How to write ad copy that works

Good ad copy is clear, specific and aimed at one person. These steps work for search ads, social ads and printed ads alike.

1. Start with the customer's need

Write down what your customer wants in their own words. For a search ad, that is often the search itself: if someone types emergency plumber, the ad should say emergency plumber.

2. Say what you do and where

Be specific about the service and the place. Vague claims such as best quality or great service tell people nothing.

3. Give a reason to choose you

One or two real differences: same-day service, fixed prices, licensed and insured, years in business, a guarantee you actually honor.

4. Add proof

Reviews, ratings, awards or numbers that you can back up. Only use claims you can support.

5. Ask for one action

Tell people what to do next: call now, get a quote, book online. Do not give three choices.

6. Cut

Remove words that do not help. Short ads are read.

A simple formula