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How to Write Ad Copy that Converts

Online search remains one of the most effective ways for your customers to find, and connect with you. Search engines strongly influence our purchasing decisions, as it is the first point of research.

For your website to be the first point of contact is another matter entirely. Google has published its principles* of E.E.A.T (Experience, Expertise, Authoritativeness, and Trustworthiness) as guidelines to rank organically. But getting an elusive top 5 position can take months if not a few quarters.

If you are looking for immediate results, all search platforms offer the option to run paid ads, which appear above the organic listings.

How do your ads get attention? By writing compelling, friendly, and engaging ad copy which boosts your click-through rate (CTR), leading to higher conversion rates (CVR).

How Important Is Ad Copy?

You most likely have done a few searches today. You may have also clicked on an ad, or two, for a product you were interested in. Simply put, ad copy works by capturing the viewer’s attention and encouraging them to act by clicking.

The difference between a successful campaign and one that just bleeds your marketing budget is the ad copy.

To take a small detour, it can be hard to imagine how big the search market is at times, so I thought I would share some statistics about Google.

You can read more statistics at the link below**. Other engines like Bing and Yahoo are popular choices to run paid ads on as well.

Wouldn’t it be amazing if your ads could consistently get interest from a sizeable portion of the people in the statistics above? For this post, we will use Google Ads as our example, so continue reading below.

Writing Ad Copy That Converts

We have a basic primer now on why search and good ad copy are essential. Let us explore interesting and offbeat ways to write some that convert.

While this won’t be a grammatical overview, it will help you develop trend-based ideas, and how to get attention for your product or service. So, let’s get started.

Your three main areas of focus for any text ad would include the following:

  • Headline – This is the main title of your ad, the first thing anyone reads. The headline should include the relevant search query to have a higher chance of interest.
  • Display URL – Include the URL you want the viewer to visit here.
    • For aesthetics, you can display the URL as: https://weborithm.com
    • But the actual URL would be: https://weborithm.com/promotion
  • Description – The details about your product or service will go here. An inviting call to action or promotional text helps the viewer understand what to expect when they click.

User Intent

Every search a user makes has an intention.

Types of intent include:

  • Finding information
  • Looking for a product
  • Find a specific page or site
  • Ready to purchase

Intent plays a significant role in determining the Quality Score of your Google Ads, which, as we know, decides the ads’ position on the search results page and the cost per click (CPC) for your keywords.

A few things you can do to improve the impact your ad has on someone’s intent are:

  • Use Relevant Keywords – The keywords you choose should be closely related to the intent of the person searching for them. For example, if someone is searching for “birthday party ideas,” your ad should include the keywords “birthday,” “party,” and “ideas.”
  • Relevant Copy – The content of your ad copy should align with the user’s search intent. If your ad addresses the user’s query and provides relevant information, it is more likely to receive a higher Quality Score. Using the same example, the ad could state “Want to organize a birthday party your child will never forget? We have dozens of ideas on our site.”

Check out the Backlinko article linked below for reference and related reading.***

Emotional Triggers

Getting people to read your ad, and then click on it works best when it evokes a response. The one trigger universally known to get the most interest has always been the emotional angle.

Understanding your customer’s profile is the first step in using it correctly. Crafting an ad that mainly targets a stay-at-home parent differs from what it would say to someone working in a corporate office.

Emotional triggers can evoke joy, fear, curiosity, nostalgia, or empathy, making the ad more memorable and impactful. But these triggers have to be used carefully, in a way that is ethical and responsible. As an advertiser, you should avoid using negative emotions in a manipulative or exploitative way, and you should always be clear about the purpose of your ad.


People are interested in things that are not easily or always available. Limited quantity, for a limited time, has worked for nearly everyone who has used it effectively.

But you must use this tactic in your ad copy only when there is genuine scarcity. Having a monthly discount and running the same ad at the same time every month doesn’t build a sense of urgency.

The best times to use this element are during anniversary sales, holidays, and major events like graduation and sporting contests. For example, during the Super Bowl, you could promote an exclusive line of sportswear, or during graduation season, you can promote an offer on graduation gifts.

Natural Language

Your ad should initiate a conversation in the person’s mind. So write it as if you are answering a question, which is basically what a search query is most of the time.

For example. “Are you looking for car insurance? We have a special offer for you.

Highlighting your keywords in the text also increases the Quality Score (QS) that Google assigns to your ads. The more relatable your text, the higher the chance of getting clicked – which can lower your ad cost-per-click (CPC) due to a higher QS.

So while someone pays $1.00 per click, due to your higher QS you only pay $0.75 and show higher in the listed results.

Data in Ads

When we say data, we mean numbers. Some examples include:

  • Buy 2 Get 1 Free
  • #1 Rated Real Estate Agent
  • 1000+ Satisfied Customers

Including relevant statistics, data, or ratings in your ad copy increases your chance of getting a conversion. Plus, presenting numbers in your ad text can help improve your ads’ visibility to viewers.

Try not to use numbers just because; instead, present a factual assessment-based figure demonstrating value to your potential customer.

Call to Action Click

Eventually, your ad should have the one final element, the Call to Action Click! Yes, we know everyone calls it ‘action,’ but you are looking for a click. The action happens on your landing page.

An excellent call to click would have all or some of the following elements:

  • It should be clear, concise, and easy to understand. For example, “Sign up Now” or “Get Your Free Trial.”
  • It must be specific about what the user is getting. An example is “Get Your Free Quote.”
  • It can also be urgent, as it could be a limited-time offer. For example, “20% Coupon Expires Today.”

Some additional tips include using action verbs to motivate users to take action. Use testimonials to increase trust and credibility. Create a sense of excitement with statements like “Don’t miss out” or “Act Today.”

To conclude, crafting compelling ad copy for Google Ads drives conversions and maximizes your return on investment (ROI). It would be beneficial if you tailored it to your target audience and highlighted the benefits of your product or service.

Once you have created your ad copy, test different variations to see what works best. Testing and revising strategies will help you to optimize your ad copy for clicks and conversions.


Are you looking to craft engaging ad campaigns for your next project? Contact us.

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* – Google guidelines
** – Oberlo
*** – Backlinko

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