What is a headline?

A headline is the line of text at the top of an ad and the first thing people read. In a responsive search ad in Google Ads, a headline can be up to 30 characters long and you supply up to 15 headlines. Google shows several headlines together in one ad and rotates the combinations.

Why is a headline important?

First impression: the headline decides whether someone keeps reading or scrolls past.
Relevance: a headline with the keyword shows you answer the search.
Effect on CTR: a clear headline can lead to more clicks.

Examples of a headline

“Replace Your Boiler” matches the keyword directly.
“Free Quote Within 24 Hours” names a concrete benefit in 28 characters.
“Order Today, Delivered Tomorrow” contains a call to action.

How do you use a headline?

Give each headline one benefit, keyword or call to action and keep every headline readable on its own, because Google combines them in changing order. Do not repeat phrasing and use the 30 characters wisely. You build a complete ad inside Google Ads campaigns.

Headline