A Simple Ad Copy Formula You Can Reuse
Use this when you feel stuck.
The 4-line structure
- Who it’s for (keyword intent)
- The outcome (benefit)
- Why trust you (proof)
- What to do now (CTA)
Example for a fashion store:
- “Women’s Winter Coats”
- “Warm. Flattering Fit”
- “4.7 Stars From 3,000+ Buyers”
- “Shop New Arrivals”
Want to improve clicks and also make the page convert better. This CRO breakdown shows what actually moved the numbers.
How to Split Test Ad Copy Without Wasting Weeks
Most stores “test” by changing random lines.
Do this instead.
Step 1) Pick one thing to test
Choose one:
- Benefit angle
- Price or offer
- Proof type (reviews, shipping, guarantee)
- Emotional trigger
Step 2) Keep the rest stable
If you change everything, you learn nothing.
Step 3) Let it collect enough clicks
If you only have a few clicks, do not overreact.
Step 4) Keep winners. Kill losers.
Move winning lines into new ads.
Pause the ads that get clicks from the wrong people.
Want a real example of this at scale in a brand story. Use this as a model:
How Gunnar Made €200,000 from Google Ads With Branded Dropshipping
Using AI to Write Ad Copy Without Sounding Like AI
AI can help you write faster.
But it cannot feel your customer’s fear, or know your niche like you do.
Use AI for speed
- First drafts
- Headline variations
- New angles you did not think of
Then fix it like a human
- Remove filler words
- Add real details (shipping time, guarantee, returns, price range)
- Add proof (reviews, ratings, customers, years in business)
- Make it sound like a real person would say it
Rule: if your ad copy could fit any store, it is too generic.
If you want to win more “AI discovery” traffic too, this guide helps connect product data and messaging:
How to Rank in ChatGPT Shopping. Product Data That Also Improves Google Shopping (+ Free Prompts)
Common Mistakes That Kill Clicks
Repeating the keyword too much
It looks spammy. It also wastes space.
No reason to believe you
Add proof like:
- Reviews
- Returns policy
- Shipping clarity
- Warranty
- Payment options
Weak CTA
“Learn more” is fine sometimes, but most stores need stronger direction.
Writing for everyone
When you write for everyone, you connect with no one.
Write for one buyer and one search intent.
Quick Checklist Before You Publish New Ads
- Does the ad match the landing page message?
- Do you use the main keyword in a natural way?
- Do you mention your brand name at least once?
- Do you show one clear benefit?
- Do you add proof or trust?
- Do you include a strong call to action?
- Do your headlines say different things, not the same thing 10 ways?
FAQ
What is effective ad copy in Google Ads?
Effective ad copy is clear, specific, and built around one buyer intent. It uses keywords, benefits, trust, and a clear CTA to earn the click.
Should I use keywords in my ad copy?
Yes. Use them naturally in a few places. Do not repeat them in every headline.
Should I include my brand name in the ad?
Yes. A brand mention can lift trust, especially for new stores. Add it in at least one headline.
What is a strong call to action for e-commerce ads?
Use CTAs like “Shop Now,” “Claim 10% Off,” or “See Sizes and Colors.” Match the CTA to the page and the offer.
Can I use AI to write effective ad copy?
Yes, but do not publish raw output. Use AI for drafts, then edit for real details, proof, and a human tone.
How often should I refresh my ad copy?
If CTR is low, refresh now. If ads are stable and profitable, refresh when you launch new offers, new collections, or new angles.
Need Help Because You Can’t Run Shopping Ads?
If your Merchant Center is blocked for Misrepresentation, ad copy will not matter yet.
You need to fix the foundation first.
Click here to have our Unblocking Team resolve your Misrepresentation Error
Conclusion
Writing effective ad copy is not magic. It is a repeatable skill.
Focus on:
- Keyword focus that feels natural
- Brand mention for trust
- Strong call to action
- Emotional triggers that match real pain
Do that, and you will get more clicks from the right people.
