How to write Google Ads copy that get results

When potential homebuyers search online, they’re often looking for answers – and fast. In fact, 46% of clicks go to the top three paid ads on Google, which means your Google Search ads copy needs to work harder than ever to capture their attention.??

Join us as we share our top tips for creating Google Search ad copy that stops the scroll, sparks interest in your homes and ultimately drives conversions.??

Understand your audience??

The first step in writing Google Ads copy that works is understanding your target audience. Whether you’re reaching out to first-time homebuyers, families looking for more space or empty-nesters ready to downsize, you need to tailor your message to address their specific needs. Once you know what your ideal homebuyer is looking for, you can craft a message that will capture their interest.??

Highlight unique selling propositions??

You should also consider what makes your homes and development area stand out. From energy-efficient features, modern designs, prime locations or family-friendly amenities, it’s important to ensure that your unique selling points are the main point of your ads.??

Be concise and clear??

With limited space in Google Ads, clarity is key. Homebuyers are looking for fast, relevant information, so avoid unnecessary jargon. For instance, instead of writing “We offer a wide variety of homes with a multitude of floorplans, each boasting high-quality finishes,” try:?

“Modern homes, prime location, move-in ready.” This direct approach ensures your ad is both readable and actionable.?

Optimise for keywords??

Including location-specific and intent-driven keywords in your ad copy ensures your ads read the right audience. Potential buyers often search for phrases like:??

• “new homes in [location]”?

• “affordable family homes”,??

• “energy-efficient houses”.?

Including these location-specific and intent-driven keywords in your ad copy ensures that your ad appears higher in relevant searches, putting you in front of buyers actively looking for new homes, and can potentially help lower your cost per click (CPC).?

Another option is to use Google’s keyword insertion feature, letting you automatically update your ads with the keywords in your ad group that caused your ads to show. This in turn can help make your ads more relevant to people searching for the homes you have on offer.?

It's important that the keywords in your ad copy and headlines line up with the ad’s landing page on your website. Also, be sure to clearly highlight the same offer or promotion in both the ad and the landing page to avoid any confusion for the viewer.?

Responsive search ads?

Responsive search ads help you create dynamic ads that can adapt to automatically show the most relevant messages to users. By providing multiple headlines and descriptions, Google’s machine learning determines the best-performing combinations over time.??

By using a mix of themes, keywords and calls to action in your responsive ads, you increase your chances of connecting with diverse buyer intents – whether they’re researching, comparing or ready to act.??

Create urgency?

Creating a sense of urgency can significantly boost your ad’s effectiveness. Use phrases like:?

• “Limited homes remaining!”?

• “Move in before the holidays!”?

• “Exclusive offers – ends soon!”?

People are more likely to click on an ad if they feel like they might miss out on a good opportunity, which then encourages them to click through to explore your homes.??

Use ad assets for maximum impact?

Google Ad assets, previously known as Google Ad extensions, help you to stand out in the search results by adding extra, clickable, information.? For instance, you can use site link extensions to direct users to important pages on your website, such as a book appointment form, or callout extensions to highlight key features like “energy-efficient appliances” or even link directly to clickable phone numbers or lead forms.??

Master ad strength for better results?

Ad strength is a key performance indicator defined by Google as: “An indication of the relevance and diversity of your ad combinations. Having more relevant and unique content can help you get the right ad in front of your customers and improve its performance”. Ads are rated on a scale: Below Average – Average – Good – Excellent. You can help ensure your ads achieve an excellent rating by:??

1. Use the full allowance for responsive search ads. This means including up to 15 headlines and 4 descriptions (each 90 characters max).?
2. Incorporate relevant keywords into headlines and descriptions while maintaining a natural flow. This ensures your ad not only aligns with user searches but also reads well.?
3. Add helpful ad assets (extensions) such as site links as referenced above to "Contact Us," available schemes, or specific house types. These provide extra context and make ads more useful to potential buyers.?
4. Make headlines and descriptions unique. Cover a variety of themes:?

a. Development features (e.g. energy efficiency or design).

b. Benefits of the surrounding area.?

c. Product mix, price, or promotions.?

d. Strong calls to action like "Book a viewing today" or "Limited homes remaining”.?

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