How to write ad copy that converts (with formulas and examples)

Ad copy converts when it speaks to one specific customer, names a problem they already feel, shows how your offer solves it, gives a reason to believe you, and ends with one clear action. Keep it short, use plain words, and lead with the benefit, not your company name.

Here is the structure and the formulas we use when writing ads for clients.

A simple structure: PROBLEM, OFFER, PROOF, ACTION

1. Problem. Open with what the reader is dealing with. "Tired of chasing contractors who never call back?"

2. Offer. Say what you provide and what makes it different. "We reply within the hour and give you a fixed written quote."

3. Proof. A reason to trust you that you can back up: reviews, years in business, a recognizable client, a guarantee you actually offer.

4. Action. Tell them exactly what to do. "Tap Get Quote and tell us about your project."

That structure works for a short Facebook post, a Google ad and a landing page headline.

Headline formulas that work

• Outcome plus timeframe: "Get your website live in weeks, not months" (only if you can deliver it)

• Question: "Still answering every enquiry by hand?"

• Call out: "Salon owners: fill your quiet weekdays"

• Specific offer: "Free on site estimate for roof repairs"

• Contrast: "No contracts. No setup fees. Just results you can track."

Pick the formula that fits your offer, then write three or four versions to test.

Write for one reader

Generic copy talks to everyone and convinces no one. Before writing, describe your ideal customer in one sentence: who they are, what they want and what is stopping them. Then write as if talking only to that person.

Benefits beat features

| Feature | Benefit | |---|---| | 24/7 chatbot | Answer customers even while you sleep | | Next.js website | Pages load fast, so visitors do not leave | | Same day service | Get it fixed today, not next week |

Lead with the benefit. Use the feature as the reason it is true.

Platform tips

Facebook and Instagram: the first line shows before "see more," so put the hook there. Keep text short and let the image or video do some work.

Google search ads: match the search. If someone searches "emergency plumber," the headline should say emergency plumber. Use every headline slot, and add callouts and site links.

Mistakes that cost leads

• Opening with "We are a leading company that..."

• Using jargon customers do not use

• Promising results you cannot guarantee

• Several calls to action in one ad

• Copy that does not match the landing page

Test your copy

Write several versions with different angles, such as speed, price, quality and trust, and run them against each other. Our guide on how to test ad creatives explains how to read the results.

Our paid ads and lead generation team writes, tests and refines ad copy as part of every campaign.