5 SEM Ad Copy Best Practices for Text Ads With Examples

Imagine you’re searching for a financial advisor in Lexington, Kentucky. You Google “financial planning near me,” and up pops an ad that says:

It grabs your attention, right? That’s the power of solid search engine marketing or SEM ads, which rely text.

But many small- and mid-sized businesses struggle to get it right. Poor copy can hurt your click-through rate (CTR) and leave your ads floundering.

Here at Zoe Marketing & Communications, we’ve helped clients turn their ads around with sharper, more effective messaging. In this article, we’ll show you how to elevate your SEM ad game with clear examples and actionable best practices.

What SEM ad copy is

At its core, SEM ad copy is text that appears at the top of search results, urging people to click. It’s labeled as sponsored. And, typically, you have limited space to make an impact.

• Headline: The hook, up to 30 characters, that grabs attention.
• Description: A short explanation (up to 90 characters per line) that encourages action.
• Display URL: Shows your website link, often customized to reflect the ad’s message.

Each piece should work together to convince someone to click — and ultimately take action.

5 SEM ad copy best practices

Let’s break down five essential tips for writing stronger SEM ads that drive results.

1. Focus on value, not features

Instead of listing everything you offer, speak to your audience’s desires and challenges. Address the “why” to connect emotionally. Here’s an example for an autism therapy center:

• Feature-focused: “Autism Therapy Sessions Available. Get ABA services for kids on the spectrum.”
• Benefit-focused: “Transform Your Child’s Life. Discover personalized ABA therapy where empathy, growth, and support await you.”

The second example emphasizes the life-changing impact, appealing directly to parents’ hopes and concerns.

2. Use action-oriented language

Motivate readers to act by using powerful verbs and urgency. For a tourism agency, action-oriented language could look like:

• Weak: “Paris Tours Available. Book a trip now to experience France.”
• Strong: “Discover Paris’ 5 Hidden Gems. Book the adventure of a lifetime!”

The strong version invites readers to explore and sparks curiosity, while the weak one is straightforward but bland.

3. Include a sense of trust and credibility

If you have awards, certifications or stats that back up your claims, include them in your ad copy. This builds trust and reassures potential customers. For example, a roofing company could say:

• With social proof: “Your Home Deserves the Best. Join 500+ satisfied homeowners who trust our durable, leak-proof roofing solutions.”
• Without proof: “Choose the Best! Use our top roofing services for all your needs.”

Trust signals reduce hesitation and make your claims more believable.

4. Test variations and monitor performance

Running multiple versions of your SEM ads is essential to find what resonates most with your audience. Try different headlines and descriptions, then track metrics like click-through rate (CTR) and conversions.

Example test headlines:

• Headline A: “Get Your First Session Free – Book Today!”
• Headline B: “See What 1,000+ Families Love About Our Counseling Services.”

Compare which version drives more clicks and adjust accordingly.

5. Make every word count

With limited space, every word in SEM ad copy matters. Avoid filler phrases and focus on concise, impactful language. For a school, here’s how brevity works:

• Wordy: “Diverse Educational Programs for Students. We offer a wide array of classes for all ages in unique, enriching environments.”
• Compact: “Kids Excel at Summit Academy. Proven success for K-8 students.”

The compact example communicates the value clearly and quickly, increasing the chances of a click.

Next steps for creating impactful SEM ad campaigns

Crafting SEM ad copy that works takes practice. But focusing on value, using clear language and building trust can help you connect with your audience and improve results.
Need expert guidance? Talk to Zoe Marketing & Communications about building your next SEM campaign. Or check out these related articles:

• Search engine marketing 101, including visuals of common examples
• How to create successful digital ads that help drive conversions