Ads overview

  • Your AdWords Express ad helps you highlight selling points of your business and attract customers.
  • You can create a single ad for your business, or run multiple ads to showcase different products or services.

How ads work

When you sign up for AdWords Express, you’ll write an ad that describes your business. You’ll also describe your business's product or service and set a budget. Your ad is what potential customers will see when they search for businesses like yours on Google or Google Maps.

Your AdWords Express ad can appear when potential customers in your targeted geographic area search for phrases related to your business on Google or Google Maps. Your ad can also appear for people who are outside of your neighborhood, but who include terms related to your business as well as your business location in their searches.

What an ad looks like
Luxury River Cruise Holidays - Book Your Getaway Today
Explore The World Along Rivers. Selected Locations On Sale!

Your ad consists of the following parts:

Name Description

Your headline is the blue text at the top of the ad. When a customer clicks the ad headline, she'll be taken to the website that you’ve entered for your business.

Headline 1 maximum length: 30 characters (or 15 characters for double-width* languages)

Headline 2 maximum length: 30 characters (or 15 characters for double-width* languages)

Ad text

Showcase your business's main selling points by describing your products or services, or include a special offer for customers.

Maximum length: 80 characters (or 40 characters for double-width* languages)

Website URL (link)

We'll display the website URL of your business (whether that's your website or Google+ page). You can use different URLs for each of your ads.


Automatic sitelinks are automatically-generated links that appear below your ad text. These links send potential customers to pages on your website that are relevant to their searches.

Map pin A pin may appear in your ad for customers located near your business. If your customer clicks the pin, she'll be taken to your business location on Google Maps.
Phone number

If you enter a phone number, it will be displayed in your mobile search ad, desktop search ad, Google Display Network ad and Google Maps ad. In order for it to appear, you may need to verify ownership of your phone number. Learn more

If you use call reporting, you will still need to verify ownership of your actual phone number in order for us to display the unique Google forwarding number used in your ads.


If you'd like to show your business address, your AdWords Express account needs to be linked to a Google My Business account to display the address managed in that account.

Stars and reviews If you have reviews on your Google+ page, they may also appear in your ad.

* Double-width languages are languages that use double-width characters, like Chinese, Japanese, and Korean.

Creating multiple ads for a single business

If you’d like to advertise different aspects of your business, you can create multiple ads for your business, and specify a different product or service and budget for each. For example, a bakery might want to create a general “bakery” ad, but create an additional ad for “wedding cakes”.

If you have multiple ads, you may choose to devote more of your budget to one ad, or divide up your budget evenly. Keep in mind that your overall AdWords Express budget is the combined budget for all of your ads. For example, if you have three ads for your business and set a daily budget of $10 for each ad, your total budget will be up to $30 per day.

Showing image ads

If your business product or service type is eligible to show ads on websites related to your business, you may also be able to display image ads on sites related to your business. To add images to your ads, click Edit in the "Images card" at the bottom of the AdWords Express dashboard. Content from your text ad will then be used in your image ad. You can also edit your text ad to update the text in your image ad.

If you've submitted multiple photos, we may show each photo in rotation, a slideshow, or display the photos in other ways. Photos provided by third-party providers can't be used in your image ad. Customers can click any part of your ad to be directed to the website or Google+ page that you've specified.

You'll be able to view your image ad performance on your AdWords Express dashboard, including clicks and views.

Alternate ad text

To help your ad attract more customers and receive more clicks, we'll also use the info you've provided about your business and the content in your website to create and test alternate ads.

We'll run both the original ad and the new ads to determine which are most effective. If we find that some of the ads are consistently performing better, we'll run those ads more often over time.

Related links

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