Writing Great Ad Copy
Your ad has one job: earn the click. Strong headlines, a clear benefit and a call to action do the heavy lifting.
What you will learn
- Write headlines that earn clicks
- Use benefits and a call to action
- Add ad extensions to take up more space
The click is the goal
Ad copy is the words in your ad. Its only job is to make the right person click (and the wrong person scroll past). Good copy speaks to what the customer wants, not to how great you think you are.
The three ingredients
- Headline — grab attention and match the search. Put the keyword here.
- Benefit — what does the customer get? Save time, save money, look great.
- Call to action (CTA) — tell them exactly what to do next: Book Now, Get a Free Quote, Shop Today.
Weak vs strong — same business
Here is a dental clinic in Lucknow. Look at the difference a rewrite makes.
| Weak ad | Strong ad |
|---|---|
| Welcome To Our Dental Clinic | Painless Dental Care in Lucknow |
| We Have Many Services | Teeth Cleaning from ₹499 |
| Visit Our Website | Book a Same-Day Appointment |
| (no offer, no action) | Free First Check-Up This Month |
A full strong ad
Now let us put the three ingredients together into one finished ad for the same dental clinic, and bolt on a few extras at the bottom. Read each line and notice how it earns the click:
Headline 1: Painless Dental Care, Lucknow
Headline 2: Teeth Cleaning from ₹499
Headline 3: Same-Day Appointments
Description 1: Gentle, modern dentistry by experienced doctors.
Description 2: Book online in 2 minutes. Free first check-up.
Sitelinks: About Us | Our Services | Patient Reviews | Contact
Callout: 20+ Years Experience · Open Sundays · EMI Available
Call: Tap to call 0522-XXXXXXXNote: The extra lines at the bottom are ad extensions. Sitelinks add clickable links, callouts add short selling points, and a call extension lets people tap to call. They make your ad bigger and give people more reasons to click — usually for free.
What are ad extensions?
Extensions are extra bits you bolt onto an ad to make it take up more space and offer more. The main ones:
| Extension | What it adds | Example |
|---|---|---|
| Sitelinks | Extra clickable links | About · Services · Reviews |
| Callouts | Short selling points | Open Sundays · EMI Available |
| Call | A tap-to-call button | Tap to call the clinic |
| Location | Your address on a map | Shows your shop nearby |
Tip: Write at least 3 different headlines so Google can test which works best. And always include a number or offer when you can — ₹499, 30% off, Free Quote — specifics beat vague promises every time.
Watch out: Never write a headline that promises something the landing page does not deliver. If the ad says ₹499 cleaning and the page shows ₹1500, people bounce, you waste the click, and trust is gone.
Q. What is the single job of your ad copy?
✍️ Practice
- Rewrite this weak headline into a strong one for a bakery: Welcome To Our Bakery.
- Write 2 callout extensions and 3 sitelinks for an online clothing store.
🏠 Homework
- Write a complete strong ad for any local business, including 3 headlines, 2 descriptions and at least 2 ad extensions.