Ad copy
Also called advertising copy, ad text
What is ad copy?
Ad copy is the written part of an advertisement: the headline, the main text, any description line and the call-to-action button. On social platforms it sits above or below the image or video. Its job is to make the right person stop, understand the offer and take one action, usually a click.
Ad copy is a branch of copywriting with tight limits. Platforms truncate long text behind a "See more" link, so the first line has to carry the message. Frameworks such as AIDA and PAS help structure longer copy, while short copy often follows a simple problem, benefit, action pattern.
Copy inside the image or video (on-screen text) counts too. Many viewers watch with the sound off, so a short line of text on screen often does more than the caption below it.
Why ad copy matters
Copy decides whether the people who stop at your visual go on to click. Clear, specific copy that names a pain point and a result tends to bring cheaper clicks and better-qualified visitors than vague slogans.
Copy is also the cheapest part of an ad to test. Changing a headline costs nothing to produce, and a better one can lower your CPC across every creative that uses it.
How to write ad copy
- Write the first line as a hook: a problem, a result or a question your customer would recognize.
- Say what you offer in plain words, with one specific detail such as a price, a time or a feature.
- Add proof if you have it: a review, a customer count or a guarantee that is true.
- Close with one action, matching the button: "Book a class", "Shop the sale".
- Cut every word that does not help, then read it on a phone screen to check the truncation point.
Ad copy example
Primary text: Sourdough sold out by 10am again? Pre-order tonight and pick up warm at 8.
Headline: Fresh sourdough, held for you
Button: Order nowAd copy FAQ
How long should ad copy be?
Short enough that the key message fits before the "See more" cut, often one or two lines. Longer copy can work for expensive or complex products, as long as the first line earns the click to expand.
What makes good ad copy?
It speaks to one audience, names a problem or desire they have, makes a specific offer and asks for one action. Specific beats clever.
Related terms
Copywriting is writing words meant to make people take an action: buy, sign up, click, book or remember a brand.
A headline is the main line of text at the top of a post, ad, page or article, written to grab attention and make people read on.
A call to action (CTA) tells people exactly what to do next, such as Shop now, Book a class or Save this post. It turns attention into action.
Ad creative is the visible part of an ad: the image, video, headline and text people actually see, as opposed to targeting and budget.
A/B testing compares two versions of an ad, page or post that differ in one thing, to see which performs better on a chosen metric.
AI copywriting is using AI language models to write marketing text such as captions, ads, headlines, emails and product descriptions.