Tips to Structure a Perfect Google Ad Campaign

Tips to structure a perfect Ad Campaign

Google Ads makes it easier to create text ads, image or display ads, mobile ads and so on. If you are looking for ideas to create a perfect Google ad campaign, we will take you through the step-by-step guide as Google puts it.

At Seattle New Media, we provide pay-per-click (PPC) services to help you with your business goals.

1. Let us start with ad creation

Google Ads or otherwise known as Google AdWords is Google’s advertising service. Businesses use this advertising service to showcase ads on Google search results and its advertising network.

If you are new to creating ads, then focus on this section that explains the basics:

  • Start by logging into your Google Ads account
  • On the left, you will find the page menu – click “Ads & extensions”
  • Next, click the plus button and select the “Text ad” option

Here, you have the option to insert the ad copy or text for the ad that you’re creating. Below are the elements that you need to focus on when creating a text ad:


As you know, the reader’s eyes would be first latched on to the headline of your ad. If your headline is successful at impressing your audiences, then they will stay to read the next. Here, you need to include what your business is about, and also emphasize your product or service.


It comprises two lines, where you should focus on what you are offering or you can also tell your user why they should be on your website.


When your site users click your ad, they will land on the page to which the final URL redirects to. Make sure that you consider this page the most relevant for your site. Make sure your users find what they are looking for.

Google states the below limit for character count when writing ads:

  • Headline 1: 30 characters
  • Headline 2: 30 characters
  • Headline 3: 30 characters
  • Description 1: 90 characters
  • Description 2: 90 characters

Please note: Text ads appear on Google results pages.

2. What do your customers need?

If you have to write an ad that resonates with your people, you have to know your customers well. You need to have a clear understanding of their requirements.

Here are some points to consider when you are creating an ad copy for your people:

  • Understand what they are looking for in your product or service
  • Research your main audience
  • Find out how you can add value to your customers through your business
  • If your customers are reaching out to you, analyze and identify what makes them choose you over others

3. Is your business offering something unique?

As usual, like with any other content, research your market and focus on your competitors’ ads to understand what are they doing that you are not. Do your research and do not copy their ads. Understand their strategies as these will help you to strategize your ad copies in a better fashion.

In your ad, you can highlight your USP – which is a benefit you are offering, but your competitors are not.

4. Engage your customers

You need to make sure that your message is clear and concise, informing the readers what they are expected to do on seeing your ad. Include an engaging call to action that will persuade them to click.

You can make it engaging by introducing a tone of urgency to your ad or by being specific about what the user should do next.

5. How can you be more specific?

When you create your ads, write specific text for each of your ad groups. (Google defines Ad groups as smaller themes, topics or products within a business – using which you can categorize your ads and organize your account).

You need to aim to ensure that your ads are relevant to potential customers who are looking for related products or services.

6. Focus on the point

As you know Google Ads text are short, so make sure your message is clear and concise, and powerful enough to persuade your users to click through. Google recommends to avoid using any puns or jokes.

7. Keywords

How do your customers reach your service or product? They type in words or terms related to what they are looking for into the search engine. These words or terms are referred to as “Keywords”.

With the right keywords, your ad would be displayed in relevant search results. Keep this in mind when you are choosing keywords for writing an ad copy.

8. Professional tone

Make sure that your ad is free from grammar, spelling and other formatting-related concerns. If there are discrepancies in your ad introduced through strange capitalization, spacing or others, it could lead to violation of Google Ads’ editorial policies. These policies are in place to ensure that users are enjoying their search experiences.

If your ad violates the editorial policies, it might end up being disapproved or disabled, in worst cases.

9. Test your ad copy

Besides the above steps, understand that these might work for some businesses or products, while these steps might not work for others. Hence, we recommend that you test these and analyze what works best for your business or industry.

How can you do this?

Start by creating two different ads within a single ad group. See which of them drives more results. But limit your testing to just one element at a time.

Do you think your ad campaigns are not driving results or are failing to engage users?

At Seattle New Media, we offer pay-per-click-services to help businesses plan and strategize their campaigns to drive sales, generate leads and increase conversions. For a consultation, contact us today.

‍Marketing Team