Google Ads descriptions work by providing potential customers with concise, persuasive text snippets displayed *below* your ad headline, influencing whether they click through to your website. As of early 2026, Google’s algorithms heavily favour ads with highly relevant and engaging descriptions, impacting your Quality Score and ultimately, your cost per click.
- Expanded Descriptions: Current systems include the ability to utilise up to three 90-character descriptions per ad, allowing for more detailed messaging.
- Dynamic Keyword Insertion (DKI): Now features improved DKI functionality, automatically inserting keywords into your descriptions based on the user’s search query – increasing relevance.
- Callout Extensions: Leverage callout extensions to highlight unique selling points like free shipping or 24/7 support, appearing *within* your descriptions.
- Structured Snippets: In 2026, structured snippets are crucial for showcasing specific aspects of your business, such as brands, amenities, or destination types.
Australian businesses need to be particularly mindful of ACCC guidelines regarding truthful advertising. Descriptions must accurately reflect your offerings and avoid misleading claims. Furthermore, consider local nuances – using Australian slang or referencing regional events can increase engagement with your target audience. Google’s Performance Max campaigns, increasingly popular in 2026, rely heavily on compelling descriptions across all asset groups.
Instead of navigating these technical complexities and constantly optimising for peak performance, let ROI.com.au handle your Google Ads strategy. We can take care of all this for you. Contact our team today to discuss how we can drive qualified leads and maximise your return on investment.
