Google Ads headline generator: 15 headlines, 5 descriptions

I manage Google Ads accounts for service businesses, including a US real estate law firm that runs 12 Search campaigns across Sacramento, Riverside, Los Angeles and Nevada. Between Dec 1, 2025 and Jun 17, 2026, those ads had a 7.45% click-through rate. Good copy isn't the only reason, but it's the part you control on day one. The full numbers are in the real estate attorney case study.

Writing 15 headlines that each fit in 30 characters, make sense in any order and don't repeat each other is slow. Most people end up with five versions of the keyword and ten fillers. This generator follows the structure I use: the search itself, the search with the city, the offer, proof from the business's real selling points, a benefit, the brand, a clear call to action and a question. Then you edit.

Every line is built to fit. If a pattern runs over the limit with your words, it is dropped and a shorter one is tried, so you never get a headline cut off mid-word. Nothing is invented: if you don't enter selling points, there are no proof lines, and any line that makes a claim I can't know from your inputs is marked so you can check it.

1. Use one ad group's keywords. Put the searches from a single, tight ad group in the keyword box, main one first. Mixing services gives you headlines that fight each other.
2. Enter real selling points. The more specific, the better: "same-day service" beats "great service", and "20 years of experience" beats "experienced".
3. Read every line out loud. Delete anything that isn't true for you, especially lines marked "Check it's true for you". Edit directly in the boxes; the counters update as you type.
4. Pin lightly. If you pin, pin the two or three keyword headlines to position 1 together. Leave the rest free so Google can test combinations.
5. Make the landing page match. If the ad promises a free consultation, the page should offer one above the fold. Check that page with the free SEO audit tool while you're at it.
6. Judge by results, not Ad Strength. After a few weeks, look at the asset report and the conversions, then replace the weakest lines. Ad Strength is a guide to variety, not a performance score.

Google counts every character, spaces included. Some languages, such as Japanese and Chinese, count double, so this generator is built for English copy. Headlines can't contain exclamation marks, and descriptions can contain one. Repeated punctuation, gimmicky capitals and phone numbers in the text are rejected too; use a call asset for the phone number instead.

Keyword insertion swaps in the search term that triggered the ad, written as {KeyWord:Default Text}. If the search is too long to fit, Google shows the default. It works in a tight ad group of close variants. In a broad one it produces headlines like "Cheap Divorce Lawyer Free", which is why it's off by default.

Pinning fixes a headline to a position. Pin one line and Google can only show that line there, which lowers the number of combinations it can test. I pin two or three keyword headlines to position 1 together, and sometimes the offer to position 2. The pin labels in the results are suggestions for that setup, not something you have to use.