Google Ads

How to Write Google Ads Descriptions in 90 Characters

Descriptions sit below your Google Ads headlines and give you 90 characters to convert interest into clicks. Most advertisers waste this space on generic claims. Here's how to use it properly.

What Google Ads Descriptions Actually Do

Descriptions appear in two lines below your headlines, often in a smaller font. They're read by users who are already interested enough to read past the headline. Your job in 90 characters is to: address an objection, expand on a benefit, or push to the CTA.

The Two-Description Strategy

RSAs allow up to 4 descriptions. Google shows two at a time. Build your descriptions in complementary pairs:

Description	Focus	Example Direction
Description 1	Core benefit + differentiator	What you get + why us
Description 2	Trust signal + CTA	Social proof + action
Description 3	Offer or urgency	Promotion + deadline
Description 4	Objection removal	Risk reversal + ease

Features vs Benefits in 90 Characters

Feature-led (weak): "Our plumbing service uses British Standard BS6700 compliant fixtures and fittings" (80 chars)

Benefit-led (strong): "Hot water that works when you need it — backed by our 12-month guarantee" (71 chars)

Features describe what your product is. Benefits describe what the customer experiences. In 90 characters, benefits almost always win.

Power Words That Work in Short Copy

• Urgency: Today, Now, This Week, Limited, Ends Friday
• Trust: Guaranteed, Certified, Accredited, Verified, Insured
• Value: Free, Included, No Extra Cost, Complimentary
• Speed: Same-Day, Instant, In 24 Hours, While You Wait
• Ease: No Hassle, Simple, One Call, No Paperwork

CTAs That Work in Description Copy

Google's CTA buttons are separate from description text, but you can reinforce the action in your description. "Call today for your free quote" or "Book online in 60 seconds" add specificity that generic CTAs lack.