How to Write a Google Ad Description

A killer headline gets their attention, but a weak ad description will lose you the click every time. You have just 90 characters to convince a potential customer that your business is the best solution to their problem. No pressure, right? This guide will break down exactly how to write compelling Google Ad descriptions that cut through the noise, build trust, and drive conversions.

The Anatomy of a Modern Google Ad

First, let's quickly review the parts of a standard Responsive Search Ad, the current default for Google Ads. The focus here is flexibility - you provide the ingredients, and Google’s algorithm tests combinations to find what works best.

• Headlines: You can write up to 15 headlines, each up to 30 characters long. Google will show up to three at a time.
• Descriptions: You can provide up to four descriptions, each up to 90 characters. Google will typically show up to two descriptions.
• Display URL: This shows your website's domain and can be customized with a "path" to add extra context (e.g., www.yourstore.com/Mens-Shoes).

While headlines are critical for grabbing attention, the descriptions do the heavy lifting of persuasion. It's your space to answer the user's unspoken question: "Why should I click your ad?"

Core Principles of High-Converting Descriptions

Before you start typing, ground your copy in these foundational principles. A great description isn't just a random assortment of words, it’s a strategic piece of marketing.

1. Mirror the User’s Problem and Intent

Your description's first job is to confirm to the user that they are in the right place. The copy should directly reflect the problem they typed into the search bar. This shows you understand their need immediately.

Example: Instead of a generic description like "We sell high-quality kitchen knives," someone searching for "best chef knife for beginners" wants to see something like:

“Perfectly balanced & easy to handle, our chef knives make an ideal first choice. Chop like a pro.”

This copy speaks directly to the "beginner" and their desire to feel competent in the kitchen, making it far more effective.

2. Highlight Your Unique Value Proposition (UVP)

The search results page is crowded. What makes your business the obvious choice? Is it free shipping? A lifetime warranty? Responsible sourcing? Your UVP is what separates you from the three other ads on the page.

• Free 2-Day Shipping & Returns
• 24/7 Live Customer Support
• Family-Owned for Over 50 Years
• Vegan & Cruelty-Free Ingredients
• Get a 100% Free Quote in Minutes

Don't assume people will dig through your website to find these details. Put your best foot forward right in the ad.

3. Include a Strong Call-to-Action (CTA)

Don’t leave users guessing. Explicitly tell them what you want them to do next. A strong CTA is an active, commanding verb that encourages an immediate response.

Avoid passive, wishy-washy language. Be direct. And if you can, connect it to a benefit.

Instead of: "Learn more about our services" Try: "Get Your Free Consultation Today"

Instead of: "Our products are available online" Try: "Shop the Collection Now"

Other effective CTAs include: "Book Your Demo," "Download Your Free Guide," "Get Started," and "Save 25% Today."

4. Build Trust with Social Proof

People trust other people more than they trust ads. Weaving social proof into your descriptions is an incredibly powerful way to build instant credibility. Your 90 characters are the perfect place for a subtle brag that reinforces your quality.

• Trusted by Over 100,000 Customers
• Rated 5-Stars on Clutch & G2
• As Seen on Forbes and TechCrunch
• Join 50,000+ Happy Students Today

A Step-by-Step Guide to Writing Killer Descriptions

With those principles in mind, let’s get into the practical steps of writing your ad copy.

Step 1: Research Your Audience and Competitors

Start by analyzing the search results page for your top keywords. What ads are already running? Take note of:

• The messaging: Are they focused on price, quality, speed, or service?
• Offers: Is anyone promoting a sale, discount, or free trial?
• Language: What kind of tone are they using? Is it professional, casual, or playful?

This tells you what your potential customers are seeing and helps you identify opportunities to stand out. If everyone is screaming about "Low Prices," you might stand out by focusing on "Award-Winning Quality & Support."

Step 2: Translate Your Features into Benefits

Customers don't buy features, they buy the outcomes those features create. Your ad copy should emphasize the benefit.

• Feature: Machine washable fabric. Benefit: Spend less time at the dry cleaner and more time doing what you love.
• Feature: 256-bit SSL encryption. Benefit: Shop with confidence knowing your personal information is safe and secure.
• Feature: Direct QuickBooks integration. Benefit: Stop wasting hours on manual data entry and close your books faster.

When you're brainstorming, make a list of all your product's features and then write down the benefit each one provides to the customer. This list is your goldmine for ad copy.

Step 3: Write at Least 4 Distinct Description Lines

Since Google’s responsive ad format tests different combinations, you need to provide it with good ingredients. Your four description lines shouldn't just be slight variations of each other. Think of them as modular pieces that can be mixed and matched.

Let’s say you’re selling eco-friendly cleaning products:

• Description 1 (Problem/Solution + CTA): Tired of harsh chemicals? Our plant-based cleaners are safe for your family & pets. Shop now.
• Description 2 (Benefit + UVP): Get a sparkling clean home without the toxic ingredients. Free shipping on orders over $50.
• Description 3 (Social Proof): From kitchen to bathroom, find plant-powered solutions reviewers are calling "a game-changer".
• Description 4 (Product Feature): Refillable bottles and packaging help reduce household waste. Formulas without phosphates.

These four options give Google’s AI plenty to test. It can combine a benefit-focused description with one that highlights your eco-friendly features to create an even more powerful ad.

Step 4: Incorporate Your Primary Keywords (Without Stuffing)

Google looks for relevance between the keyword, the ad, and the landing page. Including your main keyword in at least one description line is a solid best practice. It reinforces to the user (and Google) that your ad is a good match for their search.

The key is to make it sound natural.

Bad (Keyword Stuffed): We have the best project management software. Our tool is winning for project management. Good (Natural): Our #1-rated project management software helps teams deliver work on time, every time.

Step 5: Leverage Ad Extensions for Extra Mileage

Ad descriptions aren't your only place to communicate value. Ad extensions (now called "assets") are your best friend. They add more information to your ad, make it physically larger on the results page, and provide additional links. Use extensions like:

• Sitelinks: Link to specific pages like "Pricing," "Case Studies," or product categories. Each can have its own mini-description.
• Callouts: Short, punchy snippets to highlight features or benefits (e.g., "Free Shipping," "24/7 Support," "Cancel Anytime").
• Structured Snippets: List features under a category header (e.g., "Types: Reporting, Automation, Collaboration").

How to Test and Optimize Your Descriptions

Writing your initial ad descriptions is just the beginning. The real magic comes from disciplined testing and optimization.

Pinning Descriptions: When and Why

In responsive search ads, you have the option to "pin" a description to a specific position (1 or 2). Most of the time, you should let Google’s AI do its job and test combinations. However, pinning is useful if:

• You have a legally required disclaimer: For some industries, a specific disclosure must always be visible. Pin it to position 2.
• You have a core CTA or offer: If your ad is centered around "Book a Free Demo," you might pin that description to guarantee it appears.

Use this feature sparingly. Over-pinning restricts the algorithm and can hurt your ad's overall performance.

Focus on Metrics That Matter

Google provides an "Ad Strength" score (from "Poor" to "Excellent"). It's a useful indicator of whether you’ve provided enough diverse headlines and descriptions, but it is not a direct measure of performance. Don't chase "Excellent" scores at the expense of results.

Instead, focus on these metrics:

• Click-Through Rate (CTR): Does your ad get the click? A low CTR may signal that your copy isn't resonating or your offer isn't strong enough.
• Conversion Rate (CVR): Do the people who click actually take action? This tells you how well your ad's promise aligns with your landing page experience.
• Cost Per Acquisition (CPA): How much are you paying for each sale or lead? This is the ultimate measure of profitability.

Always Be A/B Testing

Never assume your ad copy is perfect. Create duplicate ads where you test one major variable at a time. Don't just swap a single word, test entirely different value propositions.

• Test an ad focused on price/discounts against one focused on quality/features.
• Test an ad with a direct CTA ("Shop Now") against one with a softer CTA ("Explore the Collection").

Let the ads run until you have enough data to declare a winner, then pause the loser and try to beat the new champion. This continuous improvement is how you turn a nice ad into a great one.

Final Thoughts

Ultimately, a successful Google Ad description bridges the gap between a person's search and your business's solution. To do it well, you need to match user intent, communicate your unique value clearly, give a strong call to action, and continually test your approach. Once you get in the habit of thinking from your customer's perspective, writing compelling descriptions becomes second nature.

The trickiest part of ad optimization is often the process of pulling data together. Comparing your Google Ads CTR and CPA against the actual leads you logged in Salesforce or the sales you generated in Shopify can be a real headache. To help with this, we built a tool that connects to all your data sources and transforms hours of manual reporting into a single conversation. With Graphed, you simply ask questions like, "Which ad campaigns have the best ROI?" in plain English, and you get instant, real-time dashboards that show you what’s working, helping you make smarter optimization decisions faster.