How to Create Google Search Ads with Gabriel
Gabriel is your AI advertising strategist inside Zaturn. This guide shows you exactly how to use him to create Google Search Ads for your business — from headlines and descriptions to keyword strategies and ad extensions — even if you've never run a paid ad before.
Gabriel is your AI advertising strategist inside Zaturn. This guide shows you exactly how to use him to create Google Search Ads for your business — from headlines and descriptions to keyword strategies and ad extensions — even if you've never run a paid ad before.
What are Google Search Ads and why do they matter for your business?
Google Search Ads are the text-based ads that appear at the top and bottom of Google when someone searches for something. Unlike social media where you push content in front of people, Search Ads are "pull" marketing: you're showing up at the exact moment a potential customer is actively looking for what you sell. That's why Search Ads consistently deliver some of the highest conversion rates in digital advertising.
In 2026, Google Search remains the single most powerful intent-based advertising channel on the internet. When someone types "best accountant near me" or "buy running shoes online," they're telling you exactly what they want. Your ad appears, they click, and they land on a page that gives them exactly that. No interruption, no hoping they'll notice — just a direct match between what someone needs and what your business offers.
The challenge for most small business owners is that Google Ads feels technical and intimidating. Responsive Search Ads, Quality Scores, keyword match types, ad extensions, negative keywords — the terminology alone can put people off. That's precisely what Gabriel handles. He walks you through every step, builds the complete ad structure, and gives you everything you need to launch a campaign that actually converts.
Stat | What it means for your business |
|---|---|
3–6% average click-through rate for Search Ads | Significantly higher than Display or social ads because people are actively searching |
Top 3 positions capture 75%+ of clicks | Getting your ad to the top of the page is critical |
Quality Score can reduce your cost per click by 50% | Well-written ads with relevant keywords cost less to run |
Ad Rank = Max Bid x Quality Score x Extensions | It's not just about budget — better ads literally cost less |
Google tests combinations of your headlines and descriptions | You provide the building blocks, Google's machine learning finds the best-performing mix |
What Gabriel actually does for Search Ads
Gabriel is built specifically to understand Google Ads — its auction system, its Quality Score mechanics, and what actually drives clicks and conversions. Here's a breakdown of everything he handles:
What Gabriel creates | What it is |
|---|---|
15 headlines | A diverse set of headlines across brand, keyword, benefit, feature, CTA, and trust categories — each under 30 characters |
4 descriptions | Expanded value propositions with clear calls to action — each under 90 characters |
Keyword strategy | 10–15 targeted keywords with a mix of exact, phrase, and broad match types |
Negative keywords | A list of irrelevant terms to exclude so you don't waste budget on the wrong clicks |
Display URL paths | Two short keyword-rich URL paths (max 15 characters each) that appear in your ad |
Ad extension recommendations | Sitelinks, callouts, and structured snippets — free extra real estate in your ad |
Quality Score guidance | Specific tips to improve your Expected CTR, Ad Relevance, and Landing Page Experience |
UTM tracking parameters | Ready-made tracking parameters so you can measure exactly where your conversions come from |
A/B test suggestion | An alternative headline theme or keyword angle to test against your primary ad |
How Google Ads publishing works in Zaturn: If you've connected your Google Ads account in Settings, Gabriel can push the campaign directly to your account. The campaign is always created as PAUSED — nothing goes live until you explicitly activate it. If you haven't connected your account yet, Gabriel still builds the complete ad structure for you to set up manually.
Before you start — the Search Ads basics
New to Google Search Ads? Here are the essentials before you start using Gabriel.
How Search Ads actually work
When someone searches on Google, an instant auction happens behind the scenes. Google looks at every advertiser who has bid on keywords relevant to that search and decides which ads to show, in which order. Your position in that auction depends on three things: how much you're willing to pay per click (your bid), the quality of your ad (Quality Score), and the expected impact of your ad extensions.
The good news: you don't need the biggest budget to win. A well-crafted ad with high relevance can outrank a competitor who's willing to pay more per click. Gabriel builds every ad to maximise your Quality Score, which means you get more clicks for less money.
What is a Responsive Search Ad?
Responsive Search Ads (RSAs) are Google's current standard format. Instead of writing one fixed ad, you provide Google with up to 15 headlines and 4 descriptions. Google's machine learning then tests different combinations to find out which headlines and descriptions perform best together for different searches. This means your ad automatically optimises itself over time.
Gabriel provides all 15 headlines and 4 descriptions in a single output, with enough diversity across categories that Google can test a wide range of combinations.
Quality Score in plain English
Quality Score is a 1–10 rating Google gives each keyword in your account. It's based on three things: Expected Click-Through Rate (will people click your ad?), Ad Relevance (does your ad match what people searched for?), and Landing Page Experience (does your website deliver what the ad promised?). A higher Quality Score means Google charges you less per click and shows your ad in a better position.
Gabriel writes every ad with Quality Score in mind — matching keywords to headlines, writing compelling CTAs, and flagging if your landing page needs improvement.
Character limits are strict
Google rejects ads that go even one character over the limit. These limits are non-negotiable, and Gabriel enforces them on every ad he creates.
Element | Character limit |
|---|---|
Headlines | 30 characters each (you provide up to 15) |
Descriptions | 90 characters each (you provide 4) |
Display URL Path 1 | 15 characters |
Display URL Path 2 | 15 characters |
Sitelink text | 25 characters |
Callout text | 25 characters |
Keywords are what trigger your ad
Your ad only shows when someone searches for a term that matches one of your keywords. Choosing the right keywords is one of the most important decisions in your campaign. Gabriel generates 10–15 targeted keywords with the right match types and also provides negative keywords to prevent your budget from being wasted on irrelevant searches.
Tip: Don't skip negative keywords. Without them, your ad might show for searches like "free accounting software" or "accountant jobs" — people who have no intention of becoming your customer. Gabriel always includes a negative keyword list.
How to prompt Gabriel for Search Ads
Gabriel follows a structured discovery process before building any campaign. He'll ask you specific questions, but the more context you provide upfront, the faster you'll get to a finished ad. Here are the key ingredients.
Ingredient | What to include | Example |
|---|---|---|
Your business and what you offer | What do you sell or do? | "I run a physiotherapy clinic in Manchester specialising in sports injuries" |
Your campaign goal | What should the ad achieve? Leads, sales, sign-ups, calls? | "I want people to book a free assessment appointment" |
Your landing page URL | The specific page people will land on when they click | |
Your target audience | Who are you trying to reach? Demographics, location, situation? | "Amateur athletes and gym-goers aged 25–45 within 15 miles of Manchester" |
Your unique selling points | What makes you different from competitors? | "15 years experience, same-day appointments, 4.9 star Google rating" |
Keywords (if you know them) | What would someone search to find your business? | "sports physio Manchester" or "let Gabriel suggest keywords" |
Your budget | How much are you willing to spend per day? | "£30 per day" |
Your currency | What currency is your Google Ads account in? | "GBP" |
Gabriel will ask follow-up questions if he needs more detail. He'll never create an ad until he has enough information to do it properly.
What Gabriel builds for you
Once discovery is complete, Gabriel produces a single, comprehensive Search Ad structure. Here's what each part is and why it matters.
15 headlines across 6 categories
Gabriel doesn't just write 15 random headlines. He distributes them across specific categories to give Google the diversity it needs to test combinations effectively.
Category | What it does | Example |
|---|---|---|
Brand headlines (2–3) | Build recognition and include your business name | "Smith Physio Manchester" |
Keyword match headlines (3–4) | Mirror what people actually search for, boosting relevance | "Sports Physio Near Me" |
Benefit headlines (3–4) | Tell the searcher what they'll gain | "Back to Training Faster" |
Feature headlines (2–3) | Highlight what you specifically offer | "Same-Day Appointments" |
CTA headlines (2–3) | Drive the click with a clear action | "Book Free Assessment" |
Trust headlines (2–3) | Build credibility instantly | "Rated 4.9 Stars" |
4 descriptions
Descriptions expand on the headlines with more detail. Each one is up to 90 characters and follows a specific formula: value proposition plus call to action, problem/solution, social proof plus offer, or features plus trust signal.
10–15 keywords with match types
Gabriel generates keywords across different intent levels and assigns the right match type to each.
Match type | How it works | Best for |
|---|---|---|
Exact match | Your ad shows only when someone searches for this exact term (or very close variants) | Core high-intent terms that drive conversions |
Phrase match | Your ad shows when the search contains your keyword phrase with additional words before or after | Key themes where you want some flexibility |
Broad match | Your ad shows for related searches, even if they don't contain your exact keyword | Discovery and reach (use with smart bidding only) |
Negative keywords
Negative keywords prevent your ad from showing for irrelevant searches. Gabriel includes a default set (like "free," "cheap," "DIY," "jobs") and adds industry-specific negatives based on your business.
Ad extensions
Ad extensions are free. They add extra information below your ad — additional links, phone numbers, short benefit phrases — and take up more space on the page. Gabriel recommends three types as standard.
Sitelinks add 4+ additional clickable links below your ad (e.g., "Pricing," "Reviews," "Contact Us"). Callouts are short benefit phrases that appear as a line of text (e.g., "Free Consultation," "24/7 Support," "No Contract"). Structured snippets list specific services or product categories (e.g., "Services: Sports Physio, Rehabilitation, Massage").
Real prompt examples to copy
Here are ready-made prompts you can adapt for your business. Swap in your own details and paste into Gabriel's chat.
Local service business
Your prompt: "Create a Google Search Ad for my plumbing business in Leeds. I want to get emergency callout leads. Landing page: https://example.com/emergency-plumber. USPs: 24/7 availability, no call-out fee, 4.8 star rating, 12 years experience. Budget: £40/day. Currency: GBP. Target: homeowners within 20 miles of Leeds who need a plumber urgently."
What Gabriel will produce: 15 headlines including "Emergency Plumber Leeds" (keyword match), "No Call-Out Fee" (benefit), "Available 24/7" (feature), "Call Now for Fast Response" (CTA), and "Rated 4.8 Stars" (trust). 4 descriptions expanding on the value proposition. 10–15 keywords like "emergency plumber Leeds" (exact), "24 hour plumber near me" (phrase), and "burst pipe repair" (phrase). Negative keywords including "DIY," "jobs," "salary." Sitelinks for Pricing, Reviews, Service Areas, and Contact. Full UTM tracking parameters.
E-commerce product
Your prompt: "Create a Google Search Ad for my online store selling organic dog treats. Landing page: https://example.com/organic-treats. USPs: 100% natural ingredients, vet-approved, free shipping over £25, 5,000+ happy dogs. Budget: £25/day. Currency: GBP. Target: dog owners in the UK who care about natural ingredients."
What Gabriel will produce: 15 headlines including brand, keyword ("Organic Dog Treats UK"), benefit ("100% Natural Ingredients"), feature ("Free Shipping Over £25"), CTA ("Shop Now & Save"), and trust ("Vet Approved Treats"). Keywords across intent levels from "buy organic dog treats" (exact) to "healthy dog snacks" (phrase). Negative keywords like "recipe," "homemade," "free." Extensions including sitelinks for Best Sellers, New Arrivals, Reviews, and FAQs.
SaaS / online service
Your prompt: "Create a Google Search Ad for my project management SaaS tool. Landing page: https://example.com/free-trial. USPs: 14-day free trial, no credit card required, used by 10,000+ teams, integrates with Slack and Google. Budget: $50/day. Currency: USD. Target: small business owners and team leads in the US looking for a project management solution."
What Gabriel will produce: 15 headlines covering brand, keywords ("Project Management Tool"), benefits ("Get Organised in Minutes"), features ("Slack & Google Integration"), CTAs ("Start Free Trial Today"), and trust ("10,000+ Teams Trust Us"). Keywords from "project management software" (exact) to "team collaboration tool" (phrase). Negative keywords like "free forever," "open source," "jobs." Extensions including sitelinks for Pricing, Features, Integrations, and Case Studies.
Professional services
Your prompt: "Create a Google Search Ad for my immigration law firm in London. Landing page: https://example.com/visa-consultation. USPs: 20 years experience, 98% success rate, free initial consultation, Law Society accredited. Budget: £80/day. Currency: GBP. Target: people in the UK who need visa or immigration legal advice."
What Gabriel will produce: 15 headlines including "Immigration Lawyer London" (keyword), "98% Success Rate" (trust), "Free Initial Consultation" (benefit), "20 Years Experience" (trust), and "Book Your Consultation" (CTA). Keywords like "immigration solicitor London" (exact), "UK visa help" (phrase), and "work permit application" (phrase). Negative keywords including "free advice," "DIY visa," "jobs." Extensions with sitelinks for Visa Types, Success Stories, Fees, and Book Online.
Budget tip: Ask Gabriel: "What's a realistic daily budget for my industry and keywords?" He'll give you a data-informed recommendation based on average costs per click in your sector, so you're not overspending or underfunding your campaign.
How to refine Gabriel's output
Gabriel's first ad structure is a strong starting point. Use these follow-up prompts to get it exactly right.
Follow-up prompt | What it does |
|---|---|
"Give me a variation targeting different keywords" | Creates a second ad group focused on a different keyword theme |
"Make the headlines more urgent" | Rewrites headlines with a time-sensitive or action-driven tone |
"Add more trust-focused headlines" | Shifts the balance toward credibility signals |
"Suggest more keywords for [specific topic]" | Expands the keyword list for a particular angle |
"What negative keywords should I add for [industry]?" | Gets industry-specific negatives to prevent budget waste |
"Rewrite the descriptions to focus on [pain point]" | Adjusts the descriptions to lead with a specific customer problem |
"Should I use broad match for any of these keywords?" | Gabriel advises whether broad match makes sense for your budget and bidding strategy |
"Can you suggest ad extensions for my business?" | Gets a full set of sitelinks, callouts, and structured snippets |
"What bidding strategy should I start with?" | Gabriel recommends the right strategy based on your goals and data |
Do's and don'ts
✅ Do this | ❌ Avoid this |
|---|---|
Give Gabriel your actual landing page URL, budget, and audience | Vague prompts like "create me a Google ad" with no context |
Include your unique selling points: ratings, years in business, guarantees | Generic claims that could apply to any competitor |
Use negative keywords to prevent wasted spend | Running a campaign without negative keywords (you'll pay for irrelevant clicks) |
Start with a PAUSED campaign and review everything before activating | Activating a campaign without checking every headline, keyword, and URL |
Include ad extensions (sitelinks, callouts) — they're free extra real estate | Skipping extensions and losing valuable space on the search results page |
Match your headlines to what people actually search for | Writing headlines that sound clever but don't contain any search terms |
Make sure your landing page matches your ad promise | Sending people to your homepage when the ad promises a specific offer |
Start with Maximise Clicks when you have no conversion data | Starting with Target CPA before you have at least 30 conversions |
Check that every headline is under 30 characters and every description under 90 | Guessing character counts — Gabriel enforces these limits, but double-check |
Review and approve everything before it goes live | Publishing directly without reading Gabriel's output carefully |
Connecting your Google Ads account
To publish campaigns directly from Zaturn, connect your Google Ads account in Settings > Ad Platforms > Google Ads. Once connected, Gabriel will include a "Push to Google Ads" button with every campaign he creates. The campaign is always created as PAUSED — nothing goes live until you explicitly activate it in your Google Ads dashboard.
If you haven't connected your account, Gabriel still builds the complete ad structure. You can copy the headlines, descriptions, and keywords into Google Ads manually.
Frequently asked questions
How much does Google Search Ads cost?
You pay per click, and the cost per click varies dramatically by industry and keyword. A click for "plumber near me" might cost £2–5, while a click for "immigration lawyer London" could cost £15–30. Gabriel can estimate costs for your specific keywords and recommend a realistic daily budget. Most small businesses start with £20–£50 per day.
I've never run Google Ads before. Can Gabriel help?
Absolutely. Gabriel walks you through every step: he asks the right questions, builds the complete ad structure (headlines, descriptions, keywords, extensions, tracking), and explains what everything does. You don't need any Google Ads experience to get a professional-quality campaign.
What's the difference between Search Ads and Display Ads?
Search Ads are text-based ads that appear when someone actively searches for something on Google. Display Ads are visual banner ads that appear on websites across the internet. Search Ads capture existing demand (someone is already looking for you). Display Ads create awareness (you're showing up before someone starts looking). Gabriel handles both, but this guide covers Search Ads specifically.
What keywords should I use?
Tell Gabriel your business, your audience, and what you sell. He'll generate 10–15 targeted keywords with the right match types. If you already know what your customers search for, share that too — it helps Gabriel refine the list. If you have no idea, that's fine. Gabriel will suggest keywords based on your business and industry.
What are negative keywords and why do I need them?
Negative keywords prevent your ad from showing for irrelevant searches. Without them, your plumbing business might pay for clicks from people searching "plumber jobs" or "DIY plumbing guide" — people who will never become customers. Gabriel always includes a list of negative keywords and you can ask for more specific to your industry.
What bidding strategy should I start with?
Gabriel recommends starting with Maximise Clicks for new campaigns that have no conversion data. This lets Google gather data about which keywords and ads drive traffic. Once you've accumulated 30 or more conversions, switch to Maximise Conversions or Target CPA. For e-commerce with revenue tracking, Target ROAS is often the best choice.
Does Gabriel publish the ad for me?
If your Google Ads account is connected in Settings, Gabriel can push the campaign directly to your account. The campaign is always created as PAUSED. You review everything in your Google Ads dashboard and activate it when you're ready. If your account isn't connected, Gabriel builds the complete structure for you to set up manually.
My ads aren't getting clicks. What should I do?
First, check your Ad Rank. If your ad is appearing in positions 4 or lower, try increasing your bid or improving your Quality Score. Second, look at your headlines — do they match what people are actually searching for? Gabriel can rewrite headlines to better mirror search intent. Third, check your ad extensions — ads with extensions take up more space and get more clicks. Fourth, review your keyword match types — if you're using only broad match without smart bidding, you might be showing up for irrelevant searches. Finally, check your landing page. If people click but don't convert, the page might not match what the ad promises.
Can Gabriel create ads for other Google campaign types?
Yes. Gabriel handles Performance Max campaigns (asset-based with audience signals), Display Ads (visual banner ads across the web), and YouTube/Video campaigns. Ask him which campaign type is right for your goal and he'll recommend the best fit.