How to Create Ads That Can’t Be Ignored

Creating Google Ads that truly grab attention and generate results is an art that is often overlooked. Even large companies make basic mistakes that harm the performance of their campaigns.

In this article, you will learn how to create powerful ads with a simple three-step structure that will increase your click-through rate (CTR), relevance, and ad positioning, while also boosting conversions and sales.

Step 1: Use the Keyword in the Title

The title of the ad is the first point of contact between you and the user, and the searched keyword should appear in it.

Why?

When a user searches for something like “packages to Washington,” they are specifically looking for that. The title needs to be clear and direct, highlighting the keyword that matches the search intent.

A title like “Exclusive Discounts on Washington Packages” is more likely to attract clicks than a generic one like “Online Travel Agency.”

Practical Tip:

For each main keyword, create optimized ads with direct variations of that keyword in the title.

Step 2: Align the Title with the Description and the Landing Page

A common mistake is having an attractive title but a generic description or landing page. This negatively affects the ad’s quality score, impacting its position in paid results.

How to do it?

Repeat the keyword in the description naturally and contextually.
Make sure the landing page focuses on the same keyword and title.

Optimized Example:

Title: Washington Packages with Hotel + Flight
Description: Discover exclusive Washington packages with up to 30% off. Book now and travel with peace of mind!
Landing Page: A page featuring Washington package deals, highlighting hotel and flight options.

Step 3: Create Relevant Ads at Scale

When dealing with many keywords, creating individual ads for each one might seem unfeasible. This is where the strategy of well-segmented ad groups and responsive ads comes in.

Practical Tip:

Segmented Ad Groups: Group similar keywords into one ad group. For example:

Group 1: “Washington packages,” “Trips to Washington,” “Flights to Washington.”
Group 2: “USA packages,” “Trips to USA.”
Responsive Ads: Allow you to create variations of titles and descriptions, and Google Ads automatically displays the most effective combination for the audience.
Benefit: This approach saves time and ensures all ads are relevant to the user’s search.

Why Optimized Ads Stand Out

Higher Click-Through Rate (CTR): Ads with clear titles and keywords aligned to the user’s search attract more attention.
Better Quality Score: Keywords in the title, description, and landing page increase your relevance for Google.
Higher Positioning: Ads with high relevance are displayed in the best positions, especially on mobile devices, where 84% of clicks come from the first ad.
More Conversions: Well-structured ads guide the user directly to what they are searching for, reducing barriers and increasing conversion chances.

Practical Summary

To create Google Ads that can’t be ignored:

Include the keyword in the title.
Align the title, description, and landing page.
Use segmented ad groups and responsive ads to optimize at scale.

With these strategies, you ensure that your ads not only attract more clicks but also remain highly relevant to the target audience, increasing conversion chances and maximizing return on investment.

The Importance of Description Based on Title and Context

In Google Ads, the ad title is the first point of contact with the user, but it’s the description that deepens interest and drives action.

An effective description needs to be a logical continuation of the title, perfectly aligning with the keyword and the context of the user’s search. Let’s explore how to create descriptions that capture attention and convert actions into sales.

What does the user expect to find in the description?

When a user searches for a keyword like “packages to Washington,” they expect to find specific and relevant information in the title and description.

The description is not just a space to add text; it’s an opportunity to elaborate on the benefits and incentives introduced in the title.

Optimized Description Example:

Title: Washington Packages with Up to 50% Off
Description: Buy packages to Washington with up to 50% off. Pay in up to 12x without interest. Book now and secure your trip!

Why is aligning the description with the title crucial?

Relevance and User Experience

Generic descriptions like “Travel with our agency all over United States” may frustrate the user, especially when they searched for something specific, like packages to New York.
Aligning the description with the title ensures that the user feels they found exactly what they were looking for, increasing the chance of clicks.

Ad Quality Score

In Google Ads, ads that connect the title, description, and landing page to the keyword have a higher quality score. This results in:

Lower cost per click (CPC)
Better positioning in paid results
Higher click-through rate (CTR)

Call to Action (CTA)

The description should always include a clear CTA that motivates the user to act immediately, such as:

“Book now.”
“Learn more.”
“Request a quote online.”

Common Mistakes in Ad Descriptions

Generalizations:

Generic titles and descriptions that don’t provide specific information about the user’s search.
Bad Example: “Travel through United States with the best travel agency.”

Misalignment with the Keyword:

Using the keyword in the title but straying from the context in the description.

Bad Example:

Title: Packages to New York
Description: Explore our packages for all of USA.

Lack of Clear Benefits: The user wants to know what they will gain. Offers, payment flexibility, and exclusive advantages should be highlighted.

Description Strategy Based on Title and Context

Steps to create an effective description:

Repeat the keyword: Include the main keyword naturally in the description to reinforce relevance.
Detail the benefits: Provide additional information, such as discounts, payment options, and unique selling points.
Be specific and objective: Avoid generic terms. Connect to the user’s specific interest.
Include a CTA: Encourage the user to take action immediately with phrases like “Buy now,” “Learn more,” or “Call now.”

Ideal Example:

Title: New York Packages with Up to 50% Off
Description: Take advantage of exclusive New York packages with unbeatable discounts. Pay in up to 12x without interest. Request an online quote now!

Benefits of a Well-Aligned Description

Increased CTR: Relevant descriptions boost user interest, leading to more clicks.
Improved Positioning: Well-structured ads take priority in Google Ads auctions.
More Qualified Conversions: Users who click on specific ads are more likely to convert.

Creating descriptions that align with the title and the user’s search context is essential to making your ads stand out in Google Ads.

Use relevant keywords, offer clear benefits, and finish with a direct call to action. This alignment not only improves your ad performance but also increases conversion chances and delivers impressive results for your campaign.

Third Pillar: Specific Landing Pages for What the User Is Searching For

In Google Ads, one of the most common—and frustrating—mistakes is when a user clicks on an ad and is directed to a page that doesn’t exactly match what they searched for.

This is the third essential pillar for effective campaigns: directing the user to a specific page that aligns with their search intent.

Why are specific landing pages indispensable?

Imagine you search for “packages to New York,” find an appealing ad, but when you click, you’re taken to a generic page with dozens of destination options.

What do you do? You probably go back to the results page and click on another ad that offers a more aligned experience to your search.

Problem:

This mistake breaks the user’s natural process, harms their experience, and drastically decreases your chances of conversion.

Solution:

Create specific landing pages that directly match the keyword and ad. For the example of packages to New York, it’s best if the user is taken to a page dedicated exclusively to packages for that destination, with detailed descriptions, prices, and clear calls to action like “Book now.”

How to create specific landing pages for ads?

Keep alignment between the title, description, and page content:
Ad Title: New York Packages with Up to 50% Off
Description: Discover exclusive New York package offers. Pay in up to 12x. Book now!
Page Content: A page showing only New York packages, with details like prices, hotels, and included activities.

Use dedicated URLs for each keyword or keyword group:
Example: If the ad is about “Packages to New York,” the page should have a URL like yoursite.com/novayork.

Group keywords by context in ad groups

Example 1:

Group: New York Packages
Keywords: “packages toNew York,” “trips to New York,” “promotions to New York.”
Page: Dedicated to packages for New York.

Example 2:

Group: English Courses
Keywords: “online English course,” “in-person English course,” “intensive English course.”
Page: A specific page dedicated to English courses.

Common Questions About Specific Landing Pages in Google Ads

I have hundreds of keywords. Do I need to create a page for each one?

No. Instead of creating 500 pages for 500 keywords, group similar keywords by context and create one page that addresses them all.

Example: For keywords like “tourist packages to New York” and “trip to New York,” a single page about Packages to New York can serve both searches.

How to handle keyword variations?

Group related keywords into ad groups so that the ad and landing page content is relevant for all variations.

Benefits of Specific Landing Pages in Google Ads

Higher Quality Score: Pages that align with the title and description improve the Google Ads quality score, reducing the cost per click (CPC).
Better User Experience: The user finds exactly what they were looking for, increasing the chances of conversion.
Higher Relevance: Ads directed to specific landing pages stand out from the competition and are valued more by Google.

Practical Summary

Keyword in the Title: Ensure the main keyword is in the ad title.
Aligned Description: Create descriptions that complement the title and context.
Specific Landing Page: Direct the user to a page that precisely matches their search intent.
Group Keywords by Context: Organize similar keywords into groups and link them to optimized pages.

By applying this third pillar, you significantly improve the effectiveness of your Google Ads campaigns, increase the relevance of your ads, and maximize conversions on your website.