How To Setup IF Function in Google Ads

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Ad Copy is the first thing that users see when they are looking for your products/services on Google. If the ad is relevant and more tailored, the chances of users clicking on it will increase. IF function in Google Ads allows you to do that!

So What is IF Function in Google Ads?

IF Function allows advertisers to insert a specific message or a text in their ad copy when a specific condition is met and a default text when it does not meet the condition. IF function helps your to tailor your message basis device or audience, making sure relevant messages are triggered to potential customers on search.

Let’s understand with an example:

For Audience Condition – Let’s say you are an ecommerce brand and you want to tailor your message to users who added the product in the cart but left without purchasing, while they are still searching for the product on Google. You can define an ad copy with additional 10% discount or any discount which you would like to offer to those users who are cart abandoners.

For Device Condition For different devices you would like to communicate with different messages. For Eg: On mobile you want to have a different CTA which reduces the time to purchase, you can set a different messaging for mobile as a device.

So How does IF function in Google Ads work?

If function only works on search network only. IF function parameter has to be defined with braces “{“ in the ad copy. Have a look at the below screenshot, once I type “{“, automatically a drop down comes which has IF function option in it at the bottom.

IF Function in Google Ads

Once you click on the IF function, you will come across the below screen, with two options, device and audience as below

Below is an example by Google, which explains the difference between device and audience.

Example of IF Function

We can see that both the IF function are similar in terms of syntax used or parameters used, only difference is that the audience target has an additional syntax called as IN, which helps Google to understand which audience list has been set as the targeted for IF function.  

Let’s also, understand what each syntax means:

  • {=IF means Starts
  • (device=mobile means targeted to mobile device
  • text to insert means, text/copy you want to show to users on device (in this case mobile)
  • ): – This closes the attribute
  • default text} – It’s the default text which you want to show to uses who don’t match the above criteria

When you are using IF function, do make sure that you add the default text in the default text option below.

IF Function in Google Ads Default Text

Default text will be shown to the users who do not satisfy the IF condition, so it’s important to define default text while using IF function.

Let’s now understand each IF function in detail:

Device IF Function:

Google Ads Device IF Function

In the device IF function above example, you can see that a tailor made ad is defined to users on mobile with a message saying, “Free Shipping On Mobile Orders!”

You can customize the ad copy the way you want by adding offers, discounts, product highlights etc of the product you are promoting

Audience IF function:

Google Ads Audience IF Function

In the audience IF function above example, you can see that cart abandoners have “Save 30%” as the text, where as other audiences will be shown “Save 20%”

You can define the ad copy basis the product, discounts etc you are offering.

How to setup IF function in Google Ads

Step 1:

Login to Google Ads

Step 2:

Go to any campaign for which you want to setup the IF function

Step 3:

In the campaign, click on the Ads & Extensions option on the right hand side

Google Ads & Extensions

Step 4:

Once you are in Ads & extensions, click the blue color plus button

Creating Ad Copy in Google Ads

Step 5:

Once you click on the plus button, say new text ad

Text Ad in Google Ads

Step 6:

Once you click on text ad, now the next question is where do you want to define IF function in your ad, I prefer using it in Headline 1 or in the description. If I am running offers or discounts, I prefer headline 1. If I want to add additional information about product or service in that case I use IF function in the description, you can also select basis your requirement.

To add IF function in the ad copy, use braces “{“ and a dropdown will come with an option of IF function

Option of IF Function

Step 7:

Once you select the IF function option, the next step is to define the condition for which you want the IF function, which is a device or audience

IF Function Device & Audience Option

Step 8:

Once the IF function is defined, set the default text, complete the ad copy by adding final url and other text options in the ad copy and your IF function is ready to go live once it’s approved!


If function is a tailored way to communicate with your target audience on devices and with the audiences who have visited your site without converting. As IF function is tailored it increases the chances of clicks leads to higher ROI. Try IF function today and let me know how it performs!

Related Articles:

Using Ad Customizers In Google Text Ads 

Dynamic Search Ads To Increase ROI

    Stanford LEAD & Symbiosis Alumni, 13+ years experience in Programmatic Advertising, Dynamic Creative Optimization (DCO), Search Marketing, User Behaviour & Web Analytics. Founder - R Interactives & R Academy. R Academy is part of Stanford LISA portfolio of emerging startups Ex. Visiting Faculty - Symbiosis Institute of Business Management (SIBM - MBA) & Symbiosis Institute of Media & Communication (SIMC - MBA)

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