How Glean 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

Countless copywriters aspire to create flawless ad copy—pieces that go viral, earn accolades, or spark the kind of deep debates you’d expect in a Mad Men boardroom. Yet, truly effective copy is marked by clarity, brevity, and precision. To help your client hit their sales targets and meet customer expectations, it’s vital to see things from the perspective of the target audience.

Solve Their Problem, Not Yours

Many brands tend to highlight what their product does instead of emphasizing how it actually benefits customers. In contrast, powerful ad copy shifts that focus by showing exactly how it resolves the customer’s issues.

Take Monday.com's CRM ad as an example: It targets users searching for a 'CRM for small-medium business' and, rather than simply listing features, it immediately demonstrates 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 strongest message can get lost if it’s buried in a cluttered or poorly organized ad. The presentation of your copy is just as crucial as the message itself.

Lead with Your Strongest Copy

Most readers don’t take the time to read an ad in its entirety—they quickly skim through it. Research from the Nielsen Norman Group shows that 79% of users scan pages, with only 16% reading all the content.

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 your most compelling message should appear at the very beginning. If your key selling point is hidden in the middle or end, it might be completely overlooked. Leading with your strongest copy—whether that’s a clear benefit, a solving statement, or a boost in credibility—ensures maximum engagement and impact.

3. The Power of Word Choice

The words you choose can make your ad feel personal, urgent, and engaging. Setting the right tone is often the decisive factor between an ad that converts and one that goes unnoticed.

Start with action verbs

Employing forceful action verbs can distinguish an ad that simply blends in from one that truly captures attention. Dynamic terms like 'discover', 'explore', or 'get' add a sense of urgency and excitement, prompting immediate action from your audience.

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

Upwork’s ad, for instance, leverages vigorous action words such as 'Hire Experts' and 'Hire Someone for Work Today' to underline the fast and efficient process of connecting with freelancers. Instead of passively listing features, the ad actively calls for action, making the hiring process appear smooth and immediate. The recurring focus on 'Hire' reinforces Upwork’s core promise of swiftly matching businesses with top talent, thereby building momentum 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.

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

1. Writing for the Audience, Not Yourself

The ad effectively speaks to its audience by pinpointing the critical pain point—inefficient data retrieval and endless scrolling. Rather than merely listing Glean's features, it emphasizes the tangible benefit of rapid access to information, aligning with the tip of writing for the audience and focusing on benefits. This benefit-focused approach shows modern teams how Glean helps them overcome daily challenges, ensuring the message resonates with their need for efficiency.

2. Content Matters, but So Does Structure

The ad's structure is well-crafted, starting with a compelling hook that addresses the problem head-on: 'No more scrolling through endless pages.' This immediate attention grab parallels the advice to lead with the strongest copy, ensuring that readers quickly understand the benefit. Following up with a clear statement about rapid access, the structure reinforces trust and makes the solution seem effortless, embodying the recommended practice of ending with a strong, reassuring closing statement.

3. The Power of Word Choice

The language used is action-oriented and direct, employing dynamic verbs like 'delivers' and adjectives like 'concise summaries.' Such word choices create immediacy and underline the efficiency of the solution. This strategy not only aligns with the principle of using strong action verbs but also reassures professionals that Glean's solution is exactly what they need to simplify their work experience.

1. Writing for the Audience, Not Yourself

The ad copy is laser-focused on the audience’s needs by emphasizing enhanced productivity and streamlined data management, which directly addresses the workplace challenges faced by modern teams. Instead of merely listing features, it highlights the tangible benefits, such as saving time and reducing manual work, embodying the sub tip of solving the customer's problem rather than touting what the company does.

2. Content Matters, but So Does Structure

The structure of the ad copy is strategically organized to cater to the consumer's reading behavior. It leads with a compelling headline that quickly conveys the benefit of using an AI-powered assistant, ensuring that the most critical message is seen first. The logical presentation of benefits followed by a strong call-to-action (‘Get a free demo!’) not only makes it easy for skimmers to grasp the value but also reassures potential users, aligning well with the guidelines to lead with your strongest copy and end with a reassuring closing statement.

3. The Power of Word Choice

The dynamic language in the ad copy uses potent action verbs like 'connect,' 'understand,' 'generate,' 'find,' and 'automate' which drive urgency and engagement. This active word choice is aligned with the sub tip to start with action verbs and is crafted to speak directly to professionals who want clear, efficient solutions. It avoids passive phrasing, ensuring that the benefit-oriented message resonates with the target audience.

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 Glean 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 Glean.