In the realm of digital marketing, display and social ads often steal the show. They offer a canvas for imaginative copy and visuals, allowing for brand consistency with a touch of personality. Search ads, however, don’t share the same luxury. With no images to set the mood (excluding image extensions), a uniform limit of 90 blue-text characters, and a direct impact on Quality Score and Ad Rank, search ads can feel very templated…

However, this doesn’t mean you can’t infuse creativity and stand out from the crowd on the search engine results page (SERP). In fact, I’ve compiled a collection of Google Ads examples to demonstrate just that. Continue reading to explore search ads that command attention, spanning various industries, tones, and strategies, offering inspiration for your own campaigns.

12 captivating Google Ads examples to emulate

As you draw inspiration from these examples, you might wonder how to implement them within the responsive search ad format. Don’t worry! We have a responsive search ad copy template at your disposal.

1. The concise expert

While searching for “buy swing set,” I encountered numerous ads that ticked all the right boxes—using “best,” highlighting discounts, mentioning unique features. However, King Swing Sets won me over with its succinct headline: “We Do Swing Sets, Nothing Else.” Their singular focus implies expertise. This is niche marketing in action. Additionally, the conversational tone in the description (“We get it, it’s a big purchase”) is an excellent model to follow, especially if you cater to a specific niche.

2. The differentiator

The heart of any compelling elevator pitch lies in your differentiator—what distinguishes you from competitors offering similar products or services. Kustomer’s ad, appearing for the query “customer service software,” features the headline “The Customer Service Platform – Based on Customers Not Tickets.” The “this, not that” structure effectively positions their product against others. The supporting description, “A Customer-Centric Software For Immediate, In-Depth Responses To Customer Service Requests,” reinforces this message. Well executed!

3. The feature spotlight

Another method to differentiate your business is highlighting a specific feature. For instance, Zoho’s ad for the same query boasts “Best Customer Service Software – AI to Deduct User Sentiments.” This unique selling proposition immediately grabs attention. Including more details about this feature in the description could further strengthen the ad, but the intrigue already makes me want to click.

4. The benefit-driven approach

Conversely, Thesis’s Google Ad banks on benefits to attract clicks. Despite the search query being “high-quality energy supplements,” their headline focuses on the desired outcome: “Focus, Energy, Clarity – Hours of Focus, Zero Crash.” The description continues this theme: “Finish your projects, accomplish your goals, and get back to focused work.”

5. The qualifier

BlueVine’s ad states: “Small Business Loans – Requires $100K + Annual Revenue.” This might seem restrictive, but that’s precisely the intention. BlueVine aims to avoid irrelevant clicks and unqualified leads that don’t meet their loan criteria. This pre-qualification strategy optimizes Google Ads spending.

6. The alliterative wordsmith

Beyond elaborate copywriting formulas and techniques like bucket brigades and P-A-S (pain-agitate-solution), there’s P-S-A (plain and simple alliteration), exemplified by Fiverr’s ad: “Fiverr Freelance Services – Hire Pros for Your Projects.” Fiverr, freelance, pros, projects—intentional or not, the alliteration creates a smooth, aesthetically pleasing flow. Even the description boasts “Whole World” alliteration. A win in my book.

7. The scorekeeper

Effective copy is clear, concise, compelling, and credible. How can you achieve credibility without being long-winded? Swap adjectives for numbers! Thrive Market’s ad exemplifies this: “We’re the #1 Organic Online Market, we offer 30% On Top Brands, we have 1 million members, and we offer 6,000+ products.” These figures act as powerful trust signals.

8. The conversationalist

Marketers often brainstorm catchy ad copy when, in reality, relatable language resonates best. Conversational is the new compelling. ContentFly’s ad demonstrates this: “Top Copywriting Services – No Blogspam, No Keyword Fluff.” As a content marketer familiar with blogspam and keyword stuffing, this copy is incredibly appealing. The concise description delivers a powerful message: “Great Content Isn’t a Luxury, It’s a Necessity. Request Content From the Top 1% of Writers.” Nicely done!

9. The speed demon

Searching for “fraud lawyer” yielded numerous ads with lengthy descriptions of features and benefits. Then, I came across justanswer.com’s ad: “Ask a Lawyer: Fraud – Lawyer Will Answer in Minutes.” The emphasis on speed is immediate. The concise, scannable description and review extension further reinforce this message. Easily digestible information appears more believable and straightforward due to cognitive fluency—a psychological principle in copywriting.

10. The pain point prodder

Remember the P-A-S copywriting formula? Address the pain point, agitate it, then offer a solution. Coordinate’s ad provides a concise example: “No follow-through?” (pain) – “Are they dropping the ball?” (agitate). The description then offers the solution: “Coordinate project management software can help.” The final touch, “Start holding customers accountable,” adds a touch of emotional marketing.

11. The trash talker

We’ve all seen commercials claiming superiority over competitors, such as “Our toothpaste removes 25% more coffee stains than the leading provider.” This ad strategy directly targets competitors. Take this Google Ad for example. When I searched for “baker brothers” (an HVAC company), an ad appeared with the headline “Don’t Hire Those Guys, Really – We Can Beat Their Prices.” This tactic is particularly effective when the ad doesn’t hold the #1 spot. Clever indeed!

Discover more competitive Google ad examples here.

12. The repetitive strategist

While not quite “Nancy Drew,” the repetition in this ad (“Don’t Overpay For Rackets – Avoid Paying Full Price”) could be attributed to one of two reasons. Firstly, it might be due to the nature of responsive search ads, where Google mixes and matches headlines. Therefore, ensuring all combinations work harmoniously is crucial. Alternatively, it could be intentional. This isn’t a tennis or sporting goods brand; it’s a Capital One Shopping ad for their browser extension. The repetition emphasizes affordability, targeting users seeking discounts rather than top-of-the-line rackets. Either way, repetition serves as an effective copywriting technique to emphasize your message.

Key takeaways from these Google Ads examples

As demonstrated, even within search ads’ limitations, creativity and differentiation are achievable. Here are key takeaways from these examples to inspire your campaigns:

1. Showcase your niche expertise to inspire audience confidence.
2. Use a “this, not that” structure to differentiate your business.
3. Highlight a key differentiating feature in your headline.
4. Emphasize benefits throughout your ad copy.
5. Pre-qualify leads by including pricing or requirements.
6. Create rhythm and memorability with alliteration.
7. Leverage data (customer count, reviews, average rating, options) as trust signals.
8. Adopt a conversational tone to connect with your audience.
9. Emphasize speed and efficiency with easily digestible copy.
10. Experiment with the pain-agitate-solution copywriting formula.
11. Target competitor brand names with direct competitive messaging.
12. Utilize repetition to reinforce key messages.