Impressions might look nice in a report, but nobody ever paid their bills with “brand awareness spreadsheets,” right? If your Google PPC copy is as bland as bread, congratulations, you’re not getting the checks. The good news? You can actually encourage folks to click if you dial in a few reliable formulas.
Here’s how you lean into what works, and copy formulas that aren’t just “marketing best practices,” but actually get people moving. Let’s dig in.
1. Benefit + Feature = Clicks
Here’s the deal: Don’t just tell people what you offer, show them why they should care, and back it up with something solid. “Save time” is boring material unless you tell me how you’re saving my time. Make the benefit something that’d make someone notice, and include the feature as proof that you can deliver.
Examples:
- “Boost Sales by 40% with Audience-Targeted Google PPC Campaigns.”
- “Get Free Shipping & Same-Day Delivery Order Tonight, Chill Tomorrow.”
- “Save Hours with Auto-Scheduling Features. Sign Up Free and Forget Manual Messes”
Extra Sauce:
Pick benefits that regular humans care about; nobody dreams of “greater brand unity,” but everybody likes saving cash, being lazier, or looking smart in front of their boss. Features need to sound solid, not like a random buzzword. Your CTA should have some base. “Learn More” is decent, but “Hack Your Workflow Today”? Even better.
2. Problem-Agitate-Solution (PAS):
Honestly, most ads treat pain points like they might catch something. But the best stuff? It jumps right into the struggle. You point at the problem (“your ad dollars are disappearing”), twist the knife a bit (“still stuck with zero leads?”), And then come in with your hero dilemma.
Example:
“Tired of flushing cash down the PPC drain? Worn out by clicks that never turn into sales? Let us show you how optimized PPC ad copy stops the bleeding and finally gets real results.”
Why does it work? People wanna know you get their struggle, not just their wallet. That serious problem, validate it so they feel a little twitchy, and bring real relief. It’s like copywriting therapy, but the session ends with a sale.
Bonus Angle:
You can sprinkle in a little sarcasm. It’s relatable because no one wants to feel like the only one wasting money out there.
3. How-To / Tutorial Vibes: Give Them the Cheat Codes
Look, people Google “how to” more than anything. We’re all searching for shortcuts, hacks, or just some reliable advice. Framing your Pay-per-click marketing as a mini-tutorial not only sparks curiosity but makes you look helpful before you’ve spent a penny.
Examples:
“How to Triple Your Clicks with Google PPC in 7 Days No Tech Skills Needed”
“How Smart Marketers Pull in Fresh Leads Without Burning Their Entire Budget”
A few quick tips:
Keep your promise just on the right side of believable. No one’s buying “How to Be a Billionaire Before Lunch,” unless you’re selling bridges, too. And make sure there’s a real payoff, like a free tool, a resource, or insanely useful info after the click.
Extra:
Adding “Even If…” can boost clicks. Like: “How to 2X Your Leads… Even If You’re Just Starting.”
4. Question + Curiosity Hook: Stimulating the Human Brain
Humans cannot ignore a good question. It’s like picking a quiz; you must know the answer. Toss out a question, hint at the answer, and watch the CTR optimization graph rise.
Examples:
“Want More Clicks from Your Google PPC Ads?”
“Why’s Your CTR Frozen in Place? See What Top Marketers Do Differently”
“Ever Wondered Why Your Competitors Outsell You Every Month? Find Out Now”
These play on your wounds, straight-up curiosity, or a nagging insecurity (“Wait, why am I not getting those leads?”). Throw in a little benefit on the button and you’re golden: “Unlock the Answers” or “Reveal the Secret.”
Side Note:
Don’t go full clickbait; nobody likes feeling scammed. Intrigue, but pay it off after the click.
5. Urgency/Scarcity + Value: Fear Of Missing Out, but With Receipts
Nobody wants to miss out. That’s just the human brain wired for survival. You hit them with urgency (“Only 5 Left!”), pair it with some true value, and watch as their fingers hover over the click.
Examples:
“Only 5 Free Audits Left. Pull a Pro PPC ad Copy Review & See What You’re Missing”
“Exclusive This Week Only Boost Results with Our High-Converting Copy & Save 25%”
Tips to not be That Guy:
Don’t throw fake urgency at everything. People aren’t dumb. If it’s always “ending tonight,” you become the one desperate for time. Be honest. And if you mix urgency with something actually valuable (not “Order Now and Get…a PDF we wrote ten years ago”), your offer feels authentic.
Real-World Application: Actually Making These Work (Not Just Theoretical)
Okay, quick reality check. None of this matters if you treat it like a boring book. You have to test. Google PPC campaigns aren’t a “set it and forget it” deal. Split test different copy, track your conversion rates, and kill what’s keeping you behind. That’s how you see what the audience actually wants.
Check out our Google PPC Services guide for a full walkthrough.
Match what you promise with what you deliver. The fastest way to get bounced from a prospect’s brain is to say “Free Tool” on the ad, then show up to a landing page with a bunch of fine print and a long lead form.
Use keywords as if you actually know what your customers are searching for. Throw in regional, industry, or brand words; make them feel like “wow, this ad is focused on me.” It’s creepy in a good way.
Ad extensions are your secret weapon. Throw in site links, structured snippets, and phone numbers. You get more real estate, more reasons to click.
And don’t get lazy. Even great copy templates can go basic. Update often, track what’s working right now, and don’t trust what worked six months back. Internet attention spans aren’t just short, they’re non-existent.
Advanced Stuff (If You Wanna Get Fancy):
- Drop in power words: “free,” “instantly,” “proven,” “guaranteed,” stuff that pushes out between the boring stuff.
- Get specific: “Save $37,” “Boost Sales by 22% in 2 Weeks” numbers make it sound real, not fluff.
- Hammer, what makes you different? Is your service weirdly fast? Totally local? Does it have a money-back guarantee? Put it front and center.
- Personalization works: Use dynamic insertion for names, locations, etc. “Congrats, Maimi, Your Lowest PPC ad copy Cost Is Here.”
Ultimate Takeaway: Ads Are a Contact Sport. Bring Your Voice.
Here’s the real deal: a great PPC ad copy isn’t a checklist. It’s about getting deep into your customer’s brain: what they lose sleep over, what they love, what gets them mad. These five formulas? They’re starting points. Twist them, mix them, go off-script. See what sends your numbers sky-high. Every ad is a pitch; don’t be the bland intern mumbling common lines all the time.
If you want a copy that doesn’t just click, but sells, hit up Keach. We’re the folks who obsess over every word, every single click, and never stop testing till your pay-per-click marketing campaigns are printing money instead of eating it.
Life’s too short for boring ads. Let’s make yours unforgettable. Contact us now.
