How Zoom 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 that ideal ad—one that goes viral, garners accolades, or sparks spirited boardroom debates. Yet, the most impactful copy is distinguished by its clarity, brevity, and precision. To drive sales and meet customer expectations, it’s vital to see things from the target audience’s perspective.

Solve Their Problem, Not Yours

Instead of merely listing product features, savvy brands pivot the narrative to emphasize customer benefits. Effective ad copy shifts from 'what we do' to 'how we resolve your challenges.'

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 strongest message can lose its potency if it’s hidden in a disorganized or cluttered ad. The way you structure your copy is as crucial as the message itself.

Lead with Your Strongest Copy

Most people don’t read ads word-for-word—they skim. In fact, the Nielsen Norman Group found that 79% of users scan new pages while 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 tendency underscores the need to position your most persuasive message up front. If your key selling point is tucked away in the middle or end, it might be missed. Leading with a clear benefit, a solution, or a trust indicator can significantly boost engagement.

3. The Power of Word Choice

The right words can transform your ad into a personal, urgent, and engaging call to action. Selecting an appropriate tone is often the difference between an ad that converts and one that gets overlooked.

Start with action verbs

Utilizing strong action verbs can set your ad apart from the background noise. Words like 'discover', 'explore', or 'get' instill urgency and excitement, prompting immediate action.

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

Upwork’s advertisement leverages dynamic commands such as 'Hire Experts' and 'Hire Someone for Work Today' to highlight swift and efficient recruitment. Instead of simply listing features, it directly calls for action, making the hiring process feel seamless. Repeating 'Hire' reinforces its core message—that Upwork quickly connects businesses with top talent—thereby creating forward momentum that clearly communicates 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.

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

1. Writing for the Audience, Not Yourself

The ad copy effectively tailors its message to the audience by emphasizing credibility (such as the Fortune 100 endorsement) and addressing a critical pain point—transitioning to cloud communications seamlessly. This approach aligns with the tip to write for your audience with benefits rather than features, clearly highlighting how Zoom’s capabilities translate to a smoother, problem-solving experience for businesses.

2. Content Matters, but So Does Structure

The ad follows a compelling structure by opening with a strong, attention-grabbing element, using credibility as an anchor, and then clearly presenting the solution to a common challenge. This progression—from a striking statistic, to addressing a pain point, and finally to a reassuring call to action—echoes strategic advice to lead with strong copy and close with a message that dispels doubts and builds trust.

3. The Power of Word Choice

Action verbs and descriptive language are used thoughtfully (e.g., 'Make a seamless transition' and 'scalable VoIP Call System'), which energizes the message. The copy’s focus on benefits, rather than vague feature descriptions, directly speaks to the customer by providing a clear, dynamic promise of reliability and ease—a reflection of the sub tip to use action-driven, problem-solving language.

1. Writing for the Audience, Not Yourself

The ad copy unmistakably targets event planners and businesses by addressing a key customer need – how to boost ROI for virtual events. By emphasizing benefits (like enhancing ROI) rather than just listing features, it speaks directly to the challenges and aspirations of its audience. This aligns with the sub tip of 'Write for Your Audience, Not Yourself', as it highlights the tangible value and problem-solving aspect, ensuring that readers immediately understand how their needs are met.

2. Content Matters, but So Does Structure

Structurally, the ad copy is highly effective. It opens with a strong call to action ('Connect With Zoom Webinars') and immediately pairs it with a credibility boost (Fortune 100 endorsement). This front-loaded approach aligns with the advice to 'Lead with Your Strongest Copy'. The subsequent explanation of benefits, coupled with a well-placed call to action ('Elevate your webinars today'), ensures that the core message is quickly grasped and the customer is encouraged to act, matching the sub tip of ending with a strong, reassuring closing statement.

3. The Power of Word Choice

The word choice is dynamic and action-oriented, using verbs like 'Connect', 'Build', and 'Elevate'. These choices not only create a sense of urgency and engagement but also tailor the language to appeal to a modern business audience. Such deliberate use of persuasive language reinforces the benefits and problem-solving focus, which aligns with the sub tip of starting with action verbs to drive immediacy and resonance.

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 Zoom 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 Zoom.