Ever wonder why some ads feel like they were written just for you? That’s not luck it’s smart targeting.
In Google Ads, one of the most underused features for personalization is the IF function. It lets you show different ad copy depending on a user’s device or audience.
The result? Higher relevance and better CTR without spending more.
What Are IF Functions in Google Ads?
The IF function is a conditional statement you can insert directly into your ad copy. It dynamically changes what users see based on set conditions like:
- Device (mobile vs. desktop)
- Audience (remarketing lists, in-market, etc.)
This gives you personalization at scale, without creating dozens of separate ads.
Example: Device-Based IF Function
Here’s a simple example of how IF functions look inside ad copy:
{=IF(device=mobile: Call us today): Free Estimate}
For mobile users, the ad shows: Call us today
For desktop users, the ad shows: Free Estimate
This way, your message matches the context:
- Mobile users are more likely to call directly.
- Desktop users may prefer browsing and requesting an estimate.
Why IF Functions Work
- Relevance – People see what’s most useful for them.
- Better CTR – Higher chance they click when the ad “speaks” to their intent.
- Cost-efficient – No extra ad spend, just smarter copy.
- Flexibility – Works with devices, audiences, and even combinations.
Other Use Cases for IF Functions
- Remarketing: Show “Welcome back! Claim your discount” to past visitors.
- In-market audiences: Highlight urgency (“Limited stock for contractors”) to people actively researching.
- Seasonal promos: Push “Free delivery” for local users on mobile during holidays.
Best Practices
- Keep messages short and clear (works better on small screens).
- Always add a default value (so Google knows what to show if conditions don’t match).
- Test variations to see which condition drives the most conversions.
So,
Using IF functions in ad copy is a simple yet powerful way to personalize ads without complicating campaign management. Whether you want more calls from mobile users or better engagement from remarketing audiences, IF functions make your ad feel tailor-made and that’s what drives clicks.
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FAQs:
Can I use IF functions in all ad types?
They work in text ads and responsive search ads, but not in display or video ads.
Do IF functions increase CPC?
No. They improve ad relevance, which can actually improve Quality Score and lower CPC over time.
Do I need coding to set this up?
Not at all. Google Ads supports IF functions natively—you just add them into your ad copy.
