Write an effective ad for Smart campaigns

Google Ads Smart campaigns | Tips for writing great ads

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How do you decide what makes a good ad for your business? Here are 3 questions that you should always ask yourself before you create your Smart campaigns.

Below, we’ll show you lots of examples and answers from a fictional bicycle shop in California called Betty’s Beach Bikes. We’ve also prepared a worksheet that you can download and print out—use it to try writing an ad for your own business.

Download the ad-writing worksheet

Question 1: What do I have to offer?

List the products and services you want to promote.

Ask yourself Possible answers
What does my business offer?

Bicycle for sale

Bicycle for rent

What are my key selling points?

End-of summer discounts

Affordable, stylish bicycles

Large selection

What makes me stand out from other businesses?

Low prices

Friendly, helpful customer services

Bicycle trade-in program

Question 2: What do I want to accomplish?

Identify your main advertising goals and what you'd like to accomplish with your ads.

Ask yourself Possible answers

What action would I like my customers to take?

Visit website

Visit store

Make bike rental reservation online

When should my customers take action?

End of August (for a limited-time offer or discount)


How do I want customers to feel about my offerings?



Question 3: Who are my customers?

Describe your customers, breaking them into different groups if you have different customer types with unique goals and needs.

Ask yourself Possible answers
Who are my customers?



Large groups

What are my customers' needs or values?

Fun activity

Good value


What are my customers' circumstances?

Want to shop online or in person

In need of quick reservations

Very basic knowledge about choosing the right bicycle

Put it all together

Here are some examples of potential ads from our fictional bicycle store, Betty’s Beach Bikes. Because Betty offers several different products and services, such as bike rentals and bikes for sale, she may consider writing different ads for each of her business categories.

Price-sensitive shoppers

Betty's Beach Bikes - 15% Off All Bikes in August

Low prices and huge selection. Free and fast delivery. Order online today!

Large groups looking for bike rentals

Betty's Bike Rentals - 20% Off Rentals for 3 or More

Stylish bikes. Make your experience memorable. Reserve online in minutes!

Locals interested in purchasing a bike

Buy a Bike at Betty's - Affordable Stylish Bikes

Our friendly staff will help you find the perfect bike. Visit our store today!

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