Introduction

This study looked at 180 top Google Ads to find what makes them win. It shows the simple words and tricks that get more clicks.

What's the problem it solves?

Most Google Ads fail because the copy is vague, weak, or unclear. This article shows what high ranking ads actually do so you can copy the parts that work.

Quick Summary

Researchers looked at 180 top ranked Google Ads with over 1,700 headlines and 550 descriptions. They found clear patterns. Simple urgent words like today and now show up everywhere. Power words like free, get, trusted, and safe are strong signals that make people act. Numbers also play a big role because they make claims feel real.

The study also showed that top ads focus more on quality and trust than low prices. Words like luxury, expert, and quality show up far more often than cheap or price. A lot of winning ads also use superlatives like top or best because people want the best option when they search.

Calls to action matter a lot. The most common one was call because phone leads are valuable. Clear action words like get, book, or schedule also perform well. Headline punctuation stays simple. Hyphens and ampersands are popular, while question marks and exclamation points are rare. Dynamic keyword insertion barely appears at all, which shows that manual copy still wins.

Key Takeaways

• Today is the most used word in top Google Ads because it creates urgency
• Power words like now, free, get, trusted, safe, and certified drive action
• Numbers catch the eye and make claims believable
• Quality and trust words beat price words by a wide margin
• Top and best are the most common superlatives
• Phone call is the strongest call to action
• Luxury is the most used adjective
• Simple punctuation beats loud punctuation
• Dynamic keyword insertion is rarely used

What to do

• Add simple urgency words like today, now, or limited
• Use power words that match buyer intent for each search
• Add specific numbers to prove your claims
• Focus your message on trust, quality, and expertise
• Use a strong superlative when you can back it up
• Include a clear call to action in every ad
• Use clean punctuation and keep headlines tight
• Test a few dynamic keyword versions but do not rely on them
• A or B test one change at a time and keep the winners

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