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How to Write Compelling PPC Ads

Eye-catching PPC ads are great for lead generation and SEO. However, choosing the right keywords is only a piece of the puzzle. Here’s what else you need to get right.


Let’s say that, after much brainstorming, you’ve finally picked the keywords you’ll use for your ads. The next step is to ensure you have compelling copy on your PPC ads. 


Now, a PPC ad is the actual ad that a person sees at the top of search results, with which you will help them decide on this question:


Okay, do I want to click on this? Or should I click on something else?”


What we’ve found is that less is more when it comes to enticing people to click. 


A lengthy ad is more likely to deter people. So, use the allotted space and focus on telling people what you want them to do. You may also want to offer some incentive for clicking. 


By creating such a PPC ad, it gives consumers a reason to choose your advertised service rather than a competitor’s. 


Also, an ad that’s not the same as everybody else’s has a higher probability of getting clicks. 


That’s just for a start. Let’s go over three more essential tips when it comes to writing compelling PPC ads that convert. 


Three Tips for Writing Effective PPC Ads

Tip #1 - Know What Your Customers Want to See

To give you more context to this tip, we’ll use an example. This is from back when we created an ad for a sewer company. The PPC ad went as follows: 


“Sewer installation done right. $200 off, same-day service.”


We further threw in a five-star rating in some domains that would really help with the click-through rates. 


Now, notice how this ad is structured. Instead of saying sewer repair, we’re including everything that a customer would want to see - quality, an enticing discount, and a promise of speedy service.  


Why is that important? 


That's because we’re targeting what customers are thinking. 


Essentially, you want to try to get into their minds. And to do that, you’re going to ask at least three questions.


  1. What are their fears? 
  2. What are their apprehensions?
  3. What do they really want?  


Answering these questions helps define the target client avatar. You’ll be able to see the world through the customer’s eyes and offer them just what they need and want. 


Use your knowledge of their desires and fears to come up with the ad copy. Now, as much as it could be different from one company to another, the following are almost all that consumers want: 

  • On-time service
  • Trusted technicians
  • Upfront pricing
  • Satisfaction guaranteed


Simply put, they want service providers who can show up on time and offer reliable services and value for money. And that’s what they need to see on your ad copy. 


Your client avatar could value something else, so feel free to tweak your copy as needed. 


Tip #2 - Take Full Advantage of Extensions

You’ll want to use call-out extensions like site links, location extensions, call extensions, etc. 


It’s how you can create an ad with multiple lines that should increase click-through rates. In doing so, more people will land on your site and you’ll earn a higher relevance score, which should allow you to pay less for your ads. 




Higher relevance and click-through rates show Google that you’re serving customers what they’re looking for. Google will serve more of your ads for less when that’s the case. 


But before you go and populate your ad with extensions, consider your USP (Unique Selling Proposition). 


This is what makes your service stand out from the rest and could be something like 24-hour service, same-day service, discount, etc. Base your USP on your customers’ desires and what you can realistically deliver. Bake that USP into your ad and don’t be afraid to test things. 


To create high-converting PPC ads, you also need to know what works and what doesn’t. 


For example, location extensions can sometimes be a double-edged sword. Targeting Cincinnati when your company is in Mason, for instance, can be a turnoff. The same goes for USPs that show up over and over again in your niche. 


Tip #3 - Create High-Converting Landing Pages

After you’ve created your compelling ad, you still have to consider what happens when people click on it. Ideally, you’ll want to lead them to an equally persuasive landing page. 


Not to be confused with your home page, your landing pages are designed to convert. That means you’ll need a landing page for the keyword that matches the ad that they read. 


Your landing page should make it easy for visitors to take action and accept your offer. 


However, remember that your ads and landing pages are not set in stone. Even after you’ve created a high-converting ad or campaign, it’s still worthwhile to make minor tweaks and see if you can improve the outcomes further.


This would include tweaking your landing page design. 


For instance, someone who’s looking for drain cleaning in your area will desire an easy way to get in touch. So, you may want to test the placement for your company’s phone number to see what works best.


Sky-High Conversions 

In essence, you need to dial in all three things to ensure you have an effective PPC ad. 


The first is to incorporate your clients’ needs and fears into the copy. Second, use extensions and your USP to entice people to click. Finally, when they reach the landing page, make it straightforward and logical for them to make the decision to take you up on your offer. 


When you get these right, it’ll be easy to make minor adjustments and continue to boost your conversions and click-through rates. 


With these three tips, it’s now possible to convert a failed campaign to a profitable one. This can only help your overall marketing strategy. 

If you’d like to discuss how you can generate better results online, let’s schedule a time to chat. You can pick a time that works for you now by going to


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