Writing ads that get clicked
A great ad has three jobs: stop the scroll, make a clear promise, give a reason to click NOW. Here's how to do all three in 30 + 90 characters.
Headline (max 30 characters)
The headline is your ten-words-or-fewer pitch. Lead with the benefit, not your name.
- ❌ Riverline Plumbing (just your name — nobody clicks)
- ❌ Quality plumbing services (vague — every plumber says this)
- ✅ Free quote in 60 seconds (specific, immediate)
- ✅ 24/7 emergency plumbing (urgency + service)
- ✅ Same-day water heater repair (concrete promise)
Description (max 90 characters)
The description backs up the headline with proof and a call to action.
- ❌ We are a family-owned plumbing company serving the Austin area for over 20 years.(history — boring)
- ✅ Family-owned. Same-day service across Austin. Free quote, no obligation. (proof + service area + offer)
Use numbers
Numbers stop scrolls. "60 seconds" beats "fast." "Over 600 reviews" beats "trusted." "$0 down" beats "affordable."
Match the search
If your keyword targets "burst pipe," the ad should mention burst pipes. The closer the wording matches what the user just typed, the higher the CTR. This is "ad-message matching" in the trade.
💡 Pro tip
Write three to five headline variations and three description variations. Combine them, run them all in one campaign. After a few hundred clicks you'll know which combo wins. Then double down.
Common mistakes
⚠ Avoid
"The best in town." Every business says that. It's noise. Replace with a number, a certification, a guarantee, or a real review count.
⚠ Avoid
ALL CAPS HEADLINES. Looks spammy, hurts CTR, often gets rejected.
⚠ Avoid
Excessive punctuation!!! Or fake urgency ("Last chance — today only!"). Both signal spam.
Destination URL
Where the click sends them. Three good options:
- A landing page that matches the ad promise (best — highest conversion)
- Your business profile on cgmimm.com (free landing page if you don't have one)
- A tel: link straight to your phone (best for emergency / immediate-need businesses)