved in your Audiences tab.

Now just select the audience to add it to an ad group and you can now use your Leads base in your campaigns. With Customer Match you can create super optimized campaigns for AdWords.

How do you know if your Google Ads campaign is working?

Two great measures are essential for evaluating your Google Ads campaign:

Average Ticket –  It is the average amount each customer spends on a purchase (both on products and services). This value is determined by the average between the amount of sales and the number of customers who generated this purchase volume.

Customer Acquisition Cost (CAC) – The CAC is how much you spend on marketing actions to close a purchase. This cost includes values ​​such as campaigns in general, creation of materials, and all other costs. In our case, we focus on the Google Ads campaign. You can reach this number by dividing your investments by the number of customers coming from your campaign.

In general, you need to look at the Average Ticket and, looking for a margin, establish a limit value for the CAC, in this way you will define whether your campaign is good (below cost) or not (above cost). This is the big criterion for determining whether a campaign is working or not.

But this is very easy to measure when the sales cycle is short, as in e-commerce, where sales happen on time. On the other hand, there are some types of sales that can take months, such as purchasing a property or an ERP.

In these cases, it is not possible to measure the conversion rate into sales in the short term and check if the CAC is ideal. Therefore, the most viable is to work with lead generation and use your history to determine the conversion rate of Leads into customers. That way we know how many Leads are needed and what the cap on the cost per Lead is.

To make it very clear: there is no metric that better indicates whether the campaign works or not than the acquisition cost compared to the average ticket.