Ad Copy Writing

What is ad copy writing?

Ad copy writing is writing the text for paid adverts: the headlines and descriptions in Google Search ads, and the hooks, body text and headlines in social ads on Meta, LinkedIn and YouTube. Good ad copy stops the right person scrolling, makes a specific promise and sends them to a page that keeps that promise. It's also written to be tested, so you have several angles to compare rather than one guess.

Who is ad copy writing for?

• Businesses starting paid campaigns and wanting the copy right from day one
• Teams whose ads get clicks but few conversions
• Ad managers who need fresh angles when performance drops
• Brands launching a product or promotion with a short campaign window

How search ads and social ads differ

	Search ads	Social ads
Buyer mindset	Actively looking for a solution	Scrolling, not looking
Copy job	Match the search and stand out from competitors	Interrupt, then make them care
What wins	Relevance, specifics, clear offer	A strong hook and a clear benefit
Common mistake	Generic headlines that look like everyone else's	Starting with the brand instead of the problem

How I write ad copy

1. Understand the offer and audience, including the exact searches or interests you're targeting.
2. Review what competitors run, so your ads don't blend in.
3. Write several angles: outcome-led, problem-led, proof-led and offer-led.
4. Match the landing page, so the promise in the ad is the first thing visitors see.
5. Label each variation, so you can see which angle wins and why.

Example (illustrative). Generic search headline: "Professional Accounting Services." Stronger: "Month-End Close in 3 Days | Fixed Monthly Fee."

What makes ad copy convert?

• Specificity. Numbers, time frames and concrete outcomes beat adjectives.
• Message match. The ad, the landing page headline and the offer should all say the same thing.
• One message per ad. Trying to fit three benefits into one ad weakens all of them.
• A clear next step. "Get a free quote in 24 hours" tells people what happens when they click.

How should you test ad copy?

Test one variable at a time, so you know what made the difference. Start with the angle, since an outcome-led ad and a problem-led ad can perform very differently, then refine headlines within the winning angle. Give each test enough impressions before deciding; small numbers can mislead. Judge ads on conversions and cost per conversion rather than clicks alone, because an ad that attracts the wrong clicks looks good until you see the results.

Common ad copy problems I fix

• Headlines that repeat the business name instead of the benefit
• Ads that promise one thing and land on a page about something else
• Every variation saying the same thing in slightly different words
• No proof, price or offer, so nothing stands out from competitors
• Social ads that take three lines to get to the point

How much does ad copy writing cost?

Ad copy writing starts from $299 for a campaign set. Price depends on the number of platforms, ad groups and variations. You get a fixed quote before any work starts.

Ads work best with a matching page: see landing page copywriting and my guide on whether ad traffic should go to a landing page or your homepage. For product launches, see product launch copywriting.