Google Ads IF Functions
When you want to show different ad messages to different users without creating multiple ads, Google Ads IF Functions are one of the smartest solutions. They allow you to dynamically change parts of your ad copy based on device type or audience conditions.
This helps improve:
- Relevance
- Click-through rate (CTR)
- Conversions
- Ad personalization
What Are Google Ads IF Functions?
IF Functions allow you to change your ad text depending on who is seeing your ad.
Example:
If a user is on mobile, show one message.
If not, show a different message.
Or:
If a user belongs to a custom audience, show a special offer.
If not, show a general message.
This gives you dynamic personalization without needing 20 separate ads.
Why Use IF Functions?
✔ Hyper-personalized messaging
Different audiences see different messages.
✔ Better CTR
Relevant messaging increases the chance of clicks.
✔ Increased conversions
Showing targeted offers improves action rates.
✔ Easy to use
One ad, multiple versions. Google handles delivery.
✔ No need for ad customizers or feed
Useful even without inventory feeds.
Where IF Functions Work
You can use them in:
- Headlines
- Descriptions
- Path fields (rarely used)
They work only on Search Ads, not Display or YouTube.
Supported Conditions in Google Ads IF Functions
Google allows personalization based on:
1. Device-Based Condition
Show different text for:
- Mobile users
- Desktop/tablet users
Example use:
- Promote “mobile-only discounts”
- Highlight “call now” for mobile users
2. Audience-Based Condition
Show text for:
- Remarketing audiences
- Custom segments
- In-market audiences
- Customer lists
Examples:
- Show special offer to returning users
- Show aggressive CTA to warm audiences
IF Function Syntax
General syntax:
{=IF(condition, ‘Text for condition’, ‘Default text’)}
Example with device:
{=IF(device=mobile, “Order Now on Mobile!”, “Shop Online”)}
Example with audience:
{=IF(audience IN ‘ReturningUsers’, “Welcome Back! Extra 10% Off”, “Shop Today”)}
Google automatically decides which version to show.
Real-Life Examples You Can Use
Example 1: Device-Based IF Function
Ad Copy:
Headline: {=IF(device=mobile, “Tap to Call Our Experts”, “Book Service Online”)}
Description: Same-day repair available!
Mobile users see: Tap to Call Our Experts
Desktop users see: Book Service Online
Example 2: Audience-Based IF Function
Ad Copy:
Headline: {=IF(audience IN ‘CartAbandoners’, “Complete Your Purchase & Save 10%”, “Shop Our Best Sellers”)}
Description: Limited-time deals available.
Returning users: Complete Your Purchase & Save 10%
New users: Shop Our Best Sellers
Example 3: Lead Generation Example
Headline: {=IF(device=mobile, “Call Now for Free Consultation”, “Get Free Quote Online”)}
Great for service-based businesses.
Example 4: E-commerce Example
Description: {=IF(audience IN ‘HighValueBuyers’, “Exclusive Offer: Free Delivery”, “Fast Shipping on All Orders”)}
Perfect for targeting loyal customers.
Benefits of Using IF Functions
- Personalized ads perform better
- Higher Quality Score due to relevance
- Improve conversion rates
- Avoid creating many manual ad variations
- Works well with smart bidding
Personalization = more conversions.
Best Practices for IF Functions
✔ Use strong CTAs
✔ Keep the message short
✔ Use audience signals wisely
✔ Experiment with offers for remarketing groups
✔ Use mobile-first messages for device condition
✔ Combine with Responsive Search Ads for best results