Ad copy mistakes to avoid

Most weak ads fail in the same few ways. Check yours against this list.

Vague claims

Quality service and the best prices do not mean anything. Say what is different and prove it.

Too many messages

One ad, one idea, one action. If you list ten services, people remember none.

No clear next step

If people do not know what to do, they do nothing. End with a single action.

Ad and page do not match

If the ad promises a free quote and the page buries the form, the click is wasted.

Claims you cannot support

Unprovable superlatives and invented statistics can break platform rules and damage trust. Use claims you can document.

Ignoring the rules

Ad platforms have policies on wording, punctuation, restricted topics and claims. Read them for each platform you use.

Ignoring the phone

Most people see ads on phones. Short lines and a tap-to-call number work better than long paragraphs.

Never testing

Write two versions, run them, keep the winner and try again.