How TestGorilla 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

Many copywriters aspire to create that ideal ad copy capable of going viral, winning awards, or sparking engaging boardroom debates, yet truly effective copy is clear, succinct, and vividly descriptive. To help your client hit their sales targets and satisfy customer needs, it's vital to view the message from the target audience's perspective.

Solve Their Problem, Not Yours

Instead of merely listing what a product does, many brands overlook showing how it actually benefits the customer. Good ad copy reverses that focus by asking, 'How can we solve your problem?'

Take Monday.com's CRM ad as an example—it appears for searches like 'CRM for small-medium business' and, rather than just itemizing features, it quickly demonstrates 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 disorganized or cluttered ad; the presentation of your copy is just as crucial as the words themselves.

Lead with Your Strongest Copy

Readers rarely go line-by-line through an ad—they tend to skim. Research from the Nielsen Norman Group indicates that while 79% of users scan new pages, only 16% read them in full.

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 importance of positioning your strongest message upfront. If your key selling point is buried later, there's a high chance it will be missed, so lead with the best to maximize engagement.

3. The Power of Word Choice

The right choice of words can make your ad feel personal, urgent, and captivating, often marking the difference between an ad that converts and one that is simply overlooked.

Start with action verbs

Employing powerful action verbs can be the key to transforming an ad from forgettable to attention-grabbing. Verbs like 'discover', 'explore', or 'get' instill urgency and excitement, spurring immediate action.

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

Upwork’s ad illustrates this by using impactful phrases such as 'Hire Experts' and 'Hire Someone for Work Today' to emphasize swift and efficient hiring. Rather than simply listing features, it energizes the message with clear action cues that propel users to move forward and recognize the platform's immediate 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.

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

1. Writing for the Audience, Not Yourself

The ad copy effectively speaks to its target audience by addressing hiring managers directly, focusing on how TestGorilla's platform solves their specific problem of inefficient candidate screening. Instead of merely describing the product features, it highlights a tangible benefit (ranking candidates objectively and speeding up screening by 40%), which aligns with the tip to write for your audience and solve their problem rather than showcasing what the company does.

2. Content Matters, but So Does Structure

The ad copy is well-structured, beginning with a compelling headline that immediately conveys a clear benefit, in line with the advice to lead with your strongest copy. It then supports this message with quantifiable improvements, guiding the reader smoothly from recognizing their problem to discovering the solution. This structure mirrors the recommended framework of starting with the strongest value proposition and ending with a straightforward call-to-action.

3. The Power of Word Choice

The language throughout the ad is action-oriented and directly appeals to the needs of hiring managers. Strong action verbs like 'Rank' and 'Try' not only create urgency but also reinforce the benefit-focused approach. Phrases such as 'skills & traits you're looking for' add a personalized touch that connects with the audience, fulfilling the tip of using precise, dynamic language to capture attention and engage the reader.

1. Writing for the Audience, Not Yourself

The ad copy specifically addresses a pain point directly relevant to its audience—hiring managers worried about the high cost of mis-hires. It shifts the focus from generic features to a tangible benefit (avoiding costly recruitment mistakes), demonstrating the principle 'Write for Your Audience, Not Yourself' and 'Focus on Benefits, Not Features'. This aligns with TestGorilla’s emphasis on solving real hiring challenges through science-backed assessments.

2. Content Matters, but So Does Structure

The ad is structured to immediately grab attention by starting with a striking statistic that resonates with the target audience. It then smoothly transitions into a clear solution, effectively following the sub tip to 'Lead with Your Strongest Copy' and 'End with a Strong, Reassuring Closing Statement'. This logical flow from problem identification to solution not only engages hiring managers but also mirrors TestGorilla’s strategic approach of streamlining recruitment processes.

3. The Power of Word Choice

The use of strong, action-oriented language such as 'Predict Job Fit' and 'Hire Smarter' demonstrates an effective application of the 'Power of Word Choice' sub tip by employing dynamic verbs that drive urgency and action. This word selection ensures the message is immediate and persuasive, focusing on the benefit the audience receives—solving recruitment challenges, just as TestGorilla does through its validated assessments.

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 TestGorilla 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 TestGorilla.