Your ads should capture the user's attention and convince them to click on your ad, instead of the many other results that Google shows them.
Without attractive ads, your campaigns will have mediocre results.
You will see in the table that for each campaign we give you some general recommendations to create attractive ads and many alternatives of different approaches to try.
There are many variables that influence the effectiveness of an ad (keywords that activate it, goals of the organization, characteristics of the target audience, content of the landing page, other results that are shown in the same search, etc.). Therefore, each specific case is different.
An ad that works great in one campaign can be a disaster for another campaign or organization. That is why it is impossible to say categorically "this text is the ad that works best in all cases".
Even for things that work well in general (which we include as "General Recommendations"), doing the opposite may lead to better results in some cases.
On the other hand, Google Ads makes it very easy to test different ads and check which one performs better.
If you are using “Smart bidding” (which is recommended for 99% of Google Ad Grants accounts), you simply have to add several different ads within each ad group and set their rotation to “Optimize”. Google Ads system will test them all and end up showing more frequently the best-performing ads.
For these two reasons, here we focus on giving different ideas that may be interesting to try in your ads ("Alternatives to try"), rather than giving "universal" advice or templates.
Google Ad Grants requires at least 2 ads for each ad group. But you should create more.
We recommend that you always have 4-5 different ads in each ad group (at least one of them a responsive ad , which is usually the best performing type of ad).
Every 2 or 3 months you should pause the worst-performing ads and add new ones. This continuous testing process is the best option for optimizing your ads to the maximum and keep improving results.
The most obvious reason is that if you try more ads, you are more likely to discover a version that works better. Even the world's greatest expert doesn't always hit the bulls-eye at the first try.
But it is not only about improving results of Google Ads campaigns. Testing different ads can lead to an improvement of all the campaigns of your organization.