What is an Ad Copy? Your 5-Minute Crash Course (+ Examples and Steps)

Ever seen an ad so clever it made you chuckle and think, “Wow, that’s good.”

That’s the power of a well-written ad copy. 

It’s not magic, or mind control (although there is psychology behind it). 

It’s about using a combination of words to grab attention, make people curious, and ultimately, convince them to do something.

No matter who you are, understanding ad copy is important. 

What is an ad copy and why the strange name? 

Ad copy simply means the words you use in your ads.

Basically, it’s your way of chatting directly with the people you want to sell to.

So, why the hell is it called a “copy”? 

Back in the day (think 1700s and 1800s), ads were created by hand, duh. 

Often, advertisers would use a master template as a starting point.

Once they were happy with it, they’d make “copies” to use in newspapers, posters, magazines, etc. 

That’s why we still call written advertising material “copy” today.

If you want to learn more, you can grab a copy of “The Advertising Handbook” by Allan Britt (2005).

“Ogilvy on Advertising” by David Ogilvy (1983) is also one of my favourites. 

But anyway, there you go. 

Even though we don’t physically copy things anymore, the term “copy” stuck around for all “written” content.

E.g. “website copy”, “ad copy”, the “copy”, etc.

Examples of ad copy used in the real world

These days, ad copy can be all sorts of stuff – flashy images, funny videos, and even games and quizzes. 

It’s not just in newspapers anymore. 

It blends into different formats to grab your attention, no matter where you’re looking. 

Online, you’ll see ad copy in: 

• Websites & Landing Pages
  Those descriptions explaining the stuff they sell, the call-to-action buttons saying “Buy Now”, those flashy deal banners – that’s all ad copy. Even blog posts (like the one you’re reading now) are a form of copy that makes you interested in something.

• Search Engine Results
  When you Google something and see those sponsored results… those Google Ads are prime examples of how copy can capture attention the moment you search something specific.

• Social Media
  Think witty captions, eye-catching visuals, and strategic product placements woven into posts that look organic. Ad copy can blend into your audience’s feed to build awareness and get engagement numbers climbing.

• Emails
  Those enticing subject lines in your inbox promising discounts or exclusive offers? Yep, ad copy. The ultimate goal is to get people to crack open that email and dive deeper into the offer.
  
• In-stream ads
  Video ads can use sights, sounds (those catchy tunes and SFX), and text to grab your attention and sell stuff. Audio ads rely on narrated words with sound effects and music for impact. All these work together as ad copy to make you remember the brand.

Out in the real world, ad copy can be everywhere you look, too. 

• Billboards
  Those giants plastered with catchy slogans and eye-catching visuals? Classic ad copy, designed to grab your attention while you’re on the go.
  
• Print Media
  From magazines showing the latest trends to those flyers tucked into your mailbox, chances are, you’ve come across these copies lately. Some people say that print is dead but it can still be a good way to complement your digital marketing strategy.
  
• Packaging
  Those descriptions and claims printed on product packaging? You guessed it – ad copy trying to convince you why that particular item deserves a spot in your cart.

• Television & Radio Commercials
  That silly commercial on TV or catchy jingle stuck in your head for days… Yep, that’s an ad copy, too. 

This is just a taste of the many ways ad copy sneaks into our lives. 

Next time you’re out and about, keep an eye out. 

You’ll be surprised how often you see these persuasion tricks – and how you can use them to your advantage.

The anatomy of an ad copy

Think you can just slap together some words and call it “copy”? 

Hmmm… not exactly.

There’s a science (and maybe a little art) to creating copy that connects. 

Let’s see how each part plays a role in making it tick.

#1 — top of the ad: headlines that don’t suck

They need to be short, clear, and grab attention. 

Think of it like a catchy YouTube video title that makes you want to watch (like Mr. Beast’s videos). 

A good headline will make people want to learn more about what you sell.

#2 — middle of the ad: body copy that keeps people hooked

This is where your ad explains itself.

It’s the main part that tells people about your offer – and why they should buy it. 

Use jokes, stories, or just straight-up info to convince them they gotta have it.

#3 — the bottom of the ad: the call-to-action (CTA) that incites action

Tell people exactly what you want them to do, like “Buy Now” or “Download This Free Guide.” 

Make it clear and easy to understand.

You can also add statements to build urgency like “Limited Time Only!” to get them moving.

Visuals that tell a story (optional, but highly recommended)

Pictures say a thousand words. 

They break up text, get attention, and can carry emotional connections.

Choosing the right images isn’t easy. 

You can’t just slap a stock photo up and call it a day.

Some studies show that using photographs of people vs illustrations can improve your conversion rates.

While you’re at it, make sure you pick the right colours, too.

Science says the right colours in your ads can make people more likely to buy.

Research shows that shades of blue and green that were close together in the colour wheel increases purchase intent. 

That’s just the basic structure, though.

Depending on what you’re making (long explanation or short post) and where it’s going (big billboard or tiny phone), choose the pieces that’ll make the biggest impact.

Putting it all together – prepping your ad copy

When you write an ad copy, it should stop thumbs from scrolling and eyes from glazing over.

Here’s how you can do it.

Step 1 — define your target audience

Age, location, and income are just starting points.

Dig deeper. 

What are their interests, aspirations, and pain points around what you sell? 

Imagine your ideal customer – what are they reading, watching, and stressing about in relation to what you sell?

Conduct surveys, hold focus groups, or even chat with your customers.

The more you understand how your ideal customer thinks and speaks, the easier it is to write an ad copy that feels real.

Step 2 – find the problem

What are people’s problems – and how can you fix them?

Think about things that bug people.

How can the thing you sell make their lives better? 

Then use your copy to show them how you can help.  

Step 3 – write it out

Again, keep your headline short, clear, and intriguing. 

Think of it like a movie trailer – a quick look that makes them want to see more.

David Ogilvy famously says, “On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.”

For the body, focus on the “why” behind the features. 

Instead of just listing things the product has, explain how those things make life easier or better for people.

End with a clear, concise call to action. 

Tell the reader exactly what you want them to do next.

Don’t be afraid to experiment. 

Run a couple of A/B tests.

Try out different combinations and see which one gets the best reaction.

Step 4 – refine and revise

Before pushing it to go live, step away for a while. 

Grab a coffee and come back to it with fresh eyes. 

Hunt down those pesky typos (try reading sentences backwards so you check words in isolation) and grammar mistakes.

Revise any sentences that sound weird when you read them out loud.

You can also get a friend or a coworker to go over it. 

Ask them if it’s clear, makes sense — and if it would be enough to get them to click.

The long and short of it 

There’s one more thing to think about — ad copy length. 

It depends on what you’re trying to achieve and where you’re putting it.

Image source: Confect

Long-form copy is a good storyteller. 

It explains everything in detail. 

This is perfect for complicated stuff that needs a lot of explaining, or for people who are already kind of interested and want to know more.

On the other hand, short-form copy is quick and catchy, like a funny meme or a short video ad. 

So, which one should you choose? 

The answer is often both. 

A good digital marketing strategy uses the strengths of both formats.

The key is to know your audience, what you want them to do, and where you’re reaching them. 

With that info, you can craft a message that works everywhere.

We hope that this blog helps you create copy that’s not just informative, but also grabs attention and sticks in people’s minds.

If you’re curious to know more, dive deeper with some marketing blogs or online courses. 

So get out there and make some waves (or clicks, or sales, whatever your goals are).