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

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

While many copywriters aspire to create ad copy that goes viral, wins awards, or sparks lively discussions reminiscent of a classic Mad Men boardroom, truly effective copy is straightforward, concise, and vivid. To help a client hit their sales targets and satisfy customer needs, it’s crucial to view the message from the target audience’s perspective.

Focus on Benefits, Not Features

Consumers aren’t interested in your company’s accolades—they want to know how your product makes a difference in their lives. Too many businesses fall into the trap of listing features rather than showcasing the benefits that truly resonate.

A great illustration of benefit-focused copy is seen in Booking.com's ad for Paris hotels, which goes beyond simply noting room availability to emphasize convenience, savings, and a seamless booking experience.

• "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

No matter how compelling your message is, it can be easily overlooked if buried in a cluttered or poorly organized ad. The presentation of your copy is just as important as the content itself.

Lead with Your Strongest Copy

People don’t read ads from beginning to end—they tend to skim. Research from the Nielsen Norman Group shows that 79% of users scan new pages, while only 16% read them in full.

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 tendency highlights why it’s essential to lead with your most persuasive message. If your key selling point is hidden away in the middle or at the end, it may be missed. Whether it’s a standout benefit, a resolution to a problem, or an element that builds trust, putting your best copy upfront maximizes engagement and impact.

3. The Power of Word Choice

Choosing the right words can make an ad feel more personal, urgent, and engaging. The proper tone can be the deciding factor between an ad that converts and one that goes unnoticed.

Start with action verbs

Impactful action words can set an ad apart from the rest. Dynamic verbs like 'discover', 'explore', or 'get' add a sense of urgency and excitement, motivating 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 stress speed and efficiency in finding freelancers. Instead of merely listing features, it prompts immediate action, making the hiring process seem effortless. The repetitive use of 'Hire' reinforces the core message that Upwork helps businesses quickly secure top talent, driving users toward their next step and clearly conveying 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.

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

1. Writing for the Audience, Not Yourself

The ad copy precisely meets the 'Write for Your Audience, Not Yourself' and 'Focus on Benefits, Not Features' sub tips by emphasizing the direct benefits — improved, buffer-free connectivity for daily life — over merely listing technical features. It speaks directly to potential buyers by showcasing how eero’s patented TrueMesh technology translates into real-life improvements, making the content immediately relevant to their needs.

2. Content Matters, but So Does Structure

The structure aligns well with the sub tip of 'Content Matters, but So Does Structure' by leading with a strong, compelling proposition ('Best-in-Class eero Routers') and then quickly shifting to the key benefit ('we can improve your wifi'). This arrangement ensures that even skim readers grasp the main value offering instantly. Furthermore, the ad concludes with a clear call-to-action and a reassuring finish, which aligns with the advice to end with a strong, trust-boosting statement.

3. The Power of Word Choice

The use of dynamic action verbs like 'Discover' and personalized phrases such as 'your wifi needs' reflects the 'Power of Word Choice' sub tip. These choices create immediacy and engagement, ensuring that the reader feels directly spoken to. This personal and active language not only conveys urgency but also bridges the gap between technical innovation and relatable, everyday benefits, reinforcing eero's commitment to improving customer connectivity.

1. Writing for the Audience, Not Yourself

The ad copy immediately addresses the audience’s needs by focusing on financial savings and improved connectivity, which aligns with the sub tip 'Write for Your Audience, Not Yourself.' Instead of overwhelming potential customers with technical jargon about eero's patented technology, it emphasizes the tangible benefits—cost savings and enhanced smart home functionality—that matter most to the consumer.

2. Content Matters, but So Does Structure

The structure of the ad adheres to the advice 'Content Matters, but So Does Structure' by leading with a compelling headline ('the ultimate smart home wifi') that captures attention right away. By introducing urgency with 'Get a head start on Black Friday' and following with a clear offer of up to 35% savings, the ad ensures that its strongest, most relevant points are front-loaded, maximizing impact for skimmers and encouraging immediate action.

3. The Power of Word Choice

Using dynamic, action-oriented words such as 'Get a head start' and 'Save up to 35%' follows the sub tip 'The Power of Word Choice.' These phrases instill a sense of immediacy and relevance, prompting consumers to act while clearly communicating the benefits. The copy smartly shifts focus from merely describing features to highlighting how eero’s smart home wifi can improve everyday connectivity.

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 eero 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 eero.