Let the Ads Do Their Job (And Your Landing Page Do the Rest)

Why Your Copy Guidelines Are Valuable — But Don’t Always Belong in a Google Ad

You’ve taken the time to craft thoughtful copy about your business. You’ve listed the features of your venue, your packages, your team, and everything that makes you stand out. Naturally, you want that reflected in your Google Ads.

But here’s the truth: not all great copy belongs in a Google ad.
And that’s okay because great Google Ads aren’t supposed to do all the talking.

The Real Job of a Google Ad

A Google ad isn’t a brochure. It’s not there to tell your full story.
It’s a hook. A signpost. A quick “hey—you might be looking for this.”

That means the best-performing ads are:

• Short and sharp
• Keyword-driven
• Customer-focused (not business-focused)
• And measurable by how many people click through

Google gives us just 30 characters for headlines and 90 for descriptions. So, we need to make every word count.

Where Your Copy Guidelines Fit In

As an example—for hospitality venues, your detailed descriptions of venue capacity, wine lists, event types, and catering options are incredibly useful, just not always in the ad copy itself.

Instead, here’s how we use them:

Your Info	Where It Works Best
“Capacity for 100–120 guests” “Customisable menus” “Flexible drinks packages” “8 inviting and affordable spaces” “Adelaide Hills views and hospitality”	On your landing page, visible right away In a sitelink or callout extension On your PDF package downloads In a gallery page or landing page section In the first paragraph of your landing page copy

Here’s How You Can Help Your Campaign Win

We love your ideas. The best results happen when you share your goals and what makes your business special. But when it comes to what goes in the ads, let us focus on what’s proven to work.

Here’s what we recommend:

Be open to simplification

Don’t worry if we trim or reword something—ads aren’t about saying everything, they’re about sparking action.

Invest in your landing page

That’s where your details shine. If you want people to see your menu, your gallery, your features—they need to land somewhere that shows it clearly.

Offer downloadable content

PDFs like event packages or venue hire guides help us create stronger sitelinks and CTAs. For more on sitelinks in Google Ads, visit Google’s Ad blog.

Make it visual

We can drive people to a gallery page, but only if you have one! High-quality event photos go a long way in boosting conversion.

Trust the Process

At the end of the day, you’ve hired professionals to drive performance—and that means balancing your brand voice with ad copy that works in Google’s system. We’ll always use your input, but we’ll also make the final call on what goes into the ads, based on best practice and results.

Let’s build your next campaign together—with ads that catch attention and pages that seal the deal.