How to Write Ad Copy That Gets More Clicks

Ensure you know what ad visuals and platform you'll use before you write copy.

• You only have so much space to make an impression, so stay to the point. Google Search Ads have a headline limit of 30 characters and a 90-character description limit. Facebook and Instagram feed ads are limited to a 40-character headline and 125-character text limit.
• Prioritise ideas that focus on solutions and benefits. Emphasise benefits over features. Use audience research to help you understand what solutions and benefits to put first.

Ad viewers can be at any stage of the conversion funnel.

• Leads closer to the top of the funnel (TOFU) respond better to awareness-related messages. Your copy should be inviting and light.
• Those near the bottom of the funnel (BOFU) need a nudge from your copy to take action. Use action verbs to make your copy more intentional.

Customise your ad's copy and call to action, considering your intended reader's funnel stage.

Social proof is evidence that customers like your product or service. It gives you credibility. Reviews and testimonials  show that other people enjoy your product or service, which helps other viewers trust you.

Stay within your ad platform's character limits and keep your social proof short and impactful. If you need more room, consider using a copy-focused graphic.

Your ad copy affects your customer's journey after they click. For example, if the landing page doesn't match the vibe of your ad, they may get confused and leave.

Keeping your tone and language consistent will reduce the friction between ad click and conversion.

Your call to action (CTA) should consist of a powerful phrase that matches the action you want your visitor to take when they click your ad.

Ensure that your CTA fits the standards and goals of your ad platform.