Google Ads ad copy: what works and what doesn’t in 2024

New data reveals that common optimization strategies like Ad Strength and creative length may not correlate with better ad performance.

Great ad copy is crucial for Google Ads success, but the rules of engagement can be elusive. Optmyzr analyzed over 1 million ads, providing fresh insights into what drives performance.

Why we care. Having a solid ad copy strategy as a PPC expert is crucial. However experts of many years are still struggling to assess the best approach to ad copy. It doesn’t help that the goal post of good ad copy keeps changing, thanks to the platforms. Lately the conversation has been on the importance of Ad strength. This research could help to shine a light on what path you should take.

By the numbers:

• Over 22,000 accounts analyzed, with a monthly spend of at least $1,500.
• Over one million ads, across Responsive Search Ads (RSAs), Expanded Text Ads (ETAs), and Demand Gen, were reviewed.
• Key metrics like cost per acquisition (CPA), click-through rates (CTR), and ROAS were studied.

Key questions analyzed:

1. Is there a link between Ad Strength and performance?
2. How does pinning assets impact outcomes?
3. Title case vs. sentence case: which format performs better?
4. Does creative length influence results?

Ad Strength: A misleading metric?

Google’s Ad Strength metric is often considered a helpful guide, but does it actually lead to better performance? Optmyzr’s data indicates no clear correlation between Ad Strength and the key metrics that matter.

• Findings: RSAs with an “average” Ad Strength had better CPA, conversion rates, and ROAS than those with “excellent” Ad Strength.
• Takeaway: Don’t obsess over Ad Strength. Instead, focus on creating ads that resonate with your audience and prioritize results.

To pin or not to pin?

Pinning assets to specific positions within ads is a hotly debated tactic. Some marketers swear by it to enforce creative control, while others prefer to let Google’s automation handle asset placement.

• Findings: Ads with “some pinning” perform well on cost-based metrics like CPA and ROAS. However, fully pinned ads show higher CTRs, though the differences are minor.
• Takeaway: Pin strategically, but don’t overdo it. Trust Google’s AI to handle asset placement where appropriate.

Title case vs. sentence case: Which is better?

This debate has persisted for years. Optmyzr’s data revealed that sentence case, surprisingly, outperformed title case in most key metrics.

• Findings: Sentence case ads had higher ROAS and lower CPAs, particularly for RSAs and Demand Gen ads.
• Takeaway: Test sentence case in your ads—especially if your current ads aren’t performing well.

Creative length: Does bigger mean better?

Advertisers often believe that longer ads, which take up more screen real estate, perform better. However, Optmyzr’s research debunks that theory.

• Findings: Shorter headlines consistently outperformed longer ones, while longer descriptions seemed to have a slight edge, though not by much.
• Takeaway: Focus on clear, compelling messaging over character count. Quality trumps quantity in today’s Google Ads environment.

Bottom line. Optmyzr’s data-driven analysis offers actionable insights for marketers. Don’t get bogged down by Google’s Ad Strength or old creative habits like title case and longer ads. Instead, prioritize creating impactful, concise messaging and trust the data to guide your decisions.