“70% of people click an ad based on the headline alone.”
That’s not a theory. It’s how real users behave. When people search on Google, YouTube, Shopee, Amazon or any other platform, they don’t read everything. They scan fast. Their eyes flick across the screen looking for one thing: relevance.
So if your headline doesn’t grab attention in a split second, the rest of your ad might as well not exist.
That’s why in search advertising, headlines aren’t just important. They decide whether your campaign wins or loses.
Below are twelve headline formats that consistently perform well. If you master these, your click-through rates increase, your cost per click drops and your conversions improve. These are winners because they work with human behaviour, not against it.
- The Problem-Pain Headline
Example: Hair Falling Out Every Day? Here’s the Real Cause People Overlook.
This works because pain gets attention. If a problem feels personal or uncomfortable, people stop scrolling. Use direct, relatable language. Make the reader feel seen.
- The “How To” Headline
Example: How To Lose Weight Without Starving Yourself.
“How to” will never go out of style. Humans love steps. They want to be guided. This headline promises clarity and direction, which builds trust before they even click.
- The Numbered List Headline
Example: 7 Ways to Save More From Your Monthly Salary.
Numbers help the brain process information quickly. They also signal structure, which reduces decision fatigue. Lists feel easy to consume.
- The Curiosity Headline
Example: Why Do So Many Online Businesses Fail?
This works because it triggers a knowledge gap. The moment someone realises they don’t know something important, they want the answer. And they’ll click to get it.
- The Location-Based Headline
Example: Affordable Aircond Service in Shah Alam. We Come to You.
If you’re running local search ads, mention the location. People trust what feels close and relevant. Specificity beats generic claims.
- The Question Headline
Example: Wondering Why Your Skin Looks Dull Lately?
Questions slow the scroll. They interrupt automatic behaviour. Use questions your ideal customers already ask themselves.
- The Results or Guarantee Headline
Example: Clear Sinus in 3 Days Without Medication.
This works if you can back it up. Promised outcomes must be realistic. If the claim feels believable and desirable, clicks follow.
- The Comparison Headline
Example: iPhone or Samsung? Here’s What Most People Don’t Consider Yet.
Comparison helps people make decisions faster. Use it when buyers are evaluating options or stuck at “which one should I choose?”
- The Secret or Insider Headline
Example: The Secret to Landing Your First 5 Freelance Clients Without Ads.
The word “secret” is powerful. It signals exclusivity and privileged knowledge. Just make sure you deliver substance, not hype.
- The Testimonial Story Headline
Example: “I Used to Struggle Reading the Quran. Now I Teach Others.”
Stories build trust. They bring emotion into what could otherwise be a cold, logical environment. And emotion drives action more reliably than logic.
- The Reverse Psychology Headline
Example: Don’t Buy This Product If You’d Rather Keep Wasting Money.
Counterintuitive statements break patterns. They force the reader to reevaluate. Use sparingly for maximum effect.
- The Scarcity or Urgency Headline
Example: 50% Off for 24 Hours Only. First Come First Served.
Fear of missing out is real. When urgency is genuine and time-limited, people move faster. Just never fake it. Once trust breaks, it’s gone.
The Real Lesson
Don’t write headlines based on what sounds nice. Write based on strategy, psychology and intent.
When crafting your next search ad:
Identify the exact problem your audience has.
Choose one headline format from the list.
Write 5 to 10 variations.
Test and track which one converts best.
Search ad success isn’t about being clever. It’s about being clear. The headline is not where you show off. It’s where you prove you understand the user better than anyone else on the page.
These 12 headline types work because they match how people think and make decisions.
So the next time you sit down to write an ad, don’t start from zero. Start from what already wins.
Pick a format. Execute.
Then watch the difference in your results.