How to Craft Compelling Ad Copy

In today’s digital landscape, capturing someone’s attention isn’t easy. Whether they’re scrolling through social feeds or scanning search results, you have just a few seconds—if that—to make an impression. That’s where great ad copy comes in.

Effective ad copy does more than just describe a product or service. It draws people in, builds interest, and encourages action. For paid campaigns especially, strong copy can lead to better click-through rates, improved conversions, and more efficient use of your ad budget.

But writing ad copy that performs isn’t just about creativity—it’s about clarity, strategy, and a deep understanding of who you’re speaking to.

Start with the Foundation

Before you start writing, take a step back and ask: What’s the key message here?
Every strong piece of ad copy starts with a clear and unique selling proposition (USP), the thing that makes your product or service different or better than the competition. Maybe it’s speed, affordability, quality, innovation, or something else entirely. Whatever it is, your USP should guide your messaging from start to finish.

Next, get specific about your audience. What do they care about? What problems are they trying to solve? The more you understand their needs, the easier it becomes to write in a way that resonates. Customer reviews, competitor ads, Reddit threads, and even support tickets can offer insight into how people talk about your product (and what they’re looking for).

It also helps to spend time researching the industry landscape. What tone do others use? Are most ads playful or serious? Do they lean into urgency or value? Knowing what’s common allows you to intentionally align with or stand out from the crowd.

Know Your Platform Limits

Ad platforms each come with their own constraints, especially when it comes to character limits. Writing within these boundaries is key to making sure your message is seen, understood, and effective. Here’s a quick guide:

Beyond just the numbers, each platform has different user expectations and scrolling behaviours. What works well on Instagram might fall flat on Google. Always tailor your message to fit the format and context where it’ll appear.

And don’t overlook compliance, especially in regulated industries like healthcare, finance, or legal services. Platforms like Meta and Google have detailed ad policies and violating them (even accidentally) can lead to disapproved ads or account restrictions. Avoid exaggerated claims, misleading language, or anything that could be flagged.

Using AI as a Creative Tool

Tools like ChatGPT have made it easier than ever to generate ideas, explore variations, and even build first drafts. When you’re stuck or looking for inspiration, they can be a great place to start.

That said, AI works best when it has direction. Feeding it examples of your brand tone, successful past copy, and clear prompts can lead to much stronger results. AI is a helpful assistant but the strategy, nuance, and brand voice should still come from you.

If you’re using AI regularly, consider developing a set of reusable prompts or templates specific to your product or campaigns. This makes the process smoother and helps maintain consistency across assets.

Learn more about other easy ways to integrate AI into your ads.

Tying it all Together

Writing effective ad copy isn’t about clever wordplay. It’s about clarity, connection, and purpose. Know your product, understand your audience, and respect the structure of the platform you’re working with. From there, it’s about crafting a message that feels relevant and encourages action.

Whether you’re running a full-scale campaign or testing a few headlines, the same principles apply. Stay thoughtful, stay audience-focused, and keep experimenting. Great copy doesn’t just sell – it speaks to people.