How do you decide what makes a good ad for your business? You should always ask yourself three questions before creating your campaigns.
Below, we will show you lots of examples and answers from a fictional bicycle shop in California called Betty’s Beach Bikes. We’ve also prepared a worksheet that you can download and print out—use it to try writing an ad for your own business.
Download the ad-writing worksheet
Question 1: What do I have to offer?
List the products and services you want to promote.
| Ask yourself | Possible answers |
|---|---|
| What does my business offer? | Bicycle for sale
Bicycle for rent |
| What are my key selling points? | End-of summer discounts
Affordable, stylish bicycles Large selection |
| What makes me stand out from other businesses? | Low prices
Friendly, helpful customer services Bicycle trade-in program |
Question 2: What do I want to accomplish?
Identify your main advertising goals and what you’d like to accomplish with your ads.
| Ask yourself | Possible answers |
|---|---|
| What action would I like my customers to take? | Visit website
Visit store Make bike rental reservations online |
| When should my customers take action? | End of August (for a limited-time offer or discount)
Year-round |
| How do I want customers to feel about my offerings? | Affordable
Family-friendly |
Question 3: Who are my customers?
Describe your customers, breaking them into different groups if you have different customer types with unique goals and needs.
| Ask yourself | Possible answers |
|---|---|
| Who are my customers? | Locals
Families Large groups |
| What are my customers’ needs or values? | Fun activity
Good value Memorable |
| What are my customers’ circumstances? | Want to shop online or in-person
In need of quick reservations Very basic knowledge about choosing the right bicycle |
Put it all together
Here are some examples of potential Google Search Ads from our fictional bicycle store, Betty’s Beach Bikes. Because Betty offers several different products and services, such as bike rentals and bikes for sale, she may consider writing different ads for each of her business categories.
| Price-sensitive shoppers |
| Betty’s Beach Bikes – 15% Off All Bikes in August www.example.com Low prices and huge selection. Free and fast delivery. Order online today! |
| Large groups looking for bike rentals |
| Betty’s Bike Rentals – 20% Off Rentals for 3 or More www.example.com Stylish bikes. Make your experience memorable. Reserve online in minutes! |
| Locals interested in purchasing a bike |
| Buy a Bike at Betty’s – Affordable Stylish Bikes www.example.com Our friendly staff will help you find the perfect bike. Visit our store today! |