How to Write Ads That Sell
Online advertising can feel like shouting into a crowded room—lots of noise, little response. This guide shows you how to cut through the clutter and speak directly to the customers who are already looking for you. In the next few minutes you’ll learn a proven system for writing ads that grab attention, rank on Google, and persuade shoppers to click “Buy Now.” No jargon, no fluff—just practical steps you can apply today.
Understand Your Audience
Step 1: Name Your One Reader
Marketing gets easier when you picture a single person. Give your ideal buyer a name—“Busy Brenda,” “DIY Dan,” “Startup London.” Write down their age range, job, location, and the device they use most. This “one-reader” trick keeps your copy personal and focused.
Persona Snapshot
Name: Startup London
Age: 32
Job: SaaS founder juggling product and fundraising
Pain: Needs growth but has limited time and cash
Desire: Predictable lead flow without hiring a big team
Primary Device: iPhone 16 on the go
Step 2: List Pain Points in Their Words
Open a blank doc and split it into two columns: “Problems” and “Desired Outcomes.” Then head to places where your audience hangs out:
Forums: Subreddits, niche Facebook groups, and industry Slack channels.
Review sites: Scan 3-star reviews on Amazon or Trustpilot. Middle-of-the-road ratings usually describe both likes and dislikes in detail.
Search queries: Type a seed keyword into Google and read the “People Also Ask” box.
Competitor Ads: Click on paid search results and study the language on their landing pages.
Step 3: Map the Buyer Journey
People rarely click “Purchase” after their first interaction. They move through four thought stages:
- 1)
Problem Aware — “I have back pain.”
- 2)
Solution Aware — “An ergonomic chair might help.”
- 3)
Product Aware — “This brand sells ergonomic chairs.”
- 4)
Most Aware — “I’m ready to choose a model and buy.”
Step 4: Prioritize High-Value Segments
Not every click is equal. Segment your notes into high spenders, quick deciders, and repeat buyers. Use tools like Google Analytics’ Audience report or Meta’s Custom Audiences to isolate these segments. Allocate more budget toward the people who return the highest lifetime value.
Step 5: Turn Language into Keywords
Take the phrases you highlighted and run them through Google Keyword Planner. Sort by search volume, cost per click, and buyer intent. High-intent keywords often include phrases like “buy,” “best,” or “pricing.” Create an “A-list” of 10–20 keywords that fit your audience, then weave them naturally into your headlines, descriptions, and landing pages.
Craft Your Headline
Why Headlines Matter
Five out of ten people read a headline. Only two read the body copy. Your headline must promise a clear benefit and include your main keyword, all within about 60 characters so it displays fully on both desktop and mobile.
Four Proven Headline Frameworks
How-To — “How to Double Online Sales in 30 Days”
List — “7 Tricks to Lower Energy Bills Today”
Question — “Tired of Slow Wi-Fi?”
Command — “Stop Overpaying for Car Insurance”
Power Words to Boost Click-Through
Add emotion-packed words: “Instant,” “Secret,” “Proven,” “Guaranteed.” But avoid exaggerations like “Miracle” or “Cure” that trigger compliance flags.
Headline A/B Example
Version A: “Organic Baby Food Delivered Fresh”
Version B: “Fresh Organic Baby Meals—Free Next-Day Delivery”
Track CTR and Quality Score. A 1 % CTR increase can lower your cost per click (CPC) by 10 % or more because ad platforms reward relevance.
Present the USP
Your Unique Selling Proposition (USP) is the fingerprint of your offer—no one else has it. If you sell the only gluten-free dog treats made with locally sourced ingredients, shout it from the first line.
Is it specific? Vagueness kills trust.
Is it defensible? Can competitors copy it tomorrow?
Is it valuable to the buyer? Speed, savings, status, or safety usually win.
Example: “First meal-planning app that uses AI to tailor recipes to allergy profiles and local supermarket discounts.”
Place the USP in bold within the first 90 characters so mobile users see it without scrolling.
Show Core Benefits
Features tell; benefits sell. A feature is “runs on lithium polymer battery.” The benefit is “work nine hours unplugged so you can finish that client proposal at a café.”
Turning Features into Benefits
- 1)
Write every product feature on a sheet.
- 2)
Ask, “So what?” after each one.
- 3)
Rewrite the statement focusing on the buyer’s life.
Feature: “Water-resistant to 50 m.” Benefit: “Swim, surf, and shower without taking your watch off.”
Sample Benefit List
Save Time: Automated reports arrive in your inbox by 7 a.m.
Reduce Stress: One-click backup protects every file.
Earn More: Clients see a 28 % revenue bump in three months.
Feel Confident: FDA-approved materials, zero harsh chemicals.
Stay Organised: All tasks, notes, and files in one dashboard.
When listing benefits, start with the strongest and end with the second strongest. Psychological studies show people remember the first and last items best.
Incorporate Emotional Hooks
Tapping into Core Emotions
Fear — missing out, falling behind
Greed — gaining money, status
Lust — desiring beauty or comfort
Pride — feeling special
Envy — wanting what peers have
Sloth — loving convenience
Gluttony — enjoying indulgence
Storytelling Mini-Template
Before: “Mike spent weekends buried in receipts.”
Turning Point: “He tried our AI bookkeeping tool.”
After: “Now his Sundays are for brunch, not spreadsheets.”
Sensory Language Cheat Sheet
Touch — velvety, gritty, smooth
Taste — tangy, smoky, rich
Sight — dazzling, crystal-clear
Sound — whisper-quiet, thunderous
Smell — fresh-baked, citrusy, earthy
Mix sensory words with action verbs for stronger hooks: “Bite into a tangy, vitamin-packed snack that powers your 4 p.m. slump.”
Add Social Proof
Why It Works
When we see others choosing a product, we feel safer doing the same. Social proof lowers perceived risk and accelerates decision-making.
Types of Proof You Can Use
Testimonials: Short quotes paired with customer photos.
Case Studies: One-page PDFs or blog posts detailing problems solved.
User-Generated Content (UGC): Re-share customer Instagram posts.
Numbers: “Over 2 million downloads in 2024.”
Certifications: BBB A+ rating, ISO compliance seals.
Gathering Proof Quickly
Email recent buyers asking, “What changed after using our product?”
Offer a small gift card for a video review.
Pull stats from your analytics: “Average session speeds increased 53 %.”
Place at least one proof element above the fold on landing pages.
Use Scarcity & Urgency
Scarcity says “limited supply,” urgency says “limited time.” Together they double conversion.
Real Scarcity Ideas
Limited production runs (“We roast coffee once a week. Next roast ships Monday.”)
Membership caps (“Only 200 spots left in the mastermind.”)
Seasonal availability (“Pumpkin spice mix returns next October.”)
Real Urgency Ideas
Flash sales (“Ends at midnight Pacific Time.”)
Price bumps (“Subscription rises to €49/month on June 1.”)
Bonus gifts (“Order in the next two hours to get a free travel pouch.”)
Caution: Faking scarcity breaks trust and can violate ad policies. If stock is unlimited, use urgency tied to value, e.g., “Start now and get instant access.”
Include a Strong CTA
Crafting the CTA Text
- 1)
Start with an action verb: Download, Claim, Reserve.
- 2)
State the reward: “Your Free Guide,” “My Seat,” “The 30-Day Trial.”
- 3)
Add a mini-deadline if space allows: “Today,” “Now.”
Examples
“Book My Free Audit”
“Unlock 20 % Off Today”
“Start My 7-Day Trial”
Button Best Practices
Color contrast: Dark text on light button or vice versa.
Size: Large enough to tap on mobile.
White space: Leave room around the button so it stands out.
Avoid multi-step CTAs like “Learn More | Contact Us | Buy.” One path, one click.
SEO & Compliance Check
On-Page SEO for Ads
Keyword in Display URL: yourbrand.com/keyword
Keyword in First 30 Characters: Helps ad bolding.
Related Terms: Sprinkle synonyms to catch broad match.
Ad Extensions for Rich Results
Sitelinks: Add extra links like “Pricing,” “Testimonials,” “FAQ.”
Callouts: Short phrases—“Free Shipping,” “24/7 Support.”
Structured Snippets: List product categories—“Sizes: Small, Medium, Large.”
Compliance Quick List
No unrealistic claims (“Make €10k overnight”).
No sensational language (“Shocking secret”).
Transparent pricing—no hidden fees.
Respect trademark rules—don’t bid on competitor names unless allowed.
Follow privacy laws—include cookie consent and clear opt-out options.
Review policies monthly. Google updates guidelines several times each year.
A/B Testing Plan
Set a clear hypothesis. Example: “Changing the headline from benefit-focused to urgency-focused will increase CTR.”
Variables to Test
Headlines
Images or videos
Value proposition wording
CTA text and color
Offer (discount vs. bonus)
Metrics and Significance
CTR for attention
Conversion Rate for persuasiveness
Cost per Acquisition (CPA) for efficiency
Lifetime Value (LTV) for long-term profit
Aim for a minimum of 300 conversions per variant before declaring a winner to avoid false positives.
Implementation Tips
Budget Smart, Not Big
Start with 70 % of your daily budget on proven keywords and 30 % on new ones. Review spend after three days; reallocate toward the best performers.
Placement Choices
Search Ads: High intent but higher cost.
Display Ads: Wide reach, great for retargeting.
YouTube Ads: Cheap impressions and strong storytelling potential.
Social Ads: Precision targeting by interest and behavior.
Podcast Sponsorships: Low CPM and loyal audiences. Use vanity URLs to track.
Launch Timing
Product Drops: Tease ads one week in advance.
Seasonal Peaks: Ramp spend 45 days before big holidays.
B2B Campaigns: Schedule during business hours in target time zones.
Local Events: Align with trade shows or community festivals for extra buzz.
Performance Analytics
Tracking Setup
- 1)
Install Google Tag Manager (GTM).
- 2)
Add conversion events: form submissions, purchases, phone calls.
- 3)
Verify tags with the GTM preview mode.
- 4)
Link Google Ads to Google Analytics 4 for richer data.
- 5)
Set enhanced conversions for more accurate offline attribution.
Building a Dashboard
Scorecard for total conversions
Time series chart for CPC trend
Table for top keywords by ROAS
Funnel visualization to spot leaks between click and checkout
If you prefer plug-and-play reporting, try Supermetrics to pull ad data into Google Sheets automatically.
Reporting Cadence
Daily: Check spend anomalies. Pause any ad spending >30 % above target CPA.
Weekly: Review CTR trends, quality score changes, and new search terms.
Monthly: Deep-dive into ROAS and customer acquisition cost (CAC). Segment by device, location, and audience list.
Quarterly: Compare channel performance, assess attribution windows, and set new growth targets.
Continuous Optimization
Weekly Tasks
Search Term Audit: Add negatives.
Ad Rotation: Pause under-performers.
Bid Adjustments: Increase bids for high-value hours.
Creative Check: Replace low-resolution images.
Monthly Tasks
Creative Refresh: Swap images, update headlines to fight ad fatigue.
Landing Page Tweak: Test new hero images and above-the-fold copy.
Audience Expansion: Look-alike and similar audiences.
Offer Iteration: A/B test discount vs. bonus vs. payment plan.
Quarterly Tasks
Offer Review: Is the incentive still compelling?
Tech Check: Site speed, mobile usability, tracking pixels.
Competitive Scan: New players, new angles, price changes.
Brand Consistency Audit: Ensure tone and design remain cohesive across channels.
Document each change and result in a shared spreadsheet so your team learns over time.
Common Pitfalls to Avoid
Spray and Pray: Launching ads without a defined persona leads to wasted budget. See our blog Is this the end for Mass Marketing? for more details.
Copy Paste Syndrome: Using the same creative on every platform ignores audience context.
Ignoring Mobile Preview: Over 60 % of ad clicks come from phones.
Over-segmentation: Micro-audiences under 1000 impressions stall algorithms.
Analysis Paralysis: Waiting for perfect data slows growth. Ship, learn, iterate.
Set-and-Forget Budgets: CPCs shift daily. Check bids at least twice a week.
FAQs
How many ads should I run per ad group?
Three to five active ads give algorithms enough variety without diluting spend.
What’s a good starting budget?
Aim for at least 50 times your target cost per acquisition per month. If CAC goal is €20, budget €1000.
Do image ads work for B2B?
Yes. Infographics and product demos on LinkedIn or YouTube often outperform text alone.
Should I bid on my own brand name?
Definitely. Brand campaigns cost pennies per click, protect you from competitors, and boost conversion rates.
How often should I refresh creatives?
Every 30–45 days or when impressions hit 10,000 and CTR drops below your average.
Can I write one ad and use machine learning to adapt it?
Responsive Search Ads combine multiple headlines and descriptions, but you still need strong ingredients. Write at least 10 unique headlines to feed the algorithm.
Do longer ads perform better?
Not always. Clarity beats length. Focus on one promise, one benefit, and one CTA.
Conclusion & Next Steps
You now have a toolkit for writing ads that not only speak to search engines but—more importantly—speak to people. Start with one campaign, follow the steps, and improve a little each week. Consistent testing and refinement turn small wins into big growth.
