You’ve probably heard the legendary six-word story: “For sale: baby shoes, never worn.” Whether Ernest Hemingway actually wrote it or not, that tiny sentence is a masterclass in ad copywriting.
It’s short, grabs attention immediately, and leaves a lasting impression—exactly the kind of effect we want when crafting ad copy.
The same principles apply whether you’re a seasoned copywriter with years of experience or someone writing your very first ad. Crafting ad copy that resonates is about creating an emotional connection, sparking curiosity, and compelling your audience to take action.
In this guide, we’ll break down 16 evergreen tips to help you craft ad copy that performs—using real-life examples and actionable insights. By the end, you’ll be ready to write ads that not only get noticed but actually convert.
If you want to consistently craft ad copy that engages, inspires, and sells, these tips will give you the tools and confidence to do just that.
What Is Ad Copywriting?
Ad copywriting is all about crafting copy specifically for advertisements—whether that’s a display ad, flyer, poster, billboard, social media post, or mobile ad. How long your copy is depends on the space you have, but in general, the goal is to keep it short, punchy, and memorable—sometimes just a few words.
The copywriter’s job? To create lines that grab attention, stick in people’s minds, and inspire action—whether that’s clicking your CTA, visiting your website, making a purchase, or following your brand on social media.
From my experience, ad copywriting is one of the most exciting yet challenging roles in marketing. It’s incredibly fun to play with words, twist sentences, and experiment with tone to make a simple line stand out. But it’s also tough—condensing a 10-page product description into a few captivating words that cut through the clutter of dozens of ads a person sees daily is no small feat.
If that sounds intimidating, don’t worry. This guide will give you 16 actionable tips to help you craft ad copy that actually performs. You’ll learn how to structure your copy, sprinkle in magic words that spark curiosity, and explore creative methods to make your ads pop.
But before you jump in, there’s an essential first step. Just like warming up before a workout, there are a few key boxes to check before you start writing your ad copy. Get these right, and your copywriting process will be smoother, faster, and far more effective.
Copywriting Foundations
#1. Know the Hook of Your Product
The ultimate rule for writing killer ad copy? Start by knowing the hook of your product.
Think about your favorite song. Chances are, it grabbed you with a single part—a catchy chorus, a clever verse, or a melody that just won’t leave your head. That’s the hook. It’s the part that makes the song unforgettable and keeps it on your playlist.
Your product or service works the same way. The hook is what makes it unique, what makes it stand out from the noise, and what convinces your audience that it deserves their attention and their money.
Once you identify your product’s hook, everything else becomes easier. You can focus your messaging around it, highlight it in your copy, and craft ad copy that emphasizes the features, benefits, and emotions tied to that unique element. A strong hook isn’t just a feature—it’s your secret weapon to make your product memorable.
#2. Study Your Competition
The next step to writing standout ad copy is understanding your competitors. Knowing what’s already out there helps you see how your product compares and where you can shine.
Ask yourself: Has someone already done this idea? If yes, how can you do it better? Can you offer better design, higher quality, a lower price, or added convenience? This competitive insight doesn’t just help you sharpen your hook—it helps you anticipate the questions, doubts, and comparisons your audience will make.
For example, if you’re selling kitchenware, check what other brands offer. Maybe your spoons are more durable, but do people care? Maybe mixing bowls sell better—knowing this gives you the edge to craft messages that truly resonate. When you combine your hook with awareness of the market, you’re in a strong position to craft ad copy that feels both unique and persuasive.
#3. Know Your Audience
Finally, the third essential step: know your audience inside and out. Think of it like stretching before a workout—it sets you up for success.
Many marketers create products or services they personally like—but your audience may not share the same priorities. Even if your idea is solid, missing just one key need can hurt results.
Back to the kitchenware example: maybe you’ve designed luxurious measuring spoons, but your audience actually wants versatile mixing bowls. If you don’t understand their real needs, even the best copy won’t convert.
Do your homework. Conduct surveys, study social media behavior, review analytics, and gather insights from your sales team. The more you know about your audience’s desires, fears, and priorities, the easier it is to craft ad copy that speaks directly to them—and turns attention into action.
#4. Know the Medium and Platform
The ultimate step to craft ad copy that actually converts? Understand the platform and medium you’re advertising on.
Are you designing print ads, Google display ads, or social media posts? Each platform has its own rules, sizes, and best practices, and your copy needs to fit.
For example, Google AdSense has its top-performing ad sizes, and what looks great in a large rectangle might flop on a leaderboard. Facebook has strict character limits for primary text, headlines, and descriptions, while LinkedIn has different specs for sponsored content. Even print ads come with their own size and placement considerations.
Knowing your medium upfront makes your life easier. It ensures your copy looks polished, fits perfectly, and avoids embarrassing truncations or formatting issues. And remember—platforms update their specs often, so keeping an eye on changes is essential to craft ad copy that keeps performing.
#5. Use the Headline-Description-CTA Template
One of the most reliable ways to craft ad copy that converts is to stick to the classic headline-description-CTA structure.
It’s simple but effective:
Headline: Grab attention immediately.
Description: Introduce your product or service and give a hint of the value.
CTA (Call to Action): Tell your audience exactly what to do next.
Think of these three parts as the skeleton of your ad. Each has a role, so don’t try to force one part to do everything. Sure, sometimes your headline might be so strong that you can skip the description—but never skip the CTA. In a crowded ad environment, it’s the CTA that keeps your audience engaged and pushes them to act.
Pro tip: Experiment with multiple versions. Changing just one word can dramatically improve your conversions. The key is to play, test, and refine until your ad copy sings.
#6. Handwrite All Your Ideas
Here’s a little secret for anyone serious about craft ad copy: put down your pen and start handwriting your ideas.
Studies show handwriting engages your brain differently than typing. It slows you down, lets you think more clearly, and often sparks more creative ideas. When you’re writing ad copy, that extra clarity and creativity can make a huge difference.
So before you jump into a screen, grab a notebook and pen. Sketch headlines, bullet points, CTA ideas—everything. Once you’ve got your concepts on paper, you can refine, polish, and transfer the best ones into your final ad.
Handwriting isn’t just old-school; it’s a proven way to unlock creativity and craft ad copy that’s memorable, persuasive, and click-worthy.
Crafting the Copy
#1. Avoid Clickbait
Let’s start with a hard rule: don’t use clickbait. If you want to craft ad copy that builds long-term trust, anything misleading, exaggerated, or overly alarming has to go.
Sure, clickbait might earn you a few quick clicks, especially when you’re launching a new product or just starting out. That early buzz can feel exciting. But it fades fast—and the damage to your brand sticks around much longer. Misleading headlines create disappointment, frustration, and distrust. And once trust is broken, it’s incredibly hard to win back.
If your copy can’t stand on honesty and clarity, it’s not worth publishing. When you craft ad copy, aim for curiosity—not deception.
#2. Focus on the Benefits (Not the Features)
It’s easy to get carried away listing all the cool things your product does. Faster processing. Sleeker design. Extra buttons. Fancy integrations.
But here’s the truth: your audience doesn’t care about features—they care about outcomes.
People don’t buy products; they buy solutions. They buy convenience, confidence, time savings, peace of mind, or better results. When someone sees your ad, their first thought is always, “What’s in it for me?” Your job is to answer that question clearly and quickly.
When you craft ad copy, translate features into benefits. Don’t just say what your product does—explain how it improves your customer’s life.
#3. Imagine Life Without Your Product or Service
Sometimes the best way to highlight value is by taking it away.
If you’re stuck and your product feels boring on the surface, imagine what your customer’s life would look like without it. What problems would still exist? What frustrations would pile up? What would remain unfinished, inefficient, or stressful?
This simple exercise helps you uncover deeper, more emotional benefits. Once you see the struggle clearly, writing compelling copy becomes much easier. You’re no longer describing a product—you’re showing relief, improvement, and transformation.
This mindset shift is powerful when you want to craft ad copy that truly connects.
#4. Speak with Empathy
Empathy isn’t just a buzzword—it’s a copywriting superpower.
Your audience wants to feel understood. They want reassurance that you “get” their struggles, needs, and goals. When your copy reflects their reality, it builds instant connection and trust.
To do this well, you need to know your audience deeply. Understand what keeps them up at night, what they’re frustrated by, and what outcome they’re hoping for. Then speak to them in a way that feels human, supportive, and genuine.
When you craft ad copy with empathy, you’re no longer selling—you’re helping. And that’s what makes people pay attention, click, and take action.
#5. Write a Six-Word Story
Earlier, we talked about that famous six-word story often linked to Hemingway—and how it shows up in almost every copywriting class for a reason. It’s short, emotional, and unforgettable.
Now here’s the fun part: you can do this too.
Writing a six-word story about your product or service is a brilliant creative exercise when you want to craft ad copy that’s sharp and memorable. It forces you to strip everything down to the core message. No fluff. No explanations. Just the essence of what you’re offering and why it matters.
Since this is just an exercise, give yourself permission to be ridiculous. Write bad ones. Write boring ones. Write absurd ones. Creativity usually shows up after you’ve written 20 or 50 terrible ideas. Somewhere in that mess, you’ll stumble on a line that sparks something powerful—and that spark often becomes a headline, hook, or angle worth testing.
#6. Write an Elevator Pitch
Maybe Hemingway isn’t your thing. Fair enough. Let’s switch to movies.
An elevator pitch comes from the film world, but it works perfectly for advertising. Imagine you have just a few seconds to explain your idea—from the moment the elevator doors close to when they open again. What would you say?
This exercise forces clarity. You can’t ramble. You can’t over-explain. You have to focus on what actually makes your idea interesting.
Just like the six-word story, an elevator pitch helps you craft ad copy that’s tight, focused, and intriguing. The goal isn’t to explain everything—it’s to say just enough to make someone want more. If your pitch makes someone think, “Wait… tell me more,” you’re on the right track.
And again, have fun with it. Creativity loosens up when you stop trying to be perfect.
#7. Open with a Question
Few things grab attention faster than a good question.
Questions naturally pull people in. They trigger curiosity and make readers pause—if only for a second. That pause is often all you need.
But not just any question will do. Random or unrelated questions drift into clickbait territory, and overly personal ones can make people uncomfortable. Both are conversion killers.
The sweet spot is asking a question your audience is already thinking about. A concern they have. A problem they want solved. A goal they’re quietly chasing.
When you do this right, the reader’s internal reaction is simple: “Yes. That’s exactly what I’ve been wondering.” And once that happens, they’re ready to hear what you have to say next.
That’s how thoughtful questions help you craft ad copy that feels relevant, engaging, and worth reading.
#8. Start with Action Verbs
If questions are the best icebreakers, action verbs come in at a very close second.
Action verbs instantly create movement. They nudge people to do something, not just read passively. When you open with words like Discover, Unlock, or Experience, you’re quietly promising a positive outcome—new insight, a better solution, or a moment of satisfaction.That’s exactly what strong ads do. They don’t shout; they invite.
That said, not all action verbs are created equal. Words like stop, run, or listen can feel aggressive or alarmist, and they often drift into clickbait territory. Instead, choose verbs that suggest value and reward, such as:
Discover
Experience
Enjoy
Claim
Unlock
Feel
Earn
Receive
Used thoughtfully, action verbs make it easier to craft ad copy that feels energetic without being pushy.
#9. Include Numbers
You’ve probably heard some version of this before: “Show me the numbers.”
That’s because numbers create clarity and trust. They feel concrete. Measurable. Real.
When people see numbers, they can quickly assess value and credibility. “Save big” is vague. “Save 30% today” is clear. “Thousands trust us” feels fluffy. “Trusted by 27,000+ customers” feels solid.
Whenever possible, replace general claims with specifics:
Percentages instead of “most”
Exact discounts instead of “huge savings”
Real quantities instead of “limited stock”
Numbers help you craft ad copy that feels believable and confident—not exaggerated.
#10. Use “You” and “Your”
This one is simple, but incredibly powerful.
Great advertising doesn’t talk to a crowd. It talks to one person inside that crowd.
Words like you and your instantly personalize your message. They pull the reader into the copy and make it feel like a one-on-one conversation, not a broadcast announcement.
Instead of describing what your product does, show what it does for them. That subtle shift can dramatically improve engagement and conversions.
#11. Mirror Your Audience’s Words
Word mirroring is exactly what it sounds like: reflecting the language your audience already uses.
This works because people trust brands that “get” them. When your copy uses the same phrases, concerns, and descriptions your customers use, it feels familiar—and familiarity builds trust.
There are two easy ways to do this:
Read reviews, testimonials, and comments. Look for repeated words and phrases.
Study emails, support tickets, and social media replies to see how people describe their problems and wins.
When you mirror those exact words in your ads, your copy feels less like marketing and more like understanding.
#12. Tap into the Five Senses
You’ve heard about emotional copy. Let’s go one layer deeper—sensory copy.
Sensory words help people experience your product before they buy it. Instead of just telling them what it is, you help them imagine how it feels, sounds, smells, tastes, or looks.
Think:
The crisp sound of fresh packaging
The smooth feel of a premium finish
The warm glow of a well-lit space
This kind of language brings your offer to life and makes your ad more memorable—an essential step when you want to craft ad copy that stands out.
#13. Connect with the Ego
After emotions and senses, there’s one more powerful lever: the ego.
Despite the negative reputation, ego is really about self-worth. People like to feel smart, valued, and ahead of the curve. Good ads acknowledge that—subtly.
When your copy makes the reader feel confident, capable, or “in the know,” it creates a positive emotional bond. You’re not flattering them—you’re affirming their identity.
That’s why lines that suggest exclusivity, creativity, intelligence, or good taste often work so well. They don’t just sell a product—they reinforce how the buyer sees themselves.
And when your ad copy does that? It doesn’t just get clicks. It builds connection.
Conclusion
At the end of the day, great ad copy isn’t about clever words or flashy tricks—it’s about connection. It’s about understanding your audience deeply enough to know what they care about, what they fear, what excites them, and what finally pushes them to act.
When you craft ad copy with intention—balancing clarity with creativity, emotion with logic, urgency with trust—you stop shouting into the void and start having real conversations. Every tip in this guide points back to the same truth: people don’t click because you tried harder; they click because you made them feel understood.
You won’t nail it every time. Some ideas will fall flat. Some headlines won’t land. That’s part of the process. The real skill is testing, refining, and staying curious about what works and why. Each attempt sharpens your instinct and brings you closer to copy that truly converts.
So keep experimenting. Keep listening to your audience. Keep simplifying your message until it’s impossible to ignore. When you consistently craft ad copy that respects your reader’s time and intelligence, results follow—naturally, sustainably, and repeatedly.
That’s not just good copywriting. That’s copy that works.
