Google Ads ads have a conversion rate 50% higher than organic traffic. And that's not their only asset! These sponsored links generate a return on investment of 200%.
Google Ads is one of the best investments for your business. This for two reasons:
- Targeting precision: your ad only appears when users search for your product or service on Google. You reach your ideal prospect at the exact moment they are trying to take an action (purchase, download, comparison…).
- Low financial risk: you pay based on performance and clicks (or even conversions). The return on investment is therefore guaranteed.
However, you only have a limited space to capture the user's attention. With only 30 characters allowed in the headline, it can be difficult to write a compelling ad.
Yet some companies routinely crush their competitors with effective Google Ads. So how do they do it? And how can you copy them?
Here are 13 examples you can draw inspiration from.
1. Highlighting benefits
Google considers the phrase "click here" inappropriate, as well as any other "generic" calls to action. That means you must implicitly ask the user to click the ad.
How? With action-oriented copy that emphasizes positive results and presents benefits from the user's perspective.
Here, Avène lists the beneficial effects of its cream in the first sentence and highlights the satisfaction rate among teens. At no point does the brand explicitly prompt a click. It simply makes you want to learn more about the product.
2. Use of link extensions
According to Google, sitelink extensions increase conversions by 10 to 20%. These additional links placed beneath ads are useful for increasing clicks.
They appear on all devices and can be configured with different variables, allowing you to multiply calls to action and help prospects find exactly what they’re looking for.
Sitelink extensions also offer a segmentation more precise targeting of prospects right from the SERP, sending them to specific landing pages. A technique that streamlines the sales funnel (and its effectiveness).
On this ad from the SEO agency Pumpup, we notice the addition of two pages from their site—probably the most visited ones or those that generate the most conversions. In addition, users who are ready to take the next step can click the “All our free guides” section and convert into leads.
3. Adding social proof
Before making a purchase decision, 89% of consumers read reviews. By adding social proof to your ads, you can increase click-through rates.
Consider using thead extension Merchant reviews in your ads. Stars catch the eye and, above all, inspire trust in users, which encourages them to click.
A strategy used by Maisons du Monde. The brand proudly displays its 4.3/5 rating in its Google ad:
4. Highlighting company information
46% searches on Google are local. Users looking for nearby businesses prefer to see results close to home. Makes sense, since they need to get there!
The best examples of local Google ads include extensions like phone numbers and linked addresses Google Business Profile to increase click-through rates.
For example, this ad from the company “Les Artistes du Déménagement” includes the geographic address, as well as the phone number and opening hours. Internet users have all the information they need to contact them or go there directly.
5. Adding figures
Google ads that include numbers in the titles and descriptions perform better. They generate 217% additional clicks and 23% more conversions.
This is explained by the power of specificity. Details, including numbers, create an impression of authenticity and attract users' attention. The more precise the number, the greater the impact.
In this example, the Growth Hacking agency goes all out on statistics to demonstrate its expertise and effectiveness, in order to capture users' attention.
6. Displaying the price
Including the actual price of a product or service in your ad discourages users who are not willing to pay that rate. Result: your ad benefits from a better conversion rate and a quality score at the top!
But clearly displaying the price can also show a strong competitive advantage and attract interested traffic. As here, on the web host's ad, Hebergeur-discount.com. The price of €0.99/month is naturally very attractive and will pique users' curiosity.
7. Use of strong terms
Using reassuring and strong expressions in Google Ads is an effective technique to increase the click-through rate.
One of the best keywords used to trigger an emotional response is “free”!
Free is the most effective keyword you can use in your Google ads to increase traffic and conversions.
If you look closely, this ad from the email tool Mailkitchen uses several emotional keywords, including the following:
- Fast
- Effective
- Simple
- Powerful
- Free
- No commitment
Only reassuring terms for the user!
8. Clear call to action
The ultimate goal of your ads is for a user to take the action you want. Whatever your conversion objective, state it clearly in your advertisement.
In addition to inviting their target to request a demo, Index-education adds a “Download and Try” button to the ad. It’s clear, simple, concise, and makes you want to click.
9. Repetition of the CTA
As we just said, a clear and understandable call to action is important for the success of your Google Ads. But you’re also allowed to repeat it!
There are several ways to place the CTA, but the two main combinations are as follows:
- Repeat the CTA in the title and description
- Use link extensions
In this example, the tool offers several calls to action that all lead to the same goal: getting the user to subscribe. To do this, ActiveCampaign uses several phrases such as “grow your business” (in the headline), “start a free trial” (in the description), “set up your automations” and “boost your marketing” (in the sitelink extensions).
10. Use of topicality
Some ads are more relevant or more interesting when they include a timely element. What happened recently inevitably grabs users’ attention. The same applies to Google Ads.
You can insert text in your ad that states the number of customers you satisfied last month or that references the current year, like in this ad from Nouvelle-epargne.
Users are reassured when a recent event or date appears, because it shows the product or service is well-suited to their current needs. And if they’re searching Google at that moment, it means they have an immediate need.
11. Integration of urgency
FOMO (Fear Of Missing Out) can also be used in your ads. Google's countdown in Ads literally counts down the days or hours before a special offer ends.
By including this element in your text ads, you can create a sense of urgency or scarcity through limited-time offers or deals. It’s a well-known cognitive bias in marketing to encourage clicks and impulse purchases!
A strategy used by Free Mobile in this ad. The famous operator announces an “exclusive promo” valid until 10/05 to attract prospects.
12. Introduction of user intent
Understanding user intent is the key to any successful marketing strategy. With Google Ads, you have a very short space to get your message across. That means if the user has the slightest doubt about your ability to meet their needs, they won’t click. So how do you avoid that doubt? User intent!
The real estate agency Nomad Homes targets users who intend to search for properties. Consequently, it added the sitelink “Start your search” to its ad.
13. Personalization of the ad
Many Google Ads talk about “the company” or make promises like “We will help you succeed.” That weakens the personal connection.
It’s more effective to speak directly to your target. So avoid all forms of “we” and use “you” instead.
Among the ads below, the one from Patrizia Pepe attracts the user's attention more because it addresses them directly. Phrases that begin with a "you" create a connection, whereas competitors focus entirely on product features.
14. Mention of "Made in France"
Consumers are increasingly attached to a company's values. Among the commitments that matter to them, you can mention Made in France!
When you target your ads to France, be sure to emphasize the local angle to reassure users and make them want to discover you. This is even more important if your competitors are mostly foreign.
Mailjet clearly highlights its French side, even after joining an international group. The tool seeks to reassure by promising that its clients' data continue to be hosted in Europe.
Conclusion
These Google Ads examples incorporate best practices to increase click-through rates and encourage conversions. If you want to improve your ads' performance, take inspiration from these strategies!
And as always in marketing, don't hesitate to run A/B tests to find the phrasing that delivers the best return on investment.
Your Google Ads not delivering the expected ROI? Ask a SEA consultant from Codeur.com.
