Advertisers obsess over targeting, bidding strategies, and automation — but the actual words in an ad often get far less attention. Your ad copy is one of the few things you still control — and it should work harder.
Everyone claims "best prices" or "top-rated service." Those phrases are overused and ineffective. Be specific — list exact discounts, promotion periods, or unique values. If your product is premium, explain the superior materials or craftsmanship that justify the price.
If an ad could swap brand names with a competitor and still make sense, it's not unique enough. Call out what only your business can say — a proprietary technology, a signature process, or a service offering that competitors can't copy.
Avoid slogans and empty claims. Instead of vague superlatives, give users a real reason to click: features, outcomes, guarantees, or transparent pricing. Real reasons create trust and lift conversion.
Match your message to the funnel stage. Search ads should be clear and frictionless; display and video ads can lean into emotion, identity, and intrigue. The goal is engagement that leads to a conversion — not just clicks.
Your ad copy isn’t just another setting to optimize — it’s the difference between blending in and actually converting. Focus on factual, unique, and journey-aware messaging to stand out.