Visual creative grabs attention, but copy closes the deal. The words in your ads carry tremendous weight — they communicate value, trigger emotions, and drive action. This guide provides a comprehensive blueprint for writing ad copy that converts.
The Fundamentals of Great Ad Copy
Know Your Audience
Effective copy speaks directly to specific people with specific problems. Before writing a word, understand:
- Who is your ideal customer?
- What problem are they trying to solve?
- What language do they use to describe it?
- What motivates their purchasing decisions?
- What objections might they have?
Lead with Benefits, Not Features
Features describe what your product does. Benefits describe what it does for the customer. Always translate features into benefits:
- Feature: 10-hour battery life
- Benefit: Never worry about charging during your workday
Be Specific
Vague claims are forgettable. Specific claims are believable:
- Weak: "Saves you money"
- Strong: "Save an average of £247 per month"
Proven Ad Copy Frameworks
AIDA: Attention, Interest, Desire, Action
The classic framework for persuasive communication:
- Attention: Grab attention with a compelling hook
- Interest: Build interest with relevant information
- Desire: Create desire by showing benefits
- Action: Drive action with a clear CTA
PAS: Problem, Agitate, Solve
Particularly effective for pain-point marketing:
- Problem: Identify the problem your audience faces
- Agitate: Make the problem feel more urgent
- Solve: Present your product as the solution
Example: "Tired of ads that don't convert? (Problem) Every pound wasted on bad creative is money your competitors are spending better. (Agitate) Ad Fuse AI generates high-performing ads in seconds — so you can test more, win more, and waste less. (Solve)"
BAB: Before, After, Bridge
Paint a picture of transformation:
- Before: Describe life before your product
- After: Describe life after using your product
- Bridge: Explain how your product makes the transformation happen
The 4 U's: Useful, Urgent, Unique, Ultra-Specific
Check your headlines against these criteria:
- Is it Useful to the reader?
- Does it create Urgency?
- Is it Unique?
- Is it Ultra-Specific?
Writing Headlines That Stop the Scroll
The Headline is Half Your Ad
According to advertising legend David Ogilvy, five times as many people read the headline as the body copy. If your headline doesn't capture attention, nothing else matters.
Headline Formulas That Work
- How to [achieve desire]: "How to Scale Ad Creatives"
- Number + Adjective + Noun + Promise: "7 Proven Ways to Double Your ROAS"
- Question: "Are Your Ads Leaving Money on the Table?"
- Testimonial: "This Tool Saved Us 20 Hours a Week"
- Command: "Stop Wasting Money on Bad Creative"
- News: "Introducing the Fastest Way to Create Video Ads"
Headline Testing
Always test multiple headlines. The difference between best and worst performers is often 2-5x. Small copy changes can have massive impact.
Writing Body Copy
Short Paragraphs
Digital readers skim. Keep paragraphs to 1-3 sentences. Use white space generously.
Simple Language
Write at an 8th-grade reading level. Avoid jargon unless your audience expects it. Clear beats clever.
Active Voice
"We help you create better ads" is stronger than "Better ads can be created with our help."
Sensory and Emotional Language
Abstract language is forgettable. Sensory words (smooth, bright, crisp) and emotional words (frustrated, delighted, confident) stick in memory.
Writing Calls-to-Action
Be Specific
"Shop Now," "Get Your Free Trial," "Download the Guide" are clearer than "Click Here" or "Learn More."
Match CTA to Funnel Stage
- Awareness: "Learn More," "Read the Guide"
- Consideration: "See How It Works", "Compare Plans"
- Decision: "Start Free Trial," "Buy Now," "Get Started"
Create Urgency
"Shop Now — Sale Ends Tonight" adds motivation to act immediately.
Reduce Friction
"Get Started Free" or "No Credit Card Required" reduces perceived risk.
Platform-Specific Considerations
Facebook/Instagram
- Primary text: 125 characters for full visibility
- Headline: 40 characters
- Conversational, native tone
Google Ads
- Headlines: 30 characters each (up to 3)
- Descriptions: 90 characters each (up to 2)
- Include keywords naturally
- More professional, B2B-appropriate language
- Longer copy often performs well
- Value propositions that speak to business outcomes
TikTok
- Casual, authentic voice
- Hook immediately
- Copy on screen as captions/text overlays
Copy Editing Checklist
Before finalizing any ad copy, check:
- Is the benefit clear in the first line?
- Is there a compelling reason to act now?
- Does the CTA tell readers exactly what to do?
- Is the language simple and clear?
- Have you removed unnecessary words?
- Does it speak to the reader's interests, not just yours?
- Is it free of jargon and clichés?
- Does it include proof or credibility?
AI-Powered Copywriting
AI writing tools can generate ad copy variations rapidly, enabling you to test more messaging angles and find winners faster. Use AI to:
- Generate initial copy concepts
- Create multiple variations for testing
- Adapt copy for different platforms and audiences
- Overcome writer's block
Ad Fuse AI generates high-converting ad copy tailored to your product, audience, and platform — giving you the testing volume you need to find winning messages. Discover the power of our AI Ad Copy Generator to elevate your ad campaigns.