9 samples of Google ads for 2022

Google Ads can help you achieve your objectives whether you're a large company prepared to spend $50 million a year on advertising or a neighborhood plumber trying to grow. Unfortunately, if your plan is bad, Google Ads can become very expensive. And throughout the years, scores of clients have questioned why their advertisements aren't generating income.

The fact is that there is no magic formula for success with Google Ads. Because of this, I believe that seeing what other people are doing will help you come up with the ideal strategy. I've collected some of my recent favorite Google Ads that I've seen in action, and I'll explain how you can use the same tactics to generate qualified leads and increase conversions.

1. Steal traffic from rival websites (HoneyBook)

When an advertisement can make you grin, it's really impressive. One of my favorite recent Google ad examples is this one. FreshBooks' brand name is up for auction by HoneyBooks, a rival. Although things can become a little hairy, this humorous advertisement works pretty well. It makes the company's brand personality stand out and eliminates any potential ick factor by acknowledging that it is bidding on competitors' keywords.

The business furthermore makes use of sitelinks, an automatic Google Ads addon that shows links leading elsewhere on the website in addition to the main landing page. As a result, the following few advertisements are pushed down and there is more room in the search results for HoneyBook to reveal more about its brand.

Steal this approach

• I do advise using caution when placing bids on names of rival companies. Google no longer bans content, but it's still possible to enrage rivals or spook your audience. However, it is possible, particularly if you are honest about it, like HoneyBook is doing here.
• Utilize these Google strategies to optimize your site for sitelinks. Keep in mind that while you can optimize for sitelinks, Google ultimately selects whether or not they will display in your advertising. (You may see them in a few of these examples of Google search advertising.)

2. Steal back traffic in search of rivals (Semrush)

In the consideration stage of the marketing funnel, users can be reached by bidding on keywords like "X alternative," which can result in excellent ROI.

Semrush mentions "Alternatives for Semrush" in this ad's header, but the advertisement itself highlights Semrush's advantages, and when you click through to the landing page, it explains why Semrush is preferable to those alternatives. In essence, they are arguing that they are superior to alternatives.

Steal this approach

• Choose high-intent keywords like "[your brand] alternative" or "[your brand] against [competitor]" if you want to attract customers looking for a rival. You'll speak with customers who are more likely to convert.
• Ad writing should emphasize qualities that make your brand stand out.

3. Put forth your best effort (Wix)

The place to be modest isn't with Google Ads. Wix touts itself as the market leader in this advertisement and targets highly searched terms like "best website builder."

Steal this approach

• By using adjectives like "best" or "industry-leading" in your ad copy, you may establish yourself as a leader.
• Focus on your most popular features or distinctive selling point while optimizing for sitelinks (UVP).

4. Add social evidence (Botify)

Although you don't have much room in a Google ad, product reviews are a potent technique to generate hits and conversions. Botify makes a brief but important reference of social proof in this advertisement. Users receive sufficient social proof from "Trusted by the major businesses" to develop initial trust in the brand. The subheading then focuses on advantages.

Steal this approach

• Keep your Google Ads brief, but mention social proof. Although "Used by the greatest brands" or "Trusted by 8,000 companies" are a little ambiguous, they nonetheless demonstrate that customers can have faith in your brand.
• Add more detailed social evidence to the ad landing page as a follow-up.
• Make careful to optimize for them if they fit your brand because Google's seller ratings extension gives social evidence in the form of star ratings to your advertising.

5. Pay attention to search intent (Plumber Pros)

Consider your search intention. If someone searches for "plumbers near me," for instance, it's likely that they have a plumbing emergency. This is the reason why Plumber Pros' advertisement is so powerful. The advertisement emphasizes same-day service and 24/7 availability, which searchers are likely to need. It doesn't merely offer services like leak detection and drain cleaning.

Steal this approach

• Informational, navigational, commercial, and transactional are the four primary categories of search intent; you should be aware of which category your keyword targets and ensure that your ad copy corresponds to that search intent.

6. Provide a reduction (Snapfish)

Everyone enjoys a good deal. This Snapfish advertisement is eye-catching (anything with "Save X%" is going to draw people in) and provides a fantastic deal, or rather, a number of fantastic deals. This is a wonderful spot to promote your first-time buyer discount, especially if you already have one.

Notably, they are aiming for the long-tail term "where to print photographs." The searcher's readiness to act is shown by the sentence, which makes the discount all the more alluring.

Steal this approach

• Add discount offers to Google Ads for particularly high-intent keywords. Deals and discounts have a decent likelihood of encouraging customers to make a final purchase.

7. Address problematic areas (WP Engine)

Speed and security are concerns for WP Engine's intended audience. By addressing these problems right in the headline, they get ahead of them. They must also be aware that switching hosts overwhelms their audience, which is why the advertisement offers advice and encourages a risk-free transition.

Steal this approach

• Name the main problems that your customers have, and explain how you can help.
• Read rival reviews to identify the main issues customers have with other brands, then address these issues in your ad content.

8. Advertise complimentary goods or services (ClickUp)

Google Ads can produce top-quality leads in addition to conversions. In this illustration, ClickUp uses the keyword "project management tools" as a target to inform people about their free plan. Of course, the aim is to draw consumers in and then upsell them on more features in their paid plans. The advertisement also emphasizes the benefits of the free plan for users.

Steal this approach

• Promote in-depth, gated information like whitepapers or their free versions.
• Utilize the targeting options in Google Ads to display your advertisement to niche markets that may eventually be willing to pay for your good or service.

9. Streamline the conversion process (Morton's Steakhouse)

This Morton's Steakhouse advertisement is a good illustration of how a brand can comprehend search intent. They want to make it simple for users to make a reservation because they are aware that this is a commercial search intent. The advertisement gives additional information consumers would need when making a reservation, such as location, phone number, menu, and hours, and clicking on it directs you to the reservation page. The advertisement does a lot at once without being cluttered or difficult to read (for an ad).

Steal this approach

• Make it simple for consumers to do what they want if you know they're searching for something specific (in this case, steak at a restaurant). Users can wish to register, view pricing, or make a reservation depending on your company.
• Include a link to a popular page.

Utilize Google's advice

I also advise using Google's Recommendations page if you haven't previously. You can use this section in Google Ads Manager's Tools page to develop more effective ads. Google makes suggestions for things you aren't using, offers alternative keyword ideas, and aids in keeping your campaigns fresh. As they are based on your prior data, suggestions can be quite helpful.