Digital Marketing Guide

4. How to Write Ad Copy For Google and Facebook Ads

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How to Write Ad Copy For Google and Facebook Ads

Jun 23, 2023 • 8 min read
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      If you’re diving into the world of online advertising on platforms like Google or Facebook, one thing is certain: captivating ad copy is key to attracting and engaging potential clients. 

      In this article, we’re going to teach you how to write an ad by being your guide, sharing invaluable insights, and providing practical tips to optimize your ad copy. Whether you’re a small business owner or a budding entrepreneur, we’ll walk you through the art of crafting persuasive messages that grab attention and evoke emotion. Get ready to unleash the power of words and take your ad-writing skills to new heights! 

      First, we’ll explore the art of writing ad copy for Facebook Ads, followed by a closer examination of creating compelling copy for Google Ads.

      Ad Copy For Facebook

      Primary Text

      The primary text in Facebook Ads is a crucial component of your ad that appears above the visual elements. It serves as the initial point of engagement with your audience, conveying a concise message to grab their attention and prompt them to take action. In this section, it is usually recommended that you aim for a maximum of 125 characters.

      • Grab attention – Start with an attention-grabbing sentence or question to capture the user’s interest. (Ex: “Looking to boost your productivity? Check this out!”)
      • Highlight benefits – Focus on the unique value proposition or benefits your product or service offers. (Ex: “Experience radiant skin with our all-natural skincare products.”)
      • Use compelling language – Use persuasive language and active verbs to encourage action. (Ex: “Transform your home with our exclusive collection.”)
      • Include a call to action – Prompt users to take the desired action. (Ex: “Start your journey today with a free trial.”)


      The headline in Facebook Ads plays a crucial role in enticing them to engage further with your ad. While a minimum of one headline is required, you have the flexibility to include up to five headlines, if desired. In this section, it is usually recommended that you aim for a maximum of 40 characters.

      • Be concise and impactful – The headline should be brief and attention-grabbing. (Ex: “Unlock your potential.”)
      • Display promotions – This is also a great place to include promotions and attract clients. (Ex: “Free Shipping,” “50% OFF,” and “BOGO”) 
      • Emphasize key points – Highlight the most important aspect of your offer or the main message you want to convey. (Ex: “Save money with our automated software.”)
      • Create curiosity – Consider using curiosity-inducing statements or posing a question to pique users’ interest. (Ex: “Tired of Boredom?”, “Need More Energy?”, and “Ready to Save?”)


      The description allows you to expand on the primary text and highlight the key features, benefits, or unique selling points of your product or service. It is an opportunity to create a sense of urgency or exclusivity by mentioning limited-time offers. In this section, it is usually recommended that you aim for a maximum of 20 characters.

      • Focus on benefits and features – Highlight the key benefits and features that set your offering apart from competitors. (Ex: “Fast performance,” “Extended battery life,” and “Quality materials”)
      • Reiterate the call to action – Remind  of the desired action and why they should take it. (Ex:”Save big!” and “Join us!”)
      • Create a sense of urgency – Incorporate words and phrases that convey scarcity. (Ex:  “Last chance!”, “Limited time offer!”, and “Limited spots!”)

      Ad Copy For Google


      Headlines play a crucial role in capturing the attention of users and enticing them to click on your ad. Your ad will display up to three headlines, each limited to 30 characters. However, you can create up to 15 headlines that will rotate dynamically, giving you more flexibility and testing options. This means that different combinations of your headlines will be shown to users, allowing you to experiment and find the most effective messaging.

      1. Include keywords – Incorporate relevant keywords in your headlines to align with users’ search queries and increase the ad’s visibility. For example, let’s say you run a house-painting company. To effectively target potential customers seeking your specific services, you can include relevant keywords, such as “Interior Painting” and “Exterior Painting” in your Google Ads. By incorporating these keywords, you increase the likelihood of your ads being shown to users who are actively searching for those particular painting services provided by your company.
      2. Highlight unique selling points – Use the limited space to showcase the unique features, benefits, or offers that set your business apart from competitors. 
      3. Create a sense of urgency – Use action-oriented language and time-sensitive phrases to create a sense of urgency. For example, words like “limited time offer,” “exclusive discount,” or “act now” can encourage users to click on your ad.


      Descriptions play a crucial role in Google Ads, as they provide additional context and information about your product, service, or offer. While headlines grab attention, descriptions allow you to expand on the value proposition and convince potential customers to click on your ad. Your ad will display up to two headlines, each limited to 90 characters. However, you can create up to four headlines that will also rotate dynamically.

      1. Incorporate signs and special characters – Use them strategically in your Google Ads descriptions to attract attention and make your ad visually appealing, helping it stand out from competitors. For example, you could use characters like $, +, &, %, and *.
      2. Use a call to action – Prompt users to take action by including a strong call to action 

      (CTA) in your description. Encourage them to make a purchase, request a quote, sign up, or learn more.

      1. Focus on relevance – Ensure that the content in your description aligns closely with the keywords and ad group. This improves the quality and relevance of your ad, which can positively impact ad rank and click-through rates.


      Now that you have learned how to optimize your ad copy for Google Ads and Facebook Ads, you are equipped with the tools and knowledge to captivate your audience and drive impactful results. By implementing the strategies and techniques discussed in this article, you can create compelling primary text, attention-grabbing headlines, and persuasive descriptions that resonate with your target audience. 

      Remember to focus on the unique value proposition, highlight key benefits, and incorporate calls to action to prompt users to take the desired action. Continuously test and refine your ad copy to improve performance and stay ahead of the competition. With these skills in your marketing arsenal, you are ready to unlock the full potential of Google and Facebook Ads and achieve your advertising goals. So, start implementing these strategies and watch your campaigns soar to new heights!

      About the author
      Samuel Miranda

      Samuel Miranda is digital marketer with experience in PPC, email marketing, social media and content creation.

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