Ad copy and extensions

A search ad has about two seconds to prove it's relevant to the person reading it. If it doesn't, they keep scrolling. Your headline needs to match exactly what they searched for. Your description needs to give them a reason to click. Your extensions need to add information that makes your ad stand out from the three others above the fold.

This article covers writing search ad copy that earns the click: using single-word variations from your keywords in headlines, writing descriptions that speak to the buyer's intent rather than listing features, and configuring extensions (callouts, promotions, sitelinks) that add real estate to your ad and improve click-through rates. Strong copy paired with smart extensions is the difference between a campaign that drives volume and one that drives profitable volume.