How Zendesk 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 craft that ideal ad copy—one that goes viral, earns accolades, or sparks lively debates reminiscent of a Mad Men boardroom. Yet the most effective copy is typically straightforward, concise, and rich with detail. To drive your client's sales targets and meet customer expectations, it's crucial to adopt the perspective of their target audience.

Solve Their Problem, Not Yours

Many brands tend to spotlight what their product does rather than how it truly benefits customers. In contrast, impactful ad copy reverses this approach by shifting from simply stating 'what we do' to demonstrating 'how we tackle your problem.'

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 present your copy is just as critical as the message itself.

Lead with Your Strongest Copy

Most viewers don’t read every word of an ad—they scan instead. Research from the Nielsen Norman Group reveals that 79% of users skim new pages while only 16% read them entirely.

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 the need to place your most compelling message upfront. If your key selling point is hidden in the middle or at the end, it may go unnoticed. Whether it’s a major benefit, a solution to a problem, or a trust enhancer, leading with your strongest copy boosts both engagement and impact.

3. The Power of Word Choice

The right choice of words can make your ad feel personal, urgent, and engaging. Adopting the correct tone can be the difference between an ad that converts and one that gets overlooked.

Start with action verbs

Powerful action verbs can set an ad apart from those that fade into the background. By using dynamic verbs like 'discover', 'explore', or 'get', you create a sense of urgency and enthusiasm 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 action verbs such as 'Hire Experts' and 'Hire Someone for Work Today' to emphasize the speed and effectiveness of connecting with freelancers. Rather than merely listing features, it actively calls users to action, streamlining the hiring process. The consistent use of 'Hire' reinforces the core message that Upwork enables businesses to quickly find top talent, thereby building momentum and 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.

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

1. Writing for the Audience, Not Yourself

The ad copy is laser-focused on IT professionals and support teams, aligning with the sub-tip 'Write for Your Audience, Not Yourself'. It concentrates on streamlining helpdesk operations and emphasizes practical benefits like efficient ticket routing and prioritization, thereby solving a clear operational problem instead of simply listing features. This directly addresses customer needs, in line with Zendesk's commitment to simplifying business complexity through innovative service solutions.

2. Content Matters, but So Does Structure

The structure mirrors the advice under 'Content Matters, but So Does Structure'. It leads with a powerful and authoritative claim (“#1 IT HelpDesk System”), immediately capturing attention. The benefits are presented succinctly, with a clear, reassuring call-to-action (‘Start a Free Trial Now’) serving as an effective closing statement. This design ensures that even skimmers quickly grasp the key selling points and scenarios, reinforcing trust and prompting immediate action.

3. The Power of Word Choice

Dynamic action verbs like 'Route', 'Prioritize', and 'Solve' reinforce the sub-tip 'Start with action verbs'. This approach creates a sense of urgency and efficiency that appeals directly to the targeted audience. Even without the direct use of 'you', the language is precise, benefit-driven, and tailored to emphasize how Zendesk's solutions effectively resolve the operational challenges faced by IT professionals.

1. Writing for the Audience, Not Yourself

The ad copy successfully speaks directly to its target audience by focusing on the benefits that matter most to potential customers. It shifts the conversation from the company's capabilities to solving the audience's challenges, as seen in the emphasis on transforming customer interactions and boosting operational efficiency. This aligns with the sub tip of writing for your audience, not oneself, as it showcases how Zendesk's innovative solutions simplify complex processes and deliver extraordinary customer experiences.

2. Content Matters, but So Does Structure

The copy is structured to immediately grab attention with a clear headline ('Smarter Customer Service Software for Happier Clients'), followed by a logical progression of benefits such as easy implementation, scalability, and enhanced reporting. This adheres to the tip of leading with the strongest copy, ensuring that the most compelling message is placed at the forefront, and ending with a strong call-to-action ('Sign Up Today') that reinforces trust and drives the next step.

3. The Power of Word Choice

The ad’s word choice is dynamic and benefit-oriented, employing action verbs and uplifting language like 'Empower Your Agents' and 'Happier Clients' to create urgency and encourage action. This aligns well with the sub tip to use strong action verbs and choose words that highlight the benefits rather than just the features, ensuring that the messaging remains customer-centric and directly addresses the audience's needs.

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 Zendesk 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 Zendesk.