How HubSpot 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 ad copy that goes viral, wins accolades, or sparks dynamic conversations like those in a classic Mad Men boardroom. Yet, the most successful copy remains clear, succinct, and descriptive; to help your client hit their sales targets and meet customer expectations, it’s vital to view the message from the perspective of the target audience.

Focus on Benefits, Not Features

Consumers aren’t impressed by your company’s greatness—they care about how your product makes their lives better. Many businesses mistakenly list features instead of accentuating the benefits that truly matter.

Consider Booking.com's advertisement for Paris hotels: rather than just announcing room availability, it emphasizes ease of booking, cost savings, and overall convenience.

• "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 lost in a cluttered or disorganized ad. The way you present your copy is just as critical as the words themselves.

Lead with Your Strongest Copy

Most people don't read ads word-for-word; they simply skim. Research from the Nielsen Norman Group indicates that 79% of users scan pages quickly, with only 16% reading them thoroughly.

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 underscores why your most powerful message should appear first. If your key selling point is tucked away in the middle or end, it may be overlooked—whether it's a standout benefit, a problem-solving remark, or a boost in credibility, featuring your best copy upfront maximizes engagement.

3. The Power of Word Choice

Choosing the right words can transform your ad into a personal, urgent, and engaging experience. The tone you set can be the deciding factor between an ad that converts and one that’s ignored.

Use "You" and "Your" for Personalization

A fundamental rule in effective marketing is to speak to an individual rather than a faceless crowd. When your ad feels like a personal conversation instead of a generic announcement, it tends to connect better with the audience.

Using terms like 'you' and 'your' makes your ad more intimate, ensuring potential customers feel recognized, valued, and directly addressed rather than just another face in the crowd.

Take a look at this Digital PR ad from Digital Third Coast:

This ad is a great example of how to effectively use "you" and "your" to make the message feel more personal and engaging. Notice how just by switching one word, the copy sounds more personal.

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

1. Writing for the Audience, Not Yourself

The ad copy zeroes in on the specific needs of small business owners by emphasizing how the free CRM solution improves daily operations and supports growth. This benefit-driven approach adheres to the 'Write for Your Audience, Not Yourself' and 'Focus on Benefits, Not Features' tips by focusing on the tangible ways the product can enhance their work life, rather than just listing technical features. It resonates with HubSpot’s customer-first philosophy, ensuring that the audience sees real, practical value.

2. Content Matters, but So Does Structure

The ad starts with a strong, clear headline that immediately identifies the target audience and the key offer, which is crucial for capturing attention quickly as suggested by the 'Lead with Your Strongest Copy' sub tip. The message is structured to be easily scanned, which is ideal given that most users skim content. However, integrating a strong, reassuring closing statement would add another layer of trust and clarity, ensuring potential customers feel confident about the next steps, in line with best practices for ad copy structure.

3. The Power of Word Choice

The ad employs personalized, action-oriented language, using words like 'help you' and 'grow your business' to forge a direct connection with the audience. This choice aligns with the recommendation to use 'you' and 'your' for increased personalization and mirrors the language of small business owners searching for modern, efficient solutions. Additionally, terms like 'AI-powered' and 'streamline' resonate well with the industry and enhance credibility, reflecting HubSpot's approach to using cutting-edge, integrated tools that empower businesses to thrive.

1. Writing for the Audience, Not Yourself

The ad copy effectively targets professionals by focusing on their specific needs—improved leads and business outcomes—rather than listing generic features. By emphasizing how the solution directly benefits marketing, sales, and customer service teams, it follows the sub tip 'Write for Your Audience, Not Yourself.' This approach aligns with HubSpot’s mission of helping businesses grow by focusing on customer-centric solutions.

2. Content Matters, but So Does Structure

The structure of the ad copy is designed to grab attention quickly, with a compelling call-to-action at the beginning ('Get Started Free Today') and benefits clearly stated right after ('Get More Leads' and 'Improve Your Results'). This places the strongest message upfront, consistent with the sub tip 'Content Matters, but So Does Structure.' The description reinforces benefits and ends with a reassuring message that encourages immediate engagement, addressing the need for a strong closing statement to eliminate doubts.

3. The Power of Word Choice

The ad makes good use of dynamic, action-driven language, such as 'streamline', 'grow', and 'improve,' paired with personalization through words like 'your teams'. This mirrors the 'Power of Word Choice' sub tip by directly addressing the audience’s needs and challenges, making the copy feel personal and relevant. The choice of language resonates deeply with the target audience and reflects HubSpot's commitment to integrated, customer-focused solutions.

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 HubSpot 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 HubSpot.