In this article · 9 sections
- Google search ads vs Meta ads
- Writing Google responsive search ads
- Descriptions
- Writing Meta (Facebook & Instagram) ads
- Principles for both platforms
- Compliance and honesty
- Testing what works
- Examples by industry
- Frequently Asked Questions
- Should I put prices in ads?
- How often should ad copy be changed?
- Can I use AI to write ads?
- Why do my ads get clicks but no leads?
- Let us write and test your ads
Two businesses can target the same keywords and audiences with the same budget — and get very different results. Often the difference is the words. Ad copy decides who clicks, what they expect, and whether they contact you after landing. This guide covers writing for Google search ads and for Facebook and Instagram ads, which work very differently.
Google search ads vs Meta ads
| Google search ads | Facebook / Instagram ads | |
|---|---|---|
| User's mindset | Actively searching for a solution | Scrolling; not looking for you |
| Job of the copy | Prove you're the best match for their search | Stop the scroll and create interest |
| Main element | Headlines | Image or video, then the first line of text |
Writing Google responsive search ads
You provide up to 15 headlines (30 characters each) and 4 descriptions (90 characters each). Google combines them. Write headlines in groups:
- Keyword match: "Ludhiana to Delhi Airport Taxi"
- Key benefit: "Fixed Fare, No Hidden Charges"
- Proof: "4.8★ Rated on Google" (only if true)
- Availability: "24×7 Pickup, Book in 2 Minutes"
- Call to action: "Call or WhatsApp Now"
- Brand: your business name
Each headline should make sense on its own because Google may show any combination. Pin headlines only when necessary — pinning reduces Google's ability to test.
Descriptions
Use them for detail that builds confidence:
- "Clean sedans and Innova Crysta. Flight tracking and free waiting at arrivals. Tolls shown upfront."
- "Serving Ludhiana, Khanna, Jagraon and nearby towns. Experienced, verified drivers."
Writing Meta (Facebook & Instagram) ads
- Visual first: real photos or short videos of your service — the car, the clinic, the finished kitchen. Faces and movement catch attention.
- First line hooks: only the first line or two show before "See more". "Planning a Manali trip this winter?" or "Wedding on 12 December? Only 3 dates left in our hall."
- Specific offer: what they get and why now.
- Proof: a short real review or number of customers served.
- Clear button: Send WhatsApp message, Call now, Book now, Learn more.
Our guide to click-to-WhatsApp ads covers a format that works well for Indian local businesses.
Principles for both platforms
- Specific beats general: "Same-day AC repair, 90-day warranty" beats "Best AC service".
- Talk about the customer: "Your family reaches the airport on time" rather than "We are a leading company".
- Match the landing page: if the ad says "₹999 cleaning", the page must show it immediately.
- Use local language where it fits: Hinglish or Punjabi lines can perform well on Meta for local audiences. Test against English.
- Write several versions and let results decide.
Compliance and honesty
- Don't use claims you can't prove ("No.1", "Cheapest", fake ratings).
- Healthcare, finance, immigration and some other sectors have extra advertising restrictions on Google and Meta. Check policies before launching. See doctor marketing for an example.
- Meta ads shouldn't call out personal attributes ("Are you diabetic?"). Rephrase around the service instead.
- Avoid excessive capitals, symbols and clickbait — both platforms may limit delivery.
Testing what works
Change one big element at a time: the offer, the main headline, the image. Give each version enough impressions before deciding. In Google Ads, check asset performance ratings; in Meta, compare cost per result. Keep a simple log of tests and what you learned.
Examples by industry
- Clinic: "Evening Dental Appointments in Mohali | Painless Root Canal | Book Today"
- Banquet hall: "Banquet Hall for 300 Guests in Patiala — Parking for 150 Cars. Check Your Date."
- Coaching: "IELTS Batch Starting 5 Nov — Small Groups, Free Demo Class"
Frequently Asked Questions
Should I put prices in ads?
If your price is competitive and stable, yes — it filters clicks. Otherwise mention "fixed fare" or "free quote".
How often should ad copy be changed?
Search ads can run for months if they perform. Meta creatives tire faster; refresh every few weeks.
Can I use AI to write ads?
Yes, as a starting point. Edit for accuracy, local language and your real benefits.
Why do my ads get clicks but no leads?
Usually a mismatch between ad and landing page, a slow page, or a weak call to action.
Let us write and test your ads
Joboo Web writes and manages ad campaigns. See Google Ads, Facebook Ads, or contact us.