What is ad copy?
Ad copy is the written text in an advertisement, including the headline, body text, and call to action. Its job is to get the right person's attention, explain the offer quickly, and give them a clear reason to click, call, or buy.
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What ad copy includes
Ad copy covers every word people read in an ad. That usually means a headline, a short description, and a call to action, plus any text placed on an image or video.
The format sets the limits. A search ad allows only a few short lines, while a social post can carry a longer story above the image.
What makes ad copy work
Strong copy is specific. It names the problem the reader has, states what you offer, and tells them what to do next, all in plain words.
It also matches the context. Someone searching for a service wants a direct answer, while someone scrolling a social feed needs a reason to stop first.
How to improve your ad copy
Write several versions that each lead with a different benefit or angle, then run them against each other. Judge them on the results you care about, such as conversions, rather than clicks alone.
Common questions
What is the difference between ad copy and ad creative?
Ad copy is the written part of an ad. Ad creative is a broader term that covers the copy plus the images, video, and design around it.
How long should ad copy be?
It depends on the platform and the audience. Search ads have strict character limits, while social and email ads have more room. Keep it as short as you can while still making the offer clear.
What are the parts of a good ad?
Most good ads have a hook that earns attention, a clear statement of the offer, and a call to action. Proof, such as a rating or a result you can back up, often helps too.
How do you test ad copy?
Use a platform experiment to randomly assign eligible people or traffic to mutually exclusive versions. Change one element, such as the headline, keep other settings constant, and choose the metric and stopping rule before launch. Ordinary side-by-side ad delivery gives directional evidence but does not isolate the creative effect.
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