Aug 31, 2021 6 min read

Best Tips For Writing Ad Copy

Best Tips For Writing Ad Copy

Good Ad Copy gets brands noticed and helps businesses make more sales.
After all, this is the first thing a visitor reads.

To stand out, your ad headline must reflect the visitor's end goal
It would be best if you used repetition & employ emotion in ad copies.

The goal of your ad is to:
- Match the search query
- Get the user interested in your ad copy so that they click
(People click on an ad because it promises to solve their problem).
- Fulfill the promise made in the Ad copy text(Think about what the user on the other end wants to accomplish and how your headline can help fulfill that need)

In Google Ads, Ad copy has a 90-character limit each in description line 1 and line 2, and a 30-character limit in headline 1 and headline2.

The Headline is 80%

Add keyword in the headline, either H1 or H2.
The easiest step in writing ad copies is to add what someone is looking for in your headline.

Doing this will endorse the user and positively impact the quality score (ad relevance).
Google gives you a boost in the quality score when you include the keyword in the ad copy.

According to Chartbeat,
Nearly 40% of visitors spend less than 15 seconds engaged on a page, which means people want their information and they want it fast.

Show viewers how you’ll solve their problem Like  Explain Why They Should click your ad!
Ad copy is the first thing a user will read. But, on you must the other hand, if after all.
Before creating an ad, think about what the user on the other end wants to accomplish and how your headline can help fulfill that need.

For example, take a look at the ads for the keyword “order online food” and “‘order online food offers.”

Ad copy tells viewers precisely what they’re looking for
The first ad focuses on exactly this "order online food".
The second ad copy focuses on “food offers".

If you observe here, the advertiser has written ad copies very well. So it connects user intent and obviously the chance of clicking on Ad is more.

Include Intent and  emotional triggers

While some visitors might be looking for a site with an end goal in mind, people often browse casually to get information or discover what solutions and services are available for a potential problem.

A user's search tends to become more specific as it closer it gets to the final conversion.

Many businesses and marketers focus on the top of the funnel strategy but lose conversion as the user gets closer to converting. One of the biggest reasons for this is that the user’s needs have become more specific. This process is known as the buying funnel and has five stages. The top of the funnel is when the user is just becoming aware of a problem that they may have. At the middle of the funnel, the user is just beginning to understand what their problem is. Finally, at the bottom of the funnel, the user is focused on finding the best solution to the problem.

It’s essential to be aware of the funnel stages because even if a person comes back to your website, you can optimize for the best funnel stage for your audience.

For example, take a look at these headlines:

Intent Search Headline
Top "jeans" Buy Jeans in India at best prices
Middle "mens jeans" Buy Men's Shirt Online - Flat 50% On Men's Collection
Bottom "levi mens jeans" Levi's® Jeans for Men | Levi's® India

If you follow these practices chance of converting them into action is more.

Be very clear on what your CTA goal is !!

While there are many different types of calls to action, it is important to consider what you want your audience to do. If you want them to click a link or even buy something from your store, it is important to make sure that you have a strong call to action relevant to the audience and the product. If you're attempting to change someone's opinion or persuade them to do something, your call to action will need to be slightly different.

For example:

  • Best Deals On Men’s Jeans
  • Try Before You Buy and
  • See Our Range
  • Request A Demo
  • 30-Day Free Trial
  • Click an “add-to-cart” button
  • Visit a landing page
  • Sign up for a newsletter

Some of the best practices

Our Competitors Comparisons Ad copies

They are a great resource like Semrush to help you create more effective ads and write ad copy in a way that drives more traffic and better results.

If you have time, you can visit your competitors' websites to see what keywords your competitors are bidding on in PPC ads, how they write ad copy to promote their Unique Selling Propositions (USPs), and how your competitors are attracting visitors' attention to get click on their ads.

Once you are done, you can come back and start writing more compelling ad copy.

Location-based Ad copies

With the massive rise in mobile usage, location-based ads are being used more and more. Location-based ads are ads that are served based on the location of the user. Location-based ads can be created using an ad automation tool like google ads which enables companies to create location-based ads for different areas.

Let’s take a look at
In India (it looks something like this )

Similarly, in the US

FOMO-based Ad copies

Time is running out. It's almost midnight. You don't want to miss out. You have to go to the website now. The clock is ticking. There are only X hours left. Hurry, hurry, hurry. You're missing out on X. Don't want to miss out on X. Don't miss out on X. You're almost to the goal. Making your own personal deadline is a powerful persuasion tactic.

These are FOMO-based words.

Content: Countdown to an event, sale, launch, or promotion. When it’s over, it’s over. Adding the ‘fear of missing out’ is a powerful persuasion tactic.

Some of the FOMO-Ads samples :

We can also use Hurry, Ends in 2 Days, 50% off today only.
Adding the "fear of missing out" is a powerful persuasion tactic mainly used in B2C e-commerce business.

Awards  / Benefits Ad copies

It's been proven time, and again that award-winning ads work.

Before that, Check the search results to see how many competitors are shouting about their awards or use semrush to see your competitor’s ad copies.

If no competitors mention awards in their PPC ad copy.
In that case, Take it as an opportunity to put your award to one side (H2) in your ad copy.

FREE: Ad Writing Template

There's an ad creation cheat sheet and Editable Ad Writing template to help you speed up the ad creation process in no time, and also you can see how your ad looks like

To use this template, simply download it here.


Good ad copy is important for businesses and advertisers to make people aware of their products and services. The more attention a product gets, the more likely a person is to buy it. Good ad copy is informative and can also be fun and exciting to read. Also, It will get brands noticed and helps businesses make more sales. Ad copy is one of the essential factors in your campaign, especially in search ads. If you have more questions about google ads, feel free to comment here or send me a message.

Jami Abhinash
I am a Digital Marketer who loves to create awesome memes and helping businesses increase their leads and sales using digital marketing.

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