10 Excellent Google Ad Examples

By Neil Andrew
Categories: AdWords Tips

When it comes to Google AdWords you have a limited amount of space (and time) to grab the searcher’s attention and make them click your ad. With only 25 characters allowed in the headline, it can be hard to write a compelling advert. Yet some businesses crush it daily with their awesome ads. But just how do they do it? And how can you copy them?

Well we’re here to explore the best Google ads examples and what you can learn from them. We’ve hand-picked 10 of our favourite examples from various industries and have broke them down into a simple explanation as to why they are so good. So grab you pen and get ready to make plenty of notes! Here are our top 10 Google ad examples.



Upwork is an online freelancer marketplace that helps match freelancers with clients. This PPC ad they’re running is an excellent way to get potential buyers looking for freelancers to sign up to their website.

The ad starts off with a great call to action, hire the BEST, not just anyone. It also reinforces it by calling them experts in their field, which is most likely true and adds a level of trust. The description underneath goes into more detail about their service and the benefits it offers. By convincing buyers they’ll get more work done for less than whatever they’re paying now is a great way to get them interested. A call to action that strong will at least tickle some user’s interest and make them click, which is exactly what the ad is meant to do.

This straight to the point ad is a great example of how ads don’t need to be overly complicated and detailed to be successful.



Fast forward to the next ad and we have Forward3D, a UK company that specialises in SEO services. This PPC campaign they are running is a great example of how you can get across trust and reputation in a simple ad.

The ad’s headline clearly explains what they do which is very important. Forward3D on its own doesn’t really explain what they do, but UK SEO services clearly does. They always go on to include their trust factor which is that they were awarded the best agency in 2016.

The description underneath only continues to expand on the trust factor they mentioned in the headline as well as offering other reasons they’re the best. Listing stats about their company is a great way to get interest of users. Having 300 analysts and 11 global offices means they’re not just some small company that people might be expecting, they’re established and international. Forward3D also play on the international bit by including “multilingual expertise” which is great if they are targeting a broad range of clients.

Finally, the ad also includes useful links underneath for users to jump directly to a page of interest such as case studies or learn more about this award they keep mentioning. Overall this ad is a great example of an Adwords ad with its strong headline and compelling reasons to use them.



If you’ve ever needed a website and hosting, then you’ve probably come across 1and1 at some point. Their service is primarily aimed at beginners and business owners who need help setting up their own website.

The headline for the ad starts off with the brand name for recognition and then jumps straight into the pricing. From “£0.99” is enough to get lots of people interested and the follow-up promise of the free domain and SSL certificate is sufficient to lure in everyone else.

The advert also includes their Google star rating which ranks them 4.3 / 5. This is a good confidence booster as it shows they are reputable and have plenty of positive reviews. The description underneath the ad is fairly short but there really isn’t much more to be said. Their service is fast and secure, and they offer a range of freebies including a free domain.

Underneath the description, the ad also includes some quick links to areas on the website. These links also include low prices such as “£0.99 WP Hosting” and “1&1 eShop from £4.99”. Combining all of these elements together, the ad is very convincing and does exactly what it is meant to do: get people buying.

Direct Line

direct line

Direct Line is a big company in the car insurance industry and has been around for plenty of years. Since they are not offered on any price comparison websites, Direct Line are often cheaper than other insurance providers. This gives them a unique selling point which they can push with their advertising.

The headline for their AdWords ad starts with their brand name which is always a good idea to differentiate yourself from competitors. After that, the ad pushes their main selling point with “we’re not on comparison sites”. This basically tells users that if they want to use Direct Line, they need to visit their website, this is a great way to boost their click through rate.

The ad description continues with the unique selling point and reinforces the fact that you won’t find them anywhere else. Again, by telling the user they won’t find their quotes on any other website, it increases the chances that they will click. The description then goes on to list all the benefits of Direct Line including a 24/7 emergency phone line and 5-star Defaqto rating.

Finally, the ad finishes off with mentioning that they won the best direct car insurance provider award in 2016. We think they should have probably mentioned this earlier, but at least they have included it.

To get the user to click, the ad also includes 3 call to action links at the bottom. The clear “get a car insurance quote” and “retrieve your quote” are great CTAs to get customers to click. Overall this AdWords ads is very well constructed and includes many trust factors, CTAs and reasons to buy from them.



If you’ve never heard of Apple, then you must be hiding under a rock. The biggest mobile phones producer out there, you might be surprised that Apple are even running adverts in the first place.

Although Apple are a very well known and established brand, there are two main reasons why they run ads. The first is that people often forget about products no matter how big the company is and second, if Apple don’t hold this spot then someone else will. By bidding for this keyword they are basically fending off competition.

The ad’s headline starts with the name of this latest mobile, the iPhone 7 Plus. As the phone is often sold in a variety of different retailers, this ad makes it clear that it’s from the official Apple site. For some customers, this can often be a deal breaker as they want to get it from the official store instead of another retailer.

The description of the ad starts by listing some of the features the phone offers such as the “all-new portrait mode”. The ad also draws people in with its cheap price of “from £34.52 a month”. iPhones are often sold for £700+ so telling users they can pay monthly is always a good idea. Moving on from the benefits of the phone itself the ad turns to the benefits of buying from the Apple store. The ad lists features such as “personal setup”, “free next-day delivery” and “financing available”. If you’re looking for a new phone then these are all great incentives that could convince you to buy.

Finally, after listing all the benefits and features, the ad finishes off with 4 call to action buttons. These buttons range from “buy now” to “switch to iPhone”. These are great as although they are mean buy now, they aren’t worded in the same way. “Trade your iPhone” and “switch to iPhone” are calls to action to convince people who might not have enough money to buy one outright.

Injury Lawyers 4 U

injury lawyers for you

Next up on our list of excellent AdWords examples is Injury Lawyers 4 U. Having been in the industry for a long time, Injury Lawyers 4 U have ran multiple TV adverts to increase exposure and now run AdWords ads.

The main headline of their advert starts with their brand name which makes them easily recognisable as the chances are people have already heard of them before. The headline then follows up with “claim with confidence” which helps convey trust to the reader.

The description of the advert gets straight to work in listing the benefits of their service. “No win, no fee” is a big incentive that many lawyers push nowadays and InjuryLawyers4U also take advantage of it. They also go on to talk about how they deal with all of the claims themselves and don’t pass them on to other companies. This again gives a trust factor that you’re getting a genuine service and professional results.

To get readers even more interested, the ad also displays the type of claims they cover including accidents at work and medical claims. Finally, at the bottom of the ad there are 4 call to action buttons which help increase the chances of readers clicking. By giving them direct links to their services page, no win no fee promise, and about us information, readers can click on whichever page interests them the most.

With their service benefits clearly outlined and numerous trust factors, this ad answers every question a user might have about their company.



JBL are an electronics company that have produced headphones and speakers for decades. Known for their high-quality products, JBL has a lot of competition from other brands such as Dr Dre Beats, Apple and Sony. To distinguish themselves from their competition they offer exclusive offers with their official JBL shop.

The ad’s headline starts off with its brand name and the keyword which is great if the reader has never heard of JBL before. It also goes on to list the address of the website which is great at catching user’s eyes.

Just under the main ad headline is the store’s Google rating which currently stands at 4.4 / 5. This is a great trust factor as all of the reviews are verified and can’t be faked. Anyone who sees this will know they are not some dodgy company looking to take your money. Instead it gives a good impression about the business in general and how satisfied their customers are.

The description of the ad starts with “leading brand in wireless headphones” which again is great for people who have never heard of JBL before. In the first few words of the ad it’s already explaining to people what they sell and that they’re a popular brand. The description then goes on to explain the many benefits of shopping at the JBL store. Free shipping and 2 years warranty are both good incentives that will often win over customers and stop them from going elsewhere.

To show customers that they aren’t just limited to selling headphone, the ad also includes a list of the other products they sell. These include wireless speakers, portable speakers and home audio.

Finally, at the bottom of the advert, the ad includes call to action links which takes users directly to certain categories. The only thing we would change here is probably adding more categories such as speakers and soundbars but nevertheless it’s still a great ad.

All Posters

all posters

All posters are an online shop that specialises in selling posters, t-shirts and prints. Founded in 1998, they rely primarily on online sales and are currently using Google AdWords to drive targeted traffic to their website.

The headline for the ad starts off with their brand name like most of the other adverts listed on here. To grab readers attention it says they have over 500,000 posters and prints which is clearly a huge selection. If you’re looking for a poster then the chances are you’ll find it here.

The ad also includes a Google star rating just under the headline which also grabs reader’s attention to the score of 4.4 / 5. This adds a good factor of trust to the company as users generally react better to high score ratings making them much likely to click on the ad.

The description of the ad is fairly short but gets straight to the point. “Save on posters, prints t-shirts and more” indicates that they sell posters a lot cheaper than competitors or are currently running some kind of promotion. The description then follows up with “largest poster store since 1998” which is another good trust factor. A company that has been in business since 1998 will have lots of experience and knowledge compared to one that has just recently set up. This gives readers even more confidence to shop with them.

At the bottom of the ad there are several call to action links which include pages such as works by popular artists, bestsellers and a special 35% off promotion. The deal also has its own call to action button at the bottom of the ad which is even more likely to get readers clicking.

Combining the various trust factors and 35% discount promotion, this ad is an excellent example of how to get users to convert.


4ktv argos

Argos is one of the UK’s largest retailers that sell a variety of items and goods from fridges to TV’s. Traditionally an offline retailer that focused on getting its sales from stores, Argos has now moved online and offers users the ability to order goods to their house. This example of one of their many ads is focused on 4K TVs which have become very popular over the past few years.

The headline of the ad grabs readers attention with the mention of 4K TVs and the ability to spread the cost over a certain amount of time. The description gives more detail on the offer by telling readers “buy now, pay up to 6 months later”. Since the price of 4K TVs can often be in the thousands, this is a great strategy to get readers interested. By telling them they don’t need to pay at once will convince a lot of people they are affordable enough to purchase.

Following on from the first line in the description, the ad also conveys the benefits of shopping with Argos compared to other competitors. The ad states that users can collect from over 700 stores with free click and collect, same day delivery if required and great deals. To convince the reader even more it also gives a list of their Google ratings which are all in the 9’s or above. Another good trust factor that shows they as trustworthy and reputable.

Now they’ve got readers convinced that they’re the best place to buy a 4K TV from, they finish the ad with a list of categories. They specifically mention recongisable TV brands that readers will be looking for such as Samsung and LG. They also mention that they sell Google Chromecasts, a smart idea to sell additional products.

Finally the ad finishes with a unique feature that isn’t seen on a lot ads. The advert finds the nearest store to the reader and gives them the phone number as well as their opening times. If the users clicks on the name then it will also bring up a map which will give them directions from their current location. With so many benefits and options listed, this ad is sure to grab the attention of anyone looking to buy a 4K TV.



The last ad on our list of excellent Google AdWords examples is a killer advert by Beds.co.uk. Beds is a UK company that just happens to sell beds. With an exact match domain, they pretty much have the ideal brand when it comes to selling beds. But that’s not all, Beds also have plenty of offers for customers to take advantage of.

The headline for this ad is very strong and instantly gets readers interested. 70% off is a huge number and if you’re looking for a bed then you’re probably thinking you’ve found the deal of a lifetime.

The description of the ads gets straight down to the key points of why you should buy from beds and lists the various benefits. The current sale they are running gives readers rock bottom prices, great service and free next day delivery. The second line on the description basically repeats and reinforces the benefits but also adds that they offer hassle free returns just in case you don’t like what you’ve ordered.

The ad also lists the different types of beds they sell including leather, metal, bunk beds, wooden and fabric. At the end of the ad it gives users several call to action buttons which include specific bed categories. This stops users having to search for the product and takes 1 step out of the whole conversion process. Overall this ad is an excellent example of how using the right AdWords features can completely super charge your click through and conversion rate.

We hope you enjoyed our list of excellent Google ad examples. Hopefully you can pick up some useful tips and tricks to add to your current PPC ads which will turn them into conversion monsters.

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