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15 Ad Copy Tips by Marketing Experts for Powerful PPC Results

ad copy tips for PPC ads

PPC ads can get expensive, with Google search ads costing more than $100 per click and small businesses spending an average of $10,000 per month on Google Ads alone.

So you’ll want to ensure you have the most efficient ad campaigns, especially on Google. And while fixing the keywords, understanding search intent and all the technical details are certainly important, there is literally nothing more important than your ad copy.

Knowing how to write compelling ad copy is an art, and one that people can take a lot of time to learn. Expert copywriters can charge a premium to write ad copy, especially if they have a track record of creating high converting campaigns.

But not everyone has the budget to hire an ad copywriting expert, so we’ve put together these essential ad copy tips to help you convert at the highest rate and reduce your wasted ad spend.

Yes, this is just one piece of the puzzle. And simply writing copy isn’t going to create a flood of high quality leads – but it can be a huge factor in your campaign success.

What is ad copy?

Ad copy is the text of an ad, typically the body of the actual ad itself. Within search ads or ads for social platforms this text is usually short and crafted specifically to engage users and prompt them to take desired actions.

Copy is how you communicate your unique value to the searcher, especially in search ads, and hopefully highlight why your product or service is exactly what they’re searching for.

For ads on media platforms the purpose is usually slightly different. Because people are not specifically searching for your product, you’re looking to grab attention and ‘stop the scroll’. This might be eliciting an emotional response, identifying pain points or creating an ‘I want/need that’ moment.

In the world of digital marketing, ad copy can also refer to the body of your expanded ad campaign. For example, landing pages, follow up emails and newsletter content and even the body text of product pages. But, for the purposes of this article, we’ll be focusing on the PPC ad and paid social post elements of ad copy.

For search marketing, where every click can lead to a potential sale, ad copy stands as your pitch, your first (and sometimes only) opportunity to communicate with your target audience.

With Google Ads in particular, there are now more elements you can add to the search ads. For example images and ad extensions. But these don’t detract from the fact that the ad copy is what people see, and how they understand that you are the brand for them.

How do words affect your PPC campaigns?

The words you choose carry weight, often more than we realize. Psychological cues embedded within your copy can trigger emotional responses, influencing decisions and actions.

Conversely, copy that doesn’t make clear what the service is, that uses long and complex words in place of simple text, or that doesn’t actually align with what the searcher or viewer is looking for can quickly lose attention.

Basically, every word counts.

And so when writing ad copy, you need to be aware of everything from the words you’re using, the message behind them and even the flow of the text.

Power words, call-to-actions (CTAs) and the overall tone and language of your ad can significantly impact the results of your campaigns. Studies have shown that using specific words can increase click-through rates, enhance engagement, and improve conversion rates as well as enhancing your brand voice.

15 Ad copy tips to boost your performance

Note: While these tips for writing ad copy are focused mostly on Google Ads or search ads, many of the same rules apply for other ads too. Whether you’re writing ad copy for a Facebook Ad, designing or writing advertising copy for a magazine, or even creating landing pages, these tips can help you create a more powerful and persuasive message.

ad copy tips for best marketing ppc results

1. What’s in it for your customer?

If you’ve ever been on the end of a long winded sales pitch from a guy who loves the sound of his own voice, you’ll be able to relate to this one. (And, lets be honest, haven’t we all?)

When it comes to finding what they want, people care less if a new car is made from a composite material tested with over a million man hours, or whether if it’s the fastest selling SUV in Indiana.

They want to know how many miles per gallon it will go, whether it has safety certifications and what is the cost.

If you’re selling a service, try and focus on what your potential customer will get if they click through. Over 100 trained customer assistants? Nobody cares.

24/7 support? Google Certified? Now we’re talking.

There will be some brand bragging opportunities later in this list, so stay with us.

2. Talk about your benefits

Your copy should scream benefits to the audience. When the results come up, and your ad is sat next to three others, the headline should answer their query, the body text should expand and explain on the product or service available, and there should be a clear call to action.

Lets look at these two Google Ads results below for the search term: ‘Marketing agency London’.

One of them lacks almost every element of good ad copy.

The other is much closer to the mark (although still lacking a few things).

We’ve highlighted some of the main flaws in this ad – for starters it doesn’t actually answer the search query (I searched marketing, they came back with ‘branding agency’).

There is almost no benefit to the searcher stated in this ad. Award winning isn’t important to most people when looking for a marketing agency.

Better titles for this ad headline would have been:

  • [NAME] Branding Agency London | Best Marketing Results
  • More Traffic, More Sales | Expert Marketing London

Lets take a look at a result from the same search that manages to get a few more things right

While there is still lots of room for improvement (only half the headline is used, no call to action at all in the ad), this one does at least specify what they will do and how it will help your SaaS product.

3. Skip your brand bragging

Again, this is a continuation of the points above, but is definitely worth underlining.

In general, your target audience doesn’t care about:

  • Your awards
  • How long you’ve been in business
  • Which influencer/celebrity uses your product
  • How many offices you have
  • Whether you’re a family run business

While this might seem like nice info to include in your ad copy, it’s better left to your landing page. By then, you’ve attracted the click and factors like these * might * make a difference to your conversion rate.

Note: There are some exceptions to this rule though.

Some certifications are important and can make a difference to a purchasers decision.

As an example B-Corp certification is often something people look for in sustainability. And often when it comes to financial services, vacations or medical services, certification can mean the difference between legitimate and questionable – in which case, yes, include them.

A quick checklist when it comes to writing your ad copy:

  • Does this fact have any impact on the service provided?
  • Is there a reason for someone who doesn’t know your brand to care about this?
  • Is there more relevant detail that could be used instead?

4. Keep it simple

Clear and concise ad copy is more likely to be read and understood, leading to higher conversions. This basically means:

  • State your product/service clearly
  • Use easy to understand/scannable language
  • Avoid complex language, jargon or excessive symbols – more on that later
  • Tell people what to do with your ad (aka use a call to action/CTA).

If in doubt, keep it simple.

5. Match the user’s search intent

When it comes to writing great ads, you want to understand exactly what your potential customers are searching for and mirror this in your ad copy.

This might sound obvious, but it’s trickier than it seems. But when you only have a few seconds to catch your searchers attention, reflecting their search query, or a similar term, can grab attention and improve chances of a click through.

An example of this is usually including the search keyword in your ad title.

This ad from Linkedin, showing for the search term ‘how to generate more leads’ is a good example:

They’ve mirrored the search query (‘find leads’) and added two potential benefits (‘close deals’, ‘more sales leads’) all in the main heading.

The ad body copy could use some better structure and it lacks a CTA. But as the searcher most likely already knows all about Linkedin, this isn’t such a big problem.

A good way to customize this ad copy throughout a broader PPC campaign would be to adjust the heading by industry, and address some pain points within the ad body copy.

For example:

  • Find Recruitment Agency Leads | Get More Clients
  • Build Prospecting Funnels | Bring Clients To You

6. Use numbers, stats, or prices in your heading

Numbers in your ad copy can be a great way to highlight specific things such as prices or other data points. And when you consider that people usually scan text, especially online ads, you’ll start to see why numbers can jump out.

  • From $69 /Month
  • Try Free for 14 Days
  • Summer 2025 Deals Now Available
  • More Than 1 Million Happy Customers

7. Use “power words” to boost impact

Ever heard of power words? While these might sound like some kind of gimmick, they’re actually just common words which have a specific effect on us, such as emotional triggers.

Some commonly used sales power words include “Free,” “Now,” “Exclusive,” “Limited,” and “Discount”.

The actual list of power words is pretty huge, and you’ll find numerous lists of the hundreds of power words for different scenarios online. But you don’t need to memorize them – you just need to be aware that they exist and that they do have an effect on us as humans.

If you’re looking for a way to persuade potential customers to click your ads over the competition, it might be that a CTA with a strong power word will work wonders.

  • Try For FREE Now.
  • Get Your Limited Time Offer Today.
  • Sign Up For Your Exclusive Experience.
  • 25% Discount For This Weekend ONLY.

If you look at these examples of CTAs, you’ll probably notice they all contain more than one power word.

That’s because you want to both grab attention and make the audience feel like they need to engage.

Great ad copy should either engage your audience to click and find out or, at the very least, make them do a double take.

8. Avoid repetition

The real estate for your ad is valuable. Whether running Google Ads campaigns, or social media ads, you’ll have a limited word count to play with. And this means being careful not to waste valuable space on empty words (or the same word).

In short, you need to ensure you make the best impact with your copy. So, make every word count.

Sometimes it might be natural to mention the same term more than once in the ad copy, which is fine.

However, in this ad below, they have used their brand name twice in the ad copy (plus in the title and URL), which seems like a waste of space.

They have also used the term ‘No Win No Fee’ twice. Considering the copy length, they could have added more variations, or used a power word variable such as:

‘Get Free Injury Claims Advice’, or ‘Talk To Our Expert Injury Lawyers’.

Counter-argument: Repeating words in rapid succession can actually break through the clutter. Such as:

ad copy tips - repetitive copy

9. Handle objections

If you offer a product or service that is either expensive, requires a commitment (for example a subscription) or is subject to what might be ‘quality issues’ (for example, people don’t know your brand and aren’t sure if you’re as good as better known competitors); then you’ll need to handle those objections in the ad copy.

What does this mean?

It simply means putting people at ease that if they click your ads, they can be assured they’ll either:

  1. Get what they paid for, or
  2. Can get their money back if it isn’t for them.

With this in mind, it’s a bit more obvious how to handle objections in the ad copy. Some typical methods include:

  • Offering a trial period
  • Including a ‘Money Back Guarantee’
  • Specifying a ‘No Results-No Fee’
  • Highlighting buyer protection credentials

While these might not be applicable to every industry, you might also be able to use assurances such as:

  • Trusted by X000’s of Customers
  • Industry Leading
  • Award Winning

OK, yes, at the top of this article we did mention that no-one cares about your awards. But in the context of quality assurance, it might swing the sale your way – if most of the other elements in our ad copy tips are taken into consideration!

10. Use your full word count

Pretty much all online ads have a limited word count.

For Google Ads, this is up to 90 characters (in sets of 30 characters) for headings, and up to 180 characters for the description (in two sets of 90 characters).

For Facebook Ads, the preview text is around 125 characters.

You’ll notice that not all advertisers make full use of their word count, and in some cases this might make sense. Able to sum up your product benefits in 30 characters? OK then.

But in general, you can probably think of several key benefits, competitive advantages and major pieces of information you want to share.

You’ve got words. Use them!

11. Use title case

Title case means capitalizing the first letters of each word. This can actually make your ad more visually striking and easier to read and scan.

Please though, don’t use title case in landing page copy, website copy, blogs, or basically anywhere else….

12. Check your spelling

Sounds obvious, but an easy one to miss. Run a spell checker on your ad copy. Get eyes on your content to both sanity check/fact check and also ensure that you haven’t got some embarrassing typos in there.

There is nothing like pressing ‘publish’ on a $5000 a day ad campaign, only to spot a horrible typo 3 days later.

13. Run A/B tests for best effectiveness

Every professional ad marketer should know how to split test their ad campaigns. Google and Meta for Business both make it simple to run A/B tests, allowing you to test how audiences react to your variations in copy and use of other features.

If you write ad copy and you’re not sure which version to run with, try both!

If neither work, try again.

Doing this kind of ad copy test is an important part of developing your own ad campaigns and working out what works.

Remember, PPC ads aren’t necessarily a one and done thing. They take time to refine, optimize and even to see the results you need. And while ad copywriting is a huge part of the process, you might also need to focus on your landing pages, use of CTAs, your demographic targeting and various other elements.

14. Ad extensions can add more features

Want to add additional information, such as location, contact info, or links to specific sections of your website? This is where Google ad extensions come in.

Ad extensions can make it easy for your potential customers to click through to a specific campaign landing page, or for certain services you might be offering.

Some ad extensions can also for people to click and call directly from mobile devices. This can be especially useful for on demand services such as plumbers, electricians or pest control.

And if you need to integrate some user generated content (UGC), then you can also add Google reviews and, if you meet the criteria, TrustPilot or TripAdvisor stars too.

15. Avoid slang, jargon, or acronyms

It might make sense to you, but it might not make sense to everyone else. Keeping your paid advertising campaigns plain English (or whatever language you’re running them in) is the best approach to avoid confusing or alienating your audience.

And yes, it might be relevant to your brand voice. But to ensure you reach the optimal audience base, keep any specialized language to your landing pages.

As always, there are exceptions to every rule, and you might want to use acronyms for some commonly use terms (DUI, PPC, ROI and so on).

Jargon is usually very much industry specific, so unless you’re targeting a very niche audience within your demographic, chances are you’ll need to avoid it.

By the way, if you’ve found this article useful, make sure to check out out guide: PPC Tips to crush the competition.

BONUS: Protect your ad campaigns from fake traffic

When it comes to getting the best return on investment from your paid campaigns, there is more than meets the eye. Whether you’re running paid search ads, display advertising campaigns, or social media ads such as Facebook or Instagram, fake traffic is everywhere.

Bots, malicious clickers and other fraudulent sources cost online advertisers upwards of $83 billion in 2023.

Around 20% of all clicks on paid ad campaigns comes from this invalid traffic. And if you’ve gone to the effort of writing great ads, working out your best target keywords and building those ad campaigns, the last thing you need is to instantly lose a fifth of your campaign budget to non-genuine traffic.

Click fraud protection software, such as Fraud Blocker, proactively protects your paid advertising campaigns from fake click traffic such as bots and vindictive competitors.

Check out our complete guide: What is click fraud?your

Final thoughts

Whatever your product or service, knowing how to create compelling ad copy is a skill that can really put your brand head and shoulders above the competition.

Digital marketing requires a number of skills and copywriting is definitely one of the most highly valued. For good reason.

Whether you’re writing landing page copy, social media ad copy or search ads content, we hope these tips help you hit your sales goals.

And, make sure to try Fraud Blocker’s 7-day free trial to see how much you can save by blocking invalid clicks too.


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