The Anatomy of a Great PPC Ad
- Headline 1: Include the keyword — match the searcher's intent immediately
- Headline 2: State your unique value proposition or offer
- Headline 3: Add urgency, social proof, or a secondary benefit
- Description: Expand on benefits, include a clear CTA, address objections
Formulas That Work
- [Keyword] + [Benefit] + [CTA]: "Affordable PPC Management — Cut Ad Waste by 40% — Free Audit"
- [Problem] → [Solution]: "Wasting Ad Spend? — We Fix Google Ads Campaigns — See Results in 30 Days"
- [Social Proof] + [Offer]: "Trusted by 500+ Businesses — Get Your Free PPC Audit Today"
Testing Framework
- Always run 2-3 ad variations per ad group
- Test one element at a time (headline, CTA, offer, emotional angle)
- Let ads accumulate enough data before deciding (100+ clicks minimum)
- Document winners and apply learnings across campaigns
- Refresh ad copy quarterly to combat ad fatigue