Ad Copy

Ad copy is the written text in online ads that prompts the reader to take a specific action, such as clicking, signing up or buying. It consists of a headline, description and often a call-to-action, and is tailored to the search intent or behavior of the target audience. Good ad copy makes it clear at a glance what you are offering and why it is relevant to the reader.

How ad copy works in online ads

Ad copy follows a set structure: a headline that attracts attention, a description that explains the value and a call-to-action that tells what the next step is. In Google Ads, you use a maximum of three 30-character headlines and two 90-character descriptions. In social media ads, you have more space but also more distractions. The text has to make it clear within one second whether the ad is relevant. That's why you work with concrete language, measurable benefits and recognizable problems. For example, an ecommerce store selling garden furniture writes "Lounge set from €399, delivered tomorrow" instead of "Discover our collection.

Why ad copy came into being and why it still matters today

Ad copy is as old as advertising itself, but took on a new role online due to space constraints and measurability. Whereas offline ads primarily built brand awareness, online ad copy must deliver direct conversion. Google calculates your ad position partly based on the expected click rate, and that depends largely on your text. Poorly written ad copy increases your cost per click and lowers your return. In practice, we see that SMBs often write too generally and therefore get left out among competitors who are more specific.

What ad copy delivers for SMEs

Effective ad copy increases your click rate, lowers your cost per conversion and attracts more quality visitors. A B2B service provider that offers "free 30-minute intake" instead of "contact us" often sees a doubling of inquiries. For ecommerce stores, product-specific ad copy like 'water-repellent, size 38-46' converts better than general terms like 'top quality'. Ad copy works best as part of a broader SEO strategy, aligning organic findability and paid advertising. That way, you strengthen both your short-term and long-term results.

Ad copy is used in any online advertising form, from search engine ads to social media campaigns. The application varies greatly by channel and target audience. Below we describe four specific situations in which ad copy makes a difference for SMEs.

Google Ads for direct supply and demand

In Google Ads, you write ad copy for people who are actively searching for a solution. They type in a keyword and expect an immediate response. Your ad copy should make clear in three headlines and two descriptions what you offer, what it costs and why they should be with you. For example, a painter in Utrecht writes 'Painting within 2 weeks, quote within 24 hours, from €35 per hour'. This is more concrete than 'Professional painting in the Utrecht region'. Google rewards relevant ad copy with a higher Quality Score, so you pay less per click. In practice, we find that companies that clearly articulate their unique selling point in the ad copy achieve up to 40% lower costs per conversion.

Social media ads for brand awareness and retargeting

On Facebook, Instagram and LinkedIn, no one is actively searching for your service. Your ad interrupts their scrolling behavior. Ad copy here must first attract attention and then generate interest. For example, a B2B software company writes "Still manually typing quotes? Save 8 hours a week with our tool'. The headline names a recognizable problem, the description offers a measurable solution. Social media ad copy works well in combination with visually strong content and retargeting. If visitors already know your website, you can reference their previous visit or interest in the ad copy. This increases conversion significantly.

Display ads for visual impact and repetition

Display ads appear on Web sites, often as a banner or sidebar. Here, space for text is limited and your ad copy competes with the content of the page. Short, powerful sentences work best. For example, an online course platform uses "14 days free, then €19/month" instead of a detailed explanation. Display ads are effective for brand awareness and retargeting, but less so for direct conversion. The ad copy should therefore primarily generate recognition and curiosity. In an SEO and advertising project, we often combine display ads with search engine ads to increase both awareness and conversion.

When ad copy is the right choice and when it is not

Ad copy is the right choice if you want quick visibility, have a concrete offer and are willing to invest in ads. It won't work if you don't have a clear offer, your landing page doesn't match the promise in the ad or your budget is too limited for sufficient test volume. A common mistake is writing ad copy without adjusting the landing page. If your ad promises "50% off winter coats" but the visitor lands on your homepage with no action, you lose conversion. Always test at least two variations of your ad copy to see what works. Without testing, you're throwing away budget on assumptions.