We write ad copy that gets clicks and leads by matching one clear search intent, one clear offer, and one clear next step, then backing it up with proof and a frictionless landing page.
Start with the query your customer is actually typing in Orlando, because a “near me” buyer wants different wording than someone researching prices. If you’re running PPC management, we’ll group keywords tightly (one service and one theme per ad group), then mirror that wording in the ad so the searcher instantly thinks, “Yep, this is for me.” Add a local signal when it matters (Orlando, Winter Park, Kissimmee, Lake Nona, service radius), but keep it natural, not stuffed.
In **Google Ads** search, most businesses are using Responsive Search Ads, which let you supply multiple headlines and descriptions and Google mixes them into combinations. That means your job is variety with purpose: different angles, different benefits, different qualifiers, all pointing to the same service. Practical guardrails we use: write 8 to 15 distinct headlines (30 characters max each) and up to 4 descriptions (90 characters max each), and avoid repeating the same phrase in slightly different wording.
What we put in ad copy that produces leads
| Ad element | What to write | Example (local service) |
|---|---|---|
| Headline 1 | Exact service + intent keyword | Emergency AC Repair Orlando |
| Headline 2 | Outcome, not a feature | Get Cool Today, Fast Arrival |
| Headline 3 | Proof or differentiator | 5-Star Techs, Upfront Pricing |
| Description | Who it’s for + what happens next | Same-day appointments. Call or book online in 60 seconds. |
| Qualifier | Filter bad leads early | Serving Orange and Seminole County |
| CTA | One simple action | Schedule an inspection |
We also build ads to pre-qualify. This is how you get fewer junk calls and more real opportunities: include your service area, minimum job size, insurance accepted (healthcare), appointment availability, or “free estimate” only if it’s truly free. For high-call industries, we add call-focused messaging, but note that Google has been moving away from call-only formats in favor of using call assets alongside responsive search ads, so your copy should support both calls and form fills.
Next, we stack ad assets (sitelinks, callouts, structured snippets, call, location) so you take up more screen space and answer objections before the click. Assets are the modern name Google uses for what many people still call extensions.
A simple writing workflow you can repeat
- Pick one “money” intent per ad group (book, call, get a quote), and write copy only for that intent.
- Write 3 headline buckets: keyword match (service), benefit (result), proof (reviews, years, licensing, warranties).
- Write 2 qualifier headlines to filter (service area, “same-day,” “commercial only,” “emergency,” etc.).
- Write descriptions that explain the next step and remove friction (online booking, fast callback, transparent pricing, what’s included).
- Send the click to a dedicated **landing page** that repeats the same service wording, shows proof above the fold, and has one primary conversion action. If your landing page is slow or confusing, even perfect ad copy will waste spend, so we often pair ads with conversion-focused web design.
Finally, we test like adults: one change at a time (offer, proof angle, qualifier, CTA), and we judge winners by qualified leads, not just click-through rate. If you want, we can map your top services to intent-based ad angles and build a clean test plan, then connect it to the right tracking so you know which words are actually turning into calls and booked jobs.
If you’re unsure which intent you should write for, our quick explainer on search intent types helps you pick the right message, and if your ads feel “close but not quite,” tighten keyword themes with how to choose the right keywords so your copy matches what people are really searching.
