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Before we dive into the top Google Ad examples, let's first understand the essential elements that contribute to a high-quality ad:
- Headline
- Description
- Attention-Grabbing
- Ad Extensions
1. Impressive Headlines
The headline is the most prominent text in a Google Ad and the first thing users see. It's crucial to create a headline that caters to your target audience's needs and desires. For instance, if you sell RTA cabinets, potential customers might be looking for high quality, competitive pricing, easy assembly, fast delivery, and a wide range of options from a reputable seller. You should aim to highlight your key selling points and persuade users to click on your ad.
Pro Tip: Before writing your headline, search for the keywords you're targeting and analyze your competitors' ads. Determine what their headlines lack and capitalize on it.
Remember to use the targeted keyword in your headline, if possible.
2. Engaging Descriptions
The description in your Google Ad allows you to go more in-depth about your offerings. Similar to the headline, use positive sales language that caters to potential customers' needs. Incorporate the targeted keyword once or twice in your description to maintain relevance. With 90 to 180 characters at your disposal, you can touch on multiple selling points without sounding choppy or short.
As with the headline, research your competition to determine what you can do differently, whether it's offering something unique or using more persuasive language.
3. Attention-Grabbing
Your ad should be attention-grabbing and make a great first impression. When writing your headline and description, ask yourself, "Why would someone click on my ad and not my competitor's?" Unlike Facebook or YouTube, where your ad appears individually, Google Ads are stacked on top of each other, competing for a single customer's attention.
4. Effective Ad Extensions
Ad Extensions can enhance your ad by providing additional information or links. There are two main types of extensions: Callout Extensions and Sitelink Extensions. Callout Extensions allow you to highlight key features, while Sitelink Extensions provide additional links for users to explore relevant pages. Both types of extensions can improve your ad's click-through rate (CTR) and visibility.
Now that we understand the critical components of a high-quality Google Ad, let's explore some of the best Google Ad examples from various industries and advertising formats.
How Ads Impact What You Pay Per Click (PPC)
As we previously wrote about in our Google Ads Pricing article, the cost per click (CPC) of a Google Search Ad is not just determined by the competition but by a range of factors including Quality Score.
The Quality Score plays a significant role in determining the efficiency of your ad spend. To achieve high-quality adverts at the lowest price, you need to maintain a high-quality score. This involves ensuring that both your ad and the landing page are highly relevant to the targeted keyword. It's advisable to target only a few very similar keywords per ad, making it easier to maintain relevance with the limited characters available in a Google Ad. A high-quality score can also be achieved by improving click-through rates (CTR) and user engagement on your landing page.
Search Ads Examples
1. ClickUp
ClickUp is one of the fastest-growing project management tools around. Project management tools are a highly competitive market and it's not a surprise to see that Clickup is bidding on a competitor's brand keywords. Competitor brand bidding is part and parcel of Google Search Ads, although some think it's unethical it can be a very effective strategy.
Why it works:
- They're utilising the scarce ad copy space to inject some playfulness and curiosity by creatively playing with the brand name of Monday.
- Using ad sitelink extensions to highlight a landing page which compares itself to Monday.
2. Xero
Xero is accounting software for small and medium sized businesses. They're using Google Ads to bid on their own brand terms to take control of all the available space above the fold. This pushes any competition down and out of sight of the user.
Why it works:
- Owning the top of the SERPs for your brand can be crucial. Xero controls all space above the fold and is likely capturing the vast majority of their brand searches.
- The headline "For Healthy Business" also gives a perspective of their current users and who they're trying to attract.
3. Omnisend
Omnisend is email and SMS marketing software for eCommerce businesses. This example is providing social proof to increase CTR by suggesting 80k merchants already use the software and by suggesting it's the top-rated email marketing platform.
Why it works:
- Positions the brand as a leader by including terms like "top rater" and "award-winning" in the ad copy.
- Making use of image extensions to bring a bit of colour and enhance the messaging of the text ad.
4. SE Ranking
SE Rankings's Google Ad example includes information on, what the product is, who the product is for and also uses sitelinks to add information on features.
Why it works:
- Mentions their target audience in the ad, but keeps it short. Phrases like "SEO Tools for Pros & Agencies" show who the product is aimed at and lets the searcher know if it's right for them.
- Their 14 Day Free Trial is highlighted in the extension and also mentions that no credit card is necessary.
- Features are highlighted in the sitelinks to show what you can expect from the product.
5. FieldGoods
When searching for "food delivery london" the first ad result was provided by a company called FieldGoods. I was expecting JustEat, Deliveroo or any other food delivery service however FieldGoods advert is highly relevant to my search query and the ad contains the keyword. This advert is all about relevance.
Why it works:
- Ad text is localised to the area I searched
- Using Google ratings ad extension to highlight social proof
Shopping Ad Examples
6. Patagonia
Patagonia, a well-known clothing brand, utilises Google Shopping ads to showcase its products visually. The competition in this section of the search results is fierce, so it's crucial to create ads that stand out.
Why it works:
- Shows a discount, making the ad more attractive to bargain hunters.
- Uses unique imagery, setting the ad apart from its competitors.
- Includes star ratings, adding credibility and trust to the brand.
7. Oliver Bonas
Argos, a UK-based retailer, uses Google Shopping ads to promote its range of homeware products, targeting specific keywords to capture shoppers with an intent to buy.
Why it works:
- Includes star ratings, instilling trust and credibility in the brand.
- Offers 30-day returns, allowing users to try before they make a final decision.
Display Ad Examples
8. Squarespace
Squarespace, a popular website builder, runs different ads for different audiences. In this example, they are targeting eCommerce business owners and highlighting how much control they can have over their software product.
Why it works:
- The advert has a clear audience in mind.
- It also highlights how much control that Squarespace can give you.
- The CTA "Start Selling Now" sets expectations and reassures the user that by clicking on the advert they can get started quickly.
9. Airbnb
Airbnb is famous for their incredibly imaginative advertisements, whether it's through striking visuals or captivating videos. They are considered one of the top-rated advertisers in the industry. In the example below, the focus is on the product, and they let the properties do the talking.
Why it works:
- Simple design with a clear message that makes it obvious to the user what they're advertising.
- The call-to-action "Book your escape" plays to the users desire and bring positive connotations of getting away from it all.
Google Video Ad Examples:
10. Airbnb (Again)
As mentioned above, Airbnb are truly an innovative advertiser. Generally they sell accommodation however they market themselves as selling experiences. Experiences are easily relatable for their guests and they give the viewer a feeling of how their holiday can look like.
Why it works:
- This ad is from the guests perspective, it's playful in nature and shows how they had a great time staying with a host.
- Airbnb are selling the experience not just the room.
11. DocuSign
Document signing is not the most exciting product out there but DocuSign bring it to life by using their customers to tell their story and how they use it.
Why it works:
- It's relatable for other business owners to hear how DocuSign's customers use their product.
- They show the product, how to use it and use their 30 day free trial as a CTA at the end of the video.
Final Thoughts
By analysing these Google Ad examples and understanding the essential components of high-quality ads, you can create effective campaigns that drive traffic, increase conversions, and achieve your business goals. Remember to focus on attention-grabbing headlines, engaging descriptions, high-quality scores, and utilising ad extensions to make your ads stand out and generate results.
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