10 Google Ad Copywriting Mistakes That Will Destroy Your Results

When it comes to Google ad copywriting, every word matters. With limited space and fierce competition, your ad has only a few seconds to stand out in Google search results and convince someone to click.

You don’t get paragraphs of space to explain your products or services. You get 90 characters for each line of ad text – and in that short space, your message must capture attention, highlight value, and include a compelling call to action.

That’s what makes writing Google ad copy both an art and a science.

Whether you’re an experienced ads copywriter or just starting to create ads, understanding common mistakes – and how to fix them – can make or break your Google ad campaign.

Let’s explore the top ten errors that kill performance and learn how to write headlines and descriptions that attract your target audience, build trust, and boost click-through rates.

Why Google Ad Copywriting Matters

Every second, there are over 90,000 Google searches happening worldwide. Each search represents a prospective customer looking for information, answers, or a solution.

Google search ads appear above organic search results, giving businesses a chance to meet that intent instantly. But even with perfect targeting and budget, poor copy will stop your ad campaigns from performing.

Great ad copy:

• Speaks directly to your audience’s pain points
• Uses emotional and logical triggers to build credibility
• Encourages clicks with clear, specific actions
• Follows standard writing conventions that keep ads professional and readable

When written well, Google Ads can drive high-quality traffic to your landing page, shorten your sales cycle, and generate measurable ROI.

1. Ignoring Character Limits and Structure

Google allows only a limited number of characters – typically 30 per headline and 90 per description. Many advertisers ignore this and cram too much into one line, leading to truncated messages that confuse readers.

Each part of your ad plays a purpose:

• Headline 1: Capture attention
• Headline 2: Clarify your offer or value
• Headline 3: Reinforce benefits or urgency
• Description lines: Expand on value and include your CTA

A good rule of thumb is to treat each section as a mini pitch. Be concise, relevant, and specific. Use all available characters, but don’t force filler words.

Example:

✅ “Custom Landscape Design | Transform Your Outdoor Space Today”

❌ “We Make Great Landscaping Happen Fast For Everyone Around Your Area”

Short, strong, and direct always wins.

2. Mixing Capitalization Styles

Nothing makes an ad look less professional than inconsistent capitalization. Jumping between title case (“This Is Title Case”) and sentence case (“This is sentence case”) looks sloppy and distracts from your message.

Stick to one consistent style. Most ads copywriters use title case because it stands out better visually and increases readability in search results.

Pro tip: Ads using title case have been shown to deliver higher click-through rates because they look cleaner and more polished.

3. Forgetting Standard Writing Conventions

Google search ads must follow standard writing conventions – correct spelling, punctuation, and grammar. Google rejects ads that appear spammy, overly casual, or grammatically incorrect.

A missing comma or incorrect apostrophe might seem minor, but it signals carelessness. That can damage credibility and reduce clicks.

Always proofread before publishing. Use tools like Grammarly or a built-in spell check to avoid typos. Your ad copy reflects your brand, and a professional appearance builds trust with potential customers.

4. Overusing Symbols, Numbers, or Emojis

It’s tempting to stand out using emojis or random symbols, but they don’t belong in ad text. In fact, Google’s advertising policies prohibit emojis entirely.

Use numbers only when they add clarity or credibility, such as pricing, quantity, or discounts:

✅ “Save 20% on Outdoor Lighting Installations”

❌ “Best $$$ Landscaping #1 Deal!!!”

Overuse of punctuation or symbols can make ads look spammy, which hurts performance and credibility.

5. Writing Weak or Generic Calls to Action

Your call to action (CTA) is where your ad campaign succeeds or fails. Many advertisers make the mistake of ending their copy without a clear next step – or worse, using a vague one like “Click here.”

Google flags generic CTAs because they don’t inform the reader what they’re clicking for. Instead, your CTA should align with the intent of the search term and guide your audience into the next stage of the sales funnel.

Examples of strong CTAs:

• “Get a Free Estimate Today”
• “Schedule Your Consultation Now”
• “Shop Custom Lighting Packages”

Your CTA button on the landing page should echo this same action, creating a consistent experience that feels natural and professional.

6. Ignoring Your Target Audience’s Pain Points

Many advertisers talk about their products or services – not the problems they solve. But your audience doesn’t care about features until you connect with their pain.

An effective ad speaks to the emotions behind a search: frustration, curiosity, or aspiration.

For example, instead of saying:

❌ “We Install Patio Lighting Fast.”

Try:

✅ “Tired of a Dark Backyard? Brighten It With Custom Patio Lighting.”

The second ad connects to a problem (a dark yard) and positions your product or service as the solution.

When you write ads that speak to real needs, your click-through rates rise, and so does your credibility.

7. Neglecting Relevance Between Ads and Landing Pages

A well-written ad doesn’t stop with good headlines – it must align with your landing page.

If your ad promises “Free Consultation,” but your page only offers a paid booking form, you’ll lose trust instantly. Relevance is also a factor in Google’s quality score, affecting your ad campaign performance and cost per click.

Your landing page should:

• Reflect the exact offer mentioned in your ad
• Use the same keywords and phrasing
• Reinforce your CTA with consistent language

A strong connection between Google search ads and your landing page experience creates a seamless journey that builds trust and drives conversions.

8. Failing to Include Social Proof

Social proof is one of the most powerful ways to make your ad credible. People trust other people more than brands.

Include proof points where possible:

• “Rated #1 by Homeowners in Austin”
• “Over 500 Five-Star Reviews”
• “Trusted by Leading Builders Since 2008”

When space is tight, social proof can also appear in your landing page copy, where testimonials, ratings, and logos reinforce credibility.

Even if you only have 90 characters, mention something that signals reliability – it makes a real-world difference in how users respond.

9. Ignoring Emotional Triggers

Numbers and features alone rarely drive action. Emotions do.

Your headlines and descriptions should combine practical and emotional value. Use phrases that appeal to excitement, relief, or security:

• “Reimagine Your Backyard With Award-Winning Design”
• “Save Time, Save Money, and Enjoy a Hassle-Free Experience”
• “Transform Your Home With a Team You Can Trust”

These messages not only improve click-through rates but also build trust with your audience before they even reach your landing page.

10. Writing Without Testing or Analyzing Performance

Even great ads can fail if you don’t track results. Continuous testing is how digital marketers discover what truly resonates.

Try A/B testing different ad text, headlines, or descriptions to see which combinations perform best. For example:

• Test emotional vs. data-driven messages
• Try including vs. excluding pricing details
• Adjust word order or CTA phrasing

Track which versions get higher click-through rates and conversions. The data will guide you toward better copy that resonates with your target audience.

You can also test ad formats – such as search ads vs. display ads – to see where your traffic converts best.

Bonus: Real-World Tips for Writing Google Ad Copy That Converts

1. Keep It Simple and Conversational

Avoid jargon. Write like you’re talking to a customer face-to-face. Simple language improves clarity and engagement.

2. Use the Full Character Limit

You’re given space for a reason. Use the full 90 characters per description line to communicate value and benefits.

3. Mirror Your Audience’s Search Intent

Look at the exact Google searches your audience uses and reflect those terms in your ad text. This increases relevance and improves your ad’s position.

4. Use Power Words That Inspire Action

Words like “Free,” “Now,” “Proven,” and “Exclusive” can drive urgency without sounding pushy.

5. Align With the Buyer’s Journey

Different people are at different stages of the sales funnel. Some are learning, others are ready to act. Create separate ad campaigns for awareness, consideration, and conversion.

Final Thoughts

Effective Google ad copywriting is a blend of creativity, clarity, and data-driven decision-making.

Follow standard writing conventions, focus on your audience’s pain points, and always test your approach. Every improvement you make to your headlines and descriptions helps increase performance and reduce wasted ad spend.

Remember – great ads don’t just drive clicks; they start conversations, build trust, and move your audience closer to becoming customers.

With these principles, you’ll transform your Google search ads from overlooked text to powerful tools that elevate your brand and deliver real-world results.