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27 Of The Best Google Ads Examples
Sharing examples some of the best Google ads!
Let’s dive into the best examples of Google Ads campaigns that are absolutely CRUSHING it. These are great if you want inspiration for your next set of ads, or just want to see some of these tips put into action.
Best SaaS Google Ads:
Squarespace
Who are they? Squarespace is a leading eCommerce platform that helps businesses create and developed beautiful websites online.
Why we love this ad: It’s simple, clean, and to the point. Squarespace’s punchy headline lures users in, while its short and sharp description stands out from the other ads.
One of the best things that Squarespace has done here is to insert the keyword (“eCommerce platform”) at the very beginning of the ad description. This establishes relevance with users, and the addition of the adjective “best” reassures people that Squarespace is at the top of the pack.
If your goal is to stand out in the crowded search engine results pages, this is a great example to draw inspiration from.
Monday.com
Who are they? Monday.com is a project management tool that helps teams improve their workflow and streamline communication.
Why we love this ad: This PPC ad has nailed the combination of using social proof and highlighting its key selling points in the ad copy. This ad, which is targeting the search term “team collaboration tool”, positions itself as the leader in the market, while also highlighting three things that every user wants their tool to be: powerful, flexible and intuitive.
On top of that, by reinforcing that 3.1 million teams already use Monday.com, the ad copy is reassuring users that it’s a proven platform, while also adding a sense of FOMO.
Upwork
Who are they? Upwork is an online marketplace that connects freelancers with clients.
Why we love this ad: This ad is the perfect combination of killer copy, laser-sharp targeting and strategic ad extensions. In this ad, Upwork is targeting potential clients who are looking to hire specialized talent for their next job — and it shows. The description is focused on highlighting how Upwork’s freelancers are a class above the rest, and builds trust with the use of statistics on rehiring and platform uptake.
But what’s particularly great in this ad is Upwork’s use of ad extensions. Upwork has clearly considered who their audience is and what they’re looking for, then catered their sitelinks to those needs. By inviting people to browse freelancers that are ready to work and highlighting their security features, Upwork gives users no reason NOT to click on this ad.
Slack
Who are they? Slack is a secure online collaboration platform that helps organizations communicate in teams and one-on-one discussions.
Why we love this ad: Slack has nailed dynamic keyword insertion in this ad. By targeting keywords related to “instant messaging”, Slack instantly creates relevance with users and stands out in search results without keyword stuffing. The ad copy also does a great job of highlighting the platform’s benefits, from being FINRA and HIPAA compliant to its app integrations, and has an incredibly strong call to action / CTA to sign up for free.
Last but not least, Slack’s use of link extensions is absolutely on point. By inviting users to access a demo, view product features and contact the sales team, Slack’s increasing its ad CTR, driving more traffic to its website AND improving its quality score.
Dropbox
Who are they? Dropbox is one of the world’s leading file hosting services for individuals and businesses.
Why we love this ad: There’s no beating around the bush here. Dropbox only communicates the essential information it needs to get the point across for users searching for “cloud storage file sharing”. The first part of the headline includes a variation of the keyword, while the second part leverages Dropbox’s already-strong reputation to get users to click.
When it comes to the ad description, Dropbox knows that less is more. They focus on three clear, impactful points: they talk about their quick and easy file sharing, offer the users a free trial, and build trust with social proof in the form of their 500 million users. Put together, this straightforward and effective ad drives searchers to click through and sign up at no cost.
Best Retail and eCommerce Google Ads:
Kate Spade
Who are they? Kate Spade sells designer handbags, jewellery, and dresses to customers around the world.
Why we love this ad: Kate Spade’s ad is a great example of how sitelink extensions can be used to increase clickthrough rates and direct traffic to relevant parts of a website. These are likely to be their most popular or highest converting website pages, and help users quickly navigate to the section they’re looking for.
Beyond sitelink extensions, this ad also reinforces its credibility by highlighting that it’s the official online store, and incentivizes users to make a purchase with free shipping over £100. It’s also interesting that Kate Spade has departed from the title case format that’s usually used in Google Ads, and instead opted to write the bulk of the ad copy in lower case. This subtle switch helps the ad stand out on the page, while also staying in line with its branding on the website.
JBL
Who are they? JBL manufactures high-end speakers, headphones and sound systems for consumers and studios.
Why we love this ad: JBL’s ad is a perfect example of tailoring the ad to the search query and the target audience. This ad description highlights the benefits of wireless headphones (“immerse yourself in music no matter where you are”), then talks about JBL’s diverse product range and USPs to demonstrate that they have the perfect product for every user’s needs. JBL also highlights the fact that they have free shipping — a great way to win over clicks and stop users from going elsewhere.
The ad also takes advantage of Google Ads’ live pricing extension to highlight its latest product and encourage users to discover more. Lastly, for those users who are familiar with the brand, the “Shop JBL Sale” extension is a great CTA that incentivizes clicks with a good deal.
Apple
Who are they? Apple manufactures consumer electronics products, ranging from the iPhone to Macbook, iMac, iPad, Apple Watch and more.
Why we love this ad: It might seem counterintuitive for one of the world’s biggest brands to run Google Ads. However, Apple understands that people forget about products no matter how big the company is — and that if they don’t take the top spot in search, one of their competitors will.
While some Google Ads bid on generic search terms, Apple is bidding on their own iPhone keyword. Apple knows that someone who is searching for the iPhone most likely is already aware of the brand, so they use this to upsell the audience on the latest release (at the time). The ad copy example highlights the battery life, camera and chip, which piques the user’s interest and makes them want to learn more.
Apple products are notoriously expensive, and the ad also does a great job of making its products seem more affordable. By including monthly installments and trade-ins, Apple lowers the barrier to entry and invites more users to click through and learn about their different pricing options.
AiryClub
Who are they? Airyclub is an online shopping site that sells millions of cost-efficient products made to a high quality.
Why we love this ad: In this Google Ad, Airyclub is specifically targeting people who are searching for tech and electronics products. The team understands the power of numbers and uses this throughout the copy to strengthen their USP and stand out from the competitors, from the 80% savings and £1 starting price to its portfolio of 20,000 products.
What’s more, Airyclub uses their ad real estate to talk about the benefits from shopping with them, including secure purchases, free shipping, speedy and efficient service and fast delivery. These proof points work to build trust with users and grab their attention with an unbeatable offer.
Ann Taylor
Who are they? Ann Taylor is a women’s apparel store that offers classic suits, separates, dresses, shoes, and accessories.
Why we love this ad: Ann Taylor’s ad is a textbook example of Google Ads best practices. This Google Ad is targeting the “blouses for work” keyword, and instantly creates relevance with users by emphasizing their product in the headline. Given that their audience is also likely interested in the latest fashion trends, Ann Taylor also highlights their new spring collection as a way to invite users to click and learn more.
Here’s another thing Ann Taylor has done well: the ad uses local extensions to direct users to the nearest store. If someone’s already looking for work tops, this ad might help drive additional foot traffic into the local Ann Taylor shopfront.
Novica
Who are they? Novica is the largest online marketplace for handcrafted fair trade jewelry,
Why we love this ad: There are countless reasons why this is a revenue-generating ad for the “handmade jewellery” search term. First off, Novica understands its strengths and plays into them throughout the ad copy by talking about its fair trade products and including both keywords in the headline and description. The ad also speaks to the social impact of purchasing from Novica in highlighting that, by making a purchase, the user is directly helping global artisans continue their craft.
This would already be a good ad in and of itself, but Novica has taken advantage of extensions to turn their ad from good to great. The 4.9-star review extension goes a long way in adding social proof for a lesser-known brand, while the time-sensitive promotional ad extension creates a sense of urgency and FOMO for users.
Beds.co.uk
Who are they? Beds.co.uk is an online outlet store that sells affordable beds for any budget.
Why we love this ad: This killer ad is a shining example of how to promote your sale using Google Ads. The headline instantly hooks users in with the biggest ever bed sale, while the ad extensions reinforce this messaging with clear percentage discounts off different bedding products.
The ad description gets straight down to why users should shop from Beds.co.uk: next-day delivery, best price, hassle-free returns, and day-of-choice delivery. Beds.co.uk also brings its diverse product range to the forefront of a user’s mind with the different types of beds on offer, including leather, bunk, wooden and fabric.
Best Travel and Entertainment Google Ads:
Booking.com
Who are they? Booking.com is an online travel agency that offers savings on hotels, apartments, villas, hostels and resorts around the world.
Why we love this ad: This ad is targeting searches for the keyword “paris hotels”. Booking.com immediately creates relevance with the user by repeating “Hotels in Paris, France” in the headline, then follows this up with their best price guarantee to reassure users that their service is the most cost-effective.
In the ad description, Booking.com uses short, sharp sentences to convey the benefits for its audience in an easily digestible way. Meanwhile, the product sitelink extensions highlight that the platform offers so much more than hotels, which strengthens its product offering against other websites like Airbnb.
Airbnb
Who are they? Airbnb is an online marketplace for vacation rentals, homes, hotels and experiences.
Why we love this ad: With this ad, Airbnb has kept it simple — and it works. The ad, which targets searches for “where to stay in new york”, mirrors the query back to users with the headline and highlights the top vacation home listings to make it look like an organic search engine result.
In the description, Airbnb focuses on communicating the sheer volume of their 6,000,000 rentals worldwide and links this back to the audience’s search by inviting them to search for New York City listings. The ad also uses structured snippet extensions to communicate amenities that may be relevant to searchers, such as the fact that it has business travel-ready listings and family/pet-friendly accommodation.
Kayak
Who are they? Kayak is a travel agency and metasearch engine that scours hundreds of travel sites to help travellers find information on flights, hotels and rental cars.
Why we love this ad: Scouring the web for the best holiday accommodation can be tough. That’s why Kayak highlights the ease and simplicity of its metasearch engine in this Google Ad for the search query “vacation deals hawaii”.
The ad description summarises every benefit in an easy and clear way, ranging from savings to being able to compare hundreds of sites at once. Kayak has also done a great job of plugging in keywords naturally, which increases the ad’s relevance with users.
SeatGeek
Who are they? SeatGeek is the world’s largest search engine for concert, sports and theatre tickets.
Why we love this ad: One of the biggest challenges when buying tickets from a third-party provider is the risk that you won’t ACTUALLY get the tickets you paid for. SeatGeek recognizes this barrier to purchase and puts “100% Guaranteed” upfront in the ad to reassure users — then follows that up with the fact that they also have the lowest possible price.
If that wasn’t enough, the ad also goes on to highlight the 100% buyer guarantee in the sitelink extensions, giving users no reason not to click on the ad.
Best Health and Wellness Google Ads:
Gillette
Who are they? Gillette makes safety razors for men and women, as well as other personal care products.
Why we love this ad: Unlike other ads that put their brand name first, Gillette leverages its brand recognition by putting its tagline (“The Best A Man Can Get”) in the headline. The use of the rhetorical question in the headline also gives users the impression that there are countless good options available on their site and invites them to click to find out more.
The description is also short, snappy and succinct, and reinforces the headline by telling users to find their perfect match on the Gillette website. Meanwhile, the sitelink extensions encourage clickthrough by highlighting the company’s different blades and razors, as well as their latest coupons and offers.
Silver Mirror
Who are they? Silver Mirror is a facial bar in the heart of New York City, specializing in facial treatments and peel services.
Why we love this ad: This ad is all about targeting local searches for the term “facials new york”, and they’ve nailed it with their copy. Silver Mirror gets incredibly granular in the headline by calling out that they’re the top facial bar in the user’s area (in this case, Flatiron), and displays the nearest facial bar as a location extension. This is gold when it comes to attracting nearby prospects who may be looking for a quick facial.
We also love that they bring social proof into the mix by highlighting that they were featured in TimeOut NY. This little sentence goes a long way in differentiating Silver Mirror from other competitors that could appear in search results.
Complete Body Gym
Who are they? Complete Body Gym is a collection of health and fitness clubs around New York City.
Why we love this ad: If a user is searching for “fitness classes near me”, you can bet they’re looking for convenience and a good deal. Complete Body Gym addresses both in this short but snappy Google Ad.
Complete Body Gym starts off by highlighting that although they’re a chain, the fitness classes are small group training sessions. This gives the user the impression that they’ll get the individual attention they need, whether they’re attending a fitness class or doing personal training. The mention of unlimited classes and new member discounts is a powerful hook that drives users to click, while the location extensions and sitelink extensions give searchers multiple ways to learn more about the gym.
CityMD
Who are they? CityMD is an urgent care medical clinic with more than 100 locations across the US.
Why we love this ad: CityMD’s Google Ad is a great example of a brand that uses all the extensions available to them WITHOUT making it look too crowded. This ad uses location extensions to highlight how many spots they have near the user, sitelink extensions to key informational pages on their website, and a call extension in case users want to make an appointment.
When it comes to creative, CityMD repeats the search term “urgent care near me” in the headline to make it as relevant as possible to the searcher. The ad then reinforces this claim with their 7 days a week, 365 days a year schedule and highlights that a person can just walk in to see a doctor immediately.
Other standout examples of Google Ads:
Direct Line
Who are they? Direct Line is a leading UK-based car, home, pet, travel, life, breakdown, landlord and business insurance provider.
Why we love this ad: Straight away, Direct Line gives users a reason to click on this ad by saying that they’re not on comparison sites. This headline tells a user that if they want to purchase insurance with Direct Line, this is the only place to get it. This unique point of difference is sure to boost click-through rates, especially given a lot of comparison websites may also appear in search engine results.
The ad description goes further and highlights some of the insurer’s USPs, such as offering 24/7 coverage across the UK and an onward travel service. The social proof of being 5-star Defaqto rated gives users a compelling reason to click through to their website. Last but not least, the sitelink extensions make it easy for users to quickly navigate to common pages, such as to get a car insurance quote or learn about multi-car insurance.
Rental Cars
Who are they? Rental Cars is a comparison website that offers the best rental prices on luxury, economy and family rentals.
Why we love this ad: Here’s another fantastic example of a Google Ad that combines killer ad copy with Google Ad extensions to stand out in search results. Rental Cars instantly draws the user’s eye in with a headline that mentions rentals for as little as £4 a day, then reinforces this with the product extension at the bottom with the pricing for a Mini Cooper.
With rentals for a few pounds a day, it’s only natural that users might be worried about low-quality vehicles or being ripped off. Rental Cars combats these fears and builds social proof with star review ratings — reassuring users that they’re a brand to be trusted, and driving them to click through to learn more.
Tree Ring Digital
Who are they? Tree Ring Digital is a digital marketing agency that operates out of Denver, Colorado.
Why we love this ad: If your digital marketing agency can’t create a standout Google Ad, it’s time to look elsewhere. Luckily, Tree Ring Digital hits the nail on the head with this ad. Tree Ring Digital plays into their roots by highlighting the fact that their websites are designed in Denver, and even include their address, Google Maps listing and opening hours to reinforce the message further.
The agency also includes the target search query (“website design”) multiple times throughout the ad copy without keyword stuffing. This shows the user that their ad is relevant, while also showcasing the different services they have on offer.
General Assembly
Who are they? General Assembly is an educational provider that specializes in cultivating in-demand skills with courses in coding, UX design, data science, software engineering, digital marketing and more.
Why we love this ad: General Assembly keeps it simple in this ad, and it works. The copy speaks to the fact that the courses are taught by industry pros, and lists a number of different languages that its audience may be looking to learn. They’ve also strategically used sitelink extensions that speak to their target audience. Given that a large number of applicants might already be in the workforce, General Assembly highlights corporate team training and financing options as two links underneath the ad, as well as full-time courses for those looking to make a career change.
The devil is truly in the detail when it comes to this ad. The use of the CTA “Apply now” instantly makes users feel like there are limited spots, which increases their likelihood of wanting to click through and apply. The display URL “admissions.generalassemb.ly” works to legitimize General Assembly’s course as well, by mirroring the same format as other higher education institutions.
Rocket Homes
Who are they? Rocket Homes connects consumers with real estate listings on the market, and helps them get in touch with a top-rated real estate agent to buy their dream home.
Why we love this ad: Rocket Homes is targeting searches for “real estate agents near me” with this ad. They’ve done an incredible job of making the ad relevant to the search query by repeating the keyword back in the headline, and highlighting that buyers can work with a local expert that’s rated by their peers.
Their sitelink extensions also include a number of CTAs for the user, which gives them multiple opportunities to click. Rocket Homes knows some people may be looking to buy a home and some may be looking to sell, so they include both in their extensions. At the same time, they make it easy to get in touch with the team or learn more about the business.
Progressive Provider Services
Who are they? Progressive Provider Services (PPS) offers simplified cost reporting preparation, software, training and review.
Why we love this ad: PPS is targeting searches for “medicare cost reports”, which have a set due date every year. This ad creates a sense of urgency with a countdown timer in the headline, which reminds users that it’s time to submit their Medicare report — and then directs them straight to PPS.
Although PPS’ ad is brief, this works in their favour. The copy is targeting people who are rushed for time and want to find a trustworthy provider that can help them get the job done. The sitelink extensions are also simple, to the point, and specifically tailored for information that’s relevant to cost reports.
Injury Lawyers 4U
Who are they? Injury Lawyers 4U is a well-known legal provider in the UK that offers advisory for clinical and medical negligence, accidents at work, personal injury, road traffic accident claims, and more.
Why we love this ad: Injury Lawyers 4U capitalizes on their already-strong brand in the UK by leading with their name in the headline and following it up with “Expert Legal Advice”. When combined together, this headline conveys trust to the reader and instantly strengthens the association with Injury Lawyers 4U and its expertise.
In the description, Injury Lawyers 4U gets straight to the point. They instil a sense of FOMO in users by saying that they will help them get the compensation they deserve — implying that if they go with another provider, they may get less than they’re entitled to. The ad then lists out the different services they offer to build relevance with their users, and entices them to click with their service-based sitelink extensions.
Optimising Your Google Ads Account for Effective Shopping Ads
When setting up a Google Ads account, it’s essential to understand the different ad formats available to you, including Shopping ads. Shopping ads are highly effective for eCommerce businesses, as they showcase your product images, prices, and store name directly in Google search results. These ads make it easy for users to compare prices and features before making a purchase decision, which can significantly increase your conversion rates.
To create the best Google Ads campaigns, ensure your product feed is optimised and accurately reflects your inventory. This includes updating product information regularly, using high-quality images, and making sure all details are relevant and accurate. A well-maintained Google Ads account with an optimised Shopping ad can help you drive more qualified traffic to your website and improve your return on investment. By following best practices, you can maximise the effectiveness of your campaigns and achieve better results.
Best Google Ads Examples: High-Performing Campaigns That Drive Sales
Google Ads offers a wide range of ad formats and campaign types to help businesses promote their product or service effectively. Some of the best performing ads are tailored to specific goals, whether it’s increasing brand awareness, generating leads, or driving sales.
Among the most effective types of Google Ads are search ads, which appear at the top of Google’s search results when users look for relevant keywords. These ads work well for businesses aiming to capture high-intent customers actively searching for solutions. Additionally, video ads on YouTube have proven to be powerful for engagement, allowing brands to showcase their story in a visually compelling way.
Maximizing ad spend requires selecting the right campaign types and continuously optimizing them for better performance. By analyzing successful examples of Google Ads, businesses can refine their strategies and achieve better results in their digital advertising efforts.
Top Google AdWords Marketing Experiments
This is a great time to use Google AdWords. Advertisers spent 23% more on AdWords in 2017 than they did in 2016. That extra money generated returns too. The final quarter of 2017 saw a 20% increase in returns for non-branded AdWords ads compared to 2016. You need to do everything that you can to get a slice of that pie. An unoptimised AdWords campaign can still get decent results. However, you can’t just create a campaign and leave it. Enter your AdWords marketing experiments. It’s a constant process that requires testing and tweaks.
Good AdWords ad testing could help you double your conversion rates. Here are 5 tips you can use to skyrocket your return.
How to Optimize Your New Google Ads Campaigns for Better Results
Running marketing experiments in your Google Ads account is one of the best ways to test new strategies, optimize performance, and identify the most effective tactics for your campaigns. By creating an experiment, you can compare different elements such as ad copy, bidding strategies, keyword match types, and more to see what works best for your business.
For advanced advertisers, Performance Max campaigns offer an integrated solution to drive results across all of Google’s inventory. Setting up an experiment for these campaigns allows you to test new creatives, adjust targeting, and refine your bidding strategies. With Performance Max, you can optimize across multiple channels, ensuring that your campaigns are performing at their best.
When setting up an experiment, it’s important to define a success metric that aligns with your campaign goals. Whether you want to increase clicks, improve conversions, or boost return on ad spend (ROAS), tracking the right metric will provide valuable insights into the success of your experiment and help you make data-driven decisions moving forward.
By leveraging Google Ads marketing experiments, you can continuously optimize your campaigns, refine your strategies, and achieve better performance and ROI over time.
Next we should talk AdWords marketing experiments
Now that you have a great AdWords ad, lest explore how to how to get the most bang for your buck.
Foe starters, the marketing experiments are a feature within Google Ads that allows advertisers to test and compare different versions of their campaigns to determine which settings, strategies, or elements yield the best performance. This experimentation process enables marketers to make data-driven decisions, optimizing their campaigns for better results.
Key Aspects of Google Ads Experiments:
- A/B Testing: Advertisers can create variations of their campaigns—such as different ad copies, bidding strategies, or targeting options—and run them simultaneously. This approach helps identify which version performs better under similar conditions.
- Controlled Environment: Experiments allow for controlled testing by splitting traffic between the original campaign and the experimental variant. This method ensures that any differences in performance can be attributed to the changes made, rather than external factors.
- Data-Driven Decisions: By analyzing the results of these experiments, marketers can make informed decisions about which strategies to implement in their live campaigns, leading to more effective and efficient advertising efforts.
Implementing Google Ads Experiments is a strategic approach to refining advertising campaigns, ensuring that each element contributes positively to the overall performance and return on investment.
Why marketers spend time and money testing in Google AdWords
Online marketers invest significant time and resources into running tests in Google Ads to optimize their campaigns and achieve better results.
This practice is essential for several reasons:
- Optimizing Ad Performance: By conducting A/B tests, marketers can experiment with various components of their ads—such as headlines, ad copy, images, calls-to-action (CTAs), and display URLs—to identify which variations resonate most with their target audience. This optimization process helps improve key metrics like click-through rates (CTR), conversion rates, and return on ad spend (ROAS).
- Improving Conversion Rates: Testing different landing page designs, content layouts, form placements, and CTAs allows marketers to determine which configurations lead to higher conversions. Understanding what drives user behavior and engagement enables businesses to refine their PPC landing pages to encourage more visitors to take desired actions, such as making a purchase or signing up for a newsletter.
- Reducing Cost-Per-Acquisition (CPA): Effective A/B testing can contribute to reducing the cost-per-acquisition of new customers or leads. By identifying and implementing high-performing ad variations and landing page designs, marketers can optimize their advertising budget, ensuring resources are invested in strategies that generate the most conversions at the lowest possible cost.
- Making Data-Driven Decisions: A/B testing allows marketers to take the guesswork out of ad optimization and make informed decisions based on data. By systematically testing different versions of ads and analyzing the results, marketers can understand what works best for their audience and refine their strategies accordingly.
Running tests in Google Ads is a fundamental practice for online marketers aiming to enhance ad performance, improve conversion rates, reduce acquisition costs, and make data-driven decisions. This approach ensures that advertising efforts are continually refined and optimized for maximum effectiveness.
5 AdWords Marketing Experiments To Double Your Conversions:
1. Try Different Verbs in Your CTA
Your aim is to give people a reason to click on the ad.
That’s where the CTA in your ad copy comes into play. A great CTA gets people to click. When they hit your landing page, the CTA you use there gets them to convert.
WordStream conducted a useful study that looked at the action words used in calls-to-action / CTA elements. They examined the top performing ads in their network and found the following:
Figure 1 – Wordstream
The numbers say it all: click is an ineffective verb for your CTAs. You need something more direct like “get” or “buy”. In other words, something that better conveys what a person will get out of clicking through.
If you’re not selling a service directly, “learn” or “try” are good alternatives.
Of course, you can’t guarantee that a certain CTA verb will do the job for your campaign.
That’s where you need testing.
AdWord’s new Ad Variation Tool helps here. You’ll need the most up-to-date version of the AdWords UI to use it.
You’re looking for the Swap Headlines option in the Create Variations section of this AdWords testing tool.
Figure 2 – Wordstream
This lets Google swap your headlines around so you essentially create two ads within the same group. They have the same overall message, but you can play about with the language.
Put your CTA into the headline and experiment with different verbs. Try “get” against “shop”. Look at the analytics to see which one gets the most clicks and leads to more conversions.
After that, test the winner against another verb.
Keep repeating the test until you find the verb(s) that achieve the most clicks and conversions for your campaign.
As an aside, you can also use this method to test new headlines. The verbs you use may not be the problem. Sometimes, a bad headline overrides everything. Experiment with different language and offers for your headlines.
2. Experiment With Tone
The tone of your ads plays a huge role in whether people click on them.
Some businesses experience success with a positive one. They’re looking to make people feel happy and engaged, which encourages them to convert.
Others find success through negativity.
They can use the power of fear to prompt a reaction from the viewer. However, you need to tread lightly with this tactic. Negativity can lead to mistrust that causes people to avoid your ads entirely.
Finally, there’s the neutral side of things. Plenty of top-performing ads keep things cool and collected.
Figure 3 – Wordstream
This pie chart comes from the previously mentioned WordStream study. They found that most of the ads with the highest click-through rates (CTRs) have either positive or neutral tones.
As for what works for you…it depends.
Success comes from identifying your audience profile and figuring out what works for them. This means constant testing of different tones to see which provide the highest CTR for your brand.
Take this display network ad as an example:
Figure 4 – Wordstream
The advertiser that created this ad saw their CTR rocket up by almost 50% when they started using it.
So going negative can work, in the right circumstances.
The words you use affect tone. Let’s say that you’re creating an ad for a service that could save people money.
- Positive Headline – “Get more out of your xxxx.”
- Negative Headline – “Stop wasting money on your xxxx.”
Note the tonal difference. The first example promises positive actions that will help the viewer get more from the service. The second almost accuses them of not doing enough to maximise that service.
It’s a subtle difference and you need to know which tone works best.
This is where A/B testing comes in handy.
Use your existing ad as a baseline in terms of emotional tone. Then, create a version that skews either positively or negatively.
Head into the Advanced Settings of your campaign and select the option to rotate the ads evenly.
Finally, label your ad copy so you know which fall into the negative, neutral, and positive categories. This allows you to get a quick rundown when you check the metrics.
Run the campaign for a month and check the results. The ads should display an even number of times and you’ll see which tone works best for your campaign.
The best tone for one campaign might not be the best tone for another.
Use this AdWords ad testing technique to nail down the right tone for every individual campaign.
3. Split-Test Your Landing Pages
The quality of your landing page has a massive effect on CTR and conversion rates.
Think Quality Score when you think CTR.
Every AdWords ad you create has a quality score. An irrelevant landing page lowers that score, which means your ad displays below others. Plus, you have to bid higher for clicks and good positioning.
As for conversions, a bad landing page means nobody converts.
It’s that simple.
Despite this, only 44% of organisations use split testing for their landing pages.
Split testing involves testing two landing page variants against one another.
Figure 5 -Switchvideo
There are all sorts of things you can throw into a split test.
For example, you can try different offers. Test landing pages that offer webinars against those that offer eBooks. Whichever pulls in the most conversions is the type of landing page you want for your campaign.
You can use split testing to experiment with the smaller details too. These could include:
- Colour schemes
- Page designs
- CTA language
- Content volume
Only test one of these details at a time if you want a conclusive split test result.
Testing multiple details muddies the waters and prevents you from nailing down the true cause of any changes in the results.
You also need to determine a minimum number of views the pages must reach before you can come to a conclusive result. Unfortunately, this differs depending on the traffic that your website currently attracts.
The AB Testguide helps you to dig into the numbers. You can use the benchmarks from your existing page as the baseline for your split test. It will then give you a recommended view number.
Split testing works because there’s no universal rule for landing page design.
A CTA that works for one industry may not work for another.
Run an AdWords experiment. Split-test different ideas to see which comes out on top.
It works too. Even something as simple as moving a form could raise conversion rates by as much as 50%.
4. Test Features vs. Benefits
Let’s define features and benefits in an advertising context:
- Features – what the product does
- Benefits – what the product offers to the user
This offers a great example of the difference:
Figure 6 – ecopdesk.com
Again, which works best depends on the audience you want to appeal to.
Some want a dry recounting of the features they can expect. They likely know the overall benefits of the product. They’ve researched the products and know how the tech specs affect their decision. They want you to tell them more about the specific features your product offers.
Others approach their search from a different angle. They want to know how the product will make their life better. Typically, these are people who are still gathering information and they’re often not ready to make a purchase.
Create both feature and benefit-driven content for your ad copy.
For this purpose, Google’s Ad Variations works well as an AdWords testing tool.
Again, you’re back to your A/B testing. Replace feature-driven copy with benefit-driven copy and compare the results.
Do this for every campaign in your account. You’ll end up with the best ad copy to match the searching intent of the users who see each ad.
5. Test Dynamic Keyword Insertion vs Manual Keywords
At first glance, Google’s Dynamic Keyword Insertion (DKI) tool looks like a great idea.
It basically subs the keyword the user searched for into your ad. The idea is to make the ad more relevant to the searcher’s query, thus improving CTR.
Figure 7 – Wordstream
In this dynamic search ad example, a search for “chocolate cupcakes” would insert the chocolatey keyword into the ad’s headline.
Unfortunately, it doesn’t always work that way in practice.
Google allows you to insert DKIs into any area of the ad. That can lead to some pretty awful looking ads.
You could end up with grammatically broken copy and not even know about it.
For example, let’s say somebody searches for “chcolate cupcakes” in the above example.
That misspelling is going to end up in your ad copy.
On the flipside, you save a ton of time when using DKIs. That time can go to other work, which may prove invaluable. It’s possible the saved time outweighs the cost of the occasional bad ad.
Test DKIs against manually-created ad copy. Again, you’re looking at CTR and conversion rate.
If conversions plummet with DKIs, you know they don’t work with that particular campaign.
2 Bonus AdWords Marketing Experiments Tips
All of these tests help you to optimise your ads for great performance.
Let’s round things out with a couple of quick tips that provide a faster boost to conversions:
- Align your ad copy to your landing page copy. Make sure that users get what they expect when they click on your ad. If they don’t they’ll bounce away, leaving you wasting money on clicks that go nowhere. Aligned copy also means a better Quality Score, which means lower cost per click (CPC) and higher positioning.
- Capitalise the words in your headlines. This is an AdWords best practice as it helps the copy stand out against all of the ads surrounding it.
- Remember searcher intent. Someone in the research phase of the marketing funnel isn’t going to go for an ad that prompts them to buy something. However, those in the buying stage will ignore ads that use generic keywords.
- Group relevant keywords into specific ad campaigns. Make use of negative keywords to ensure your ads don’t display for irrelevant searches.
1. How long to run a Google advertising experiments for
The duration of a Google AdWords experiment depends on several factors, such as the type of campaign, budget, and goals you’re aiming to achieve. However, as a general rule of thumb, a Google Ads experiment should typically run for 2-4 weeks to gather enough data for meaningful insights and reliable results.
Here’s a breakdown of key considerations for determining the optimal ad experiment duration:
- Adequate Data Collection: In order for the experiment to provide statistically significant results, you need to give it enough time to gather a sufficient volume of clicks, impressions, and conversions. A short-term experiment may not collect enough data to draw reliable conclusions, especially if you have a low budget or niche target audience. Running the experiment for at least two weeks ensures that you have enough data for accurate comparison.
- Test Variations: If you’re testing multiple variations of ad copy, targeting, or bidding strategies, you’ll need additional time to assess which combination performs best. Running the experiment for 3-4 weeks allows you to test these variables thoroughly across different times of day, days of the week, and even seasonal variations, ensuring the results are not skewed by temporary trends.
- Conversion Rate Optimisation (CRO): If you’re testing changes to your landing pages or calls to action, the experiment duration should also factor in the time needed to monitor changes in conversion rates. This can sometimes take a bit longer than testing ad copy alone, as users may need time to adjust to the new experience.
- Budget and Traffic Volume: The more budget you allocate to your experiment, the faster you’ll gather data. If you’re working with a limited budget, running the experiment for 4 weeks might be more beneficial to account for fewer clicks. Similarly, if you’re targeting a broad audience or using high-traffic keywords, you may see results more quickly, allowing for a shorter experiment duration.
- Seasonality and External Factors: Always consider external factors such as seasonality or market conditions. If your product or service has a seasonal demand or is affected by external trends, extending the experiment through key dates in your industry’s calendar may give a clearer picture of your ad performance over time.
- Monitor and Adjust: Google Ads experiments allow you to run A/B tests or experiment with different campaign settings. While it’s important to run your experiment for a sufficient amount of time, it’s equally important to monitor performance closely throughout. Be prepared to make adjustments during the experiment if necessary, ensuring that the data collected remains relevant and reflects your true business objectives.
you should aim for 2-4 weeks for most Google Ads experiments to gather adequate data, ensure reliable results, and give enough time to evaluate the effectiveness of your changes. For more complex experiments involving multiple variables or larger budgets, extending the experiment duration to a month or more may be necessary for the most accurate insights.
2. Using Drafts and Experiments to Test What Really Works in Google Ads
One of the most effective ways to optimise your campaigns is by using Drafts and Experiments in Google Ads. This feature allows you to create a copy of an existing campaign—called a draft—where you can test changes without affecting the original. Once you’re happy with your adjustments, simply click Save, and then launch it as an experiment to measure performance against your current setup.
Whether you’re testing new ad copy, bidding strategies, or targeting tweaks, this controlled approach helps you make data-driven decisions with minimal risk. It’s a smart way for Australian businesses to continuously improve campaign results while staying in control of budget and performance.
Taking the next steps and starting your AdWords Marketing Experiments
Now you know how to test Google AdWords ads with tried and true experiments that’ll uncover the insights you need.
It’s time to put all of this information into practice and conducts some AdWords marketing experiments on your own or with a team.
There’s no such thing as a static AdWords campaign. In the majority of cases, there’s always something you can improve. A little action, like changing the colour of a CTA button, can make a massive difference in conversions.
You’ll never know if you don’t test.
Keep experimenting with different ideas. Stack them up against what you’re doing now. You’ll either find something that works better or discover techniques that you should avoid.
It’s valuable information either way.
Of course, testing takes time. You may not be able to dedicate yourself to running all of these AdWords ad testing techniques yourself.
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