Think about the end goal of your prospects, and restate that goal in a creative way. For example, for lawn care the goal is to save time and have a better-looking lawn. So, your ad copy could be, “Finally, a greener lawn than your neighbors without lifting a finger.”

A sign company might say, “Your business deserves a sign that makes it proud and makes you money.”

When trying to come up with effective ad copy, check out the ad copy used by other businesses in your industry. What do you like? What do you not like? Use this information to inspire your ad copy and one-up them!

Test two to three different versions of your ad copy to see what works better. Whether it’s via an email campaign subject line, Google ad, social ad or any other type of digital ad, always test your copy.

Often, the ad we think will do best does not, so test!

The shorter your ad copy, the better.

Most people skim through the headlines in your content instead of reading every word, so keep them short and sweet.

The longer the ad copy, the less effective it’s likely to be. Don’t be wordy when it comes to the main headline.

Often, the ad copy is good, but the next step of the funnel does not match the message. For example, matching the message from a Google ad to the landing page or the Instagram ad to the landing page.

Make sure the ad copy headline from the ad matches the ad copy headline on the landing page exactly, or you’ll see a higher bounce rate and a lower conversion rate.

Even with good ad copy, if the design of your ads is weak, they will not be effective. Make sure you invest in strong design and branding so you get the most value out of your ad copy.