3 Ad Copywriting Tips: See Why They Work in Real Examples - Apollo.io

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 produce that flawless ad copy—one that goes viral, garners accolades, or ignites thought-provoking discussions reminiscent of a Mad Men boardroom. Yet, the most impactful copy remains clear, direct, concise, and vividly descriptive. To help your client hit their sales targets and satisfy customer expectations, it's crucial to adopt the perspective of the target audience.

Solve Their Problem, Not Yours

Many brands tend to emphasize what their product does instead of showcasing how it benefits customers. In contrast, effective ad copy reverses this approach by shifting from 'this is what we do' to 'this is how we address your challenges.'

Consider Monday.com's CRM ad as a prime example of solution-oriented copy. Rather than merely listing out features when users search for 'CRM for small-medium business,' the ad immediately points out 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 hidden within a cluttered or poorly organized ad. The way you structure your copy is just as important as the words you choose.

3. The Power of Word Choice

Selecting the right words can transform your ad into something personal, urgent, and engaging. The appropriate tone is what separates an ad that converts from one that gets overlooked.

Start with action verbs

Robust action verbs can distinguish an ad from those that simply blend in. Using dynamic words like 'discover,' 'explore,' or 'get' injects urgency and excitement, prompting your audience to act immediately.

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

Upwork’s ad leverages strong action phrases such as 'Hire Experts' and 'Hire Someone for Work Today' to highlight speed and efficiency in recruiting freelancers. Instead of passively listing features, it calls for immediate action, making the hiring process seem seamless. The repeated emphasis on 'Hire' reinforces the core message that Upwork helps businesses quickly locate top talent, building momentum and clearly demonstrating 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.

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

1. Writing for the Audience, Not Yourself

The ad speaks directly to sales professionals, emphasizing the benefit of transforming the traditional sales process into a revenue-generating machine. It adheres to the sub tip 'Write for Your Audience, Not Yourself' by focusing on what the customer gains rather than just listing features. The message is structured around solving the sales professional’s pain points – making prospecting and closing deals easier and more effective – which aligns with the 'Solve Their Problem, Not Yours' approach.

2. Content Matters, but So Does Structure

The ad copy is well-organized and follows a logical progression, starting with a compelling headline that grabs attention, then clearly presenting a solution. With a strong call to action like 'Get started today with a single click,' its simple and clear structure respects the sub tip 'Content Matters, but So Does Structure.' It assures potential customers by mentioning incentives such as 'No credit card required' and a free plan, which help reduce friction and make the ad more persuasive.

3. The Power of Word Choice

The ad copy utilizes powerful action verbs such as 'prospect' and 'close,' which immediately create a sense of urgency and direction. By using these dynamic words along with personalized language like 'your ideal prospects,' the ad effectively tailors its message to the audience’s needs, reflecting the sub tip 'The Power of Word Choice.' This strategic word selection not only clarifies the benefits but also drives the reader to take immediate action.

1. Writing for the Audience, Not Yourself

The ad copy specifically targets users who are frustrated with unreliable leads by asking, 'Tired of low-quality leads?'. This approach focuses on benefits rather than features, directly addressing the user's problem and positioning the product as the solution. It clearly embodies the tip of writing for your audience by aligning the ad with the users' pain points, ensuring that the message is about solving their problem rather than showcasing what the company does.

2. Content Matters, but So Does Structure

The structure of the ad is clear and segmented, starting with an inviting call-to-action ('Try Apollo.io for Free') that leads into a problem statement. This layout is easy to scan and follows the principle of keeping the ad simple and clear. By outlining the benefits in a step-by-step manner and ending with 'Free Forever Plans', it reinforces the risk-free promise, adhering to the guideline of solving their problem and delivering the message succinctly.

3. The Power of Word Choice

The ad uses engaging, action-driven language with verbs like 'Try' and 'Uncover' that command attention and urge immediate participation. The use of conversational language and implied second-person pronouns makes the message feel personal and directly relevant. This choice of words not only builds urgency but also reinforces trust by highlighting benefits such as 'accurate contacts' and 'powerful' capabilities, which align well with Apollo.io’s image as an advanced, reliable sales intelligence platform.

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 Apollo.io 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 Apollo.io.