/ Marketing
How do I write a Google ad that actually works?
Match the search term, state the offer and location, and include a price signal or differentiator. Send the click to a matching page.
/ 01
The short version
Ad copy is less important than relevance between search, ad and landing page.
/ 02
What actually matters
- • Include the keyword in the headline.
- • Add location for local services.
- • State a differentiator: same-day, 10-year guarantee, free quote.
- • Use all available assets — sitelinks, callouts, call extension.
- • Landing page must repeat the ad's promise word for word.
/ 03
The bit most people get wrong
Negative keywords save more money than clever copy earns. Review search terms weekly and exclude the junk.
/ 04
What to do next
Open your search terms report and add negatives for every irrelevant query from the last month.
/ 05
Where RIOT fits in
We're a small Colchester studio helping UK SMBs get Google Ads right without agency waste or freelancer flake. If you've read this far and you want a second opinion on your specific setup, book a 20-minute call and we'll tell you honestly whether it's worth doing anything at all.
We work with clients across Essex, Suffolk, London and the wider UK — and remotely with brands abroad. No lock-in, no monthly retainer minimums, no pretending your problem is bigger than it is.
/ FAQs
Common questions
Should I use broad match?
Only with tight negatives and close monitoring.
What's a good CTR?
5%+ on branded, 3%+ on service terms.
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