28 Oct 2025

3 Ways To Use “IF” Functions For Google Adwords Optimization

Google recently released a new feature known as the “IF functions” for Google Ads. The IF functions can tailor according to both “device” and “audience”.

According to Google, “IF functions allow you to insert a specific message in your text ads when a condition is met, and a default text when it does not.” In other words, you can now personalise your Google Ad copy according to device or audience, ensuring that your readers only get relevant messages delivered to them.

Here are the codes behind the Ad IF functions, sorted according to “device” and “audience”.

TargetAttributeCodeExample

device

mobile

{=IF(device=mobile, text to insert):default text}

{=IF(device=mobile, ”Quick, Easy, Mobile Booking“):”Best price guarantee“}

audience

any valid user list name in your account

{=IF(audience IN(<userlist1>,<userlist2>),text to insert):default text}

{=IF(audience IN(returning visitors, cart abandoners),30%):25%}

Here are the 3 ways you can use the Google Adwords “IF functions” to achieve more effective targeting. The examples are adapted from Google.

Method #1: Use the IF Function to target according to the device.

Recent research has shown that there is an increasing trend of mobile-commerce. We also know that providing “free shipping” can dramatically increase conversion rates for e-commerce.

Here is an example: To ride on the mobile-commerce trend, a fashion e-commerce portal can set the Google Ads IF functions setting this way:

AdWordsGoogle Search

Headline 1: Spring Fashion Sales

Headline 2: Save up to 60% on Top Brands

Description: Get The Best Dresses At The Best Price. {=IF(device=mobile,Free Shipping on Mobile Orders!):Buy Now!}

Mobile

Spring Fashion Sales – Save up to 60% On Top Brands

Ad www.example.com

Get The Best Dresses At The Best Price. Free Shipping On Mobile Orders!

Computer

Spring Fashion Sales – Save up to 60% On Top Brands

Ad www.example.com

Get The Best Dresses At The Best Price. Buy Now!

Method #2: Use the IF Function to target according to the Audience.

What if you want to do re-targetting? The IF function can be used as well to great effects–especially to encourage cart abandoners to make their purchase soon.

AdWordsGoogle Search

Headline 1: Spring Fashion Sales

Headline 2: Get {=IF(audience IN(Cart Abandoners),60% + Free Shipping):60%}on Top Brands

Description: Get The Best Dresses At The Best Price. Free Shipping. Buy Now!

Audience = cart abandoners

Spring Fashion Sales – Get

60% + Free Shipping On Top Brands

Ad www.example.com

Get The Best Dresses At The Best Price. Buy Now!

Other audiences

Spring Fashion Sales – Save

60% On Top Brands

Ad www.example.com

Get The Best Dresses At The Best Price. Buy Now!

By using the IF function to provide free shipping to your prospects, they will be more likely to make a purchase instead of simply indicating interest.

Method #3: Use the IF Function to make A/B Testing a routine.

After you get used to writing copy within brackets after “IF”, you can now start to do split testing to create even better-extended google ads.

For example, you can experiment with different Ads Copy either by Device or by Audience. With a better-defined buyers’ persona, you can then increase the response to the call to action.

With the data collected, you can then gain insights on how to improve upon the specific order made according to the device/audience to drive sales.

We hope you have enjoyed today’s post on the IF Function. Have a good week ahead!