What do you feel when you see a great ad copy? You probably stop mid-scroll, give the ad your full attention, and probably think to yourself, ‘huh, that’s actually smart.’

That’s what a great ad copy is all about. It sparks interests and invites you to take action, whether it’s clicking a link or making a purchase. Subconsciously, it’s like your brain decides that you like the product now and really care what it offers.

If you’re sitting at the other end of the table and looking to write ad copy that actually sells, this guide is for you. We’ll go through what ad copy is, the key elements that make it great, and tips you can start doing. So keep reading!

What is ad copy?

Ad copy is exactly that, the text you see in ads. It can be one line, a short paragraph, or even a script if it’s for a video. Ad copy is always there for one goal: get attention and drive results.

You see ad copy everywhere:

• Search ads on Google that appear when you type a question.

• Social media ads on Facebook, Instagram, and LinkedIn.

• Display ads that pop up on websites or apps.

• Video ads on YouTube or TikTok with catchy scripts.

No matter where you promote your ad, strong copy has one job and that is to convince your audience to do your end goal. Next, let’s break down the key elements that make ad copy great.

Key elements of a great ad copy

Every winning ad has a few things in common. It’s clear, it speaks to the right people, and it drives action. To make that happen, you need to know the key elements that turn simple words into powerful ad copy.

• Clear headline. Your headline should grab attention right away. So keep it short, direct, and easy to understand.

• Focus on benefits. People don’t just care about features, they care about what those features do for them. Show the benefits up front.

• Simple language. Skip jargon and keep sentences easy to read. Sometimes it also helps to write at a 7th or 8th grade reading level, especially if it’s a new product that feels unfamiliar to your audience.

• Solid call-to-action (CTA). Tell people exactly what you want them to do next, whether it’s clicking, buying, signing up, or learning more. Be clear and confident.

• Sense of urgency. Give your audience a reason to act now. You can offer limited spots, a special offer, or a deadline can push them to move faster.

Combining these elements helps you create an ad copy that works. The best part? You can start using these right away in your next ad.

How to write ad copy: step-by-step guide

Writing great ad copy is a process. Follow these steps to make sure every word earns its place.

1. Research your audience

Great ad copy starts with knowing who you’re talking to. Identify your customer’s age, goals, pain points, and where they spend time online.

Use surveys, social media comments, or analytics tools to learn what matters most to them. Then, micro-segment. Don’t just target “students,” and instead target “college students who want to save money on textbooks.”

For example: A meal delivery service could say to young professionals, “Healthy dinners ready in 10 minutes, no cooking skills required.” For athletes, you could go with something like “Fuel your workouts with chef-prepped, protein-packed meals.”

The more specific your message, the more it resonates.

2. Define your unique value

Focus on the benefits your product delivers. Instead of saying “Our app has automation tools,” say “Save hours every week by automating tasks.” Benefits are what make people care.

Next, show what makes you different from competitors. Maybe it’s your price, your speed, or your customer support. Highlight the edge that only you can offer.

Finally, be authentic when showing your value. Share the ones that matter to your audience, like sustainability or transparency. When your ad feels genuine, people are more likely to trust you.

3. Craft a strong, mobile-first headline

Mobile-first headlines mean exactly as it is: headlines that cater to mobile phone users. Since, naturally, characters are more limited, you need to keep headlines short and punchy. 

You can aim for 5-10 words so they’re easy to read on a phone. Use numbers, curiosity, or questions to hook readers. Try “3 steps to clearer skin” or “Tired of slow Wi-Fi?”

Don’t stop at one version and test multiple headlines. Free headline analyzers can also show which options have stronger engagement potential.

4. Write conversational, benefits-focused body copy

Write like you’re talking to a friend. Use short, simple sentences that are easy to follow.

Focus on what your product does for the customer. Instead of “This chair has lumbar support,” say “Sit comfortably for hours without back pain.”

Add mini-examples or relatable scenarios. Tools like Holo make this even easier by turning your website into ready-to-use ads, social posts, and emails. It captures your brand’s tone, gives you fresh ideas daily, and lets you edit everything without design skills.

5. Add a clear, action-oriented CTA

Tell readers exactly what to do next. Use strong, direct action verbs like “Shop now,” “Get started,” or “Sign up free.” A clear CTA removes hesitation and guides users toward the outcome you want.

Keep your CTA short so it works well on both desktop and mobile. One to three words is often enough to make it punchy and scannable. Make sure it stands out visually with color, placement, or button design so people can’t miss it.

Test different CTAs with A/B testing or analytics to see what drives the most clicks and conversions. Even small tweaks like “Learn more” versus “Try it free” can significantly impact results and help refine your overall ad strategy.

6. Add positive urgency or emotional triggers

Another strategy on how to write ad copy is to give people a reason to act now, but don’t push. Urgency should motivate, not pressure or overwhelm.

You can tap into positive emotions like excitement, curiosity, or relief. Ads that feel uplifting and solution-oriented perform better than those that rely on fear.

Combine urgency with benefits to create momentum. For example: “Limited spots; start learning today and unlock new skills faster” or “Order now and enjoy results within days.” Subtle tweaks like these turn interest into action without pushing too hard.

7. Test, measure, and repeat

Track key metrics like click-through rate, conversions, and engagement. These numbers are your guide to what resonates.

Run A/B tests by adjusting headlines, body copy, or CTAs, but always change one element at a time so you can measure the true impact. From the A/B testing, you can measure the impressions, likes, shares, and clicks for the best results.

Use analytics dashboards, ad platform insights, and even heatmaps if available. The faster you gather data and refine your approach, the faster your ads evolve into high-performing assets. Treat testing as an ongoing cycle, not a one-time task.

Conclusions

Writing ad copy that sells doesn’t have to be complicated. When you know your audience, highlight clear benefits, and stay true to your brand voice, your words can turn simple ads into real results.

Remember the key elements: a strong headline, conversational copy, a clear CTA, and the right mix of urgency and emotion. With these in place, you’ll master the basics of how to write ad copy that actually connects.

Ready to make the process even easier? Try Holo. It helps you create agency-level ads, social posts, and emails in minutes without needing design or copy skills. It’s like having a marketing team working for you around the clock, at a fraction of the cost.