Writing ad copy that grabs attention and drives results isn’t just about clever words – it’s about understanding your audience, solving their problems, and guiding them to take action. Whether you’re running Facebook ads, Google Ads or promoted posts on Instagram or TikTok, your ad copy plays a key role in your campaign’s success.
Why ad copy matters
Even the most beautiful visuals or perfectly targeted ads will fall flat without compelling copy. Great ad copy:
- Stops the scroll
- Speaks directly to your target audience
- Highlights value or benefits quickly
- Creates urgency or emotional connection
- Encourages users to click, sign up, or buy
1. Know your audience inside out
Before writing a single word, ask:
- Who am I speaking to?
- What problem are they trying to solve?
- What motivates them to take action?
- What language or tone will resonate?
For example, ad copy for busy mums will sound very different to that for tech professionals or Gen Z audiences. Use the same words and phrases your audience uses – this helps build trust and relatability.
📌 SEO tip: Include specific pain points or goals people might search for, like “how to save time in the morning” or “budget-friendly skincare for dry skin”.
2. Focus on benefits, not just features
People don’t buy products – they buy outcomes. Rather than listing features, highlight how your product or service improves their life.
Instead of this:
“Our app has calendar integration and smart notifications.”
Try this:
“Never miss a meeting again – our app reminds you when it matters most.”
Benefits sell. Features explain.
3. Hook them in the first line
In digital ads, the first line is everything. It determines whether someone stops scrolling or keeps going. Use:
- A bold statement: “Still wasting money on ads that don’t convert?”
- A question: “What if your skincare routine actually worked?”
- A number: “3 easy ways to double your sales in 7 days”
- Urgency: “Last chance – 40% off ends tonight”
Make it snappy, intriguing, and relevant.
4. Use clear, action-focused CTAs
Your call-to-action (CTA) tells readers what to do next. Don’t leave them guessing. Strong CTAs are:
- Simple: Shop now, Learn more, Get started today
- Benefit-led: Download the free guide, Book your free consultation
- Urgent: Claim your spot, Ends at midnight, Limited time only
Every ad should have a single, clear CTA that matches the intent of the campaign.
5. Keep it short, sharp and mobile-friendly
Most users will see your ad on a mobile device. Keep your copy punchy and easy to skim:
- Use short paragraphs or bullet points
- Highlight keywords with capitalisation or emojis (when appropriate)
- Avoid jargon or long sentences
🧠 Pro tip: Use tools like Hemingway or Grammarly to simplify and streamline your copy.
6. Use social proof or credibility
Trust is essential, especially for cold audiences. Where possible, include:
- A quick testimonial or quote
- A statistic (“Used by over 10,000 customers”)
- Mentions of media features or awards
- Star ratings ⭐⭐⭐⭐⭐
People are more likely to act if they know others already have.
7. Test, tweak and optimise
Even great ad copy needs testing. A/B test different:
- Headlines
- CTAs
- Emotional angles (pain-focused vs. solution-focused)
- Length and tone
Use the results to refine what works best with your audience.
Example: before vs. after ad copy
Before:
“Order our vitamin gummies. They contain zinc, biotin and B12.”
After:
“Stronger hair, glowing skin, and more energy – all from one tasty gummy. Try it today.”
Notice how the second version connects emotionally and clearly shows the benefit.
Writing ad copy that converts isn’t about being clever – it’s about being clear, customer-focused, and intentional. The best ad copy speaks directly to a real person, solves a real problem, and offers a real next step.
So next time you create an ad, remember: start with your audience, lead with benefits, and finish with a strong CTA.
