Topic: SEM (Search Engine Marketing)

Setting up Google Ads campaigns has never been easier: in just a few clicks you choose keywords, write ads, and can already appear in search results. But between being visible and actually winning quality clicks, there’s a huge gap that separates average campaigns from high-performance ones. Many businesses still rely on generic ads, with identical headlines across all cities, without exploring the intelligence the platform itself provides. The result? Low CTR, high CPC, and few conversions. The secret lies in activating dynamic features that make ads more relevant, create a sense of urgency, and add local terms. This directly reflects what customers and patients are searching for at the moment of the query. Where it appears What Are Dynamic Features in Google Ads? Dynamic features in Google Ads are tools that allow you to automatically personalize ads according to the user’s search, profile, or context. Instead of manually creating dozens of variations of headlines and descriptions, you configure dynamic fields that Google fills in real time with information like the searched keyword, the user’s city, or the time left for a promotion. The result is a more relevant, attractive ad that feels tailor-made for each person. Beyond saving time, these features improve campaign performance by reducing the gap between search intent and the displayed message. This translates into higher CTRs, lower CPCs, and greater conversion rates. It’s a way of aligning the scale of Google Ads with the personalization users expect—without complicating campaign management. To illustrate how this works in practice, let’s use the example of Essencial Hearing Aids, a reference clinic in hearing health that applies these features to improve its ads and attract more patients. 1. Keyword Insertion What it isThe {KeyWord:Default Text} command is a dynamic feature in Google Ads. Here’s how it works: If the keyword doesn’t fit (due to size) or isn’t compatible, it shows the default text you placed after the colon (:). You define a generic headline but leave a “slot” for Google to replace with the exact term the user searched. If the user’s query matches one of your keywords, Google automatically inserts it into the headline. Benefits Higher CTR: the user sees exactly what they typed. Less effort: no need to create dozens of ad variations. Where to set it upIn Google Ads, create or edit a responsive search ad. In the headline field, type: Hearing Aids {KeyWord:Essencial} Keyword dynamic resource Practical example (Essencial Hearing Aids): Search: “hearing aids in São Paulo” → Hearing Aids in São Paulo Search: “invisible hearing aids” → Invisible Hearing Aids Search: “hearing aid clinic” → Hearing Aids Clinic If it doesn’t fit or match → Essencial Hearing Aids 2. Countdown What it isAutomatically inserts a countdown of days, hours, or minutes into the ad. Perfect for health fairs, discounts on check-ups, or seasonal campaigns. Benefits Creates immediate urgency. Boosts CTR and conversions. Updates automatically—no daily adjustments. Where to set it upIn the headline or description, type: Promotion ends in {=COUNTDOWN("2025/10/15 23:59:59")} Countdown dynamic resource Practical example (Essencial Hearing Aids): Today → “Promotion ends in 3 days” Tomorrow → “Promotion ends in 2 days” Last day → “Promotion ends in 5 hours” Pro tip: don’t start the countdown too early. Ideally, activate it in the final days of the promotion to reinforce urgency. If the timer is too long, conversions may instantly drop since users tend to come back later. 3. Location Insertion What it isAutomatically inserts the user’s location (city, state, or neighborhood) into the ad. This brings the brand closer to the audience and builds trust. Benefits Instant proximity with the patient. More clicks on local searches. Scalability: one campaign can cover multiple cities. Where to set it upIn the headline or description, type: Hearing Aids in {Location:near you} Location dynamic resource Practical example (Essencial Hearing Aids): User in Campinas → Hearing Aids in Campinas User in São Paulo → Hearing Aids in São Paulo User in Sorocaba → Hearing Aids in Sorocaba Small Adjustments, Big Results Many companies still invest in Google Ads without realizing they’re leaving conversions on the table. Features like Keyword Insertion, Countdown, and Location Insertion can increase CTR by up to +35%, lower CPC, and expand the number of leads and appointments. For Essencial Hearing Aids, using these features means creating ads that speak directly to the patient’s needs: highlighting their city, showing a promotion that ends in a few days, or displaying the exact type of device they searched for. SIde effect after implementing dynamic Google Ads resources Bonus Tip: Always Run A/B Tests Create one ad with dynamic insertion (Keyword or Location) and another generic one. Within a few weeks, the numbers will reveal the impact. In the chart above, we can see a significant improvement in conversions with fewer impressions and clicks—in other words, lower costs and greater effectiveness in capturing leads. Stay tuned for powerful Google Ads and performance media strategies here in the Pink and Brain lab.

Topic: SEM (Search Engine Marketing)

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