Proven headline and description templates you can adapt for any service business.
Great ad copy follows proven formulas. You don't need to be a creative writer to write Google Ads that convert - you just need to understand what your customers are looking for and present it clearly. Here are five headline formulas that consistently outperform generic alternatives.
Formula 1: [Service] in [Location] - [USP]. Example: 'Boiler Repair Manchester - Same Day Service'. This format immediately tells the searcher you offer what they need, where they need it, with a compelling reason to choose you. It's the most reliable formula for service businesses.
Formula 2: [Number] [Benefit] - [Service]. Example: '24/7 Emergency - Plumber Manchester' or '5-Star Rated Electrician in Leeds'. Leading with a number or specific benefit grabs attention and differentiates you from competitors using generic headlines.
Formula 3: [Problem] + [Solution] in descriptions. Example: 'Boiler broken down? Our Gas Safe engineers provide same-day repair across Manchester. No call-out fee. Fixed price quotes. Call now.' This formula acknowledges the customer's problem and immediately offers a solution with trust signals. It works because it shows empathy and competence simultaneously.