Ad copy basics

Most ad copy fails because it talks about features instead of the person reading it. If your headline doesn't answer "what's in it for me?" people scroll past. Good ad copy grabs attention in one line, shows a clear benefit in the next, and finishes with a single action to take.

Start with one idea. Pick the single biggest benefit your product or service offers and build around that. Headlines win. Swap vague claims for specific outcomes. Replace "improve efficiency" with "cut reporting time by half." Use numbers when you can, but if they're true.

Talk like a human. Use simple words, short sentences, and the voice your audience uses. If your customers say "I'm wasting time on spreadsheets," use that phrase in the ad. It connects faster than clever metaphors.

Make the CTA obvious and easy. Use action verbs plus a benefit: "Start free trial" is okay, but "Get my free 14-day trial" is better. Give one next step only. Two CTAs split clicks and lower conversions.

Leverage proof. Social proof and quick stats reduce friction. Add a line like "Join 12,000 marketers who cut report time by 40%." If you can’t share numbers, use short testimonials that name the role: "Marketing manager: Saved hours weekly."

Test deliberately. Run A/B tests that change only one element: headline, image, CTA, or offer. If you change five things at once you won't know what moved the needle. Keep tests short and measure conversion rate, not vanity metrics.

Use contrast to guide the eye. Bold the single phrase you want readers to remember in your ad's visual or opening line. White space, short lines, and a clear button color make clicks easier on small screens.

Write microcopy like it matters—because it does. Button text, confirmation messages, and form labels can add or remove friction. Change "Submit" to "Get my sample" and watch completion rates climb.

Pair AI speed with human judgment. Tools like ChatGPT can generate headlines and dozens of variations. But edit for truth, tone, and relevance. AI gives options; you choose what your audience will trust.

Personalize without being creepy. Use the right segment: new visitors see benefit-driven value, returning users see proof and upgrade options. Don't over-personalize with private data—stick to behavior and clear preferences.

A swipe file beats blank pages. Save ad lines, hooks, and angles that worked. Reuse and adapt them across platforms instead of starting from scratch.

Quick checklist: single idea, benefit first, honest specificity, one CTA, test one change, use proof, edit AI output. Apply this to search ads, social ads, and landing pages. Small changes in ad copy can double clicks or halve costs. Try one change this week.

Want quick wins? Start by swapping one headline this week and running a seven‑day A/B test. Track cost per acquisition and conversion rate. Share results with your team, keep what works, and repeat. Small experiments compound into big gains over time. Start small, iterate, and win faster today.