How Google improves Ad Copywriting: 3 Proven Tips With Examples

How to Write Great Copy: 3 Copywriting Tips

Many copywriters dream of creating viral or award-winning ads, but the most successful copy isn't about creativity for creativity's sake—it's about clarity, directness, and impact. The best ad copy puts the audience's needs first, speaking directly to their challenges and guiding them toward a solution.

1. Write for Your Audience, Not Yourself

Countless copywriters aspire to create the ideal ad copy—one that goes viral, wins accolades, or sparks intense discussions in a Mad Men–esque boardroom. However, the most effective copy is typically straightforward, succinct, and illustrative. To help your client hit their sales targets and satisfy customer expectations, it's vital to see things from the perspective of the intended audience.

Focus on Benefits, Not Features

Consumers aren’t interested in how exceptional your company may be—they care about how your product can transform their lives. Too many businesses make the error of listing features rather than spotlighting the benefits that truly resonate with their audience.

• "Quick, Easy Booking. No Reservation Costs." →Emphasizes convenience and cost savings.
• "Save 10% with Genius." →Offers a tangible financial incentive.
• "24/7 Customer Service. We speak your language." →Builds trust and reduces barriers.
• "Read Real Guest Reviews." →Helps users make informed decisions.

By focusing on ease of booking, affordability, and customer support, Booking.com ensures its ad aligns with what travelers care about most—a hassle-free, reliable experience.

In contrast, David Yurman's ad for men's jewelry prioritizes features over benefits, failing to connect with the audience on an emotional level:

• Lists product types but doesn't explain why they're unique or valuable.
• Fails to highlight customer benefits like craftsmanship, exclusivity, or personalization.
• Misses emotional connection—jewelry purchases are often tied to special occasions, yet the ad doesn't evoke sentiment.

2. Content Matters, but So Does Structure

Even the most compelling message can miss the mark if it’s hidden within a cluttered or disorganized ad. The presentation of your copy is as crucial as the words themselves.

Lead with Your Strongest Copy

Most people don’t read ads in full—they simply skim. The Nielsen Norman Group found that 79% of users scan new pages, with only 16% reading them completely.

Similarly, Penn State research found that over 75% of people share links on social media without even clicking on them. (Source: Penn State Study)

3. The Power of Word Choice

The right choice of words can make your ad feel personal, urgent, and captivating. The proper tone can be the decisive factor between an ad that converts and one that is overlooked.

Start with action verbs

Powerful action verbs can distinguish an ad that stands out from one that fades into the background. Using energetic verbs like 'discover', 'explore', or 'get' instills a sense of urgency and excitement, prompting your audience to act immediately.

Take a look at this Upwork ad, which effectively uses action verbs to drive engagement:

Upwork’s advertisement skillfully employs strong action verbs such as 'Hire Experts' and 'Hire Someone for Work Today' to underscore the swift and efficient process of finding freelancers. Instead of merely listing features, it calls for immediate action, making the hiring process feel smooth and responsive. The repeated use of 'Hire' reinforces the central message that Upwork helps businesses quickly connect with top talent, building momentum and clearly conveying the platform’s value.

If you want your ad copy to feel more compelling, start by replacing passive phrasing with action-driven alternatives. Instead of "We provide expert freelancers for your project", use "Find expert freelancers to bring your project to life". Instead of "Upwork connects businesses with professionals", use "Connect with top professionals and get your job done faster". By leading with clear, action-driven language, your ad instantly feels more engaging and encourages higher conversion rates.

Google's Ad Copy: Tips in Action

We've covered key tips to keep in mind. Now, let's take a look at real examples from Google to see how these tips are applied in actual Google paid ads.

1. Writing for the Audience, Not Yourself

The ad copy is crafted with a clear focus on the audience's needs, ensuring it speaks directly to what the user wants rather than praising the product itself. By emphasizing benefits like enhanced security, speed, and user-friendly experience, it aligns perfectly with the sub tip of 'Write for Your Audience, Not Yourself' and 'Focus on Benefits, Not Features'. It presents real solutions—such as automatic updates and instant translation—that improve everyday browsing, directly reflecting Google’s commitment to solving user challenges as a global technology leader.

2. Content Matters, but So Does Structure

The structure of the ad copy is intentionally designed for maximum impact, leading with a strong call-to-action ('Install Google Chrome Today'). This approach follows the sub tip to 'Lead with Your Strongest Copy', ensuring that the most actionable, benefit-oriented message is front and center. The clear layout, with a concise benefit explanation and an immediate call-to-action ('Install now'), caters to users who scan content quickly, thus ensuring that busy users quickly grasp the key advantages, reinforcing Google's reliable reputation.

3. The Power of Word Choice

The ad employs dynamic and compelling word choices that resonate with its target audience. Using terms like 'secure', 'smooth', and 'translate', along with powerful action verbs such as 'Install' and 'Translate', it creates a sense of urgency and immediate benefit. This choice of words not only reflects the sub tip 'Start with action verbs' but also directly appeals to users who seek efficiency and safety in their browsing experience, further underlining Google’s role as a trusted, innovative leader in technology.

1. Writing for the Audience, Not Yourself

The ad copy is tailored for creative and tech-savvy users by addressing their core need to overcome idea generation challenges and enhance productivity. Instead of focusing on Google's vast array of technical achievements, it highlights the benefit of using Gemini as a creative assistant that streamlines task management and fuels innovation. This approach aligns with the sub tip of writing for your audience by emphasizing tangible improvements in their daily work and creative process rather than listing features about a global tech leader.

2. Content Matters, but So Does Structure

The ad copy employs a clear, engaging structure by starting with an immediate call-to-action ('Chat with Gemini'), which is crucial for capturing the attention of busy audiences who tend to skim content. The format—moving quickly to a short list of benefits—ensures that users will see the key selling points right away. While the analysis does not mention a closing reassurance, the overall arrangement mirrors best practices by putting the strongest, most persuasive messages at the forefront and ensuring that each element contributes directly to quick user engagement.

3. The Power of Word Choice

Dynamic and active verbs such as 'supercharge' and 'collaborate' elevate the copy by creating a sense of urgency and excitement. This word choice not only echoes the recommendation to start with action verbs but also makes the benefits feel immediate and attainable. The language is concise, energetic, and reader-focused, effectively emphasizing how Gemini can transform the user’s creative workflow, all while reinforcing Google's reputation for innovation.

Conclusion

Great ad copy isn't just about being clever—it's about understanding your audience, structuring your message effectively, and using the right words to drive action. The examples from Google demonstrate how well-crafted copy can make an ad more engaging, easy to understand, and conversion-focused.

Key Takeaways:

• ✅Write for Your Audience

  Focus on their needs, not features. Align with their goals and search intent.

• ✅Structure Matters

  Lead with your strongest copy. Keep it short, scannable, and benefit-focused.

• ✅Use the Right Words

  Start with action verbs, personalize with "you", and keep language simple.

By applying these principles, you can craft ad copy that grabs attention, builds trust, and drives higher conversions—just like Google.