How Similarweb 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 dream of creating that perfect ad—one that goes viral, earns accolades, or ignites lively discussions in a Mad Men–esque boardroom. Yet, the most effective copy is clear, direct, succinct, and vivid. To help your client meet sales targets and customer expectations, it’s critical to view the message from the target audience’s perspective.

Solve Their Problem, Not Yours

Often, brands highlight what their product does instead of emphasizing how it truly benefits customers. Powerful ad copy flips this by shifting the narrative from 'what we do' to 'how we solve your issues.'

Take Monday.com’s CRM ad as an example: aimed at users searching for 'CRM for small-medium business,' it doesn’t just list 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 best messaging can fall flat if it’s lost in a cluttered or disorganized ad. The way you structure your copy is just as important as the words you choose.

Lead with Your Strongest Copy

Research shows that most people skim ads rather than read them in full; according to the Nielsen Norman Group, 79% scan new pages while only 16% read them completely.

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 stresses the importance of putting your most compelling message at the forefront. If your key selling point is buried, it may go unnoticed—whether it’s a strong benefit, a clear solution, or a trust cue, leading with your best copy increases engagement and impact.

3. The Power of Word Choice

Choosing the right words can make your ad feel personal, urgent, and engaging. The proper tone can be the difference between an ad that converts and one that’s overlooked.

Start with action verbs

Bold action verbs can transform an ad from forgettable to eye-catching. Using dynamic words like 'discover,' 'explore,' or 'get' creates a sense of urgency and excitement that motivates immediate action.

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

Upwork’s ad skillfully employs strong verbs such as 'Hire Experts' and 'Hire Someone for Work Today' to underline the speed and efficiency of finding freelancers. Rather than merely listing features, it issues a direct call to action, making the hiring process feel seamless. Emphasizing 'Hire' reinforces the idea that Upwork helps businesses quickly connect with top talent, thereby propelling users toward their next step and clarifying its value from the start.

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.

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

1. Writing for the Audience, Not Yourself

The ad copy successfully centers on the audience by addressing their key pain point: competitive uncertainty. It shifts the focus from merely touting product features to emphasizing how the solution benefits them directly—helping them make smarter, data-driven decisions. This adheres to the sub tip of 'Write for Your Audience, Not Yourself' and 'Solve Their Problem, Not Yours' by clearly outlining how the insights can resolve their challenges.

2. Content Matters, but So Does Structure

The structure is thoughtfully arranged to capture attention quickly. It leads with a strong, direct command ('Check & analyze any website') that not only serves as an action prompt but also highlights immediate value. Following this, it outlines the clear benefits and closes with a persuasive call-to-action, aligning perfectly with the sub tips on front-loading your most compelling message and ending with a solid, reassuring concluding statement.

3. The Power of Word Choice

Dynamic action verbs like 'Check' and 'analyze' are employed to trigger immediate engagement, while personal references such as 'your competitors' and 'your strategy' ensure the copy speaks directly to the reader. This choice of language meets the sub tip requirements by using powerful, action-oriented words and maintaining a customer-focused tone.

1. Writing for the Audience, Not Yourself

The ad copy is meticulously crafted for digital marketers by speaking directly to their need to enhance ad campaigns. It shifts focus from merely listing Similarweb's features to highlighting tangible benefits—providing actionable competitor ad insights that can directly improve campaign performance. This approach aligns with the tip to write for your audience and solve their problem rather than promoting the product itself.

2. Content Matters, but So Does Structure

The ad employs a concise, logical progression that starts with a strong, benefit-driven hook ('See what ads are working'), transitions into a clear value proposition ('boost your performance'), and finishes with a compelling call-to-action ('Start a free trial'). This structure is in line with the guideline to lead with the strongest copy and end with a reassuring statement, ensuring that the critical message is easily scannable and impactful.

3. The Power of Word Choice

Energetic and action-oriented language like 'See' and 'boost' immediately draws the reader in, creating a sense of urgency. The ad copies the advice of starting with action verbs and using direct, personalized language to position the offer as a low-risk opportunity ('free trial'). This choice not only reinforces the benefit-driven approach but also reduces any hesitations, making the ad more persuasive.

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 Similarweb 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 Similarweb.