Copywriting for advertising: how to create ads that convert

Copywriting for advertising must be consistent with the brand, respecting its positioning and values. The choice of the communication style to be adopted will determine the customers who will be attracted.

Immediately recognizing which direction your copy is heading and never letting your style prevail over the client’s needs are essential elements for creating copywriting in line with your client’s needs.

The Topic Of This Post

  • 1 What is copywriting
  • 2 Copywriting for advertising
  • 3 Synergy between channels
  • 4 Formatting
  • 5 Timing
  • 6 FOMO and Social Proof
  • 7 Conclusions

What is copywriting

With copywriting, we mean the writing of texts created to pursue marketing objectives; for this reason, the copywriter’s task is to help companies and professionals to communicate better through the careful use of words. 

The copywriter’s work is often carried out with a specific objective, that is, to write to sell, and to do so, an optimized message is built that is used both in print and on the web.

These texts optimized for sale are used in many ways, including:

  • Web sites
  • email marketing
  • newsletter
  • Brochure. A Brochure is a paper information document for advertising. Brochures are promotional documents, mainly used to present a company, organization, products, or services and 
  • advertisements

Copywriting for advertising. Advertising (abbreviated ADV) means advertising; it is a paid message that a company sends intending to inform or influence the people who receive it …

To do an excellent copywriting job, there are a few tips to follow, including:

  • Solve problems with suitable solutions
  • Transmit emotion in the copy
  • Focus on the benefits of what you write about and not on the features
  • Using FOMO (fear of missing out) 

Among the many fundamental aspects to pay particular attention to when it comes to copywriting for advertising, we find:

  • Synergy between channels
  • Formatting
  • Timing
  • FOMO and Social Proof

Synergy between channels

When the communication is expanded on several channels, it is necessary that it differs according to the channel both visually and concerning the copy used; even if the same product can be proposed to a different target, the document adapted to communicate with the various audiences must necessarily be adjusted according to the audience in front of you.


The formatting of the text is not the same in the different channels. Still, it must follow careful precautions so that the reader can be optimized according to the objective. These measures vary according to the track for which the copy is produced, whether we are talking about Facebook or Google.

Copywriting for Facebook advertising

Copywriting for advertising on Facebook must follow precise rules, and among these, we find:

  • Streamline the text through the use of short copy compared to long copy, i.e. a short text, since after the first three lines, i.e. the 125 characters, the subsequent text is obscured 
  • Pay more attention to Title and CTA Acronym for Call to action (translation: call to action). An instruction to the public aimed at provoking an immediate response. A verb is usually used in CTAs …, fundamental elements in the distribution of copy in advertisements because they are the points with the most visibility
  • Considering stylistic formatting is essential. Bold or italics, for example, are among the elements that should be avoided because, in some devices, these embellishments may not be visible correctly.

Copywriting for advertising on Google ADS

In copywriting for advertising on Google Ads, the rules become even more remarkable because it is essential to pay attention to an immense number of elements.

Here are some tricks to optimize the copywriting work on Google Ads :

  • Carefully choose the copy to be included in titles 1 and 2 as this will acquire great importance and visibility. In this case, it is also good to know that title 1 and title 2 are linked because they are always visible, complementing each other in terms of general meaning. In contrast, title 3 must be used carefully so that its addition does not change the meaning. some text
  • Always keep the brand A combination in the main titles, then insert it in title 1 or 2 and the description, but without exaggerating, and not in title 3, which is not always visible.
  • Add a CTA in the titles. Always based on the goal of the ad, a CTA often helps to facilitate the conversion.
  • Use capitalization, but don’t overdo it in CTAs on titles because it often helps to increase CTR.
  • Insert questions in headlines because this gives you the impression of answering users’ questions more
  • Take advantage of timing with dynamic insertions. Inserting a dynamic countdown by entering an end date can be a good idea to incentivize the user to take action faster, in line with the scarcity principle that opportunities appear more desirable when their availability is limited.

In summary, it is essential in Google Ads that the following are present:

  • The brand, because the user wants to identify who he is talking about immediately
  • The CTA
  • The Value Proposition 
  • The keyword in the titles and the description
  • The extensions, which is all the accompanying elements of the ad must be treated, such as site links, structured snippet, location extensions, or call promotion


To further optimize copywriting for advertising, it is good to pay attention to timing, taking into account three main aspects:

  • Time, considering the distance between the last action taken by the visitor and the announcement
  • The audience, i.e. to whom we are offering our ad, i.e. a customer, a person who is not yet a customer, or a newsletter subscriber
  • Intent, wondering why the user sees my ad and what they’re looking for

FOMO and Social Proof

Assuming that people can be influenced, marketing levers allow you to push the public towards specific actions.

Among these, we find:

  • FOMO, or a sort of social anxiety, which occurs when you are afraid of missing something, this emotion, which turns out to be an excellent marketing lever to be exploited to your advantage, for example, through the insertion of timing in the advertisements with an end date, to incentivize conversion
  • Social Proof or a communication lever is used on websites and social networks to improve the reputation of a website or product. This cognitive strategy establishes that users are more enticed to buy a brand’s products if they see many other people using and enjoying those products. 


Advertising copywriting has multiple elements to take into consideration to optimize results. Still, the most critical aspect will always be the users, which is the main element according to which the copy will have to adapt.

The target users with the insurance brand objectives will dictate the rules regarding the tone of voice, writing methods, communication channels, and much more. However, different marketing levers and tricks on the copy structure will undoubtedly make the job easier. to achieve the set goals.

And what do you think? Do you already use these precautions? Write it in the comments.

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