As the expression goes, “You only get one chance to make a great first impression.” So it makes sense that your headline has the biggest impact on your conversion rate, which is simply your ability to turn website traffic into lead. You only have a few seconds to convince someone your company can solve their problem, answer their question, or scratch their itch. 

So, when you are building out (or updating) your Google Ads campaign, make sure you create an ad group for each unique keyword. This simple trick allows you to include the keyword or search phrase in your headline, which signals your business is really relevant.

Let’s say you own a pest control business. There’s certainly more than one way to serve a potential customer. They might need help with termites, bed bugs, or another pest problem.

To make your headline relevant, you need to use your favorite keyword tool (SEMRush, SpyFu, WordStream, or Google’s Keyword Planner) to segment your keyword list. First, come up with all the possible major variations and related terms for your industry, in this case, pest control. Then separate these terms into smaller groups or theme you can use to match your keyword to specific ads, for example: 

• bed bug treatment
• bed bug treatment cost
• best bed bug treatment

Note: this ad group will need a strong set of negative keywords to block out people looking for an over the counter solution for welts, rashes, and hives due to bed bug bites.

• backyard mosquito control
• mosquito control for yard

Lesson: Create as many ad groups as you need to include your major keywords and search phrases in your headline. That’s what makes the formula work.