Google Search Ads Copy & Extensions for B2B SaaS Founders

The Relevance-Revenue Connection

Your ad copy sits at the intersection of two forces: Google's algorithm and human psychology.

What Google wants: RELEVANCE.

Google profits when searchers find what they're looking for and return tomorrow. Miss the mark, and Google shows someone else's ad.

Quality Score = Ad Relevance × Expected CTR × Landing Page Experience

This isn't just a report card - it's your cost multiplier:

• Ad Relevance: How closely your ad matches search intent

• Expected CTR: Google's prediction of your click-through rate

• Landing Page Experience: How useful your page is post-click

Ad Rank = Max Bid × Quality Score × Extension Impact

Better relevance = higher positions at lower costs. The math is brutal and beautiful.

Target: 70% of your keywords scoring 7+ on Quality Score.

The Message-Match Multiplier

Maximum relevance comes from message-match: when your keyword, ad copy, and landing page speak the same language.

The chain reaction:

• Keyword: "CRM for real estate agents"

• Ad Headline: "CRM for Real Estate Agents"

• Landing Page H1: "The #1 CRM for Real Estate Agents"

Google's algorithm rewards consistency. Your prospects trust familiarity. Win-win.

Responsive Search Ads: The BOFU Framework

Mental Model: Ad Copy's Single Job

The purpose of ad copy is to sell the click, not the product.

• Ad copy sells the click → Gets them to your landing page

• Landing page above-the-fold earns the scroll → Keeps them engaged

Your ad's only job is relevance and trust-building sufficient for that click. The conversion happens on your page, not in your headline.

Pro tip: Use headline and description pinning to control which messages appear in which positions. This ensures your exact-match headline always shows first, and your strongest differentiator stays visible. It's the difference between hoping Google shows your best copy and guaranteeing it.

RSAs can juggle 3-15 headlines and 2-4 descriptions. But more options don't mean better results - BOFU searchers want clarity, not creativity.

Character limits: Headlines max 30 characters, descriptions max 90 characters. Every character counts for BOFU clarity.

Reality check: Ad Strength scores are theater. Ad Rank determines who gets seen.

The 3-Headline System for BOFU Buyers

Bottom-funnel searchers know what they want. Your job is to confirm you have it.

Headline 1: Exact Match. Mirror their search query. Exactly.

• Searching "email marketing tool pricing" → "{AppName} Email Marketing Pricing"

• Searching "CRM integrations Salesforce" → "CRM Integration for Salesforce"

• Searching "project management tool" → "#1 Project Management Tool"

Headline 2: Differentiate + Prove. Show why you're different (compared to other search results) and back it up.

• "Rated #1 by 50,000+ Marketers"

• "Trusted by Fortune 500 Orgs"

• "99.9% Uptime SLA Guaranteed"

Headline 3: Remove Friction. Make the next step risk-free.

• "Start Free Trial - No CC Reqrd"

• "Get a 15 Minutes Demo"

• "30-Day Money-Back Guarantee"

The 2-Description Formula

Description 1: Benefit + Social Proof. Quantify the outcome and validate with numbers.

• "Increase email ROI by 300%. Trusted by 10,000+ growing companies."

• "Close deals 40% faster. Join 5,000+ sales teams."

Description 2: Handle Objections. Address the biggest barrier to BOFU conversion.

• "Free migration from any platform. Cancel anytime."

• "SOC 2 compliant. Enterprise-grade security included."

• "No setup fees. Implementation in 48 hours."

BOFU Copy Principles That Convert

These principles apply to every piece of copy you write - headlines, descriptions, and extensions.

1. Exact Match > Creative Wordplay

Do this: "Project Management Software" (for keyword: project management software)
Not this: "Supercharge Team Productivity"

Why: BOFU searchers scan for exact matches. Creative headlines get skipped.

2. Specificity > Generic Claims

Do this: "CRM for Real Estate Teams"
Not this: "Customer Management Solution"

Why: Specific = relevant = higher Quality Score = lower costs.

3. Proof > Promises

Do this: "Rated #1 by 10,000+ Users"
Not this: "The Best CRM Software"

Why: BOFU buyers are skeptical. They need evidence, not claims.

4. Transparency > Trickery

Do this: "From $49/user/month"
Not this: "Affordable Pricing"

Why: Price-conscious BOFU searchers appreciate honesty upfront.

5. Title Case > Sentence Case

Do this: "Get Started Today"
Not this: "Get started today"

Why: Title case signals professionalism and importance.

Extensions: The Underused BOFU Converters

Extensions are free real estate that push competitors down the page. For BOFU searchers evaluating options, they're decision-making shortcuts.

Sitelink Extensions (Priority #1)

Address the core BOFU evaluation criteria:

• "Pricing" (cost comparison)

• "Free Trial" (risk-free evaluation)

• "Customer Stories" (social proof)

• "Integrations" (technical fit)

• "Security" (compliance concerns)

• "Demo" (product walkthrough)

Callout Extensions (Priority #2)

Handle common BOFU objections upfront:

• "No Setup Fees"

• "Cancel Anytime"

• "Free Migration"

• "SOC 2 Compliant"

• "99.9% Uptime SLA"

• "24/7 Support Included"

Structured Snippets (Priority #3)

Show solution depth and breadth:

Service Types: Implementation, Training, Support, Migration
Features: API Access, Custom Reports, White-Label, Mobile App
Integrations: Salesforce, HubSpot, Slack, Zapier

The Copy-Conversion Audit

Before you publish, run this 5-point check:

1. Exact Match: Does H1 mirror the target keyword exactly?

2. Differentiation: Is your competitive advantage crystal clear?

3. Proof: Have you included specific, quantified credibility?

4. Friction: Have you addressed the biggest conversion barrier?

5. Action: Is the next step obvious and risk-free?

Template Library for BOFU Campaigns

Note: You can create and pin multiple variations of H2, H3, D1, and D2 while following these outlined rules. Just ensure your combinations make logical sense together - avoid conflicting messages or redundant claims across headlines and descriptions.

Brand Searches

H1: {Company Name} - Official Site
H2: Trusted by 10,000+ Companies
H3: Start Your Free Trial Today
D1: The #1 [category] software. Join growing teams worldwide.
D2: No setup fees. Cancel anytime. 30-day money-back guarantee.

Commercial Intent (Pricing, Features, Comparisons)

H1: [Exact Keyword Match]
H2: [Differentiator + Social Proof]
H3: [Risk-Free CTA]
D1: [Quantified benefit] + [customer count/rating]
D2: [Objection handling] + [unique selling proposition]

Example:

• Keyword: "email marketing software"

• H1: {AppName} - Email Marketing Tool

• H2: Rated #1 by 50,000+ Marketers

• H3: Start Free Trial - No CC Reqrd

• D1: Send unlimited emails from $9/month. Trusted by growing teams.

• D2: 30-day money-back guarantee. Free migration included.

Your 30-Day BOFU Copy Sprint

Week 1: Audit existing ads using the 5-point copy-conversion check
Week 2: Rewrite headlines using exact match + differentiation formula
Week 3: Add BOFU-focused extensions addressing evaluation criteria
Week 4: Launch first A/B test on social proof formats

Wrap-up: Relevance pays the bills

Great BOFU copy isn't about being clever - it's about being found, trusted, and chosen. Match intent exactly, differentiate clearly, and remove friction completely.

Every BOFU searcher is a potential customer with credit card in hand. Your ad copy is either the bridge or the barrier between search and sale.

Remember: Google rewards relevance with visibility. BOFU buyers reward clarity with conversions. Give both what they want.

Reply with your toughest BOFU copy challenge; I'll break down the exact fix.