How to write ad copy that converts (with examples)

Most ad copy fails because it tries to be creative instead of clear. The ads that convert don't win awards — they answer the searcher's question: 'what's in it for me?' Here's the formula that works across every platform.

The 4-part formula

1. Hook: grab attention in the first line. 2. Problem: name the pain your audience feels. 3. Solution: position your product as the answer. 4. CTA: tell them exactly what to do next. This structure works because it mirrors how people make decisions: notice, relate, understand, act.

Google Ads copy (search intent)

Google searchers are looking for something specific — match it. Headline: 'Emergency Plumber in Manchester | Same-Day Callouts'. Description: 'No call-out fee. 24/7 service. 500+ 5-star reviews. Call now for a free quote.' Notice: the headline mirrors the search term, the description adds credibility (reviews) and urgency (24/7), and the CTA is clear (call now).

Meta Ads copy (interruption)

Meta users aren't searching — they're scrolling. You need to stop the scroll. Hook: 'Tired of spending hours on ad reports every Monday?' Problem: 'You're running ads on 4 platforms and can't tell which one is actually working.' Solution: 'AdPulse pulls all your ad data into one dashboard — auto ROAS, no spreadsheets.' CTA: 'Start free — no card needed.' Notice: the copy is conversational and specific, not generic.

TikTok Ads copy (entertainment-first)

TikTok copy should sound like a friend talking, not an ad. On-screen text: 'POV: you finally found a tool that tracks all your ad spend.' Voiceover: 'This dashboard shows you exactly which ads are making money and which are burning it — across every platform.' No hard sell. Let the product demo do the convincing.

Words that increase conversion

'Free', 'now', 'today', 'no card needed', 'cancel anytime' — these reduce friction. 'You', 'your' — these make it personal. Specific numbers ('500+ reviews', 'saves 3 hours/week') beat vague claims ('trusted by many'). And always: one clear CTA, not three.

AdPulse helps you track which ad copy drives the best ROAS across every platform — so you can double down on what works. Start free.