Personalising your Google Search Ads with Customisers

Ad customisers are especially useful when you want to:

• Increase ad relevance without building extra campaigns
• Boost urgency in your messaging
• Save time managing frequent updates

But like most tools, they need to be set up properly. Here’s how to use them well.

Types of Ad Customisers

1. Keyword insertion

Match the ad text to the exact keyword someone searched.

For example:

• If someone searches “coffee roaster”, your ad can say “Fresh Coffee Roasters – Order Online”. 
• If they search “coffee shop”, your ad will reflect that instead.

This helps increase click-through rates by showing exactly what someone wants.

2. Sales Countdowns

Create urgency with a live countdown.

Use phrases like:

• “Only 2 days left in our sale!”
• “Offer ends in 3 hours”

This is great for remarketing and limited-time offers.

3. Stock Availability 

Let people know how many items are left.
For example:

• “Only 5 left in stock”

This encourages people to act before it’s too late.

4. Multiple Customisers in One Ad

You’re not limited to just one. You can personalise:

• Product name
• Price
• Store location
• Offer end date

All in the same ad. This is perfect for retailers with many product variations.

5. IF Functions

Show different messaging based on user behaviour or device.

• Cart abandoners see “20% off dresses – still thinking about it?” 
• New visitors see “10% off your first order”
• Mobile users see “Call now to book”, while desktop users are sent to a form

6. Location Targeting 

Show store-specific messaging to users based on their location.
For example:

• Someone searching in Adelaide sees “Visit Our Adelaide Store – Now Open Late” 
• Someone in Sydney sees “Sydney’s Best Deals on Outdoor Gear”

This is useful for businesses with multiple locations or regional promotions.

How It Works

Ad customisers use parameters within brackets like this {=CustomiserName}

These get replaced automatically when the ad is triggered by a search.

Note: Customisers can be used anywhere in your ad except the final URL field. They only work on the Google Search Network.