This year, Search Engine Land reported that in a survey of people who said they clicked on a paid search ad in the past month, 49% said they clicked on text ads, while only 31% clicked Shopping ads and 16% clicked video ads. Every word counts to optimize your ads. We wrote this post so you could learn from some of the best by taking note of what companies with successful Google ads are doing.
We collected 50 examples of effective text based ads that work to drive visitors to a site who have genuine interest in its product or service. For each example, we tell you the keyword phrase that we typed in order for the ad to appear.
We decided to split up the ads according to the following 10 categories:
PART 1: SAAS COMPANIES GOOGLE AD EXAMPLES
Search keyword: Ecommerce platform
Why it works: The headline catches attention by saying “Best Ecommerce Platform”. The ad description has short, punchy sentences assuring users that Squarespace is a one stop shop for all of their online business needs.
Search keyword: Team collaboration tool
Why it works: The headline starts by claiming to be “#1” and includes three memorable adjectives describing the tool. The ad description summarizes what Monday offers and ends on its main selling point: customizable dashboards.
Search keyword: Event management
Why it works: At a quick glance, you can tell what Airtable does and why it’s a reputable platform to trust. Take note of how the ad quantifies its credibility, emphasizing its user base of 80,000+.
Search keyword: Business instant messaging
Why it works: This ad uses extensions such as a quick link to a Slack Demo, and describes Slack’s benefits in comprehensive way (without keyword stuffing). If you are unfamiliar with the multiple options for ad extensions, check out our Google Search Ad Primer.
Search keyword: cloud storage file sharing
Why it works: Take note of how Dropbox only uses the essential information needed to sell its product. Sometimes less is more It still uses eye catching words like “free” and quantifies an impressive user base (500 million).
PART 2: APPAREL GOOGLE AD EXAMPLES
Search keyword: leggings
Why it works: Includes its most desirable deal in the headline. Emphasizes wide size range and free shipping. Does not include the fact that it’s a subscription-based company (the idea of commitment to a recurring payment might initially deter people).
7) NORDSTROM RACK
Search keyword: casual dresses
Why it works: This ad lists every possible attention-grabbing, relevant offering related to dresses, emphasizing quantifiable discounts, promotions, and free shipping. Also since the ad uses the location sitelink extension (pointing out that there are 6 nearby locations), it adds a sense of immediacy to the call to action.
8) KIDS ON 45TH APPAREL
Search keyword: sweaters for kids
Why it works: The cheap price featured in the ad headline is a great way to grab people’s attention, and the sitelink extensions encourage people to learn more and check out the store without seeming pushy. Choosing a call-to-action like “Get Started Now” seems less demanding than something like “Buy Now” or “Shop Now”.
Since this apparel company sells pre-owned clothing (and isn’t a household name like the Gap), it’s smart that the ad highlights its FAQ section.
9) ANN TAYLOR
Search keyword: blouses for work
Why it works: This ad follows all the best practices for Google text ads, while emphasizing their seasonal collection and sale on suits in some promotional sitelink extensions. The ad also includes the location extension, which is dynamically generated depending on a searcher’s location.
Search keyword: denim shorts
Why it works: Madewell makes use of three ad extensions: a review extension, a promotional extension, and sitelink extensions that direct traffic to specific web pages.
The 4.6 star rating (based on 19,063 reviews) is smart to highlight, because searchers are always looking for evidence to back up advertisers’ promotional claims.
People can easily see more details about the source of these reviews by clicking the rating. Also, the time-sensitive promotion (with the code included) encourages searchers to take action.
PART 3: JEWELRY GOOGLE AD EXAMPLES
11) EVE’S ADDICTION
Search keyword: personalized jewelry
Why it works: The discount in the headline grabs people’s attention, and one sitelink extension takes you straight to the product page of one of the company’s best selling items. The other two sitelink extensions emphasize free shipping, and bring searchers to two of the most frequently visited pages on their site.
12) ANGARA DIAMONDS
Search keyword: diamond jewelry
Why it works: The ad description creates a sense of urgency and uses the maximum amount of space to list the company’s selling points.
The two sitelink extensions used (“Diamond Bracelets” and “Diamond Earrings”) can be used to help advertisers measure the clicks going to those specific pages to figure out which one customers are clicking more frequently.
Search keyword: costume jewelry
Why it works: This ad follows the Google Ads guidelines perfectly, and uses a call extension to invite potential customers to find out more information.
Even if you don’t think it’s necessary to include a phone number for product like costume jewelry in a department store, consider that simply having the extension there could positively influence ad click through rates (and it’s free to include!)
14) NOVICA JEWELRY
Search keyword: handmade jewelry
Why it works: Novica includes a review extension of 4.9 stars with over 6,000 reviews to make this ad stand out. Emphasizing social proof as a small jewelry brand with an unrecognizable name is important to maximize campaign success.
The sitelink extensions and time-sensitive promotional extension also set this ad apart from the other paid search results for “handmade jewelry”.
15) DAVID YURMAN
Search keyword: men’s jewelry
Why it works: This ad uses call-out extensions to take up as much space on the Google SERP (search engine result page) as possible. Callout extensions look similar to sitelink extensions, but they don’t link back to anything.
For example, “Book an Appointment” and “Live Chat” don’t link anywhere, but bring attention to the fact that David Yurman takes appointments and offers live support if you visit the website.
PART 4: TRAVEL AND HOSPITALITY GOOGLE AD EXAMPLES
Search keyword: paris hotels
Why it works: Three extensions are used here: callout extensions, structured snippet extensions, and sitelink extensions.
The callout extensions highlight the key benefits of using Booking.com to make reservations (such as 24/7 customer service in any language). Even though the benefits mentioned aren’t unique selling points, they communicate the convenience. Also, the ad used a structured snippet format (where it says “Types: Hotels, Apartments, Villas, etc.) The sitelink extensions underscore great deals and the ease of booking.
Search keyword: group tour new orleans
Why it works: This ad is using positive customer reviews as its main selling point, opting to utilize the Google Ads review and call-out extensions.
The ad stands out from other paid results for this search term because of its impressive 4.7 star review and use of the words “top-rated”, “trusted” and “expert”.
Search keyword: where to stay in new york
Why it works: This ad keeps it simple. It works because it looks like an organic search result, and people know and trust Airbnb because it’s such a well-known website. The ad only uses one structured snippet extension, when it lists amenities.
Search keyword: where to visit in italy
Why it works: This ad captures people’s attention by leading with “Recommended by 98% of Clients” in the headline. The ad only uses two extensions (call-out and sitelink), but it’s perfectly optimized with the right keywords. The ad even appears before Google’s featured images that appear on the SERP for this search term.
Search keyword: vacation deals hawaii
Why it works: The ad description and call-out extension summarize every benefit and feature in an easy-to-read way. It’s difficult for advertisers to strike a balance between lexical diversity and keyword density, but this ad does it well.
PART 5: BEAUTY AND WELLNESS GOOGLE AD EXAMPLES
21) FOX & JANE SALON
Search keyword: hair salons brooklyn
Why it works: This ad is extremely simple with only two sitelink extensions included. In this case, it’s perfect, because someone who researching salons and trying to compare services will appreciate the quick link to the “Our Services” page. Any extra ad text is unnecessary.
22) SILVER MIRROR FACIAL BAR
Search keyword: facials new york
Why it works: The ad description and callout extension include services, price, and social proof to inform searchers, and the sitelink extensions give searchers options for how they want to take action (go to the online shop, fill out a contact form, or book services).
The emphasis of this ad is to target potential clients in close proximity. Including location information in the headline and a location ad extension with business hours included is smart to attract nearby prospects.
Search keyword: best eye creams
Why it works: The ad description and call-out extensions use exclamation points and “#1” to grab a searcher’s attention. The sitelink extensions serve to answer a searcher’s question rather than just saying “Buy Now”.
Note: Most beauty/skincare aficionados would think Sephora or Ulta, two retail beauty industry titans, would have the top paid search results. The trick that Mybeautycarecenter.com used to increase its click-through rate is to disguise this ad as an organic search result. The headline does not seem like an advertisement, but rather like the title of a blog article.
24) LOVE BEAUTY AND PLANET
Search keyword: eco friendly beauty products
Why it works: The advertisers who created this for Love Beauty and Planet know how to maximize the use of extensions with keywords seamlessly incorporate. The most important benefits to Love Beauty and Planet’s prospective customers are listed right away in the ad description, and then elaborated on in the callout extension.
The ad also uses a structured snippet extension to specify the type of products they sell (body wash, shampoo, etc.) There are also sitelinks to an intriguing quiz and specific product pages, and a location extension all work together to pique a searcher’s interest.
Search keyword: best razors
Why it works: This ad takes up as much real estate as possible and captures attention through its emphasis on brand authority/quality and coupons/offers. The sitelink extensions to the product pages and the coupon pages drive shoppers to the right places to make a purchase on the website.
PART 6: MUSIC AND ENTERTAINMENT GOOGLE AD EXAMPLES
Search keyword: concert tickets nyc
Why it works: The ability to purchase tickets with a guarantee that they’ll be verified and hassle-free to access is in high demand: so SeatGeek doesn’t hold back in explaining every perk of buying tickets from them. It works because of the appealing benefits highlighted in the callout extensions, and the sitelink extensions that emphasize their guarantee and encourage people to download the SeatGeek app.
Search keyword: discount broadway tickets
Why it works: The promotion in the headline paired with the promotion extensions and the two sitelink extensions make this search result a no brainer to click on for someone searching for discounted tickets.
28) NEW YORK COMEDY CLUB
Search keyword: comedy show nyc
Why it works: Every ad has an emphasis, and this ad from the New York Comedy Club is focused on promoting their new location.
It uses a callout extension and a location extension to make it easy to find on Google Maps for new and returning show attendees to know where and when to check out the newly renovated club.
Search keyword: live music nyc
Why it works: The strategy with this ad is to drive searchers to the website’s blog and encourage a paid membership. The sitelink extensions to the website’s blog and to the landing page to start a free trial serve as non-aggressive ways to get searchers on the path to a paid subscription.
30) RED BULL
Search keyword: music festivals near me
Why it works: The ad headline captures attention by including when the event is taking place. The ad description remains vague to intrigue searchers. The sitelinks lead with a sneak peak of the lineup and serve as direct links to get tickets.
PART 7: FITNESS GOOGLE AD EXAMPLES
31) CHELSEA PIERS FITNESS CLUB
Search keyword: best gym nyc
Why it works: The ad uses a location extension (including the club’s hours of operation) and a call extension with a phone number. Prospective gym members can directly call for more information.
32) COMPLETE BODY GYM
Search keyword: fitness classes near me
Why it works: This ad is extremely straightforward and uses a location extension and two sitelink extensions to drive the searcher to take action (either by navigating to the gym’s physical location, ir exploring their offerings more in depth).
33) TYPE A TRAINING
Search keyword: personal training
Why it works: Type A Training opts for a streamlined ad description that utilizes callout ad extensions and sitelink extensions. The sitelinks lead you to landing pages serve to promote not only their personal training packages, but also to cross-sell their private yoga sessions.
Search keyword: yoga new york city
Why it works: This ad contains a large amount of information and uses extensions to display it all in an aesthetically pleasing way. The location and call extensions are great for mobile searchers, and the sitelink extensions emphasize the studio’s various offerings.
Search keyword: group fitness class near me
Why it works: This is an example of an ad that so specifically fulfills the needs of the searcher (who in this case, is looking for a group fitness class) that it doesn’t need to overcompensate with extensions to be effective. If your brand already has a presence/following within your industry and you want to keep your Google search text ad simple, just be sure you incorporate your relevant keywords as seamlessly as Equinox does in this example.
PART 8: EDUCATION GOOGLE AD EXAMPLES
36) GENERAL ASSEMBLY
Search keyword: coding classes
Why it works: General Assembly realizes that for this search term, there’s no need for any unnecessary site extensions that distract from the main goal: to funnel site traffic to specific web pages with information about their different class offerings. This is why sitelink extensions such as “ Corporate Team Training”, “Full-Time Courses” and “Software Engineering”.
Search keyword: digital marketing classes
Why it works: This ad strategically uses a structured snippet extension (where it says “Courses” and lists the different categories of courses) to elaborate on their course offerings and intrigue prospective students. It also has a location extension and call extension, which is especially important so that potential students feel like BrainStation is accessible.
38) ONLINE SCHOOL SCOUT
Search keyword: masters programs online
Why it works: In a similar way that the example from General Assembly we just mentioned was simple, this ad gets straight to the point, too. The headline invites searchers to navigate straight to list of top programs, and there’s no need for any unnecessary site extensions or distractions.
39) FLUENT CITY
Search keyword: spanish classes
Why it works: Fluent City realizes that people who are searching for language classes need to determine their competency level before they can do anything else. This is why the “Find Your Level” sitelink extension is a perfect way to increase clickthrough rates.
40) NY INSTITUTE OF ART & DESIGN
Search keyword: graphic design online course
Why it works: This ad from the NY Institute of Art and Design includes an impressive 4.4 rating as a review extension, and makes it easy for searchers to get in touch with admissions by including a call extension.
PART 9: REAL ESTATE GOOGLE AD EXAMPLES
41) ROCKET HOMES
Search keyword: real estate agents near me
Why it works: This ad is short and sweet, using sitelink extensions to direct searchers to different sections of the Rocket Homes website, such as: “Contact Us”, “Buy a Home”, and “About Us”.
Search keyword: apartments for rent
Why it works: The enthusiastic calls to action using callout ad extensions and sitelink extensions make apartment hunting an easy task for searchers.
Search keyword: best real estate brokers nyc
Why it works: This ad uses its impressive average of a 4.8 star rating as its main calling card. Using the review extension, HomeLight allows searchers to click the rating and read the individual reviews for themselves, adding to the credibility of the 4.8 star claim.
Search keyword: new york realtors
Why it works: When someone is searching for a realtor in their area, they want to know that they aren’t going to get a bad deal. UpNest has a reassuring ad description and sitelink ad extensions to bring searchers exactly to the page where they need to go.
45) DOUGLAS ELLIMAN
Search keyword: homes for sale near me
Why it works: This ad uses sitelink extensions like “View Our Listings” and “Find Your Neighborhood” to increase click-through rates.
PART 10: MEDICAL AND DENTAL GOOGLE AD EXAMPLES
46) GOTHAM PHYSICAL THERAPY
Search keyword: physical therapy manhattan
Why it works: The combination of using a sitelink extension and a location extension is perfect for this physical therapy office to encourage prospective patients to get in touch with them. The emphasis on a free discovery visit and flexible hours is attractive to searchers.
Search keyword: urgent care near me
Why it works: This ad masters the art of using all the relevant extensions without making the ad look too crowded. It includes sitelink extensions, a location extension, and a call extension seamlessly. The call extension is especially important for an urgent care clinic like CityMD.
48) MOUNT SINAI PRIMARY CARE
Search keyword: best primary care doctor
Why it works: This ad uses sitelink extensions (such as “Find a Doctor”, “Request an Appointment, and “Find a Location”) to drive search traffic to their most important web pages (the pages that encourage searchers to become patients).
49) GRAMERCY KIDS DENTAL
Search keyword: pediatric dentist near me
Why it works: A simple headline, ad description, call to action, and sitelink extensions work together to make this ad effective. The location extension with hours of operation is also essential to drive click through rates.
50) STELLA DENTAL NYC
Search keyword: best dentist office nyc
Why it works: The sitelink extension to “Check Insurance” is particularly useful and likely to drive clicks by interested prospective patients. The call extension and location extension are also important for any dental or medical practice.