Google Ads continues to evolve, offering advertisers new ways to connect with potential customers. One of the latest additions to its suite of engagement tools is Google Ads Messages—a feature designed to streamline direct communication between businesses and their audience.
This new feature allows users to initiate conversations with businesses straight from search ads, making interactions more seamless and efficient. Unlike traditional call extensions or form submissions, Messages provides a more flexible, user-friendly way for customers to ask questions, request information, or even start the buying process—all within a familiar messaging format.
For businesses, this presents an opportunity to increase engagement, capture high-intent leads, and improve conversion rates by providing instant, personalised responses. In this article, we’ll explore how Google Ads Messages works, its key benefits, setup instructions, best practices, and potential challenges, helping you make the most of this powerful new tool.
What is Google Ads Messages?
Google Ads Messages is a new feature that allows customers to start a conversation directly from a search ad. Instead of clicking on an ad and being redirected to a website or landing page, users can now send a message to the business instantly. This feature enhances user engagement by offering a seamless, real-time communication channel, making it easier for potential customers to inquire about products, services, availability, or other business-related questions without leaving the search results page.
How It Differs from Previous Ad Extensions
Before the introduction of Google Ads Messages, businesses had access to the message extension, which allowed users to send SMS texts to businesses directly from ads. However, this previous extension had several limitations, including reliance on SMS-based communication, which required businesses to manage responses manually via a mobile device. Additionally, Google phased out message extensions in 2020, leaving advertisers without a direct text-based communication option until now.
Google Ads Messages reintroduces and enhances this functionality by enabling direct messaging within Google’s own platform. Unlike previous message extensions, which relied solely on SMS, the new feature allows businesses to respond via a messaging interface provided by Google. This eliminates the need for a separate SMS service and offers a more streamlined way to manage customer interactions. Furthermore, it integrates tracking and performance measurement tools, providing advertisers with better insights into how messaging contributes to their overall campaign success.
How Google Ads Messages Works
Google Ads Messages works by embedding a “Message” button within a search ad. When a user taps this button, they can send a message directly to the business, initiating a conversation. The business receives the message through Google’s communication platform and can respond either manually or through automated responses, ensuring quick and effective engagement.
To ensure a smooth customer experience, Google handles the message routing. Instead of exposing the business’s actual phone number, messages are processed through Google’s system, adding a layer of privacy and security. This feature is particularly useful for businesses that want to maintain professional interactions without disclosing direct contact information.
Businesses can also set up automated responses, which allow them to acknowledge inquiries immediately and provide basic information even when a human representative is unavailable. This ensures that potential customers receive timely responses, reducing the likelihood of lost leads due to delays in communication.
Overall, Google Ads Messages represents a significant upgrade in customer-business interactions, providing a more efficient, trackable, and user-friendly messaging experience compared to past solutions.
Key Benefits of Google Ads Messages
Improved Customer Engagement
One of the biggest advantages of Google Ads Messages is its ability to enhance customer engagement. Traditional search ads often direct users to a website or landing page, which requires them to navigate further to find the information they need. This extra step can sometimes discourage potential customers, especially if they have a simple question or need immediate assistance. With Google Ads Messages, businesses can engage customers instantly by allowing them to initiate a conversation directly from the ad. This real-time or asynchronous communication makes it easier for users to ask specific questions, request quotes, or get clarification about a product or service, leading to a more personalised and interactive experience.
Increased Conversions
By making it easier for users to connect with businesses, Google Ads Messages can lead to higher conversion rates. Many potential customers hesitate to make a purchase or submit a form simply because they need more information before committing. If they don’t find answers quickly, they may leave and move on to a competitor. Messages reduce this friction by allowing users to reach out instantly and receive direct responses, helping businesses address concerns and move customers closer to making a purchase. Additionally, customers who engage in a conversation are often more interested and more likely to convert compared to those who simply browse a website without interaction.
Better User Experience
Customers today expect seamless and convenient communication options. Messaging is one of the most preferred methods of communication, especially among mobile users. Unlike phone calls, which can be disruptive or require immediate attention, messages allow users to engage with businesses at their own pace. This asynchronous nature means users can send a message, continue with their activities, and return to the conversation when they have time—without feeling pressured. Businesses that adopt Google Ads Messages show they are responsive and customer-focused, which helps build trust and loyalty.
More Measurable Interactions
Unlike traditional phone calls, which can be difficult to track and measure, Google Ads Messages provides advertisers with valuable data and insights. Businesses can track key performance metrics, such as the number of messages received, response rates, and engagement levels. This allows advertisers to assess the effectiveness of their messaging strategy and optimise their campaigns accordingly. Google also provides reporting tools that help businesses understand how messages contribute to overall lead generation and sales. By analysing this data, businesses can refine their approach, improve response times, and enhance customer interactions to drive better results.
Google Ads Messages is more than just a new way to communicate—it’s a powerful tool that can help businesses engage more effectively with potential customers, increase conversions, and optimise their ad performance through measurable insights.
How to Set Up Google Ads Messages
Google Ads Messages is a powerful feature, but to fully leverage its benefits, businesses must set it up correctly. Below is a step-by-step guide to configuring and optimising this feature to ensure seamless communication with potential customers.
Step 1: Accessing the Feature in Google Ads
To begin, sign in to your Google Ads account and navigate to the Ads & Extensions section in the left-hand menu. From there, click on Assets (formerly known as Extensions) and select Messages from the available options. If you don’t see this option, ensure that your account is eligible for the feature, as Google may roll it out in phases.
Once you’ve selected Messages, click on the “Create” button to start configuring your message settings. This is where you’ll define how customers will interact with your business through messaging.
Step 2: Configuring Messaging Settings
During setup, Google will prompt you to enter a business phone number or messaging platform where messages will be received. Unlike the old message extensions that required an SMS-capable phone number, the new Messages feature is routed through Google’s system, ensuring privacy and security for both businesses and customers.
Next, configure response settings to manage incoming messages efficiently. You can enable automated responses to send immediate acknowledgments when a user messages your business. These automated replies can provide basic information, such as business hours, estimated response times, or answers to frequently asked questions. This ensures that customers receive timely responses even if no one is available to reply instantly.
Step 3: Setting Up Message Templates and Call-to-Action Buttons
To encourage engagement, businesses can create message templates that make it easy for users to start a conversation. These templates appear as pre-set prompts when a user clicks the Message button, helping to guide the interaction. Examples of effective message prompts include:
- “Hi, I’m interested in learning more about your services.”
- “Do you have availability for [specific date]?”
- “What’s the pricing for [product/service]?”
Additionally, businesses should craft compelling call-to-action (CTA) text for their ads. Instead of a generic “Message Us” button, use CTAs that align with user intent, such as:
- “Chat with an expert now.”
- “Get a quick quote via message.”
- “Ask about today’s special offer.”
By optimising these elements, businesses can make it easier for customers to reach out and improve the chances of meaningful engagement.
Step 4: Monitoring and Optimising Message Performance
Once the feature is live, it’s essential to track its performance and optimise accordingly. Google Ads provides analytics for Messages, including:
- Message volume: The number of interactions initiated by users.
- Response rate: The percentage of messages that receive a reply.
- Engagement trends: Data on when and how often users engage with messaging.
Businesses should regularly review these insights to refine their messaging strategy. If response rates are low, consider improving automated replies or adjusting message prompts to encourage more engagement. If message volume is high but conversions are low, evaluate how conversations are being handled and whether the responses are effectively guiding users toward a purchase or booking.
By continuously monitoring and optimising, businesses can maximise the effectiveness of Google Ads Messages and turn more interactions into conversions.
Best Practices for Using Google Ads Messages
To make the most of Google Ads Messages, businesses need to adopt strategic best practices. Effective messaging can lead to higher engagement, better customer satisfaction, and increased conversions. Below are the key best practices to follow when using this feature.
Craft Compelling Message Prompts to Encourage User Interaction
The first step to driving engagement through Google Ads Messages is crafting effective message prompts. These pre-written text suggestions appear when users tap the “Message” button, helping to initiate conversations without requiring them to think of what to say.
For example, instead of a generic “Send us a message”, businesses should use prompts that directly address customer intent. Some strong examples include:
- “Can I get a quote for [service/product]?”
- “Do you have this item in stock?”
- “What are your hours today?”
By anticipating common questions and framing them in a way that encourages responses, businesses can increase the likelihood of engagement and reduce friction in the communication process.
Set Up Automated Responses for Quick Engagement
Fast response times are crucial for maintaining customer interest. Delayed responses can lead to lost leads, as customers may turn to competitors for quicker answers. To address this, businesses should set up automated responses to provide immediate acknowledgment and essential information.
For example, an automated message could say:
“Thanks for reaching out! A team member will respond shortly. In the meantime, here’s a link to our FAQ: [insert link].”
This reassures customers that their inquiry has been received and provides useful information while they wait for a personalised response. Automated replies can also include answers to common questions, such as pricing, availability, or estimated response times, helping to manage customer expectations effectively.
Ensure Availability to Respond to Messages in a Timely Manner
While automated responses help maintain initial engagement, businesses must also ensure that real people are available to follow up. If customers do not receive a human response within a reasonable timeframe, they may abandon the conversation and move on.
Businesses should:
- Assign a dedicated team member or chatbot to monitor incoming messages.
- Set response time goals, such as replying within 5–10 minutes during business hours.
- Enable notifications to alert team members when a new message arrives.
- Clearly communicate availability (e.g., “We’re available Monday–Friday from 9 AM to 6 PM”).
Providing fast, informative, and friendly responses can significantly improve customer satisfaction and increase the likelihood of conversion.
Track Performance and Refine Strategies Based on Insights
Regularly reviewing message performance data is key to optimising this feature. Google Ads provides insights such as message volume, response rates, and engagement trends, which businesses can use to refine their messaging strategy.
For example, if a business notices that certain message prompts lead to more conversions, they should emphasise those questions in their ads. If response times are slow, it may indicate a need for better internal management, such as hiring additional support staff or using AI-powered chatbots to handle basic inquiries.
Another important metric is conversion tracking—businesses should analyse whether messaging interactions result in actual sales, bookings, or inquiries. If engagement is high but conversions are low, the message flow might need adjustments, such as improving call-to-action responses or guiding users toward a specific action (e.g., “Would you like to schedule a call?”).
Balance Automation with Human Interaction for a Personalised Experience
While automation is helpful, customers still value personalised, human interactions. Over-relying on automated responses can make conversations feel impersonal, leading to frustration and potential drop-offs. The best approach is to strike a balance between automation and real-time engagement.
Businesses should use automation to handle simple inquiries, such as store hours or pricing, but ensure that complex or high-value conversations are managed by a human representative. Adding a personal touch, such as using the customer’s name and responding in a friendly, conversational tone, can improve trust and increase the likelihood of a positive outcome.
By following these best practices, businesses can optimise their use of Google Ads Messages, ensuring that every interaction leads to stronger customer relationships and higher conversions.
Potential Challenges and Limitations of Google Ads Messages
While Google Ads Messages offers many advantages, businesses should be aware of certain challenges and limitations that may arise. Understanding these potential issues and preparing strategies to mitigate them will help businesses maximise the effectiveness of this feature.
Managing High Message Volumes Efficiently
One of the biggest challenges businesses may face is handling a high volume of incoming messages. If a campaign is highly successful, a business could receive dozens—or even hundreds—of messages per day. Without a well-structured response system, this can overwhelm staff, leading to slow response times and missed opportunities.
To manage message volume effectively, businesses should:
- Implement automated responses to handle common inquiries and reduce the need for manual replies.
- Use chatbots or AI-driven solutions to pre-qualify leads and direct conversations to the appropriate team members.
- Assign dedicated staff or a customer support team to handle message responses during peak business hours.
- Set clear expectations on response times so users know when they can expect a reply.
By taking these steps, businesses can ensure they provide timely and efficient customer service without overburdening their team.
Ensuring Compliance with Privacy Policies and Ad Guidelines
Because Google Ads Messages involves direct customer communication, businesses must ensure that they comply with privacy regulations and Google’s advertising policies. Google routes messages through its system to protect user privacy, but businesses still need to be mindful of how they handle customer data.
To stay compliant, businesses should:
- Avoid collecting sensitive personal information (such as payment details) over messages.
- Ensure that customer data is handled securely and not shared with third parties without consent.
- Follow Google’s advertising policies, which prohibit misleading or inappropriate messaging.
- Include clear disclaimers if applicable (e.g., “By messaging us, you agree to our privacy policy”).
Maintaining compliance not only helps avoid penalties from Google but also builds trust with customers, making them feel more secure when engaging with the business.
Balancing Automation with Human Interaction
While automation can improve efficiency, over-relying on it can make interactions feel robotic and impersonal. Customers appreciate quick responses, but they also value human touch and personalisation—especially when making important purchasing decisions.
Businesses should:
- Use automation for basic inquiries (e.g., store hours, FAQs) but ensure complex questions are handled by a real person.
- Train customer service teams to provide personalised responses, using the customer’s name and addressing their specific needs.
- Monitor conversations to identify where automation falls short, and adjust strategies accordingly.
A well-balanced approach ensures that users receive fast replies without sacrificing quality and personal engagement.
Handling Conversations Outside of Business Hours
Unlike phone calls, which typically happen during business hours, messaging allows users to send inquiries at any time of day. This creates a challenge for businesses that may not have staff available 24/7 to respond.
To manage this issue:
- Set up auto-replies that inform users when they can expect a response (e.g., “Thanks for your message! We’ll get back to you first thing in the morning.”).
- Provide self-service resources, such as links to FAQs or online booking pages, so customers can find answers even outside of business hours.
- Consider outsourcing after-hours support to virtual assistants or using AI-powered chatbots for basic inquiries.
By preparing for after-hours conversations, businesses can ensure that leads remain engaged even when no human representative is immediately available.
Risk of Spam or Low-Quality Leads
Another potential drawback of enabling Google Ads Messages is the possibility of receiving spam or unqualified leads. Some users may start conversations out of curiosity without any real intent to purchase, leading to wasted time and effort.
To minimise this issue:
- Use pre-qualifying message prompts to guide interactions toward relevant topics.
- Set up automated filters to detect and ignore spam messages.
- Track lead quality and adjust targeting settings in Google Ads to attract higher-intent users.
- Train staff to quickly identify genuine leads vs. time-wasters, so they can focus on the most valuable inquiries.
By refining targeting strategies and filtering low-quality interactions, businesses can maximise the efficiency of their messaging efforts and ensure they engage with the right audience.
While Google Ads Messages presents exciting opportunities for businesses to connect with potential customers, it’s essential to recognise and address these challenges proactively. By implementing the right strategies, businesses can minimise risks, optimise performance, and create a seamless communication experience that leads to higher conversions and customer satisfaction.
Is Google Ads Messages Right for Your Business?
As businesses continue to explore new ways to connect with customers, Google Ads Messages stands out as a powerful tool for direct engagement. By allowing potential customers to start conversations directly from search ads, businesses can improve customer experience, increase conversions, and drive better marketing performance. However, like any tool, its effectiveness depends on how well it aligns with a business’s goals and operational capabilities.
Ideal for Businesses That Rely on Direct Customer Interaction
Google Ads Messages is particularly beneficial for service-based businesses, retail stores, and businesses that require customer consultations. Industries like real estate, healthcare, automotive, and home services can benefit greatly from instant messaging because potential customers often have specific questions before making a decision. Businesses that already rely on phone calls or live chat may find this feature to be a natural extension of their customer support strategy, offering an additional, more convenient way for users to reach out.
Not the Best Fit for Every Business Model
While many businesses can benefit from Google Ads Messages, it may not be suitable for every industry. E-commerce businesses with an automated checkout process may not need messaging if most of their transactions happen seamlessly online. Additionally, businesses that lack the resources to respond quickly to incoming messages may struggle to maintain engagement, leading to missed opportunities. If response times are too slow, customers may become frustrated and abandon their inquiries. For such businesses, investing in automation tools or alternative customer support channels may be a better option.
Requires a Commitment to Timely and Effective Communication
Success with Google Ads Messages hinges on how well a business manages its response strategy. Unlike traditional ads that simply drive traffic to a website, messaging-based ads create an expectation for real-time engagement. Businesses that adopt this feature should be prepared to:
- Monitor messages frequently and respond within a reasonable time.
- Train staff to handle customer inquiries efficiently and professionally.
- Use automation and chatbots strategically to support high message volumes without sacrificing personalisation.
If a business is unable to meet these communication demands, it may risk losing customer trust and damaging its reputation.
A Strong Opportunity for Businesses Looking to Stand Out
Despite the challenges, Google Ads Messages represents a significant competitive advantage for businesses willing to embrace direct customer interactions. Many businesses still rely solely on web traffic and online forms, which can feel impersonal and slow. By providing a quick and convenient way to communicate, businesses can differentiate themselves, build stronger relationships with potential customers, and increase the likelihood of conversions.
Ultimately, Google Ads Messages is a game-changer for businesses that prioritise customer engagement. If your business thrives on direct conversations, needs a way to answer pre-purchase questions, or wants to improve lead generation, this feature is worth testing. However, businesses should also evaluate their ability to manage message volume, ensure quick responses, and maintain a high-quality customer experience.
By implementing best practices, addressing potential challenges, and leveraging automation where needed, businesses can maximise the value of Google Ads Messages and create a more seamless and customer-friendly advertising experience.
If you’d like to implement this new feature in your digital marketing strategy, feel free to reach out. We’re always here to help businesses make the most of their online presence.
By Manesh Ram, Digital Marketing Specialist. Please follow @maneshram & Meta
