How To Create The Right Content For Your Google Ads

Creating engaging ad content is one of the most important components of running a successful campaign on Google Ads. In an era where content is king, and attention spans are dwindling at rapid rates due to “scroll loop” social media platforms, it has never been more crucial to ensure your ads are capturing the attention of your target audience. With Google Ads in particular, when a user searches for a product or service relative to your business, the information that they view in your ad is the first touchpoint they will have with regards to what you offer. Think of this as your business’ first impression with a consumer. It needs to be impactful, so that it resonates and prompts them to want to learn more about what your business offers. So, with all this in mind, how exactly do we go about crafting engaging content? 

The first step in creating engaging content for your Google Ads campaign is understanding what the core product/service offerings are for your business. In the context of pregnancy help organizations, some key examples of these could be: pregnancy tests, ultrasounds, parenting classes, pregnancy counseling, material assistance, abortion information, and post-abortion support. After you have assessed the key offerings of your business that you want displayed in your ads, the next step is creating the ad content. Your Google Search ads will comprise fifteen headlines and four descriptions, in which you will use to convey the value of your services to your target audience. You will want to be as descriptive as possible in your ads to make sure that you adequately inform the end user about what your pregnancy center offers, why they should choose your center, and how your center can help them. The why is ultimately the most crucial, because it is the means by which you sell your services to a woman seeking them. If your why is not enticing enough, the likelihood that she will visit your center’s website and subsequently get in touch is low. 

The average person views a Google Search ad for about 1-2 seconds before deciding to take action (click) or move on. Users tend to scan search results quickly and make decisions almost instantaneously based on relevance to their search intent. Eye-tracking studies show that people spend only a fraction of a second on each listing in search results, so capturing attention with relevant headlines and clear calls to action is crucial. Calls to action are powerful phrases to include in your search ads, as they prompt your target audience to engage with your center. Examples like "Call Now," "Visit Us Today," "Get In Touch," and "Reach Out" help drive engagement and should be highlighted in your ad headlines. Well-crafted, action-oriented headlines ensure your ads not only stand out but also encourage potential clients to take the next step.

It is important to understand that Google will rank your ads based on quality and relevance. Within the ads dashboard, you will see the quality score of your ads, which will be labeled as: Poor, Average, Good, and Excellent. In order to drive the maximum amount of high-quality engagement from your ads, it is necessary to ensure that they score between Good and Excellent. In order to reach these higher levels of quality rankings, you will need to follow these steps:

1. Keyword Relevance: Use targeted, intent-matching keywords and group them into themed ad groups for precision.

2. Optimized Ad Copy: Integrate keywords naturally in headlines and descriptions. Include clear calls to action (CTAs) like "Call Now" or "Get a Free Quote" to encourage clicks.

3. Strong CTR: Capture user attention with compelling ad copy that highlights unique selling points (USPs), and leverage ad extensions (e.g., sitelinks) to enhance visibility.

4. Landing Page Alignment: Ensure your landing page reflects the ad promise and is optimized for speed, mobile, and user experience (UX) for higher relevance. Achieving a high-quality score will not only improve your ad ranking but also help maximize ROI by attracting the right audience with highly relevant ads.

Crafting effective Google Ads content is essential for capturing audience attention and creating a strong first impression. To boost engagement, begin with highly targeted keywords that highlight your key services, such as pregnancy tests, counseling, and parenting classes. It’s crucial that these keywords align seamlessly with your ad copy, ensuring consistency and relevance throughout. Include clear, action-driven calls to action like “Call Now” or “Visit Us Today” in headlines to encourage immediate responses. For a higher Quality Score, focus on creating compelling ads that resonate with user intent and ensure your landing page is optimized for a seamless experience. By implementing these strategies, you can elevate ad rankings, attract the right clients, and ultimately maximize your campaign’s impact.