How DocSend 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—one that goes viral, earns accolades, or sparks heated debates reminiscent of a classic Mad Men boardroom. Yet, the most effective copy remains clear, direct, and succinct. To help your client hit their sales KPIs and satisfy customer expectations, it’s crucial to view things from the perspective of their target audience.

Understand and Address Your Audience's Needs

In today’s oversaturated ad landscape, breaking through the noise requires addressing the real challenges consumers face and fine-tuning your message to align with their goals.

Take Shopify Plus’ ad as an example. Shown to users searching for “ecommerce platform enterprise,” it mirrors the searcher’s intent by directly addressing the concerns of enterprise-level businesses seeking a scalable eCommerce solution.

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

• Custom Design Your Online Store and Checkout Experience →Highlights the complexity of enterprise eCommerce and the need for customization.
• Get Up to 18% Higher Conversion Rates →Speaks to a key objective: improving performance and efficiency.
• Unlimited Bandwidth, Flexible Integrations, Unlimited Staff Accounts →Recognizes the need for scalability and operational flexibility.

Rather than just listing features, this ad aligns its message with enterprise-level priorities—ensuring it speaks directly to the user's needs.

2. Content Matters, but So Does Structure

Even the most brilliant messaging can falter if it’s lost in a disorganized or cluttered ad; the way you present your copy is just as critical as the words themselves.

3. The Power of Word Choice

Choosing the right words can make your ad truly personal, urgent, and engaging. The right tone can be the difference between an ad that converts and one that fades into the background.

Start with action verbs

Dynamic action words can transform an ad from forgettable to captivating. Verbs like 'discover', 'explore', or 'get' infuse your copy with urgency and excitement, motivating immediate action.

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

Upwork’s ad masterfully uses robust action phrases like 'Hire Experts' and 'Hire Someone for Work Today' to emphasize speed and efficiency in finding freelancers. Instead of passively listing features, it calls for action, making the hiring process seem seamless. The repeated use of 'Hire' reinforces the message that Upwork efficiently connects businesses with top talent, setting a clear and dynamic pace for user engagement.

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.

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

1. Writing for the Audience, Not Yourself

The ad copy is laser-focused on addressing the specific pain point of professionals frustrated with the cumbersome process of NDAs. By emphasizing a one-click solution and framing the service as a direct answer to their everyday challenges, it aligns perfectly with the sub tip to understand and address the audience's needs rather than pushing what the company does. This focus on solving a real problem rather than simply describing features mirrors the 'Solve Their Problem, Not Yours' approach.

2. Content Matters, but So Does Structure

The ad copy follows a clear and logical structure that begins with a strong call-to-action, immediately engaging the audience with the benefits of sending and signing documents effortlessly. It then builds on this clarity by offering a free trial, thereby easing the customer's decision-making process. This orderly flow, from problem introduction to solution and credibility enhancement, reflects the sub tip's emphasis on clear, concise, and simple messaging.

3. The Power of Word Choice

The language choice in the ad copy enhances its impact through the use of dynamic action verbs such as 'send' and 'sign', which inject urgency and energy. The phrase 'one click' further reinforces simplicity, emphasizing a hassle-free experience that resonates with busy professionals. This mirrors the sub tip's advice to utilize strong, actionable verbs and avoid passive phrasing, ensuring the messaging is both compelling and direct.

1. Writing for the Audience, Not Yourself

The ad effectively zeroes in on startups and entrepreneurs by addressing a key challenge: managing and tracking pitch decks during fundraising. This focus directly speaks to the audience's needs and concerns regarding secure document handling, thus embodying the 'Write for Your Audience, Not Yourself' approach. It also flips the narrative from simply showcasing features to solving a specific problem, in line with 'Solve Their Problem, Not Yours'.

2. Content Matters, but So Does Structure

The ad copy is structured to grab attention from the outset by highlighting secure sharing and tracking capabilities. This clear, streamlined approach ensures the message is easily understood, adhering to the 'Content Matters, but So Does Structure' tip. By concluding with a strong call to action that encourages taking ownership of the fundraising process, the ad maintains a logical flow that compels the audience to engage immediately.

3. The Power of Word Choice

Dynamic verbs such as 'share', 'track', and 'analyze' create a sense of urgency and direct action. The language is benefit-driven, using phrases like 'take ownership' to empower the audience. This careful word choice aligns with the sub tip regarding the use of strong, active verbs to transform passive descriptions into compelling, actionable statements.

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 DocSend 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 DocSend.