How to write Google Ads copy that converts for B2B SaaS
Google Ads copy for B2B SaaS has 30 characters per headline and 90 per description to make a stranger want to click. The copy that converts names a specific outcome, matches the search intent, and has a clear action. Here's the framework — and the most common mistakes that kill CTR.
Google Responsive Search Ads give you 15 headline slots (30 characters each) and 4 description slots (90 characters each). Google tests combinations and serves the highest-performing mix. For B2B SaaS, the copy that converts does one thing: names the specific outcome your ICP wants, in the language they use, in fewer characters than a tweet. Here is the framework.
What should your headlines actually say?
Headline 1: ICP-specific benefit or outcome. “Get 10 Demos/Week Without Hiring” — specific number, specific outcome, no jargon. This is the highest-impact slot. Headline 2: product category + differentiator. “AI SDR That Gets Smarter Over Time” — category-places the product, differentiator makes it memorable. Headline 3: social proof or urgency. “Used by 500+ B2B Teams” or “Book a Demo Today.” Avoid: company name in Headline 1 unless you have strong brand recognition. Avoid: feature lists in headlines (“6 Agents, CRM, Sequences, Ads”). Avoid: generic promises (“Grow Your Business” adds zero information).
How should you write descriptions?
Description 1: expand on the headline 1 outcome with a mechanism. “Ektie’s AI SDR runs outbound every 60 minutes, finds your ICP, and sequences them automatically — without you prompting it.” Specific mechanism + specific cadence = credible. Description 2: handle the primary objection or add secondary proof. “No hiring, no ramp time. Full outbound motion running in days, not months.” The descriptions have more space — use them to complete the thought the headline started, not to add unrelated selling points.
What headlines should you never write?
Generic confident claims with no specificity: “The Best CRM for Sales Teams.” Best compared to what? Every ad in the search results says they’re the best. Questions that don’t earn a click: “Struggling with Your Sales Pipeline?” — negative framing that creates bad first associations. Your company tagline: “Where Sales Meets AI” tells the reader nothing about what they get by clicking. Feature dumps: “CRM + Sequences + AI + Ads + Reports” — a feature list in 30 characters competes with your ability to state a single clear outcome.
How many headline and description variations should you write?
For a Responsive Search Ad, write all 15 headline variations and all 4 descriptions. Google can only test combinations if you give it combinations. With 15 headlines, Google can serve billions of combinations — more variations means more optimisation surface. Pin Headline 1 to position 1 if you have one headline that must always appear (e.g., your brand name or a required legal disclosure). Leave all others unpinned so Google can test. Add descriptions 3 and 4 even though only 2 show at once — Google will test them and serve the best-performing pair.