Google Ads: Write high-performance ads

Updated on 18 February 2026 by José PEREZ

Text ads

Best practices

1. Landing page consistent with the targeted keyword.
2. Adapt the content to the campaign's objective.
3. Customers need to find the element on the page that prompted them to click on your ad.

Writing ads on Adwords

It's not difficult to create impactful ads on Google Ads, but to do it right, we need to write impactful ads. Optimizing Google Ads campaigns is an essential lever for achieving your advertising objectives. Search engine results pages (SERPs) only contain a small number of characters, so they need to be optimized as much as possible.

When you're writing copy, it's important to think about your visitor's experience, from the query to the landing page, right through to the ad text.

If they feel they've gone down the wrong path, they'll press the «back» button. Worse still, they may search again and find another company ready to meet their needs. What's more, as much as we'd like to, no ad can convert a prospect without a solid landing page.

There's no one-size-fits-all approach to writing ads, but following certain best practices will help us to be more successful.

One of the best copywriting practices is to include keywords in the ad text to reflect the searcher's query. By using phrases similar to those they've searched for, we tell them they've come to the right place.

Adding keywords to the ad text is fairly straightforward, but it's important to make sure that the keywords are actually used. Don't just add as many as you can. An ad saturated with keywords probably doesn't convey any message at all, and could be worse than an ad with no keywords at all. It's more important to articulate exactly what you're selling.

Let an agency accompany you in Paris to optimize your Google ads.

Sales arguments to be specified

• Add numbers to your ad
• Your prices
• The amount of a reduction
• Number of products in stock
• The number of customers who already trust you
• Your delivery times
• Your length of service
• Your customer satisfaction rate

Attract clicks

• Attract clicks
• Insert keywords in your URLs to be displayed
• Use all available characters in the ad to maximize space in search results
• A/B test
• Using ad extensions
• Analyze results
• What advantages do you offer?
• Why is your product better, different, original?

Action plan

3 turnover ads each month:

• Pause the worst-performing ad
• Write a new ad specific to the ad group
• Action verbs to prompt action

Example:

Dynamic Ads

Dynamic Search Network ads use your website to target your ads. They can be particularly effective with strategies such as Performance Max.

This can help you fill in the keywords you haven't targeted in your campaigns.

You can choose from a wide range of targeting options.

All web pages. The Google your website to determine relevant searches users and generate your ad.

Specific pages. Display dynamic Search Network ads based on a site's category.

Pages with titles containing certain words.

Ad extensions

Ad display format

Related links

25 characters maximum with a link to
an internal page of your website

Performance links

Recommendations

• 6 backlinks per campaign (maximum that Google can display)
• Add a description to each secondary link to improve your visibility in Google.

Site extract

• Help web users find out more about your products instantly
• 25 characters per line

Call extension

• Encourage Internet users to contact directly
• Save on your budget if the user doesn't click on your ad afterwards
• Possibility of using a Google redirect number to track calls

Location extension
Registration at Google My business

Price extension

For example, you can include your best-selling products in search results.

Direct link to product sheet = best conversion rate

Customer reviews

List of certified merchants for Google reviews :

https://support.google.com/adwords/answer/2375474?hl=fr

Pay solutions

• eKomi
• FIA-NET
• Trusted Shops
• TrustPilot

Free solutions

• Poulpeo
• E-Komerco

 

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Jose Perez

SEO & E-commerce expert - 17 years' experience

An expert in search engine optimization (SEO) for over 17 years, I optimize e-commerce sites for search engines. I help companies develop their visibility on Google in order to increase their online sales. My aim is to attract qualified traffic to your website through effective and ethical SEO strategies.

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