No one knows for sure. It might be very important. Weighing in are Google Ads experts, landing page thought leaders, and Google itself.
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Google Ads Experts
It’s not called Google Ads, Microsoft Ads, and Ad Groups for nothing. The only part of your account that a searcher ever sees is the ads.
Brad Geddes, author of Advanced Google AdWords.
"The machine learning system doesn't figure out what your customer's value proposition is or what makes their business special. That is something you have to contribute."
Frederick Vallaeys, one of the first Google employees, worked on AdWords. Founder of Optmyzr.
"Great creative beats everything else. No amount of planning, research, targeting, or audience selection has as much impact as your creative."
Nick Lafferty, growth marketer, with an annual Google Ads budget of several million dollars.
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Landing page specialists
"The biggest uplifts usually come from the copy."
Michael Aagaard, former Senior Conversion Optimizer at Unbounce.
«Die Texte haben den grössten Einfluss auf die Conversions – und trotzdem arbeiten so wenige Unternehmen aktiv daran, ihre Texte zu optimieren.»
Peep Laja, founder of CXL—an agency and training platform for conversion optimization—and Wynter, a messaging platform.
"Your words are the first thing people notice when the page loads—and the last thing they read before deciding whether or not to convert."
Oli Gardner, co-founder of Unbounce, a landing page platform. He claims to have seen more landing pages than anyone else on the planet.
Conversion copywriting is one of the most important aspects of conversion optimization.
Neil Patel, serial entrepreneur and co-founder of—among others—Crazy Egg, one of the world's leading heatmap and website analytics tools.
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Your creative is responsible for 49% of the total sales impact.
Google itself cites this remarkable figure. It comes from an NCS meta-study: here, creative accounted for 49% of the impact, brand for 21%, reach for 14%, and targeting for 11%.
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How important is text for the success of Google Ads? Once again: no one knows for sure—and it always depends on the specific case. It may well be very important. One way to improve ad copy: SmallYessesMessaging method for Google Ads