What is Ad Copy?
Ad copy is the text in your ads—hooks, headlines, body lines, and CTAs. Its job is to make the product and benefit unmistakably clear in as few words as possible. Strong copy earns attention fast and guides the click with zero friction.
Understanding Ad Copy
Great ad copy starts with the outcome and the product truth, then makes that value unmistakable in the first line. It uses simple language your customers already use, avoiding filler, jargon, and cleverness that hides meaning. Strong hooks frame the benefit before introducing features, giving the reader a reason to care. Numbers like price, savings, and ratings anchor value fast and reduce ambiguity. Specificity matters more than flourish; clear nouns and verbs outperform vague claims.
In catalog ads, ad copy also includes template text—price, discount, reviews—that shapes intent at a glance. Consistency across sizes and placements helps people recognize the same idea quickly, improving comprehension and recall. Above all, ad copy serves the visual, not the other way around. Short lines win on small screens because they respect scanning behavior. CTAs should be explicit and match the next page’s action.
Why Ad Copy matters
Clear Ad Copy turns views into clicks and clicks into sales. It speeds up comprehension so more people understand what you sell and why it helps them. It also reduces friction by aligning the promise in the ad with the reality on the landing page.
- Clarity: Explains what it is and why it matters in seconds.
- Relevance: Matches the audience’s need and the product shown.
- Momentum: Creates a reason to act now (offer, proof, novelty).
- Continuity: Aligns with the landing page to reduce bounce.
How Ad Copy works
Ad Copy connects the product image or video to the user’s need in as few words as possible. Start with a hook that frames the benefit clearly in the first line to earn attention. Follow with proof—ratings, numbers, or specifics—that makes the claim feel concrete and credible. Name the product early so the reader knows exactly what’s being offered. Close with an explicit CTA that matches the next page’s action to reduce drop‑off. Keep structure consistent across variants so you can test one element at a time and learn quickly.
Key Takeaways
- Ad copy is the text in your ads—its job is to make product and benefit unmistakably clear.
- Lead with the benefit, use numbers for proof, and match the CTA to the landing page.
- Keep hooks distinct when testing and use templates to scale consistency.
- Short, clear copy wins on small screens and drives better CTR and conversion.
