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How to write Google Ads that convert

A responsive search ad accepts up to 15 headlines of 30 characters and 4 descriptions of 90 characters, and Google combines them for each search. Good ads repeat what the person searched for, give a clear reason to choose you and say what to do next.

EixoAds · Updated on November 1, 2026

Responsive search ad limits

  • Headlines: up to 15, with a maximum of 30 characters each. Google shows 2 or 3 at a time.
  • Descriptions: up to 4, with a maximum of 90 characters each. 1 or 2 are shown.
  • Display path: two 15-character fields shown after your domain (e.g. yoursite.com/clinic/goiania).

What to put in your headlines

  • The main keyword: someone searching "dentist in Anápolis" wants to see "Dentist in Anápolis".
  • Concrete differentiators: "Open on Saturdays", "Quote Within 24h", "Since 2010".
  • Price or terms, where allowed: "From R$ 400", "Pay in 12 Installments".
  • Call to action: "Book on WhatsApp", "Get Your Quote".
  • Variety: headlines that are too similar lower ad strength. Write different ideas.

Ads for customers in Brazil should be written in Portuguese; the examples here are in English to show the structure.

Example for a local business

TypeText
HeadlinePlumber in Goiânia
HeadlineOn Site Within 1 Hour
HeadlineFree Quote on WhatsApp
HeadlineDrain Unblocking and Leaks
DescriptionPlumbers in Goiânia and nearby. Leaks, drain unblocking and repairs with a warranty.
DescriptionMessage us on WhatsApp, send a photo of the problem and get a quote right away.

To pin or not to pin

You can pin a headline to position 1 (for example, the main keyword) so it always shows. Pin sparingly: the more you pin, the fewer combinations Google tests. Only pin what is required, such as the service name or information a professional council requires.

Assets that make the ad bigger

  • Sitelinks: extra links to pages like Plans, Contact, Services.
  • Callouts: "No Contract", "24/7 Service".
  • Structured snippets: a list of services or brands.
  • Call and location: a call button and address with directions.

A good ad with a bad page will not convert: see what a Google Ads landing page needs. EixoAds writes and tests ads as part of management; see the plans.

Frequently asked questions

How many headlines should I write?

Ideally use all 15 headlines and 4 descriptions, with different ideas in each. That improves ad strength and gives Google more combinations to test.

What is ad strength?

It is a Google rating (from "Poor" to "Excellent") of how varied and relevant your headlines and descriptions are. It is not your final result score, but it helps improve the ad.

Can I use capital letters and exclamation marks?

In moderation. Google disapproves ads with excessive capitals, repeated symbols or an exclamation mark in the headline.

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