Simple Formulas and Real Examples to Help You Win More Clicks
Your Google ad headline is the first thing people see—and often the only thing they read before deciding to click (or not).
In search ads, where space is limited and competition is fierce, a strong headline can make or break your campaign.
This article will show you how to write Google ad headlines that actually convert—using proven copy formulas, keyword strategy, and real-world examples.
Why Headlines Matter So Much
Google allows up to three headlines, each up to 30 characters, in your ad. These appear in various combinations depending on how Google renders the ad—so every headline needs to stand on its own and work as part of a larger message.
Good headlines:
- Match the searcher’s intent
- Include your target keyword
- Clearly state your offer or benefit
- Create urgency or curiosity
- Make it easy to say “yes”
Bad headlines? They get skipped entirely.
Start with Keyword Relevance
Before you try to be clever, make sure your ad matches what the user searched for.
If someone searches for “Detroit personal injury lawyer,” your headline should reflect that almost word-for-word.
Why it matters: Google bolds keywords that match the query, making your ad stand out and improving click-through rates.
Example:
- ✔️ Detroit Personal Injury Lawyer | Free Case Review
- ❌ Talk to a Lawyer Today | We Fight for You
Always lead with relevance.
Use These 5 Headline Formulas That Work
Here are time-tested headline styles that drive results across industries:
1. [Keyword] + [Main Benefit]
Perfect for service-based businesses and lead gen.
Examples:
- HVAC Repair in Dallas | Same-Day Service
- Dog Trainer in Chicago | Guaranteed Results
2. Problem → Solution
Call out what’s wrong and immediately offer a fix.
Examples:
- Leaky Roof? | Call Our Roofing Pros
- Losing Sales? | Get a Free Website Audit
3. Offer + CTA
Highlight an incentive or promotion with a clear next step.
Examples:
- 25% Off Lawn Care | Book Online Today
- Free Consultation | Family Law Experts
4. Trust Signals
Use numbers, years of experience, or social proof.
Examples:
- Rated #1 Dentist in Denver
- Over 500 5-Star Reviews | Book Today
5. Urgency or Scarcity
Encourage action with time-sensitive language.
Examples:
- New Client Discount Ends Friday
- Limited Spots Available | Schedule Now
Use Headline Assets Wisely
Google Ads allows 15 headlines per responsive search ad. Google then mixes and matches them based on performance.
To make the most of this format:
- Include your main keyword in at least 2–3 variations
- Write standalone headlines that make sense on their own
- Include different angles—features, benefits, offers, trust signals
- Pin your most important headline (like your brand name or keyword) if needed—but only when necessary
More variety = more testing = better performance over time.
What to Avoid
- Generic phrases like “Best Services Available” or “We Care About You”
- Clickbait that overpromises or feels manipulative
- All caps or aggressive punctuation (Google may disapprove the ad)
- Duplicate headlines that waste space instead of adding value
Focus on being clear, not clever.
Need Help Writing Better Ads?
The right headline can double your click-through rate—and that means lower costs, more leads, and better campaign performance.
When in doubt, write like a human. Be direct, be helpful, and speak to the real need behind the search.
At Root Company, we craft Google Ads that convert—starting with scroll-stopping, high-performing headlines. Whether you’re launching your first campaign or trying to lower your cost per lead, we’ve got your back.