Only simple text is allowed when creating your AdWords text ads. Formatting options like bold, italicization or underlined are not provided for your text ads. Google AdWords will however make part of your ad text appear in bold whenever it matches or nearly matches a user’s search query. This can be achieved by adding the relevant keywords for a specific Ad Group in your ad text. Whenever the keyword triggers your ad it will also become bold in your ad text. This will catch the user’s attention and increase the likelihood of a click. Your text ad heading is the clickable part of your ad and placing the relevant keyword there will make it even more likely for a click. This can really give your text ad’s a performance boost.