How Close 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

Numerous copywriters aspire to produce that flawless ad copy that goes viral, wins accolades, or sparks intense debates reminiscent of a Mad Men boardroom. Yet, truly effective copy is marked by its clarity, brevity, directness, and descriptive nature. To help your client hit their sales targets and satisfy customer expectations, it's vital to adopt the perspective of their intended audience.

Solve Their Problem, Not Yours

Often, brands tend to highlight what their product does instead of emphasizing how it benefits customers. Successful ad copy, however, shifts the focus from 'what we do' to 'how we resolve your issues.'

Monday.com's CRM ad exemplifies solution-oriented copy. Targeted at users searching for a 'CRM for small-medium business,' it quickly underscores how it streamlines lead tracking, deal management, and workflow automation rather than just listing its features.

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 gets lost in a cluttered or poorly organized ad. The way you present your copy is just as critical as the words you choose.

3. The Power of Word Choice

Choosing the right words can make your ad feel personable, urgent, and captivating. The tone you select can be the deciding factor between an ad that converts and one that goes unnoticed.

Use Words That Resonate with Your Audience

A proven strategy to grab attention is to speak in the language of your audience. Echoing the exact phrases they use helps directly tackle their needs, making your copy more relatable.

Keyword research is an excellent method for implementing word mirroring. By examining what users are actually searching for, you can detect common language patterns and naturally incorporate them into your ads.

Here's how you can do it:

• Leverage Customer Data →Analyze customer reviews, feedback, and support inquiries to identify recurring phrases and concerns.
• Study Competitor Keywords →Find out what terms your competitors are using to attract traffic, and incorporate those insights into your own ad copy.

If you want to see what keywords your competitors are targeting, tools like Ahrefs, Similarweb, Inpages can help you analyze their traffic sources and identify high-performing keywords.

By using familiar words and phrases, you can make your message feel more authentic and relevant, increasing the chances of capturing your audience's attention and driving meaningful engagement.

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

1. Writing for the Audience, Not Yourself

The ad directly targets small businesses by addressing their specific needs, aligning with the tip to 'Write for Your Audience, Not Yourself'. It highlights how Close helps streamline sales and automate workflows—a problem-solving approach rather than simply listing product features. This ties back to the company’s mission of simplifying CRM for startups and small businesses.

2. Content Matters, but So Does Structure

The ad employs a clear, benefit-oriented structure. It starts with an attention-grabbing headline and logically follows with key benefits such as quick setup, comprehensive support, and risk-free initiation with free trials. This approach reflects the sub tip to 'Keep It Simple and Clear', ensuring the message is straightforward and easy to understand.

3. The Power of Word Choice

The language is deliberately concise and action-driven, using dynamic phrases like 'organized', 'selling fast', and 'save costs'. These terms not only create urgency but also resonate well with small business owners. The active language mirrors the advice to use benefits that speak to the customer’s problems, aligning perfectly with the sub tips that emphasize the power of choosing words that resonate with your audience.

1. Writing for the Audience, Not Yourself

The ad copy clearly targets sales professionals, speaking directly to an audience frustrated with manual dialing and inefficient call management—a classic case of writing for your audience, not for the company. By highlighting the specific pain point of managing calls manually and promising automated call summaries, it emphasizes tangible benefits rather than features, effectively addressing how the service solves a key problem for its users.

2. Content Matters, but So Does Structure

The structure of the ad copy is both simple and effective. It starts by presenting a concrete solution—automated call summaries with actionable insights—which directly ties into the benefits for the user. By listing what is eliminated (e.g., manual dialing), the copy provides a clear cause-and-effect narrative. This simplicity not only keeps the message clear and easy to understand but also includes a compelling call-to-action with a 'Free Trial,' ensuring that the audience knows exactly what to do next.

3. The Power of Word Choice

The ad copy makes strategic use of action verbs and straightforward language to invoke urgency and resonate with its target audience. Phrases such as 'No more dialing' and 'action items' are dynamic and speak directly to the real frustrations of sales professionals. This clear and direct word choice, reflecting commonly used language among its users, reinforces the message and ensures that the copy feels both relatable and impactful.

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 Close 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 Close.