How Gong 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 create the ideal ad that goes viral, wins awards, or sparks lively debates in a Mad Men–style boardroom. Yet, the most effective copy is usually straightforward, succinct, and rich in description. To help your client hit their sales targets and meet customer expectations, it’s crucial to see things from the perspective of their target audience.

Solve Their Problem, Not Yours

Instead of merely highlighting what a product does, many brands focus on its features. Effective ad copy turns that on its head by asking not 'What we do?' but 'How do we solve your problem?'

Consider Monday.com's CRM ad as a perfect illustration of solution-oriented copy. Aimed at users searching for 'CRM for small-medium business,' the ad goes beyond listing features to immediately showcase how it simplifies 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 lost in a cluttered or disorganized ad. How you structure your copy is just as crucial as the message itself.

Lead with Your Strongest Copy

Recognize that most people don’t read ads line-by-line—they skim. Research from the Nielsen Norman Group found that while 79% of users scan new pages, only 16% actually read 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 behavior underscores the need to place your strongest message right at the beginning. If your key benefit is tucked away in the middle or at the end, it might be missed. Leading with your best point—whether it’s a clear benefit, a problem-solving statement, or a credibility boost—maximizes engagement and impact.

3. The Power of Word Choice

Choosing the right words adds a personal, urgent, and engaging touch to your ad. The appropriate tone can be the difference between an ad that converts and one that goes unnoticed.

Start with action verbs

Using vibrant action words can set an ad apart. Dynamic verbs like 'discover,' 'explore,' or 'get' instill a sense of 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 demonstrates this perfectly by using commanding phrases like 'Hire Experts' and 'Hire Someone for Work Today' to emphasize quick and efficient hiring. Instead of just listing features, it actively encourages action, making the recruitment process feel seamless. The recurring call to 'Hire' reinforces the core message that Upwork swiftly connects businesses with top talent, guiding users to their next step while 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.

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

1. Writing for the Audience, Not Yourself

The ad copy successfully writes for its B2B sales audience by directly addressing their challenges and emphasizing how Gong can de-risk a sales pipeline. Instead of listing features, it clearly communicates benefits—solving real problems that sales teams face, which closely follows the sub tip of focusing on benefits rather than features. This approach ensures that the message is not about Gong’s prowess, but about how Gong improves the customer's sales outcomes.

2. Content Matters, but So Does Structure

The ad employs a well-organized structure that resonates with the sub tips on content layout. It leads with a strong, attention-grabbing benefit ('De-risk Your Sales Pipeline') which is crucial because, as research indicates, viewers skim and notice the initial lines. The ad then offers a concise list of advantages and concludes with a compelling call-to-action ('See Gong In Action') that acts as a reassuring closing statement. This logical progression reinforces the message and encourages immediate engagement by eliminating doubts.

3. The Power of Word Choice

The ad utilizes potent, action-oriented verbs such as 'de-risk', 'engage', 'forecast', and 'improve', which aligns perfectly with the sub tip on using dynamic verbs. This active language not only creates urgency and excitement but also ensures the copy is customer-centered and impactful. The personalized tone of the language helps the message feel tailored to the unique needs of B2B sales teams, reinforcing the ad's relevance and clarity.

1. Writing for the Audience, Not Yourself

The ad copy effectively addresses the audience by focusing on benefits that matter to revenue professionals. Instead of listing generic features, it emphasizes solving the critical problem of incomplete sales insights with Gong’s AI-powered platform, directly aligning with the tip of 'Write for Your Audience, Not Yourself' and 'Solve Their Problem, Not Yours'. This clear positioning highlights how Gong's solution improves the customer’s workflow and highlights the value of complete visibility and actionable insights.

2. Content Matters, but So Does Structure

The ad demonstrates strong structural elements by starting with a credibility boost ('Top-Rated') and following with a compelling call-to-action ('Book Your Gong Demo Now'). This aligns with the tip to 'Lead with Your Strongest Copy' ensuring that even skimmers catch the essential message. Additionally, the clear separation of messages and logical progression ensures that the ad communicates benefits immediately and ends on a strong, reassuring note, thereby reinforcing trust and eliminating doubts.

3. The Power of Word Choice

Action-oriented and persuasive language is used in this ad, with verbs like 'Book' that immediately urge the audience to take action and terms such as 'Voted #1' and 'Top-Rated' that build trust and authority. This resonates with the guideline to 'Start with Action Verbs' and ensure the copy flows with dynamic words that stimulate urgency and excitement. The word choices not only enhance clarity but also ensure that the benefits, rather than the features, are at the forefront.

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 Gong 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 Gong.