3 Ad Copywriting Tips: See Why They Work in Real Examples - AIApply

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

Numerous copywriters aspire to create that ideal ad copy—whether it goes viral, wins accolades, or sparks engaging debates reminiscent of a Mad Men boardroom. Yet, the most effective copy is distinguished by its clarity, directness, brevity, and vivid detail. To drive your client’s sales and meet customer needs, it’s vital to view the content from the audience’s perspective.

Solve Their Problem, Not Yours

While many brands tend to emphasize a product’s features, they often miss highlighting the real benefits for their customers. Smart ad copy reverses that approach by shifting the focus from 'what we do' to 'how we solve your problem.'

Take Monday.com's CRM ad as an example: targeting users searching for 'CRM for small-medium business,' it doesn’t simply list features but immediately showcases how it streamlines lead tracking, deal management, and workflow automation.

The headline instantly signals that Shopify Plus is designed for enterprises, while the description acknowledges core business challenges:

• "CRM for Small-Medium Business - That's Actually Easy to Use" →Directly counters a major pain point: most CRMs are complex and difficult to use. This reassures SMBs looking for a simple solution.
• "An Intuitive CRM to Better Track & Manage Leads, and Close Deals Faster." →Focuses on solving efficiency problems: tracking leads and closing deals without frustration.
• "Try For Free. Get Started in Less Than 2 Minutes!" →Removes adoption barriers by making the decision risk-free and effortless.

Instead of simply showcasing features, this ad positions the CRM as a direct solution to the user's challenges, making it more relevant and compelling.

2. Content Matters, but So Does Structure

Even the most compelling message can fall flat if it's lost in a chaotic or poorly organized ad. The way you structure your copy is just as crucial as the words you choose.

Lead with Your Strongest Copy

Most people tend to skim ads instead of reading them thoroughly; research by the Nielsen Norman Group shows that 79% of users skim new pages, with only 16% reading every detail.

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 underscores the importance of leading with your most persuasive message. If your primary selling point is tucked away in the middle or at the end, it might never get noticed. Whether it’s a standout benefit, a solution-oriented claim, or a boost in credibility, front-loading your strongest copy ensures maximum engagement and impact.

3. The Power of Word Choice

The choice of words can transform your ad, making it feel personal, urgent, and engaging. Striking the right tone can be the difference between an ad that converts and one that goes unnoticed.

Start with action verbs

Using powerful action words can set your ad apart. Dynamic verbs like 'discover,' 'explore,' or 'get' inject urgency and excitement, prompting your audience to take immediate action.

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

Consider Upwork's ad, which leverages robust action verbs such as 'Hire Experts' and 'Hire Someone for Work Today' to stress quick and efficient freelancer selection. Instead of merely listing features, it actively prompts users to act, making the hiring process seem effortless. The repeated emphasis on 'Hire' reinforces its core message—that Upwork quickly connects businesses with top talent—thereby building momentum and clarifying the platform’s value.

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.

AIApply'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 AIApply to see how these tips are applied in actual Google paid ads.

1. Writing for the Audience, Not Yourself

This ad copy zeroes in on busy job seekers by emphasizing the benefit of a streamlined and efficient application process rather than just listing features. It directly addresses the audience’s need to save time and reduce tedious steps, aligning with the sub tip of solving the customer's problem rather than promoting what the company does. This approach mirrors AIApply’s mission of using advanced AI to transform job search experiences.

2. Content Matters, but So Does Structure

The ad copy follows a clear and engaging structure by leading with a compelling headline ('Land Your Next Job Sooner') that grabs attention immediately, ensuring that the strongest benefit is visible at first glance. The subsequent list of straightforward features allows users to quickly scan and understand the benefits. The well-organized layout, with a strong closing that reassures and motivates the user, underscores the importance of content hierarchy recommended in the sub tips.

3. The Power of Word Choice

The ad employs dynamic, action-oriented language with verbs like 'Generate' and 'Apply', which encourages immediate action and conveys urgency. This choice not only meets the sub tip of using powerful action verbs to create excitement but also reflects the direct and personalized tone that busy job seekers appreciate. The language effectively communicates immediate, tangible benefits, resonating with AIApply’s promise to streamline the job search process.

1. Writing for the Audience, Not Yourself

The ad clearly addresses the target audience—job seekers—by speaking directly to their need for efficiency. It emphasizes the primary benefit of reducing application effort ('Write Less') and speeds up the job search process, effectively solving a common problem for job seekers. This aligns well with the sub tip to write for your audience and focus on benefits rather than just features.

2. Content Matters, but So Does Structure

The ad is structured to immediately grab attention with a benefit-driven headline that promises fast results. It follows best practice by leading with its strongest message and including a clear call-to-action ('Free trial!'). This arrangement not only makes the key benefit obvious on a quick skim but also reassures the audience, fulfilling the recommendation to end with a strong, reassuring closing statement.

3. The Power of Word Choice

The use of dynamic, action-oriented verbs such as 'Land Your Next Job Now' and 'Write Less, Apply Faster' injects urgency and directly invites immediate action. These choices reflect the sub tip to start with action verbs, ensuring that the ad resonates with the audience by clearly communicating how AIApply transforms their job search with minimal effort.

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 AIApply 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 AIApply.