free strategy session

How To Write Compelling Ad Copy That Converts

Date published: January 08, 2021
Last updated: January 8, 2021

What comes to your mind when you think about intensifying your online business? Of course, it’s traffic! And what’s the fastest way to gain more traffic? Undoubtedly, advertisements! 

Let’s assume you have done your research, found the optimal keywords, and decided the ideal budget. However, you don’t seem to be getting traffic through your ad campaigns. That hurts, right? 

To acquire more traffic and reach a great ROI in the form of potential customers, you need to be creative. Your ad strategy must be unique and persuasive in order to turn a click on an ad into a customer. 

Maybe it’s time to re-evaluate the ad copy you have been using or plan to use in your next campaign. All compelling ad copy written needs some specific components to make it effective and compelling. 

In this article, you will learn all the essential factors to increase your ad conversion rate and make people feel good about buying your products or services. 

Checkpoints For Captivating Ad Copy

The Headline

Focus your attention on the headline first since its sole purpose is to engage with potential customers by grabbing their attention. Before you start writing it, be very clear about who your target audience is so that you write something that speaks to them. 

The headline should also state the main point of the ad by pointing out the benefits or discounts offered or by persuading the potential customer to click on the ad to learn more.

The Hook

This part of your ad copy should stimulate an emotion in the potential customer while helping them to connect with you. The message in this text will help them determine if you are indeed talking to them. The hook is one of the hardest parts to write, but phrasing it correctly can help you in optimizing your conversion rate. 


Simply put, you must address the problem or pain point your potential customer is feeling when they see your ad. In order to do this well, it is crucial to make them realize that you understand them and their feelings. Help eliminate their feelings of isolation, and offer them your support. 

After discussing their pain point or problem, the next step is to provide them with a promising solution. But remember that the solution should not be a product; rather it should be positioned as a specialized tool, discovery, or approach.

The Offer

This is where the product comes into view. For the problem you have discussed above, this product will become the easy and fastest method to acquire the solution. Here you have to provide details like: what it is, where to get it, how it will work, when to expect it, and how much it will cost. 

Remember, the worth of your offer should remain more prominent than the price. The higher the price gap, the more tempting your offer becomes. You can do this in two ways: providing a discount or offering premium services. 


After sharing the offer, explain in detail the benefits to help your potential customer see why they should buy your product or service. In this section, your ad copy should enlist all the advantages and features someone can expect to receive after making their purchase. 

At this stage, you also have to overcome any objections your potential customer might have. Simply put, you have to offer them an immediate benefit. While your services may not work instantly, you need to develop a feeling of excitement among potential customers. 

Social Proof

With social proof, you can help eliminate any fear your potential customer may have. Social proof will help in developing trust between your brand and potential customer as well as position you in a place of authority. 

Here, you can share some testimonials, reviews, and social media comments. But remember to use real social proof, otherwise your business will not survive for long.


If you choose to add a scarcity angle to your ad copy, it urges the potential customer to buy your product or service immediately. It creates FOMO, or the fear of missing out, on your offering. 

This tactic is used everywhere around us. For example, when you receive an email telling you about a 24-hour only clothing sale on your favorite brand. If done appropriately, the email won’t seem pushy and you’ll check out the sale without a second thought. 

Risk Reversal

When you reach this part of writing the ad copy, you have already created trust between your brand and the potential customer. Now, you can share the payment terms, expectations from purchase, and the guarantee of the product. It should be written in clear terms to help prospects clearly understand and proceed. If you have done your job well, the value of your product or service will outweigh any risks they may be concerned about. 

A Call To Action

Now, you have to tell your potential buyers what they need to do. There must be one visible call to action button that helps them to move to the next step. That could be to buy your product or service or sign up for a newsletter or free trial. Don’t ever put more than one call to action button in your ad copy because it will not clearly direct the potential customers on what to do next. 

However, if your copy contains more than a hundred words, you can place the same call to action button throughout the pages so that the reader doesn’t have to scroll far to access it. 


Ad copy can easily make or break the connection between your product and potential customers. Writing compelling, relevant ad copy is vital in the success of your ad campaigns. If you want potential customers to stop everything they are doing and focus on your advertisement, then you have to give something worth their time. Give them a good user experience.

Privacy PolicyCookie Policy
linkedin facebook pinterest youtube rss twitter instagram facebook-blank rss-blank linkedin-blank pinterest youtube twitter instagram