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How To Write High Converting Google Ads Descriptions

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Google Ads descriptions

Learn how to write effective Google Ads descriptions with our guide. Discover best practices, common mistakes, and examples to boost your ad performance.

Table of contents

Key takeaways:

  • Craft clear and concise ad descriptions.
  • Use relevant keywords naturally.
  • Highlight unique selling points and include strong calls-to-action.
  • Avoid common mistakes and learn from successful examples.
  • Utilize available tools and resources for better results.


In a small town, two friends, Lisa and Tom, each opened a bakery. 

Both wanted more customers, so they decided to try Google Ads.

Lisa wrote her ad carefully. Her ad description said:

Fresh, warm cookies every day. Get 10% off your first order! Visit us now.

Tom didn’t think much about his ad. His ad description said:

Best cookies in town. Come buy cookies.”

After a week, Lisa’s bakery was full of new customers. People loved her clear message and the discount she offered. 

Tom’s bakery, however, didn’t see many new faces.

Lisa’s well-written ad showed the importance of good Google Ads descriptions. 

Clear, inviting words and a special offer made all the difference.

A well-written description can make a big difference in your ad’s performance.

In this article, you will learn how to write effective Google Ads descriptions. 

We will cover best practices, common mistakes to avoid, and provide examples to help you create compelling ads.

Understanding Google Ads Descriptions

A Google Ads description is a brief text that appears below the headline in your ad.

Examples of Google Ads descriptions from a search for spas in Liverpool
Examples of Google Ads descriptions from a search for spas in Liverpool

It gives more details about your product or service and encourages users to click on your ad. 

You can include up to 4 Google Ads descriptions with every ad, with two being the minimum and each description maxing out at 90 characters.

Descriptions can highlight the benefits of your product, explain special offers, or provide a call-to-action (CTA). 

A well-crafted description can significantly improve your click-through rate (CTR), which is the percentage of users who click on your ad after seeing it. 

Higher CTRs generally lead to better ad rankings and lower costs per click.

Here is a basic structure you can follow:

  1. Description 1 (90 characters max):
    • Highlight a key benefit or feature of your product.
    • Example: “Free shipping on all orders! Discover our latest collection of summer dresses.
  2. Description Line 2 (90 characters max):
    • Include a strong call-to-action or additional information.
    • Example: “Shop now and save 20% with code SUMMER20. Limited time offer!

Best practices for writing effective Google Ads descriptions

Use clear and concise language

Your ad description should be easy to read and understand. Avoid jargon or complex words.

Stick to simple, direct language that gets your point across quickly.

Example: 

Instead of: “Our innovative solutions enhance customer experience and satisfaction.” 

Use: “Improve your customer experience with our easy-to-use solutions.

Include relevant keywords

Incorporate keywords that your potential customers are likely to use when searching for products or services like yours. 

This helps your ad appear in relevant search results.

Example: 

If you are selling organic skincare products, include keywords like “organic skincare,” “natural beauty products,” or “eco-friendly skincare.

Highlight unique selling points (USPs)

What makes your product or service stand out? 

Emphasize these unique features or benefits in your ad description to attract users’ attention.

Example: 

“Made from 100% organic ingredients. Gentle on your skin and the planet.”

Add a strong call-to-action (CTA)

A good CTA tells users what action to take next. 

Phrases like “Shop now,” “Learn more,” or “Sign up today” can guide users towards clicking on your ad.

Example: 

“Get your first month free. Subscribe today!”

Examples of Google Ad descriptions from a search for enterprise HR apps
Examples of Google Ad descriptions from a search for enterprise HR apps

Use emotional triggers and persuasive language

Appeal to your audience’s emotions and use persuasive language to create a sense of urgency or excitement.

Example: 

Don’t miss out on our biggest sale of the year! Limited stock available.

By following these best practices, you can write effective Google Ads descriptions that resonate with your audience and drive more clicks to your website.

Common mistakes to avoid

Even with the best intentions, it’s easy to make mistakes when writing Google Ads descriptions. 

Here are some common pitfalls and how to avoid them.

Overstuffing keywords

While including keywords is important, overloading your description with too many can make it look spammy and hard to read. 

Focus on incorporating keywords naturally.

Example: 

Avoid: “Buy organic skincare products, natural beauty products, eco-friendly skincare now.” 

Better: “Discover our range of organic skincare. Shop eco-friendly beauty products today.

Using vague or generic language

Generic descriptions fail to stand out and don’t give users a reason to choose your product. 

Be specific about what you offer and why it’s beneficial.

Example: 

Avoid: “Great products at great prices.” 

Better: “Enjoy 20% off on all organic skincare products. Limited time offer!

Ignoring the target audience

Your ad description should speak directly to your target audience. 

Understand their needs and preferences, and tailor your message accordingly.

Example: 

If you are targeting young professionals looking for quick meal solutions, focus on convenience and time-saving aspects. 

Quick, healthy meals ready in 15 minutes. Perfect for busy professionals.

Failing to test different descriptions

Not all descriptions will perform the same. 

It’s important to test multiple versions to see which resonates best with your audience. 

Example: 

Say you want to test different CTAs or unique selling points. 

Version A: “Get 20% off your first order. Shop now!” 

Version B: “Join thousands of satisfied customers. Save 20% today!

By avoiding these common mistakes, you can improve the effectiveness of your Google Ads descriptions and achieve better results for your campaigns.

Examples of Google Ads description frameworks

Looking at examples of successful Google Ads descriptions can provide valuable insights into what works. 

Here are a few examples that illustrate different strategies.

Highlighting a key benefit

This approach focuses on a primary benefit that will attract the target audience’s attention.

Example:Boost your productivity with our task management app. Get organized today!

Why it works: It clearly states a benefit (boosting productivity) and provides a direct call-to-action (get organized today).

Promoting a special offer

Offering a discount or special deal can be a powerful motivator for users to click on your ad.

Example:Save 25% on your first purchase. Limited time offer – shop now!

Why it works: The ad mentions a significant discount and creates urgency with “limited time offer.”

Examples of offers in Google Ad descriptions for London car dealerships
Examples of offers in Google Ad descriptions for London car dealerships

Leveraging social proof

Using social proof, like customer reviews or testimonials, can build trust and encourage clicks.

Example:Join over 10,000 happy customers. Try our top-rated software today!

Why it works: It highlights the number of satisfied customers and suggests that the product is well-reviewed.

Emphasizing convenience

For products or services that save time or effort, emphasizing convenience can be very effective.

Example:Get dinner delivered in 30 minutes. Fresh, hot, and ready to eat!

Why it works: The ad focuses on the speed and convenience of the service, appealing to users looking for quick solutions.

Addressing a specific need

Tailoring your ad description to address a specific need or pain point can resonate with your target audience.

Example:Struggling with back pain? Discover our ergonomic chairs designed for comfort.

Why it works: It directly addresses a common problem (back pain) and offers a specific solution (ergonomic chairs).

By analyzing these examples, you can see how different approaches can create effective Google Ads descriptions. 

Tools and resources for crafting descriptions

To write effective Google Ads descriptions, you can use various tools and resources that simplify the process and enhance your results. 

Here are some of the most useful ones:

Google Ads Editor

Google Ads Editor is a free tool that allows you to manage your Google Ads campaigns offline. 

You can create, edit, and review multiple ad descriptions efficiently.

Benefits:

  • Make bulk edits to multiple ads and campaigns quickly.
  • Work on your ads offline and have them synced.
  • Preview how your ads will look before they go live.

Keyword planning tools

Keyword planning tools help you find the best keywords to include in your ad descriptions. 

Google Keyword Planner is a popular option, providing keyword ideas and search volume data.

Benefits:

  • Discover relevant keywords your target audience is searching for.
  • Optimize for search to increase the chances of your ads appearing in relevant searches.
  • Get competitive insights on specific keywords and adjust your strategy accordingly.

Competitor analysis tools

Understanding what your competitors are doing can give you ideas for your own ad descriptions.

Tools like SpyFu allow you to analyze your competitors’ ads.

Benefits:

  • Learn from competitors to see what works well for others in your industry.
  • Identify gaps and opportunities where your competitors may be lacking.
  • Refine your strategy to improve your ads based on competitive insights.

A/B testing tools

A/B testing tools let you test different versions of your ad descriptions to see which performs better. Google Ads has built-in A/B testing features.

Benefits:

  • Make data-driven decisions based on real performance data.
  • Optimize for conversions by finding the descriptions that drive the most clicks.
  • Continuously improve your ads for better results over time.

Copywriting tools and templates

Tools like Grammarly can help ensure your descriptions are well-written and free of errors.

Additionally, using templates can provide a starting point for your ad copy.

Benefits:

  • Avoid typos and grammar mistakes.
  • Maintain consistency in tone and style across your ads.
  • Save time by quickly generating ad descriptions with pre-made templates.

By leveraging these tools and resources, you can craft high-quality Google Ads descriptions that effectively reach and engage your target audience.

Final thoughts on Google Ads descriptions

Writing effective Google Ads descriptions is a crucial part of running successful ad campaigns. 

By focusing on clear, concise language, incorporating relevant keywords, highlighting unique selling points, and using strong calls-to-action, you can create compelling ads that drive clicks and conversions.

Remember to avoid common mistakes such as overstuffing keywords, using vague language, ignoring your target audience, and failing to test different descriptions. 

Learning from successful examples can provide inspiration and guidance for your own ads.

Tools like Google Ads Editor, keyword planning tools, competitor analysis tools, A/B testing tools, and copywriting aids to streamline the process and improve your ad performance.

Put these strategies into practice and watch your Google Ads campaigns thrive.