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When you think of Google Ads, storytelling probably isn’t the first thing that comes to mind. Most advertisers focus on numbers—click-through rates, conversions, return on ad spend.
But here’s the truth: if your ads lack a compelling narrative, you’re missing out on a massive opportunity to connect with your audience.
That’s why I was excited to sit down with Isaac Rudansky, founder of Adventure Media, to dive into how brands can integrate storytelling into their Google Ads strategy.
Why Storytelling Matters in Google Ads
Isaac made a crucial observation right at the start: Google Ads, even in an AI-driven landscape, is still a direct response platform. That means your messaging matters—a lot.
While automation and AI have reduced the emphasis on individual ad copy testing, Google Ads is still the go-to platform that connects businesses with new customers.
So, if your ads are bland, uninspired, and indistinguishable from your competitors, you’re going to struggle. But how do you actually weave a compelling brand story into an ad with just a few lines of text? Isaac breaks it down into three critical factors:
1. Use Objective Facts
One of the biggest mistakes advertisers make is relying on generic superlatives. Saying you’re the “best” or “#1” means nothing unless you can prove it. Instead, focus on objective, verifiable facts:
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How many years have you been in business?
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How many customers have you served?
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What materials or technology make your product unique?
Or as I teach... "what can you say that your competitors cannot say?"
Your unique selling points that are based on "facts" build credibility and make your ads stand out in a sea of empty claims.
2. Do the Research
Most advertisers, especially in agencies, are lazy when it comes to ad copy. They pull generic messaging from a client’s website and call it a day. But real success comes from research.
Isaac emphasized the power of understanding a company’s manufacturing process, legislation affecting their industry, and even their customer personas. When you invest time into learning the language of your client’s business, your ad copy becomes significantly more compelling.
3. Differentiate with Unique Messaging
One of my personal golden rules is to say something that your competitors can’t—or at least say it in a way that no one else is saying it. Isaac reinforced this idea with a simple gut check: if you can swap your brand name with a competitor and the ad still makes sense, your copy isn’t unique enough.
Applying the Hero’s Journey to Google Ads
A fascinating takeaway from our conversation was how storytelling structures—like the Hero’s Journey—can apply to Google Ads.
In classic storytelling, every hero starts in an “ordinary world,” faces a “call to adventure,” and ultimately seeks a guide to help them reach their goal. When you frame your ad messaging this way, your customer is the hero, and your product or brand serves as the mentor guiding them to success.
Take a vacuum cleaner, for example. If you’re selling a truly revolutionary product, you might focus on the transformation it provides—“never struggle with pet hair again.” But if you’re selling a commodity in a crowded market, leaning into features can actually be the differentiator—“now with 30% stronger suction power.”
Understanding where your product fits in the consumer’s journey is key to crafting compelling messaging.
Crafting Ads for Different Stages of the Funnel
Great storytelling doesn’t stop at the ad copy. How you approach messaging depends on where your customer is in the buying journey. Isaac shared a valuable breakdown of how to tailor messaging for different funnel stages:
Bottom of the Funnel (Search Ads)
When a customer is actively searching for a product, your job is to remove friction. These ads should be direct, highlight key differentiators, and lead seamlessly into a landing page that reinforces your messaging.
Example:
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“Lab-Grown Diamonds | 30% Bigger for the Same Price”
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“Premium Leather Sofas – Free Shipping & 10-Year Warranty”
Top of the Funnel (Display & Video Ads)
Here’s where storytelling shines. You’re not selling a product—you’re selling an emotion, a lifestyle, or an identity. Visual elements play a crucial role in shaping brand perception.
Isaac gave a great example: imagine two department stores, Macy’s and Bergdorf Goodman. Their aesthetics are completely different, and if they swapped designs, their sales would tank. The same principle applies to advertising—your creative must match the brand’s positioning.
For a luxury brand, high-end production value and slow, elegant visuals might be the key. For a budget-friendly brand, straightforward, deal-focused messaging might work better. Understanding your audience is everything.
The Role of Landing Pages in Storytelling
One of my biggest frustrations is seeing well-crafted ads lead to completely uninspired landing pages. A successful Google Ads funnel doesn’t just stop at the click—it extends into the landing page experience.
Isaac shared a simple but powerful principle: each step in the journey should only focus on selling the next step.
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Your ad’s job is to get the click.
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Your landing page’s headline should be optimized to keep the visitor reading.
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Your subheadings and bullet points should drive them to take action.
A common mistake? Trying to sell too hard too soon. The best copy keeps people engaged and builds trust step by step.
The Power of Intrigue in Ad Copy
For me, one of my earliest lessons in Google Ads was the importance of intrigue. Back when I was running campaigns for a villa resort in Bali, I realized that everyone was using the same boring copy: “Private Pool Villas.” So I flipped the script and wrote: “Skinny-Dip in Your Own Private Pool.”
That single phrase sparked curiosity and excitement. People started asking about privacy in their inquiry forms, and price resistance faded because they were already sold on the experience.
The take home message being... the more you can get someone to engage with your brand, the less price and competition become factors.
But there’s a balance—you can’t overpromise, or you’ll lose trust.
Final Thoughts
If there’s one takeaway from my conversation with Isaac, it’s this: the best Google Ads aren’t just about targeting the right audience or optimizing for conversions. They’re about crafting a compelling narrative that keeps people engaged from the first click to the final purchase.
By focusing on objective facts, doing real research, and applying storytelling principles, you can create ads that stand out, resonate with your audience, and ultimately drive better results.
Until next time, keep optimizing, keep testing, and most importantly—keep telling better stories.
Have a great week,
Aaron
- Monday 3rd February, 8pm AEST: The Best Way To Learn Google Ads in 2025
- Wednesday 5th February, 8pm AEST: Story Telling For Google Ads
Head Over To My YouTube Channel 👇
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Wed, Feb 5, 2025 00:00AM (AEST)
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