Here’s a breakdown of why most Google Ads flop before they even show up

So in this issue, there will be a break down on how we write, pin, and test ads that scale and why unstructured copy is silently killing your ROAS.

Click in and read, this one could save you thousands.

Create ads that earn clicks, lower CAC, and scale faster even in low-volume accounts.

Every line in your Google ad should earn its place.

 The best-performing Google Ads don’t just show up, they’re strategically assembled to connect with intent, convert cold traffic, and scale efficiently.

Yet most brands waste impressions by relying on generic, bloated copy that’s either redundant or too broad.

Here’s how we structure high-performing ads, and when you should use pinning to speed up learning.

Headline 1: Grab attention with intent + clarity:

This is your hook, it should prove to the user you understand what they’re searching for.

Best practices:

• Use keywords but make it specific, not robotic

• Add a CTA or pain-point reference

• Localise or qualify (if needed)

Pro tip: If your ad group is too broad, you’ll never write a headline that feels personal or relevant. Fix your structure before you fix your copy.

Headline 2: Give them a reason to choose you:

Now that they’re looking, tell them why you’re the best choice.

What to include:

• Unique selling points (USPs)

• Emotional hooks

• Offers, bonuses, or proof

• Benefits + CTA (e.g. “Delivered in 2 days”)

In B2B, you can use this to prequalify and speak to a specific role or use case to filter out irrelevant clicks.

Headline 3: Establish authority:

This line shows less often, but when it does, it’s where you close the deal.

Try this:

• “10,000+ 5-star reviews”

• “$1.3M recovered for clients”

• “Australia’s #1 rated planner”

If you don’t pin Headline 3, unpinned assets can get promoted as site-links which can drive even more clicks to the same landing page.

Should you pin your headlines?

If your ad groups are getting thousands of impressions/month, Google will eventually learn which headlines work best.

But for lower-volume groups (which is most eCom brands), pinning helps you:

• Force essential CTAs or benefits to show

•  Speed up learning by reducing headline permutations

•  Improve consistency across ad combinations

 Example: With 15 headlines and 4 descriptions, Google can generate 47,280 combinations.

If each needs 500 impressions to optimise, you’d wait 197 years.

Pinning isn’t a crutch, it’s a lever, especially early on.

 And it often results in:

• Higher CTRs

• Better conversion rates

• Cleaner, more strategic combinations

Even if it “reduces ad strength,” that’s a vanity metric not a real performance factor.

 Bonus: Turn extra headlines into site-links

If you pin all three headline positions but still want extra clickable space:

• Write unpinned headlines

• Google may promote them to site-links, sending traffic to the same landing page

• Limit your campaign-level site-links to 2–3 so Google fills in the rest with your unpinned lines

More real estate, control, same destination.

 Here’s a final Word for you reading this:

A great ad does 3 things in under 90 characters:

• Captures attention

• Convinces with proof

• Converts with clarity.

Cheers, Patrick.

CEO & Founder of Ad Lab.

If you’d like our direct help to scale your brands with Google ads, we’re offering a limited number of spots to do just that.

Book a 30-minutes Google ads calendly.com/ad-lab-io/free-audit

We’ll give you:

• An in-depth audit of your account, where we'll uncover any weak spots that are silently wasting your budget and hidden revenue streams that you're not tapping into.

• A personalised 90-day roadmap to put you in the best position to scale your Google Ads profitably.

This offer is for brands spending over $30k/month on Google Ads or making more than 1 million annually.

If you're below that, you don't need an agency to make a profit with Google Ads.