The best creatives for performance marketing

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People report that usefulness is their top expectation from brands since the start of the COVID-19 pandemic, with 78% saying a brand’s advertising should show how it can be useful in everyday life.

To help you create engaging, useful ads that bring your brand and products to life, we’ve combined our recommended creative best practices across all Google Ads solutions with performance insights from Creative Works.

Dive in to learn the creative standards that will help you drive better performance for your digital marketing campaigns.


Consumers report that kindness is their top request
from brands, and 78% say ads should show how
brands can be helpful in everyday life.


Every advertising experience offers the opportunity to be useful and engaging by connecting with your audience. This makes creative quality one of the most important, communication directors email list if not the most important driver of your campaign’s success.


Well-structured and engaging assets – a clear call to action (CTA), engaging copy and immersive image or video elements – ensure your campaign can deliver optimal results.


To help you get there, we’ve compiled the most useful creative best practices
for Google Ads into one coherent guide.


We dive deeper into each creative ingredient so you can combine the best assets to drive even better performance for your campaigns.

We also gained insight from our in-house team at Creative Works, who work with some of the world’s leading brands to better understand the DNA of effective creativity. Whether you want to optimize your existing creative strategies or create impactful assets for your next campaign.


1. Lead with a clear call to action (CTA)

Without a strong CTA, your audience may not realize what you have to offer and how to take action.

Provide distinct calls to action in your title and descriptions with clear benefits related to your audience's interests, the search, or the landing page you're directing them to.

Highlight your brand/name prominently throughout your assets to help your audience quickly recognize your business and take action.

Adjust your CTAs according to your conversion goals. For example, if you want to drive
sales, include a call to action to buy your product with the product name in the description or title.


Experiment with customization

Using words like “you” in your ad copy can help you drive engagement by connecting more authentically with your audience:

Custom headlines perform up to 1.3 times better for your campaign objective vs. non-custom headlines.


Custom descriptions can perform up to 2x better for your campaign objective vs.
non-custom descriptions.


Highlight information about your product and offers. Include details such as variety, pricing and availability along with promotions, shipping details or services within the headlines and descriptions.


Headlines with an offer perform 38% better for your campaign goal than descriptions without. Headlines with an offer perform 27% better for your campaign goal than descriptions without.


Consider adding extensions where available. For video ads, reiterate your CTA throughout the ad using text, animation, or voiceover.