What Is Ad Copy?

Ad copy is the voice of your ad. The visual grabs attention, but the copy closes the deal. You can have the best image in the world — if the words underneath it are boring, nobody clicks.

The best ad copy follows one simple rule: say one thing, say it clearly, and make the reader feel something. Not three things. Not five things. One clear benefit that matters to the person reading it.

There are a few frameworks that work consistently. PAS (Problem-Agitate-Solve) calls out a problem, twists the knife, then presents your product as the solution. AIDA (Attention-Interest-Desire-Action) walks the reader through a logical sequence. But honestly, the framework matters less than the specificity.

"Lose weight fast" is generic garbage. "Drop 12 pounds in 30 days without giving up pasta" is specific. Specificity is what separates ad copy that converts from ad copy that gets ignored. Numbers, timeframes, and concrete outcomes make claims believable.

The other factor is voice. Your copy should sound like a person, not a corporation. Read it out loud. If it sounds like something a real human would say to a friend, it is probably good. If it sounds like a press release, rewrite it.

Short copy works for impulse purchases and retargeting. Long copy works for higher-ticket items and cold audiences that need convincing. There is no universal "right length" — the copy should be as long as it needs to be to make the sale, and not a word longer.