How Ahrefs improves Ad Copywriting: 3 Proven Tips With Examples

How to Write Great Copy: 3 Copywriting Tips

Many copywriters dream of creating viral or award-winning ads, but the most successful copy isn't about creativity for creativity's sake—it's about clarity, directness, and impact. The best ad copy puts the audience's needs first, speaking directly to their challenges and guiding them toward a solution.

1. Write for Your Audience, Not Yourself

Countless copywriters aspire to create the ideal ad copy that goes viral, earns accolades, or ignites spirited debates among industry veterans. Yet, truly successful copy is typically straightforward, succinct, and vivid. To help your client reach their sales objectives and meet customer expectations, it's crucial to see things from the target audience’s perspective.

Focus on Benefits, Not Features

Consumers aren’t interested in your company’s accolades; what truly matters is how your product enhances their lives. Many companies mistakenly focus on features rather than highlighting the benefits that resonate with their audience.

Consider Booking.com's Paris hotel ad as a prime example: instead of merely advertising available rooms, it emphasizes benefits such as convenience, cost savings, and the simplicity of booking.

• "Quick, Easy Booking. No Reservation Costs." →Emphasizes convenience and cost savings.
• "Save 10% with Genius." →Offers a tangible financial incentive.
• "24/7 Customer Service. We speak your language." →Builds trust and reduces barriers.
• "Read Real Guest Reviews." →Helps users make informed decisions.

By focusing on ease of booking, affordability, and customer support, Booking.com ensures its ad aligns with what travelers care about most—a hassle-free, reliable experience.

In contrast, David Yurman's ad for men's jewelry prioritizes features over benefits, failing to connect with the audience on an emotional level:

• Lists product types but doesn't explain why they're unique or valuable.
• Fails to highlight customer benefits like craftsmanship, exclusivity, or personalization.
• Misses emotional connection—jewelry purchases are often tied to special occasions, yet the ad doesn't evoke sentiment.

2. Content Matters, but So Does Structure

Even a powerful message can falter if it’s hidden within a cluttered or poorly organized ad; the way you present your copy is just as important as the message itself.

Lead with Your Strongest Copy

Most readers tend to skim ads rather than read them in full. Research by the Nielsen Norman Group shows that 79% of users scan new pages, with only 16% reading everything.

Similarly, Penn State research found that over 75% of people share links on social media without even clicking on them. (Source: Penn State Study)

This behavior underlines why your most compelling message should be positioned at the beginning. If your key selling point is buried later, it might be missed. Leading with a strong benefit, a clear solution, or a credibility boost ensures maximum engagement and impact.

3. The Power of Word Choice

Choosing the right words can make your ad feel personal, urgent, and captivating. The appropriate tone can be the difference between an ad that converts and one that gets overlooked.

Start with action verbs

Employing strong action verbs can distinguish your ad from the rest; dynamic terms like 'discover', 'explore', or 'get' trigger urgency and excitement that prompt immediate action.

Take a look at this Upwork ad, which effectively uses action verbs to drive engagement:

Upwork’s ad showcases the power of action-driven language by using phrases like 'Hire Experts' and 'Hire Someone for Work Today' to stress speed and efficiency in finding freelancers. Rather than merely listing features, it directly calls for action, making the hiring process seem seamless. The repetition of 'Hire' reinforces the core message that Upwork swiftly connects businesses with top talent, building momentum and directing users toward their next step.

If you want your ad copy to feel more compelling, start by replacing passive phrasing with action-driven alternatives. Instead of "We provide expert freelancers for your project", use "Find expert freelancers to bring your project to life". Instead of "Upwork connects businesses with professionals", use "Connect with top professionals and get your job done faster". By leading with clear, action-driven language, your ad instantly feels more engaging and encourages higher conversion rates.

Ahrefs's Ad Copy: Tips in Action

We've covered key tips to keep in mind. Now, let's take a look at real examples from Ahrefs to see how these tips are applied in actual Google paid ads.

1. Writing for the Audience, Not Yourself

The ad copy effectively writes for the audience by directly addressing their pain points. It emphasizes how Ahrefs' innovative AI features simplify SEO strategies and improve rankings, clearly highlighting benefits rather than just listing technical features. This approach aligns with the advice to focus on how the product makes the user's life easier and more productive.

2. Content Matters, but So Does Structure

The ad copy is well-structured, with a strong lead that grabs attention ('Find Out with Ahrefs') which immediately presents the core benefit. Subsequent information about the '7 powerful AI features' reinforces this message. The clear progression—from a compelling opening to detailed benefits—ensures that the primary value is seen first, adhering to the best practice of placing your strongest message at the forefront.

3. The Power of Word Choice

The copy makes excellent use of dynamic, action-driven language. Phrases like 'reimagine,' 'optimize,' and 'find out' serve as strong action verbs that generate urgency and excitement. Quantifiable elements, such as '7 powerful AI features,' provide credibility and specificity, ensuring the language resonates with a data-driven audience while reinforcing trust and clarity.

1. Writing for the Audience, Not Yourself

The ad effectively addresses its target audience—marketers—by concentrating on the benefit of reliable, data-driven insights that empower confident decision-making. This approach is aligned with the tip to write for your audience rather than promoting the company itself, emphasizing how the product improves their strategic outcomes rather than simply listing features.

2. Content Matters, but So Does Structure

The ad begins with a strong, benefit-driven headline that immediately positions the service as data-centric, which corresponds well with the advice to lead with your strongest copy. It follows a logical structure, detailing how the tool delivers actionable insights and finishes with a clear invitation to try the service. This progression not only keeps the audience engaged but also ends with a reassuring call to action, reducing any hesitation.

3. The Power of Word Choice

The language in the ad is concise and engaging, utilizing active verbs such as 'explore' and descriptive terms like 'powerful' to evoke a sense of urgency. The use of personalized language, including 'you' and 'your', makes the message feel relevant and tailored to the reader’s needs. This matches the sub tip to use strong, action-oriented word choice while ensuring the content speaks benefits to the audience.

Conclusion

Great ad copy isn't just about being clever—it's about understanding your audience, structuring your message effectively, and using the right words to drive action. The examples from Ahrefs demonstrate how well-crafted copy can make an ad more engaging, easy to understand, and conversion-focused.

Key Takeaways:

• ✅Write for Your Audience

  Focus on their needs, not features. Align with their goals and search intent.

• ✅Structure Matters

  Lead with your strongest copy. Keep it short, scannable, and benefit-focused.

• ✅Use the Right Words

  Start with action verbs, personalize with "you", and keep language simple.

By applying these principles, you can craft ad copy that grabs attention, builds trust, and drives higher conversions—just like Ahrefs.