The Guide to Writing High Quality PPC Ad Copy

Have you dabbled in the world of pay-per-click advertising with Google, Yahoo!, or even Bing? If so, your experience can dramatically be impacted by the quality if your PPC ad copy. A compelling ad will make a big difference in terms of your campaign’s ROI, and missing the mark can result in wasted advertising dollars and nothing to show for it.

The good news is that even mediocre writers can learn how to write good PPC ad copy. Bigfoot Media has a few tricks up our sleeve to help set your ad apart from the competition and make your company more profitable along the way.

The Basics of Writing PPC Ad Copy

One of the first surprises that business owners run into is a low character limit. Your PPC ad copy for your headline is typically limited to around 25 characters—which doesn’t give you a lot to work with at all.

Other roadblocks that business owners find are certain prohibited words, such as the word “click.” Even if your call-to-action is for the customer to click the ad, you may potentially be blocked from using that word at all.

As you can see, it takes some creativity to write effective PPC ad copy. You have to work around character limits, avoid prohibited words, and make your ad standout from the competition. When you’re sharing a lot of real estate space with competitors, writing compelling PPC ad copy can be a tough thing to tackle—but the good news is that it’s not impossible.

These are the steps that you can take to ensure that your ad fits within the character limit while also attracting customers to your brand.

  1. Keep Your PPC Ads Highly Relevant

When you have 25 characters for your headline and 35 characters for the body, there isn’t a lot of wiggle room to stray off topic. It’s important to keep your PPC ad copy highly relevant in terms of what your customers will find on your landing page. Misleading ad copy won’t only scare customers away, but it will also end up lowering your ad quality score.

Why does quality score matter? Quality score rates your relevance with your keywords and your PPC ad. When your quality score is low, you will end up paying more money per click than if you had a higher quality score.

Keeping your PPC ad copy as relevant as possible will help boost conversions and keep your campaign as low-cost as possible in the end.

  1. Focus on a Compelling Call-to-Action

Potential customers need a reason to choose your company’s ad over the competition. One way to increase your chances is by writing a strong call to action.

When you’re writing a call-to-action, try to create a sense of urgency if at all possible. Tell your customers about a limited time offer, such as a free estimate or even 25% off their entire order. Urgency will entice your customers to spring into action and contact you as quickly as possible.

Keep in mind that your customers aren’t minded readers—you’ll need to tell them exactly what they need to do in order to get the results that you want.

This is a cheat sheet from Lunametrics that shows some of the most effective words to use along with their word count:




While these words aren’t guaranteed to make the results of your PPC campaign skyrocket, they are proven to be effective and can help communicate to your customers as clearly as possible.

  1. Add Your Unique Value Proposition

Every company has something unique to offer their customers. It’s vital that you communicate what makes you stand out from the competition. It’s best if you can add your unique value proposition in your headline, since it’s often the first thing that potential customers see when they read your ad.

Common unique value propositions are being the cheapest on the block, having the best quality product or service to offer, or even giving away a freebie with your service. 

  1. Split Test For Best Results

After you start writing your PPC ad copy, the idea isn’t to sit back and hope for the best. In order to maximize the effectiveness of your ad, you’ll need to split test and find which ads are performing the best in your market. Split testing gives you an idea of what is working in terms of your offers, unique value proposition, and even the phrasing of your PPC ad copy.

You can also split test for your best keywords and the best time to display your ads. The truth is that pay per click management is both and art and a science, and you’ll need to write enticing copy, test, and repeat the process again and again.

Get Ahead With Your PPC Ad Copy With Bigfoot Media

If you’re looking to maximize your ROI with exquisite PPC ad copy, get in touch with Bigfoot Media. Our expert pay-per-click management services will help you target the best keywords and incorporate irresistible ad copy for your campaign.

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