Copyhackers founder Joanna Wiebe:
“Your job is not to write copy. Your job is to know your visitors, customers, and prospects so well, that you understand the situation they’re in right now, where they’d like to be, and exactly how your solution can and will get them to their ideal self.”
If you’re reading this post, chances are you’re struggle bussing it with your ad copy and in need of some inspiration. Well, shift that bus into park and step into my office—I’ve gathered 24 of the best ad copy examples from five different channels, including:
Each one comes with tips and takeaways you can apply to your own ad copy—so read on and get ready to transform that struggle bus into a sprinter van on the road to success.
With no creative imagery to stand out (aside from image extensions), and with the same blue text every other advertiser has to work with, ad copy is (literally) everything for Google Ads. You need to use a combination of keywords, features, benefits, and logistical information to make the ad both stand out and spur action.
Let’s take a look at some Google ad copy examples for different types of keyword.
Looking for some competitive ad copy inspiration? Search for a branded term in Google and your wish will be fulfilled. For example, here’s what I saw when I typed in “wrike”:
Let’s move on to Google Ad copy examples for a “strategies” related keyword, which has lower commercial intent. A search for “holiday marketing strategies” reveals a few different approaches you can take here.
Finally, let’s look at some ad copy for a big-ticket, high-stakes commercial intent keyword, like “fraud lawyer.” The ad copy here is about authority, availability, and speed.
This last Google ad copy example helps to capture attention with two tactics: asking a question and using conversational language. SpyFu’s Are You Kidding? conveys that unlimited data, projects, and keywords at half the price is a big deal.
Takeaway: Try using a phrase or word that your ideal customers would say out loud or to themself—you could find a way to resonate here.
For more help with your Google ad copy, check out these seven ways to write super-effective Google ads.
Display ads are the most visual of online ads since there aren’t designated sections for text as you see with social media ads. The best display ads pack a punch with the fewest number of words.
“Yet” is an excellent word to keep in your ad copy vocabulary. In the example below, Mailchimp offers Advanced, yet easy tools.
Takeaway: Use “yet” to communicate the “I want this but without that” preferences of your customers. You can also try similar variations like X without the Y or X, not Y.
This ad copy reads Keep work flowing and games going.
So it’s not abundantly clear what is being advertised here, but does this ad not invite a click to find out?
Takeaway: Less can be more. The large font, appealing image, and bright CTA button in this ad invite you to click. Plus, the use of rhyming here gives these six words memorable power.
This ad is text-heavy but it works. Instead of saying, “View our success story with California State University,” Unisys writes:
It’s not easy to make 400,000 students happy.
But that’s what we did for California State University with our cloud solutions.
We do cloud really well.
Creative ads are fun but not always necessary. This ad by LinkedIn is straight to the point and speaks to its intended audience: virtual sellers.
Find new ways to connect with your buyers, virtually. Get started.
Takeaway: Un-creativity is a copywriting strategy too! Try out plainly stating your value proposition to speak directly to your audience. For more, check out our eight best ad copywriting tips (ever!).
Alright, now is the time to get into the creative zone. The best Instagram ads are primarily visual, but there are options to add text to the image and your caption. Let’s go over some Instagram ad copy examples to inspire you.
This type of ad copy is perhaps the simplest form of influencer marketing on Instagram. This Nike ad copy reads:
Always $100 and under
The Nike Reposto are mad versatile.”- Beija Marie Velez
Takeaway: Obviously not everyone is Nike but if you can get a known name in your niche to review your product, only a few words are needed—the name is where the power lies.
The cute department on Instagram is one of the largest, so Halos is smart to connect its product to cute animal photos with its Instagram video ad. The text on the image reads:
What’s sweeter than sweet? Baby goats are sweet…But not the sweetest…Nothing’s sweeter than Halos.
The caption reads:
Baby goats are sweet, but Halos are bursting with Vitamin C (and they won’t eat your favorite shirt). #WorldsSweetestMandarins
Takeaway: Think about adjectives that describe your product or service and then what kinds of appealing, Instagram-friendly images those words can also describe—and you just may have a fun series to work with, like this one! (Halos also has variations with fluffy baby ducks and unexpected animal friendships.)
Features and benefits are staples in just about every copywriting formula. This Instagram ad copy example leads with the benefit (healthy, glowing skin in large, all caps font) then shares the features that make the benefit possible (hyaluronic acid, glycerin, pro vitamin B5).
Takeaway: Consumers aren’t likely to know what those terms mean, even with the explanations, but the specificity is what sells. This is tip #17 in my post on how to write copy that sells.
Your Facebook ad creative is the star of the show, but that doesn’t mean the other components of the ad aren’t important. Here are some Facebook ad copy examples to give you ideas for your text, image text, headlines, and descriptions.
Goodbuy’s ad copy falls into a few categories: informative, values-based, and storytelling. Let’s take a look. The ad text reads:
Over 200,000 small businesses permanently closed due to the pandemic, on top of the 500,000+ that close year-over-year. All the while, the U.S. e-commerce marketplace is an $billion dollar industry where 70% of all that spending goes directly into the pockets of 15 mega-retailers 😥
The text in the video creative itself says:
Yeah I made up a word there. But it stands for ad copy that evokes emotion and also has emojis. in the example below, we read
Finally, a social media calendar tool that your team will ACTUALLY love 😍
Sign up for a free trial today
And last, but not least, we have LinkedIn ad copy examples. If you’re not already advertising on this channel, check out our LinkedIn advertising cheatsheet—it’s got everything you need to get started.
FICO’s LinkedIn ad copy reads:
Mercury insurance needed smarter, more automated decisions, but their underwriters aren’t tech experts. FICO Platform was the answer.
The creative itself includes a customer quote of “Partnering with FICO has transformed Mercury” and a blue Download now button. Then we see a different headline for each carousel card:
In this ad from Eversource, the copy reads:
New England: As the temperatures drop, the increased demand for energy is driving up the cost of natural gas.
Then we see an illustration of a cold person followed by a headline of:
Eversource is here to help customers manage their bills.
Takeaway: Ads aren’t just for to-be customers. You can promote a free guide or service to your existing customers to engage them and send a reminder that you care. As you can see with the ad above, compassionate ad copy doesn’t have to be mushy gushy. It can be quite factual, in fact (pun intended). The idea is to show your awareness and understanding of the situation at hand.
This LinkedIn ad reads:
Why did HubSpot list Chargebee as one of the 16 top apps for CRM customization? Read our blog to find out.
Followed by a link to the post and the hashtags #CRM, #fintech, and #subscriptions.
The good news? You now have lots of ideas in your ad copy arsenal. The bad news? You now no longer have an excuse for boring ads. Want more? Here are eight copywriting tips to dominate Facebook and Google Ads.
Kristen is the Senior Managing Editor at WordStream, where she helps businesses to make sense of their online marketing and advertising. She specializes in local SEO, copywriting, and conversion optimization, and she finds life to be exponentially more delightful on a bicycle.
See other posts by Kristen McCormick
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