Google Ads Performance Max Ad Copy Template (2024 update)

In this post, I’ll share the exact Performance Max ad copy framework we use at my Google Ads agency to create effective ad copy for our clients. Using a structured approach helps us produce high-quality, persuasive ads that drive conversions.

Why Use an Ad Copy Framework

Using an ad copy framework helps organize your message, making it clear and persuasive. It guides you to focus on key points, like what your product is, why it’s great, and how it helps the customer. This makes your ad more effective and saves time by giving you a proven structure to follow.

Creating a Performance Max campaign involves filling in a lot of assets: 15 headlines, 5 long headlines, 5 descriptions, and more. Without a clear structure, it can be overwhelming. When I first started, I often felt intimidated by the number of headlines required. I would rush to fill them in, sometimes even using the auto-generated options, which were not effective.

Download the framework here: Click here

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How the Framework Works

Headlines

The framework starts with filling out 15 headlines using a structured approach:

• • Headline 1: Product Name.
  • Headlines 2-4: Product Description (what the product is).
  • Headlines 5-10: Benefits of the product.
  • Headlines 11-15: Social proof, shipping/returns, brand name, and calls to action.

Long Headlines

Once your short headlines are ready, you can reuse parts of them for your long headlines:

1. Long Headline 1: Product name and description.
2. Long Headline 2: Product name, desired outcome, and a common objection.
3. Long Headlines 3-5: Focus on benefits, social proof, and a call to action.

Descriptions

Descriptions also follow a logical order to ensure clarity and persuasion:

1. Description 1: Short product description.
2. Description 2: Product description with social proof.
3. Description 3: Key features/benefits and social proof.
4. Description 4: Desired outcome and addressing objections with a call to action.
5. Description 5: Information on deliveries and returns with a call to action.

Extra Details

The framework also includes fields for business names and page paths, ensuring all relevant information is filled out before uploading your campaign.

Benefits of Using an Ad Copy Framework

• Consistency: Having a clear structure ensures consistency across all your ad assets, making sure you get all the important information.
• Time-Saving: Once your framework is in place, creating new campaigns becomes a fast and straightforward process. You can simply copy and paste your content into Google Ads Editor.
• Quality Control: By following this structure, your team can easily review each other's work, check for errors, and improve ad quality before submitting it for client approval.

Quick Campaign Setup in Google Ads Editor

Once your ad copy is ready, you can upload your campaign into Google Ads Editor with just a few clicks. Simply copy your asset groups, headlines, descriptions, and other details from your framework and paste them into Google Ads Editor. This makes the campaign creation process fast and efficient.

Conclusion

An ad copy framework helps ensure that every ad you create is persuasive, well-organized, and ready to convert. It simplifies the creation process, boosts ad quality, and saves time for your team. So, if you're running Performance Max campaigns, this framework can be a game changer for your workflow.

If you're an e-commerce brand and want expert help to scale your Google Ads campaigns, feel free to schedule a call with us today. We'll discuss your goals and how we can take your campaigns to the next level!