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

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

Copywriters often aspire to create the ideal ad—one that goes viral, wins accolades, or sparks conversations reminiscent of classic boardroom debates. In reality, the most successful copy is straightforward, concise, and descriptive, and to truly meet your client’s sales targets while satisfying customer needs, you must see things from your audience’s perspective.

Solve Their Problem, Not Yours

Frequently, brands limit themselves to detailing product features rather than emphasizing the benefits for customers. Effective ad copy reverses this approach by shifting the narrative from 'what we do' to 'how we resolve your issue.'

Take Monday.com's CRM ad as an example: instead of merely listing features when users search for 'CRM for small-medium business,' 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

No matter how compelling your message is, it can fall flat if it's hidden in a disorganized or cluttered ad. The way you structure your copy is just as crucial as the message you’re trying to convey.

Lead with Your Strongest Copy

Most people don’t read every word of an ad; they tend to skim. Research from the Nielsen Norman Group indicates that 79% of users scan a page, with only 16% reading it 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 underlines the need to front-load your strongest message. If your key selling point is buried in the middle or at the end, it might be overlooked. Leading with a clear benefit, solution, or credibility booster maximizes both engagement and impact.

3. The Power of Word Choice

Choosing the right words can make your ad feel intimate, urgent, and captivating. The proper tone determines whether your ad inspires action or gets ignored.

Start with action verbs

Forceful action verbs distinguish an ad that stands out from one that fades into the background. Incorporating dynamic verbs like 'discover,' 'explore,' or 'get' infuses the message with urgency and excitement, urging your audience to act immediately.

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

Upwork’s ad exemplifies this strategy by using bold action verbs such as 'Hire Experts' and 'Hire Someone for Work Today,' which emphasize speed and efficiency in finding freelancers. Instead of just listing features, it actively encourages immediate action, with the repeated call to 'Hire' reinforcing that Upwork swiftly connects businesses with top talent, thereby creating momentum and clearly conveying its 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.

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

1. Writing for the Audience, Not Yourself

The ad speaks directly to digital product companies by addressing their need to simplify payment processes and boost revenue, in line with the tip to write for your audience. It emphasizes tangible benefits (such as streamlined global tax compliance and fraud protection) rather than mere features, thereby solving a common problem for companies like Paddle.

2. Content Matters, but So Does Structure

The copy is structured to capture attention immediately by declaring an 'All-In-One Payment Platform', which aligns with the need to lead with your strongest copy. It sequentially lays out the benefits and ends with an actionable promise, ensuring the message is both clear and reassuring—the perfect strategy to engage readers and eliminate doubts.

3. The Power of Word Choice

The ad uses strong action verbs like 'Simplify', 'maximize revenue', and 'Unlock your growth' that create a sense of urgency and opportunity, fulfilling the sub tip to choose dynamic language that motivates immediate action. This energetic language perfectly complements Paddle's role as a merchant of record focused on simplifying payment processes.

1. Writing for the Audience, Not Yourself

The ad copy directly addresses a common pain point for SaaS companies: the burden of managing a complex payments stack. It shifts the narrative from promoting the company's credibility to showcasing the tangible benefits Paddle offers, such as streamlining global tax compliance, invoicing, and fraud protection. This approach is in line with the tip to write for your audience by emphasizing how Paddle solves their specific challenges rather than merely listing features.

2. Content Matters, but So Does Structure

The structure is highly effective, beginning with an engaging question ('Selling SaaS?') that immediately grabs attention and encourages users to see the message as relevant. The ad then quickly presents the problem before transitioning to Paddle’s all-in-one solution. This logical flow not only highlights the core benefit right at the beginning, in accordance with the best practice of leading with your strongest copy, but also ends with clarity and reassurance, inviting the audience to act.

3. The Power of Word Choice

The use of active language such as 'does it all for you' and terms like 'complex' and 'waste time' create a sense of urgency and resonate with the pain points of the target audience. The conversational tone and strong action verbs help in creating an immediate, benefit-driven impact, making the ad relatable. This choice of words supports the tip of focusing on benefits rather than technical features, ensuring that the audience understands exactly how Paddle improves their operational efficiency.

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 Paddle 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 Paddle.