Your Playbook to Paid Search Ad Copy Best Practices

Let’s be honest – writing great PPC ad copy is harder than it looks.

You only get a few characters to capture attention, convey value, and trigger action. All while competing with a dozen other ads in the same 0.5 seconds of user focus. And when the stakes are high (a.k.a. your ad budget), getting the copy right isn't optional. It's the difference between “clicked and converted” and “scrolled past, money gone.”

At Aimers, we’ve tested a huge volume of PPC ads for our B2B and B2C clients. We’ve seen what works and what doesn’t.

Here’s our playbook on paid search ad copy best practices – including the small tweaks that often make a big difference.

Why Paid Search Ad Copy Still Matters

With automation doing the heavy lifting – Smart Bidding, Responsive Search Ads, Performance Max – some marketers are tempted to write copy once and forget it. Bad move.

Here’s why:

1. Your ad copy still defines what the user sees and how they perceive your offer.
2. Algorithms test variations, but if all your headlines are standard, the machine has nothing to work with.
3. Users still read. And users still judge. 

You can automate the bidding, but not the brand impression. Human psychology matters – how your audience perceives your ad will directly impact conversions.

The Best Paid Search Ads Start With Research

Writing good PPC ads doesn’t start with a headline. It starts with search intent.

Before you draft a single line, ask:

• What is this person searching for right now?
• Where are they in their journey? Are they browsing, comparing, or buying?
• What pain are they feeling?
• What action do we want them to take?

Let’s say someone types in “data analytics platform for SaaS”. A headline like “Powerful Analytics Software” is technically relevant – but not targeted. Something like “SaaS Analytics Platform Built for Product Teams” hits closer to home.

Writing PPC Ad Copy That Sells: It’s All in the Frictionless Details

Great PPC ad copy doesn’t shout. It resonates. It speaks the user’s language. And it makes the next step feel obvious. Here are some common patterns we use and refine every week:

1. Use the Search Term in Your Headline (But Make It Human) 

Example:

• Bad: “Best CRM Software 2025”
• Better: “Compare 10 Top CRM Tools for 2025”
• Best: “See Why SaaS Teams Love This CRM in 2025”

2. Add Specific Proof Points

Anyone can say “fast” or “easy.” But numbers cut through.

• “Cut Onboarding Time by 43%”
• “Rated #1 on G2 for Mid-Market CRM”
• “Used by 7,000+ Product Teams Worldwide”

3. Tell Users What Happens Next

Clarity beats cleverness or vague descriptions:

• “Book a Demo” > “Discover the Magic”
• “Start Free Trial” > “Start Exploring”

4. Make the Offer Feel Like a Shortcut

Think “cheat code” instead of “effort”.

• “Free Templates to Launch in Minutes”
• “Automate Weekly Reports in One Click”

5. Tap Into Their Inner Skeptic

We’ve noticed that this tactic is quite underrated for increasing conversions. Meet doubt head-on:

• “No Setup Fees. No Sales Calls. Just Start.”
• “Cancel Anytime. No Strings Attached.”
• “Still Not Sure? See Customer Stories”

PPC Ad Copy Is Performance Writing – Not Poetry

Writing PPC ads isn’t about being clever or cute. It’s about being clear, contextual, and conversion-focused. Every word you include should earn its place. There’s no room for filler.

And unlike brand campaigns, search ads have a single job: get the click from the right person. You don’t need to explain everything – just enough to get them curious enough to learn more.

If you want to stand out in paid search, start by writing copy that doesn’t sound like everyone else in your category. That usually means:

• Fewer buzzwords
• More clarity
• Real outcomes
• Simpler language

Don’t Overhype. Just Tell the Truth

Here's something counterintuitive: transparency often beats hype. Many marketers default to phrases like “free demo” or “limited time offer,” assuming it’ll trigger more clicks. But what we’ve seen at Aimers tells a different story.

We ran a test with two variations of a PPC ad. Ad A used “Try for Free.” Ad B disclosed pricing upfront:

Surprisingly – or not – Ad B drove 67% of total conversions and delivered a cost per acquisition that was half of Ad A’s in key markets.

People are tired of clickbait. They want to know what they’re getting into. Being direct and honest builds trust. And it attracts more qualified leads – those already in decision mode.

Real-World Ad Examples That Nail the Brief

Let’s break down a few standout paid search ads and what makes them effective:

1. Figma – “FigJam, Now with AI”

This one’s a masterclass in minimalism. The headline is timely, AI-relevant, and curiosity-triggering. The description highlights what users care about: moving work forward, not prepping for meetings. It’s value-first and fluff-free.

2. Figma – “Free Prototyping Tool: Build Interactive Prototype Designs”

This ad leans into what users are likely searching for: a free prototyping tool. The copy offers clear functionality, and the CTA (“Sign up for Figma today”) aligns with a bottom-funnel intent.

3. Atlassian – “Make Work Easier with Jira™”

A straightforward headline that uses a strong brand name. The description is clear, actionable, and function-focused: “Create User Stories, Plan Sprints, Distribute Tasks.” It addresses pain points of software teams without over-explaining.

4. Loom – “Loom Screen Recorder”

Simplicity wins again. The headline is the product name – easy to recognize. The description pairs clarity with a clever punch: “Meetings Just Met Their Match.” That last line is memorable and emotionally satisfying.

5. Salesforce – “Salesforce Sales Cloud – Prospect Management Software – Try the #1 CRM for Free”

It’s a long headline, but it packs in a clear product category, social proof (“#1 CRM”), and an incentive. The description reinforces the value: trusted AI and native CRM integration. It's speaking to decision-makers who need efficiency.

What ties all of these together? They match intent, are easy to scan, and feel written for humans – not algorithms.

FAQ: Paid Search Ad Copy Best Practices

How long should my paid search ad copy be?

Google gives you 30 characters per headline and 90 per description. Use as much space as possible while staying punchy.

Should I use emojis or symbols in PPC ad copy?

No. Stick to clean, professional formatting. Google Ads does not support emojis.

How often should I test ad copy?

We recommend refreshing ad copy monthly. Always test at least 3 headlines and 2 descriptions.

Can I reuse landing page headlines in ads?

Yes – but adjust for context. Ad copy needs to match the intent of the query.

Partner With Aimers

Want sharper PPC ad copy that converts clicks into demos and trials? Aimers helps SaaS and tech brands run high-performing paid search campaigns. Book a free intro call with our team: aimers.io/contacts.