Why These 12 Google Ads Get All the Clicks
☕ The Growth Espresso Edition #113
🗓️ Wednesday, 23rd Apr 2025
Hi, and welcome back to Growth Espresso - your one-stop destination for everything e-com.
You’re launching a new product. It’s killer. Your landing page is tight. Your pricing is fair. But you’re stuck on page 3 of Google.
The traffic trickle is real.
That’s the cold, hard reality—95% of search traffic never makes it past page one. People barely even scroll, let alone go to page two. That’s not a bug in the system—that’s just human behavior.
So if you want to be seen, you’ve gotta climb.
And if you don’t have time to wait for SEO to kick in? You pay to climb.
Let’s talk about Google Ads—the fast lane to visibility.
If SEO is slow cooking, Google Ads are your air fryer.
They let you target high-intent keywords and instantly pop to the top of the search page. Think of it as renting prime shelf space in the biggest store on the planet.
You’ve got options too:
Search Ads
Google Shopping
Display Ads
Remarketing Campaigns
Performance Max (PMax)
But here’s the thing no one talks about…
💥 Most Google Ads suck.
They blend into the background. Generic. Boring. Forgettable.
And when everyone is fighting for clicks, being forgettable is fatal.
So how do you actually stand out?
Let’s peek behind the curtain and break down 10 real eCommerce ads that do it right—and what you can steal from them.
Before moving ahead here is a word from today’s sponsor - SEMrush
How FMCG Brands Are Winning the Digital Shelf in 2025
Mobile now drives 60% of FMCG ecommerce traffic. Display ad clicks jumped 156%. AI referrals? Up 1138%. The new report from Semrush & Euromonitor breaks down what’s next—and where growth is headed.
1. Arckit – Make your ad take up space (literally)
Arckit sells STEM-inspired building kits. Their text ads for keywords like “kids building blocks” dominate the top of the search results.
Why it works:
They use multi-line text and sitelinks to take up more real estate. Bigger = more clickable.
The ad offers navigation options based on intent—STEM kits for teachers, gift sets for kids. Smart segmentation baked right into the ad.
📌 Steal this: Don’t just send people to your homepage. Give them multiple, intent-based paths.
2. Faire – Speak to objections before they’re raised
Faire targets niche keywords like “decoupage paper.” Instead of selling hard, they build trust.
Why it works:
Calls out return policies—something on every online shopper’s mind.
Highlights their unique edge: women-owned, handmade, organic.
Uses sitelinks to upsell—bestsellers, new arrivals, and more.
📌 Steal this: Address your buyer’s fears in the ad itself. It’s like closing objections before the sales call.
3. Boden – Win the click with visuals and trust
Boden uses Google Shopping to make clothes look irresistible.
Why it works:
Displays discounts front and center.
Uses unique product photography to stand out.
Has star ratings with actual review counts = trust and clicks.
📌 Steal this: Visuals matter more than you think—especially in Shopping ads. A small design tweak can mean a big conversion jump.
4. Moonpig – Nail the timing
Selling personalized cards is competitive. Moonpig leads with urgency.
Why it works:
Highlights same-day posting—huge for last-minute gifters.
Uses calls to action that do something: “Send a card,” “Get yours now.”
Offers multiple links based on the shopper’s context.
📌 Steal this: What’s the one benefit your customer really wants right now? Lead with that.
5. Argos – Marry online intent with offline convenience
Argos sells everything from plants to power tools. Their ad doesn’t just say “buy now.”
Why it works:
Offers “collect today”—bridging online search with offline convenience.
Shows star ratings to build buyer confidence.
Targets painkiller-level intent—like “buy drill near me.”
📌 Steal this: If you’ve got offline perks (pickup, local stores, fast shipping), don’t bury them. Flex.
6. Office Furniture Online – Reduce friction like a pro
This one’s all about removing mental speed bumps.
Why it works:
Has a clickable phone number—perfect for B2B buyers who want to talk.
Displays review stars + delivery info = instant trust.
Offers specific product category links—so the buyer’s just one click away from what they want.
📌 Steal this: Call extensions + “free next-day delivery” = underrated CTR booster.
7. Neon Pop – Trust-building through simplicity
Sells custom neon signs. Shows up when people Google “neon sign.”
Why it works:
Displays a phone number—which surprisingly adds credibility.
Promotes payment options—great for conversion.
Includes a design-your-own feature, which gives browsers a reason to click now.
📌 Steal this: Personalization + transparency = a deadly combo.
8. Flashbay – Social proof, baked into the ad
Flashbay goes hard on UGC.
Why it works:
Uses a real customer review in the ad copy.
Displays a 5-star rating with total review count.
📌 Steal this: Let your customers sell for you—especially in commoditized categories.
9. Glossier – Contextual ads for every campaign
Their ad game adapts with the moment.
Why it works:
Highlights new products with discounts.
Adds a personal touch: “Choose your eye adventure.” Cute.
Adjusts campaigns by occasion, like market launches or holiday promos.
📌 Steal this: Don’t run static ads year-round. Tailor them to seasons, events, and launches.
10. MVMT – Celebrate your brand moments
MVMT leans into events, like brand anniversaries, and gives people a reason to join the celebration.
Why it works:
Pushes a limited-time offer for a brand event.
Promotes UGC from Instagram, creating a FOMO loop.
📌 Steal this: Run campaign-based ads, not just evergreen ones. Bonus points if you bring social into the mix.
💡 Wrap-Up: Make your ad the obvious choice
Anyone can run a Google Ad.
But turning that ad into a magnet for the right buyer?
That takes work.
👉 Strong headlines
👉 Built-in trust
👉 Visual edge
👉 Targeted links
👉 Timely offers
👉 A personal touch
Most importantly, think like your customer.
What are they searching for? What are they worried about?
Then build your ad to meet them exactly there.
Because on Google, showing up is just half the battle.
Standing out is what gets you the click.