How to Write AdWords Ads for Your Customers That Will Crush Your Competition!

When it comes to generating clicks, the Google ads you compose are the single most important factor. Here’s how to do it right……

Google gives us very little space…

Looking For A/C Repair?
Save 20% on Any A/C Repair Today
Get 24/7/365 Service from Just $69!
www.ACXXX.com/ACrepair

Example ad		*Max Length*
Headline:	AC Repair	25 characters
Description line 1:	Save 20%	35 characters
Description line 2:	Just $69	35 characters
Display URL:	www.acxxx.com	35 characters

That’s it.

These are the little ads you see all over the Google search results pages.

Some businesses are able to write phenomenally successful AdWords ads while others fail miserably.

Ultimately, winning at AdWords comes down to your landing page/website. But the very first step to winning at AdWords is getting the clicks.

This article will focus on how to write ads for a contracting business, specifically air conditioning and heating.

Step 1 – Put Your Keyword in the Title: Google automatically bolds keywords in your ads that match the keywords used in the search inquiry. If you wish to appeal to searchers who type in “AC repair”, always, always put that exact keyword in the title of the ad. Some will tell you to use it again within the description text but this can be difficult with longer keywords and consumes valuable space you need for other elements of a compelling ad.

Step 2 – Always Adhere to the Google Editorial Standards: Review the policy carefully before writing any ads. You will have ads declined from time to time, just don’t be a constant rule-breaker. You don’t want to set off any Google alarms with constant violations that appear to be flagrant in nature.

View the Google Editorial Standards Policy here: https://support.google.com/adwordspolicy/answer/176095?hl=en

Step 3 – Try Asking a Question in the Headline: If your ad features the keyword “AC repair” add a question mark, or change the title to “Looking for AC Repair?” Questions force a subconscious response as you are asking them an obvious question based on their selected keyword. The subconscious answer is “yes, I am”. For system replacement ads try “Looking for a New AC System?” or “Need to Replace Your AC?”

Step 4 – Use Numbers and Special Text (ASCII) Characters Wherever Possible: Put in price points, % sign, + sign, asterisks *, $ signs, or anything else to draw attention to your ad. This breaks up the search results page monotony and makes your ad stand out to customers. Keep it real and don’t overuse these characters in a way that makes it appear that attention-getting is your only goal. Google won’t allow gimmicks or hype. If an ad is disallowed, you’ll be notified as to the reason. Then, simply re-write it.

Looking For A/C Repair?
Save 20% on Any A/C Repair Today The 18 special characters in this ad make
Get 24/7/365 Service from Just $69! it stand out compared to an ad with letters only
www.ACXXX.com/ACrepair

Step 5 – Address the Need Right Away in the First Line of Your Ad: Give your most compelling offer on the first line.

(I’ve XXXXX the second line for the moment)

Looking For A/C Repair?
*Free Diagnostic* with Any Repair
XXXXXXXXXXXXXXXXXXXXXX!
www.ACXXX.com/ACrepair

Looking For A/C Repair?
Save 20% on Any A/C Repair Today
XXXXXXXXXXXXXXXXXXXXXX!
www.ACXXX.com/ACrepair

A/C Replacement?
Here’s Our Best Seller @Just $2977!
XXXXXXXXXXXXXXXXXXXXXX!
www.ACXXX.com/ACrepair

Furnace Replacement?
Here’s Our Best Seller @Just $1977!
XXXXXXXXXXXXXXXXXXXXXX!
www.ACXXX.com/ACrepair

These are all super compelling offers designed to peak customer interest.

Step 6 – Use the Second Line to Support the Offer in the First Line: The second line is used to follow up on the compelling offer and provide support and build trust:

Looking For A/C Repair?
*Free Diagnostic* with Any Repair
A+ BBB. Just $69 When You Call Now
www.ACXXX.com/ACrepair

Looking For A/C Repair?
Save 20% on Any A/C Repair Today
Get 24/7/365 Service from Just $69!
www.ACXXX.com/ACrepair

A/C Replacement?
Here’s Our Best Seller @Just $2977!
Factory Authorized – 10/yr Warranty!
www.ACXXX.com/ACrepair

Heat Pump Replacement?
Here’s Our Best Seller @Just $2977!
Exclusive No-Risk “1/yr Test Drive”
www.ACXXX.com/ACrepair

The second line is where you “seal the deal”. Offer proof that you are trustworthy and include compelling price points. If you won an exclusive award, tell them. If you have a great BBB record, tell them. Always find a way to be different than everyone else on the Google results page. Think exactly like your customer is thinking.

With price-point ads, I like to put the price point in the first line as Google will sometimes fold the first line of your ad into the title, making one bolded headline. This happens when your ad appears in one of the first 3 positions on the search result page. Your bid amount for the keyword has a lot to do with your ad’s position. (There are other important factors concerning where your ad appears that I’ll discuss another time.)

I want you to notice how all of these ads contain as many special characters as possible, as I discussed above. This is a little-known trick that will dramatically affect your CTR’s. Google likes ad with high CTR’s and will reward you with better page positioning at a lower cost per click!

Step 7 – Capitalize the First Letter of Each Word Throughout the Ad: Repeated tests have shown better click-thru-rates (CTR) for ads with capitalization when compared to those that leave it out. Leave words like “the”, “of”, “and”, lower case.

Step 8 – Always Include One Exclamation Point (!) in Every Ad: These have proven to increase the click thru rates of ads that customers are already interested in. But use just one as Google will disapprove ads that contain 2 or more. Google won’t allow exclamation points in the title.

Step 9 – Use a Call-To-Action Wherever Possible: The last words of the second line are where you tell the customer what action you want them to take. I will sometimes leave this out if my ad is so strong that I can’t possibly include a call to action. When you have room include CTA’s.

Step 10 – Make Sure the Ad Clicks to a Web-Page That Clearly Supports the Offer: This is one of the most costly mistakes you can make. You write a great AdWords ad that gets clicks only to have the customer crash and burn when they arrive at your site. I like to match the visible, main web page headline to the offer in the ad. I always bold this title and make it stand out to reinforce that the visitor has come to the right place. They’re looking for more details on the compelling offer that generated their interest. Give it to them.

The landing page MUST clearly outline the offer in full detail to get them to take the final step and either call or email. Otherwise, you just paid for a click that got you absolutely nothing but a lost opportunity!

Step 11 – Avoid Commodity-Speak at All Costs: These include statements like this:

We’re Number One

Quality is Our Specialty

Honest and Reliable

Customers place no value whatsoever in these general and vague statements. We respond to compelling offers, risk-free guarantees, and clear calls to action. These statements also imply that you have nothing real to offer.

Step 12 – Don’t Forget About Brand-Oriented Searchers: Use the Google Keyword Planner to find highly searched keywords that are branded in nature. Keywords like:

Carrier Furnace

Rheem AC System

Goodman Air Conditioners

Carrier Infinity

Keep an eye Out for Manufacturer-branded advertising on the popular media that is relevant to your products or services. Then, use the keyword planner tool to find terms with significant searches that are relevant to the specific manufacturer ad campaign. Next, focus your ads and keywords around these branded terms. Write compelling ads and include the keywords that these media ads are already generating for you. This one is a freebie that will crush your competition without them ever realizing what hit them!

P.S. Get your free copy of https://tripleyourclicks.com/when-it-comes-to-email-leads-dont-take-five/ You need to read this eye-opening article before you respond to your next email lead. They have a crazy-short shelf life.

**Question: Would your customers respond better using this method rather than your typical approach? What else works well for you? Share your comments now**

This article is written by Michael Haines, the founder of AC Direct, the oldest and most visited HVAC e-commerce site in the country. Michael has generated over $40,000,000 in HVAC revenue using web based marketing from this and other sites, including local service and installation sites.

How to Write AdWords Ads for Your Customers That Will Crush Your Competition!