Write successful text ads

Important

• Starting June 30, 2022, you’ll no longer be able to create or edit expanded text ads.
• Expanded text ads will continue to serve, and you'll still find reports on their performance going forward.
• You'll still be able to pause and resume your expanded text ads, or remove them if needed.
• We strongly encourage you to transition to responsive search ads.
• Learn more about this change to expanded text ads

To effectively reach potential customers, your text ads should be specific, relevant, attractive, and empowering. This article shares best practices for writing successful text ads and common mistakes to avoid.

	Highlight what makes you unique Free shipping? Dazzling variety? Tell people! Showcase the products, services, or offers that make you competitive.
	Include prices, promotions, and exclusives People often use Google search to make a decision about something. Give them what they need to decide. If you have a limited-time discount or stock an exclusive product, say so.
	Empower customers to take action Are you selling something? Tell people what they can buy. Are you offering a service? Tell people how to contact you. Calls to action like purchase, call today, order, browse, sign up, or get a quote make clear what the next steps are.
	Include at least one of your keywords Keywords in your ad text show your ad’s relevance to what people want. For example, if you've included digital cameras as a keyword, your ad headline could be "Buy Digital Cameras." Learn how to build the best keyword list.
	Match your ad to your landing page Have a look at the page that you're linking to from your ad (the landing page), and make sure that the promotions or products in your ad are included there. People might leave your website if they don’t find what they expect.
	Appeal to customers on mobile People seeing your ads on mobile are more likely to want to know where you are, or to call you. Show your location and phone number with location assets and call assets. Also, consider creating ads devoted to people on mobile devices, using the mobile version of your website as a landing page, and offering specials suited to a mobile audience. Keep in mind, your text ads can appear differently on mobile. See how your site scores on mobile speed, and get quick fixes to improve it. Test your site.
	Experiment Create three to four ads for each ad group, and use different messages for each to see which does the best. Google Ads rotates ads automatically to show the best-performing ads more often. Learn more about ad rotation.
	Check for common ad text mistakes In order to make sure all ads are high quality, every ad must meet high professional and editorial standards. That means no  extra    spaces, sTrAnGe CAPITALIZATION, or unclear URLs, to name a few. The following information only applies to standard text ads. To learn more about expanded text ads and get tips on how to write them, visit our guide.

Related links

• What makes up a text ad
• Create a new text ad
• Edit your ad text