Last updated: November 2026 · Answers by Andrew Gorton, freelance PPC specialist based in Chorley, Lancashire

Each answer leads with the short version. Prices are in pounds sterling and reflect the UK market as of November 2026.

25 questions on this page

What is a responsive search ad?

A responsive search ad (RSA) is the standard Google Ads text ad. You provide up to 15 headlines (30 characters each) and 4 descriptions (90 characters each), and Google tests combinations to show the best-performing version for each search.

How many characters are allowed in Google Ads headlines?

Headlines can be up to 30 characters, descriptions up to 90 characters, and the two display URL paths up to 15 characters each. Sitelink text is up to 25 characters and callouts up to 25 characters.

How do I write good Google Ads copy?

Mirror the search in the first headline, state your main benefit and proof (reviews, years, guarantees), include price or offer if competitive, add a clear call to action and use the location. Every headline should make sense on its own.

Should I pin headlines in Google Ads?

Pin sparingly. Pinning gives control, for example keeping your keyword or legal wording in headline 1, but reduces the combinations Google can test and can lower ad strength. Pin two or three variants to a position rather than one.

What is ad strength?

Ad strength is Google’s rating (Poor to Excellent) of how varied and relevant your RSA assets are. It is a guide, not a performance metric. An "Average" ad that converts well is better than an "Excellent" one that does not.

How do I improve Quality Score?

Group keywords tightly, write ads that use the keyword’s language, send clicks to a fast, relevant landing page that matches the search, and improve expected CTR with compelling ads and assets. Low Quality Score keywords may need their own ad group and page.

What is a good Quality Score?

7 or above is good, 5–6 is average and 1–4 needs attention. Brand keywords often score 9–10. Competitive generic terms may sit at 5–7 even in well-run accounts.

Does Quality Score affect cost per click?

Yes. Higher Quality Score generally lowers your cost per click and improves ad position, because it feeds into Ad Rank. Improving a keyword from 4 to 7 can noticeably cut its CPC.

How do I improve CTR on Google Ads?

Make headlines match the search, add numbers, prices and proof, use all relevant assets (sitelinks, callouts, structured snippets, call, image), test new copy against your best ads, and remove keywords that attract irrelevant impressions.

What is a good CTR for Google Ads?

For Search campaigns, a CTR of 3–6% is typical, and 8%+ is strong for local services. Brand campaigns often see 20–40%. Display CTRs are much lower, often well under 1%.

How do I get more clicks on Google Ads?

Increase budget where you are losing impression share to budget, raise bids or improve Quality Score where you lose to rank, add relevant keywords, improve ad CTR with better copy and assets, and expand locations or schedules that convert.

What are ad assets in Google Ads?

Assets (formerly extensions) add extra information to ads: sitelinks, callouts, structured snippets, call, location, price, promotion, image, lead form and business name and logo. They make ads bigger and usually improve CTR.

Sitelinks are extra links under your ad pointing to specific pages, such as "Pricing", "Reviews" or "Free Audit". Use at least four, each with descriptions.

What are callout assets?

Callouts are short non-clickable phrases such as "No 12-Month Contracts", "Free Quotes" or "Same-Day Service". Up to 25 characters each.

What are structured snippets?

Structured snippets list items under a header, such as "Services: Google Ads, Microsoft Ads, PPC Audits". They help qualify clicks before they happen.

Should I use call assets?

Yes, if phone calls are valuable to you. Call assets add a phone number or call button, can be scheduled to business hours and can be tracked as conversions when calls last a minimum duration.

Should I use image assets in search ads?

Yes, where eligible. Image assets can make search ads stand out and often lift CTR. Use clear, relevant images and review performance.

Should I use dynamic keyword insertion?

Use it carefully. It can increase relevance but can produce awkward or misleading ads if keywords are broad or contain misspellings or competitor names. Tightly themed ad groups and written headlines are usually better.

How often should I change my Google Ads copy?

Review ad performance monthly and test new headlines or descriptions every 4–8 weeks on higher-traffic ad groups. Give tests enough impressions and conversions before deciding.

Why are my Google Ads disapproved?

Common reasons are editorial issues (capitalisation, symbols, punctuation), destination problems (broken links, slow or redirecting pages), trademark use, restricted business categories and misleading claims. The policy manager explains each disapproval.

What does "eligible (limited)" mean in Google Ads?

It means the ad can show, but not in all situations, usually due to a policy restriction (such as trademarks or restricted content) or low search volume. Check the policy details for the specific reason.

What is landing page experience?

Landing page experience is Google’s assessment of how relevant, useful, fast and easy to use your landing page is for people who click your ad. It is one of the three Quality Score components.

What makes a good PPC landing page?

A headline that matches the search, a clear offer, trust signals (reviews, accreditations, photos), short forms, a visible phone number, fast mobile loading and one clear next step. Remove distractions such as unrelated navigation where possible.

Should I send PPC traffic to my homepage?

Generally no. Send each ad group to the most relevant service or product page, or a dedicated landing page. Homepages are often too general and convert worse.

What is a good conversion rate for Google Ads?

For lead generation Search campaigns, 5–15% is typical, with strong local service accounts often higher. Ecommerce conversion rates are usually 1–4%. Your own trend matters more than averages.

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