The Clicks Freak Blog


Home » Clicks Freak Blog » How to Write Text Pay-Per-Click Ads that Get Clicks

How to Write Text Pay-Per-Click Ads that Get Clicks

David Halmai, B.Comm.
  •  July 3, 2023


Text pay-per-click (PPC) ads are short, catchy and effective ways to reach your target audience on platforms like Google, Facebook and LinkedIn. They appear when people search for keywords related to your business, product or service, and you only pay when someone clicks on them.

(Click the links that follows for information on What Makes a Good Landing Page? )

But how do you write text PPC ads that stand out from the crowd, attract attention and persuade people to take action? Here are some tips and best practices to help you craft compelling text PPC ads for different platforms.

Google Ads Text Ads

Google Ads is the most popular PPC platform, with billions of searches per day. Your text ads can show up on the top or bottom of the search results page, or on other Google properties like Gmail, YouTube and Maps.

A Google text ad consists of three main parts:

  • Headline: This is the most visible and important part of your ad. You have up to three headlines, each with 30 characters. Use your headlines to highlight your main offer, value proposition, keyword or call-to-action (CTA).
  • Description: This is where you can provide more details about your offer, benefits, features or urgency. You have up to two descriptions, each with 90 characters. Use your descriptions to support your headlines, address pain points, overcome objections or create curiosity.
  • URL: This is the web address that people will see and visit when they click on your ad. You can customize your display URL with up to two paths, each with 15 characters. Use your URL to reinforce your brand name, keyword or offer.

Some best practices for writing Google text ads are:

  • Use relevant keywords in your headlines and descriptions. This will help you match the user’s search intent and show them that you have what they are looking for.
  • Include numbers, statistics, discounts or prices to make your ads more specific and credible. For example, “Save 50% on Your First Order” or “Get a Free Quote in 5 Minutes”.
  • Use emotional triggers, power words or questions to capture attention and spark interest. For example, “How to Boost Your Sales in 30 Days” or “The Secret to Achieving Your Goals”.
  • Use responsive search ads (RSAs) to create multiple variations of your headlines and descriptions. Google will automatically test and show the best combinations for each user and device.
  • Include extensions to enhance your ads with additional information or options. Extensions can include sitelinks, callouts, structured snippets, call buttons, location details and more.
Get Pay-Per-Click Management Services

Facebook Text Ads

Facebook Ads appear on the largest social media platform, with over 2.8 billion monthly active users. Your text ads can show up on the Facebook News Feed, Stories, Marketplace or Audience Network.

A Facebook text ad consists of four main parts:

  • Image or video: This is the visual element that draws attention and conveys your message. You can use a single image or video, or a carousel of up to 10 images or videos. Use high-quality images or videos that are relevant, engaging and eye-catching.
  • Primary text: This is the text that appears above your image or video. You have up to 125 characters to introduce your offer, value proposition or CTA. Use your primary text to hook the user’s attention and entice them to read more.
  • Headline: This is the text that appears below your image or video. You have up to 40 characters to summarize your offer, benefit or CTA. Use your headline to reinforce your primary text and motivate the user to click.
  • Description: This is the text that appears below your headline. You have up to 30 characters to provide more details about your offer, feature or CTA. Use your description to support your headline and create urgency.

Some best practices for writing Facebook text ads are:

  • Use conversational language that matches your brand voice and tone. Facebook is a social platform where people connect with friends and family, so avoid sounding too formal or salesy.
  • Use emojis, symbols or punctuation to add personality and emotion to your text. For example, “😍 Fall in Love with Our New Collection” or “🔥 Hot Deal: Buy One Get One Free”.
  • Use the word “you” or “your” to address the user directly and make your ads more personal and relevant. For example, “You Deserve a Break. Book Your Dream Vacation Today” or “How to Grow Your Business with Facebook Ads”.
  • Use the AIDA formula to structure your text. AIDA stands for Attention, Interest, Desire and Action. Start with a catchy phrase or question to grab attention, then provide some information or benefits to generate interest and desire, and end with a clear and compelling CTA to prompt action.
  • Test different variations of your text, image, video and audience to find the best performing combinations. Facebook will automatically optimize your ads for the best results.

LinkedIn Text Ads

LinkedIn Ads access the largest professional network, with over 774 million members. Your text ads can show up on the LinkedIn desktop site, on the right rail or top banner.

A LinkedIn text ad consists of three main parts:

  • Image: This is the optional visual element that can enhance your ad. You can use a square image of 50 x 50 pixels. Use an image that is relevant, professional and recognizable, such as your logo, product or spokesperson.
  • Headline: This is the text that appears next to your image. You have up to 25 characters to capture the user’s attention and interest. Use your headline to highlight your main offer, benefit or CTA.
  • Description: This is the text that appears below your headline. You have up to 75 characters to provide more details about your offer, feature or CTA. Use your description to support your headline and create curiosity.

Some best practices for writing LinkedIn text ads are:

  • Use relevant keywords that match the user’s profile, industry or interests. This will help you target the right audience and show them that you have something valuable for them.
  • Include numbers, statistics, testimonials or awards to make your ads more specific and credible. For example, “Join 10K+ Marketers Who Use Our Platform” or “Voted #1 CRM Software by Forbes”.
  • Use action verbs, imperatives or questions to encourage the user to click on your ad. For example, “Learn How to Boost Your Career” or “Need More Leads? Try This Tool”.
  • Use dynamic ads to personalize your ads with the user’s name, photo or job title. Dynamic ads can help you increase engagement and conversions by making your ads more relevant and appealing.
  • Test different variations of your text, image and audience to find the best performing combinations. LinkedIn will automatically optimize your ads for the best results.

Closing Remarks on Writing Text Pay-Per-Click Ads

Text PPC ads are powerful ways to reach your target audience on different platforms and drive them to your website or landing pages. By following these tips and best practices, you can write text PPC ads that get clicks and conversions.

Happy writing! 😊

David Halmai, Ads Specialist

David Halmai, B.Comm.

David is a Senior Paid Search Specialist at Clicks Freak, with over 23 years of experience in the Digital Marketing space working with B2B and B2C companies, in a variety of verticals. He is a Google Ads Certified and loves to help others out where possible. His goal is to deliver both consumers and clients the best experiences possible.


Related Posts...

How to Boost Your ROAS with Ad Retargeting

Tips on how to increase your return on ad spend using ad retargeting for Google Ads and Facebook Ads. Learn how to drive more sales.

Why Use Pay-Per-Click Advertising for Your Business

Pay per click advertising helps you tartget customers, control your budget and ROI, get faster results, while increasing your brand awareness.

* What is Pay-Per-Click Marketing (PPC)? – [3 minutes]

What is Pay-Per-Click Marketing (PPC)? Definitions of PPC, Return on Ad Spend, Where do PPC Ads appear and more PPC marketing topics.