More clicks come from matching what the searcher wants, not from clever slogans. Here is how to write search ads that earn the click and the enquiry.
Most weak Google ads fail before the writing even begins. The keyword is wrong, or the landing page doesn't match, or nobody told Google which searches to avoid. Good ad copy helps, but it works best when the groundwork is right. So let's start there.
Start with what the searcher is really after
"Interior designer" and "interior designer cost for 2BHK" look similar, but the second person is much closer to a decision. Group your keywords by intent and write a separate ad group for each. When the headline repeats what the person typed, it feels like the answer, and people click answers.
Use negative keywords from day one
Broad and phrase-type keywords can match searches you never wanted. If you sell premium modular kitchens, you don't want clicks for "free kitchen design software" or "kitchen jobs". Add negatives like free, jobs, salary, course, diy, pdf to start, then open the search terms report every few days and add more. This one habit saves more money than any headline trick.
Writing headlines that work
Responsive search ads let you add up to 15 headlines and 4 descriptions, and Google mixes them. Don't fill them with slight rewordings of the same line. Give the system real variety:
- Headlines that repeat the searched keyword
- One that states a clear benefit ("Site visit within 48 hours")
- One with a proof point ("4.8 rating from 300+ clients", only if it's true)
- One with an offer or price cue ("Free quote", "Starting ₹499")
- One that says where you are ("Serving Patna and nearby")
- One clear call to action ("Call today", "Book a demo")
Be specific. "Best quality services" says nothing. "Repairs done same day or it's free" gives a reason to click.
A quick before and after
Before: Top Coaching Institute | Quality Education | Join Now
After: Class 10 Maths Coaching in Patna | Small Batches of 15 | Book a Free Demo Class
The second one tells the searcher the class, the place, why it's different and what to do next. It also filters out clicks from people who wanted something else, which is exactly what you want.
Add assets so your ad takes more space
Google now calls them assets (they used to be extensions). Sitelinks, callouts, call buttons, location and price assets make your ad larger and give people more reasons to choose you. For local businesses, the call and location assets often bring in the most valuable clicks.
The landing page is half the ad
Google grades your keyword's expected click-through rate, your ad relevance and the landing page experience. All three feed the Quality Score, which affects how much you pay per click. If your ad promises "Free demo class" and the page opens on a generic homepage, both your score and your conversions will suffer. Send each ad group to a page that continues the same message, as covered in our post on landing pages that convert.
Don't worship the click-through rate
A high CTR with no enquiries is just expensive traffic. What matters is cost per lead, and eventually cost per customer. Set up conversion tracking for calls, form fills and WhatsApp clicks before you launch, and judge every change by whether it produced more qualified enquiries.
A simple weekly routine
- Read the search terms report and add negatives.
- Pause keywords that spend without converting after a fair amount of data.
- Check which headlines Google rates as low performing and replace them.
- Look at performance by hour and device, and adjust bids or schedules if the pattern is clear.
- Call your own number as a test. Sometimes the leak is how the phone gets answered.
Quick answers
What is a good click-through rate for Google Ads?
It varies by industry and keyword intent. Compare against your own account's history and focus on cost per lead rather than CTR alone.
How many negative keywords should I add?
There's no fixed number. Start with obvious ones like free, jobs and course, then keep adding from your search terms report every few days.
Should I use broad match keywords?
Only with solid conversion tracking and a careful negative keyword list. Otherwise phrase and exact match give you more control while you learn.
If your business is based in Lajpat Nagar or Saket, our local team can help you set this up and track the results.
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