How to Write an Ad Headline That Attracts Clicks

The ad headline is the first thing a user sees in the search results list and on Google. It is what decides whether the ad is opened or scrolled past, even if there is a great product or service inside.

In this article, we'll break down how to write an ad headline that grabs attention, increases click-through rate (CTR), and brings in more responses.

Why the Ad Headline Is So Important

A user typically:

• sees dozens of similar ads,
• spends a few seconds choosing,
• clicks only on headlines that are immediately clear and useful.

If the headline is:

• too general,
• uninformative,
• or looks like everyone else's,

the ad simply gets lost among others.

The Main Mistake: Too General Headline

Examples of weak headlines:

• Selling phone
• Renting apartment
• Providing services
• Good item

Such headlines:

• do not explain exactly what is being offered,
• do not stand out,
• work poorly in search.

Formula for a Good Ad Headline

A working formula looks like this:

What you offer + key feature + important detail or benefit

Examples:

• iPhone 13, 128 GB, excellent condition
• Apartment renovation turnkey, fast and with warranty
• IKEA sofa, almost new, pickup
• Office cleaning in Bratislava, one-time or regular

Such a headline immediately answers the user's question: "Is this ad right for me?"

Use Specifics

A good ad headline is always specific.

Compare:

Bad:

Selling laptop

Good:

Lenovo ThinkPad X1, 16 GB RAM, SSD 512 GB

Specifics:

• increase trust,
• save user time,
• increase the number of targeted clicks.

Add Important Details, But Don't Overload

In the headline, it is important to indicate:

• model or type of service,
• condition,
• format (rent, sale, service),
• sometimes city or district.

But you should not:

• write long sentences,
• use unnecessary words,
• add information that is better revealed in the description.

What Not to Do in an Ad Headline

Common mistakes:

• Using ALL CAPS
• Putting many exclamation marks
• Writing abstract phrases like "best offer"
• Lying or embellishing
• Making the headline too long

Such headlines reduce trust and are often ignored.

Headline and SEO: Why It Matters for Google

The ad headline affects not only clicks but also search visibility.

A good headline:

• contains keywords,
• matches real search queries,
• is better indexed by Google.

For example, the headline "Washing machine repair in Košice" will be found more often than "Quality master services".

Example of Good and Bad Headline

Bad:

Urgent, profitable

Good:

Bosch washing machine, working condition, delivery

The difference is obvious: the second option immediately gives an understanding of exactly what is being offered.

Checklist for a Good Ad Headline

Before publishing, check the headline:

• Is it clear exactly what you are offering
• Is there specifics
• Are words used that users search for
• Are there no unnecessary emotions and deception
• Would you want to click on such an ad yourself

If the answer to all questions is "yes" — the headline works.

Conclusion

A correct ad headline:

• increases the number of clicks,
• increases trust,
• brings more responses,
• helps the ad stand out among competitors.

If you are not sure how to formulate a headline, you can use the AI Ad Generator on Ozna.sk, which helps create clear and attractive text based on a few inputs.

Sometimes one successful headline decides more than a price reduction.