Google Ads (formerly Google AdWords) is Google’s ad platform. Its first version was launched in 2000 and since then it has been leading the Online Media market. Through Google Ads it is possible to create Search Ads, Display Ads, Youtube Ads, Gmail Ads and also Play Store Ads.
The biggest advantage of Google Ads is that ads can be highlighted to a super segmented audience.
Here are some key points for an effective ad:
Leverage to differentiate yourself
A Google Ads ad allows you to speak directly to a user likely to want what you offer. Tell them about your value proposition, that is, tell your audience what you do better than your competition.
Use your keywords in the Google Ads ad
Using your Keywords and repeating them a couple of times in the ad text has several advantages. Adding the keywords in the ad text, it is recommended to use them in the title and in the visible URL.
Abuse capital letters but with care
It is great to highlight the text of a Google Ads ad but only with a few words avoiding capitalizing articles or connectors. And remember, it is not possible to write whole words in capital letters or a capital letter in the middle of a word.
Add a period at the end of the first descriptive line
If we end the first descriptive line with a period, when our ad appears at the top of the results (among the first three) the first line will go up and will appear after the title.
Make an attractive offer
Add the most important message you want to communicate in the first lines of your ad, such as offers and promotions.
End your ad with a strong call to action
End with a clear call to action. “Visit our website”, “Buy now” or “Register now” are some examples of recommended call to actions.
Don’t forget extensions
Use caption extensions to talk about attributes of your product and service that you have not been able to add in the ad text; call extensions so that users can contact you directly by phone or site link extensions so that from the ad they can go directly to a section of your website.
Take users to a relevant and conversion-oriented landing page
User experience is critical, especially if you want your landing page to be conversion-oriented. Make sure your landing page is responsive.
Use your creativity
A good tactic to differentiate yourself from your competition is to have an original and eye-catching message. 
Test again and again
Now it’s time for you to test and experiment with some variations to see which one works best and take it into account in your Google advertising strategy.