Creating an Effective Responsive Search Ad – Oscar’s Bakery
Developed a high-performing responsive search ad for Oscar’s Bakery to promote its new online ordering feature, combining persuasive copywriting, keyword strategy, and ad extensions to boost click-through and conversions.
Project Type
Search Engine Marketing (SEM) – Google Responsive Search Ad Creation
Date
July 2025
About The Brand
Oscar’s Bakery, known for its vegan, organic, and gluten-free baked goods, has just launched a new website feature allowing customers to order online. To promote this feature, they are offering free delivery and a 15% discount on all online orders.
Project Overview
This project was part of my Google Coursera certification and centered on helping a fictional, award-winning bakery, Oscar’s Bakery, increase online orders following the launch of their new website ordering feature.
They offered:
-
Free delivery
-
15% off on all online orders
The objective was to leverage Google Ads' responsive search format by creating compelling, conversion-friendly ad copy that could dynamically adjust based on user search queries and intent.
What I Explored
I focused on writing ad assets that reflected:
-
Customer pain points and interests (vegan, gluten-free, organic)
-
USP (free delivery, award-winning, local ingredients)
-
Local SEO targeting (Boulder-based bakery)
-
Searcher intent (looking for healthy treats, fast delivery, custom cakes)
Headlines (Max. 30 Characters)
Meta Descriptions (Max. ~90 Characters)
Ad Extensions (Sitelinks & Highlights)
Key Takeaways
-
Mastered writing high-performing responsive search ad copy for different customer personas
-
Learned how to maximize character efficiency while maintaining clarity and brand voice
-
Gained insights on using ad extensions to improve visibility and engagement
-
Practiced matching user search intent with precise keyword and feature-based messaging