Skip to main content

Writing Google Ads copy that converts

A well written Google Ads ad converts at multiples of a poorly written one with the same keywords and budget. This article covers what makes ad copy work for B2B SaaS specifically.

The constraints​

Google Ads has tight character limits:

  • Headlines. Up to 30 characters each. You can submit up to 15 per ad; Google rotates them.
  • Descriptions. Up to 90 characters each. Up to 4 per ad.
  • Path fragments. 15 characters each, two of them.

Thirty characters is shorter than it looks. "Best CRM for sales teams" is exactly 25 and feels generic. "Switch from Salesforce in 5 minutes" is 35 and won't fit.

Constraints force clarity. Treat the limits as a feature.

What ad copy is for​

The job of an ad is not to sell. The job is to earn the click from the right person.

Three things happen between the ad and the conversion:

  1. The click decision. Did the searcher click your ad versus a competitor's?
  2. The landing page experience. Did the page deliver what the ad promised?
  3. The conversion action. Sign up, demo request, free trial, depending on your funnel.

Your ad only controls step 1. If your ad over promises and the landing page disappoints, you'll get clicks but no conversions and waste budget. If your ad under promises, you won't get the click in the first place.

The right standard for a headline: it accurately and compellingly previews what's on the landing page.

Three frameworks that work​

1. Job + outcome​

Name the job your customer hires the product to do, plus the outcome they get.

Examples:

  • "Track engineering work in seconds" (job: track work; outcome: speed).
  • "Close more deals with less data entry" (job: close deals; outcome: less manual work).
  • "Automate sales handoff in 5 clicks" (job: handoff; outcome: easy).

This works because it speaks to the job to be done. If your product description was thoughtful, the jobs are already in your analysis.

2. Specific differentiator​

Name something concrete and verifiable that distinguishes your product.

Examples:

  • "Free 14 day trial. No credit card."
  • "SOC 2 compliant from day one."
  • "Built for B2B SaaS. Used by 5,000 teams."

Specifics build trust. Generic claims ("powerful", "intuitive", "best in class") don't.

3. Comparative against a known competitor​

When you have a credibly differentiated comparison and the trademark policies allow it.

Examples:

  • "Linear: faster than Jira, simpler too."
  • "Like Slack, but built for sales."
  • "The CRM Salesforce should have been."

These convert exceptionally well when the comparison is fair. They flop when they're aggressive without substance.

Combine frameworks​

Don't pick just one. A good ad uses multiple headlines, each pulling a different angle. Google's algorithm picks the right one for the right query.

Example set for a B2B CRM:

  • "Sales CRM that gets out of your way" (job + outcome)
  • "Switch from Salesforce in 5 minutes" (comparative, with switching specific)
  • "Free 14 day trial. No credit card." (specific differentiator)
  • "Built for B2B sales teams" (specific differentiator)
  • "Used by 5,000 sales orgs" (specific, social proof)
  • "API first, integrates with everything" (specific differentiator)

Six headlines covering different angles. Google rotates and learns which works for which query.

What doesn't work​

Generic adjectives​

"Powerful CRM", "intuitive interface", "world class support". These sound like marketing copy but say nothing. The reader's eyes glaze.

Replace with specifics. "Powerful" is meaningless; "Workflow automation in 60 seconds" is testable.

Over claiming​

"The best CRM ever". "Guaranteed to double your sales". "Will transform your business".

Google rejects most of these. Even if it didn't, they don't convert. Searchers are skeptical of hyperbole.

Brand led copy​

"Linear is the project management tool for software teams." Branded, but the brand is doing all the work. Better: "Project management built for shipping software."

If you're an unknown brand, name what your brand stands for, not the brand itself.

Identical headlines​

If you submit five headlines that all say the same thing in slightly different words, Google won't rotate effectively. Vary the angle.

Description writing​

Descriptions get more characters (90 vs 30). Use them to expand on what the headline promised.

Pattern that works: headline previews; description elaborates and gives the call to action.

Example:

  • Headline: "Switch from Salesforce in 5 minutes"
  • Description: "Migrate your contacts and pipeline with one click. Free 14 day trial, no card needed."

The description tells the reader what's behind the click, then asks for the click. Don't overload descriptions; one or two specifics plus a CTA is plenty.

Calls to action​

The CTA tells the searcher what to do. Common CTAs that work for B2B SaaS:

  • "Try free for 14 days"
  • "Start trial"
  • "Get a demo"
  • "Book a call"
  • "See pricing"
  • "Read case studies"

Match the CTA to your funnel. If you don't have a free trial, don't say "Try free". If demos are gated by qualification, "Get a demo" sets up disappointment.

Test, but not too soon​

Don't tweak copy in the first two weeks of a campaign. Google's algorithm is learning during that window; changes reset learning.

After two weeks, look at performance per headline (Google Ads shows this). Pause the worst performers, write new variations, repeat.

A few rules of thumb:

  • Test no more than one variable at a time. If you change five headlines and add two new descriptions in one go, you'll never know which change moved the metric.
  • Wait for statistical significance. Two weeks of data per variant is the minimum for B2B SaaS volumes.
  • Trust conversions, not CTR. A headline can boost CTR while attracting clickers who never convert. CTR is a useful proxy when conversion volumes are low, but the goal is conversions.

When you're stuck​

If you've tried multiple angles and the copy isn't converting:

  • Check the cluster. Maybe the keywords don't actually match an intent that converts. Building Google Ads on the wrong cluster won't be saved by clever copy.
  • Check the landing page. A great ad on a weak landing page won't convert. Often the bottleneck is downstream of the click.
  • Check the offer. "Get a demo" converts very differently from "Start free trial". The offer determines who converts.

Copy is one of three legs (cluster, copy, landing page). Fix the right leg.

Going further​