How to Write Ad Copy That Converts: 10 Practical Rules

Good ad copy is clear, specific and aimed at one person. You don't need to be a famous copywriter. You need to follow a few rules and test what works. Here are ten.

1. Start with the reader's problem or goal

People care about their own situation, not your company. Open with what they want or what's bothering them.

Weak: "We are a leading branding agency." Better: "Launching soon? Get a brand that's ready on day one."

2. Say one thing

An ad is a headline, not a brochure. Pick the single most important message and cut the rest.

3. Be specific

Specifics are more believable than adjectives.

Weak: "Great prices and excellent service." Better: "Fixed-price boilers, fitted within 48 hours."

Use numbers where you can, and keep them true.

4. Match the search or the audience

On search, echo the words people typed. If they searched "startup branding London", say it in the headline. On social, speak to the audience's situation: "New to running a café?"

5. Lead with the benefit

Features say what it is. Benefits say what it does for them.

Feature: "30-minute consultation." Benefit: "Know exactly what your brand needs in 30 minutes."

6. Add proof

One line of credibility helps: a rating, a number of customers, an award or a recognisable client. Only use what's true and can be shown.

7. Use a clear call to action

Tell people what to do and what happens next. "Book a consultation" beats "Learn more" when the goal is a call.

8. Keep the tone human

Write the way you'd talk to a customer. Avoid jargon and hype. Match your tone of voice.

9. Be honest

Don't promise what you can't deliver. Misleading claims break platform rules and customers' trust, and many are also against advertising standards. If you offer a discount, state the terms.

10. Test it

Write at least two versions of every ad, change one thing at a time and let the results decide. Common things to test: the headline, the opening line, the image and the call to action.

Examples by format

Search ads

Short and literal. A headline that echoes the query, a line on the benefit and a clear action.

• Headline: Startup Branding Agency, London
• Line: Brand strategy and identity, built for launch. Book a consultation.

Social ads

More room for a story. A hook, a short line that builds interest and a call to action.

• Hook: Most start-ups spend months on a logo they'll replace.
• Body: We start with strategy, so your brand works from the first pitch.
• Button: Book a consultation

Retargeting ads

Speak to people who've already visited. Answer an objection or share proof. See our guide to retargeting.

Check the landing page

Great ad copy sends people to a page that continues the same promise. If the page says something different, people leave. See our landing page checklist.

A quick checklist

• Does it speak to one specific person?
• Is the main benefit clear in the first few words?
• Is there proof, and is it true?
• Is the next step obvious?
• Does it match the page it links to?

Frequently asked questions

How long should ad copy be?

As short as it can be while staying clear. Search ads are tightly limited, and social ads can run a bit longer.

Should I use emojis?

Only if they suit your audience and brand. Don't overuse them.

Can you write and test ads for us?

Yes. See our performance marketing service, or book a consultation.