What are the best practices or guidelines for Google Ads?

How do I write good ad text?

Last updated on November 5th, 2021

This article will help you understand which best practices and guidelines you should follow for writing good ad copy that won't be rejected by Google Ads.

Best Practices

When writing ad copy, you want to make sure that your message reflects your branding as well as your products and services. To achieve that, please keep in mind the following best practices:

  • focus on the user benefit: use phrases that resonate clearly with your potential client
  • use your keywords in the description: if a user finds the keyword they searched for in your ad, they are more likely to click
  • avoid empty words: don't use filler words that won't add value to your messaging
  • highlight unique selling points: it will make you stand out from your competition
  • use a call to action: it will prompt your client to take action on your website. Make sure to align the CTA with what you want the client to do, e.g. use "call now!" in call ads. 
  • match your ad to your landing page: your ad copy should reflect what the user can expect from your landing page, if you advertise "jeans", make sure that the ad link leads the user to your jeans products. 
  • use separate sentences per description: even though you have two description lines per ad text, please do not use one single sentence that starts in description line 1 and ends in description line 2. Sometimes, Google might only display one description line and your ad text won't show completely.
  • do not use any brand names in your ad text that you don't own. Google Ads rejects any ad texts that mention trademarks that you don't own.

Editorial Guidelines

Please also be aware of the following editorial guidelines from Google Ads. 


These are guidelines you must follow to prevent any ad text rejection from Google:

Style and Spelling

  • use proper grammar and spelling, with the exception of your brand term that might follow a unique style
  • avoid capitalisation unless your brand term is written in all caps
  • avoid excessive use of numbers; a discount with a percentage sign is okay, but an exact date (i.e. for a store opening) or a street name with house numbers are going to be blocked by Google Ads.

avoid excessive use of numbers. A discount with a percentage sign is okay, but the specification of an exact date for e.g. a store opening or street names with house numbers is blocked by Google Ads.

  • write coherent and clear sentences

Punctuation and Symbols

  • avoid non-standard characters in headlines and descriptions
  • avoid any kind of punctuation in your headlines


For more information, please visit the Google help pages!

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