What actually works in Google Ads

You only have a few seconds to catch a searcher’s eye. To figure out exactly how to do that, a recent study by WordStream analyzed 180 ads with top Google Ad Ranks.

Here are the top copy traits of the most visible ads:

1) “Today” is the most common word in highly visible Google Ads.

The word appeared in 230 ads, followed closely by “Call.” Urgency is still the undisputed king of high-intent marketing.

When someone searches for a plumber or a coffee shop, they usually want a solution immediately, not next week.

2) “Now,” “Free,” and “Get” are among the most common power words.

Power words help you tap into the three decision-making processes: Trust, emotion, and logic. While urgency words dominated the list, value-driven terms were close behind.

3) Many ads with a high Ad Rank include numbers.

The study found that 358 ads used numbers in their copy. Visually, digits like $2,500 or 0% cut through the wall of text. But psychologically, they also build trust through specificity.

4) Quality and trust trounced price as the leading value words.

“Price” only appeared 19 times. Instead, trust and quality-related words like “expert” took the top spots. Even when customers are budget-conscious, reliability is more important.

5) “Top” topped the list of superlatives.

This is no time to be subtle. The data suggests that if you have the highest-rated product or the best technicians, you need to make that the centerpiece of your ad.

6) The most common call to action was a phone call.

Clear CTAs appeared in 54% of descriptions, and asking for a phone call was the most popular request. For many service-based businesses, a phone call is the most valuable type of lead available.

7) When it comes to adjectives, “luxury” was used the most.

Overall, adjectives only appeared in 20% of headlines. This is a missed opportunity; adding a simple “expert” or “top” can instantly boost perceived value.

8) The most popular headline punctuation is ampersands and hyphens.

Meanwhile, effective ads rarely used exclamation points or question marks. The lack of “shouting” suggests that professional, restrained copy generates more trust than sensationalist clickbait.

It’s easy to overcomplicate copywriting. This data is a great reminder that the fundamentals: urgency, specificity, and professionalism usually get the click.