We Are Sunshine

Crafting Search Ads that Drive Clicks and Sales

Monday, September 21st, 2020

By now you know that Google Ads is a major tool for business success in our digital age. Google Ads allows your business to be found by people looking for your services and is a strong platoform for converting those people to customers. The platform offers many types of advertising solutions, including search ads, display ads, video ads, and app ad. While visuals such as display ads and video ads are effective, search ads are the primary component of Google Ads.

Paying to show up in search results is only half the battle; the formatting and copywriting of your ad will also determine how many people click on your page and what they’re going to do when they get to your site. Writing the perfect search ad takes effort and thought since there are various aspects to consider. Here are a few things to keep in mind when creating them:

Writing Structure

Writing search results can sometimes seem difficult – you’re required to develop two headlines within a limited amount of text and characters. While this may seem like a challenge, it’s actually a beneficial exercise to take a step back and look at the exact point you want to make. You want to focus on a solution for your customer’s needs and show them the end objective. Less is more when it comes to writing search ads. Get down to the main point, and show your viewers that you have a solution for their want/need. 


You already know that people find you on Google by their search query. It’s important to have the main keywords in the headline you use for your search ads. Spray tan, tanning, eyelash extensions, FIT Bodywrap, etc., are the kind of keywords you’d want to use. Having them in your headline helps your search ad stand out among the crowd even more. 


Sitelinks are a must for your Google marketing plan. They offer the ability for viewers to click on different pages from your website. This is where you could list each of the pages of your site: Have one for “Spray Tanning”, “UV Tanning”, “Specials” and whatever else you have for your main pages. Be sure to include a caption underneath your sitelinks to provide a little information before they click.


Speaking of specials, search ads are a great way to offer promos to your potential customers as well. One salon recently launched a $10 off spray tan deal and linked to a landing page with the coupon. This type of deal is great for enticing the new spray tanner who is searching for the best deals and is a little hesitant to pay full price at first. When you launch the promo within Google Ads you’re able to see impressions and clicks and track how well your ad is performing. Employees can track the promo in-store as well and see how many people were converted to customers.

Also, think about your website in conjunction with your search ads. Where do you want them to click into, and what are they going to see when they get there? Is it something that will make them excited to visit your salon? With the combination of well-constructed ads and web pages that create interest, you’ll turn clicks into money and make your AdWords investments pay off.