How do you write high-converting ad copy for Google and Meta?

Focus on customer benefits over features, use platform-specific strategies (Google captures intent, Meta creates demand), include social proof with specific numbers, optimise for mobile with front-loaded messages, and A/B test continuously. Test emotional triggers like urgency and scarcity honestly.

What's the difference between Google Ads and Facebook ad copy?

Google Ads should capture existing commercial intent with direct, keyword-focused copywriting targeting active searchers. Facebook advertising needs to interrupt social browsing and create interest through storytelling and emotional appeals since users aren't actively searching for products.

What are the best emotional triggers for ad copy?

The most effective emotional triggers are fear of missing out (limited time offers), social proof (customer reviews and testimonials), urgency (genuine scarcity), and problem-solving (preventing pain or hassle). Use 1-2 triggers per ad rather than cramming them all in.

How do you optimise ad copy for mobile users?

Put your most important message in the first 5-7 words, use short sentences with line breaks for scannability, ensure call-to-action buttons are large and specific ("Browse women's trainers" vs "Learn more"), and remember mobile users make faster purchasing decisions than desktop users.

How often should you A/B test ad copy variations?

Test continuously but give each copywriting variation at least one week and 1,000 impressions before drawing conclusions. Test one element at a time (headlines first, then descriptions, then CTAs) to clearly identify what improves your conversion rate and click-through rate.

What social proof elements work best in ad copy?

Use specific customer testimonials with real names and situations, honest review scores with numbers ("4.2 stars from 847 reviews"), authority signals like media mentions ("Featured in The Guardian"), and industry-specific credibility markers. Avoid generic claims like "thousands of happy customers."

What are common ad copy mistakes that reduce conversions?

The biggest mistakes are focusing on features instead of benefits, using vague value propositions ("high-quality products"), weak call-to-action buttons ("Learn more" vs specific actions), fake urgency that damages trust, and generic copy that could describe any business instead of your unique value.

How to Write High-Converting Ad Copy for Google & Meta

Ali Puglianini
Sep 1
5 min read

Key Takeaways

Focus on customer benefits over product features - speak to outcomes, not specifications
Use platform-specific copy strategies - Google captures intent whilst Meta creates demand
Test emotional triggers like urgency, social proof, and exclusivity to boost conversions
Keep mobile users in mind - front-load key messages in the first 5-7 words
Always A/B test your copy variations to find what resonates with your audience
Integrate specific numbers and social proof rather than vague claims
Match your copy to user intent - commercial keywords need different approaches than informational ones

Why Your Ad Copy Isn't Making Sales

If you're spending money on Google and Facebook ads but not seeing sales, the problem probably isn't your product or budget, it's your ad copy. Most e-commerce business owners write ads that sound impressive but fail to connect with actual customers.

Writing high-converting ad copy isn't about fancy words or marketing jargon. It's about understanding what makes your customers tick and speaking to them like a real person. The best-performing ad copy campaigns focus on customer benefits rather than product features, speak directly to emotions whilst backing up claims with facts, and are written specifically for each platform.

Lucky Penny Digital Advertising Agency Bournemouth

The Psychology Behind High-Converting Ad Copy

People don't buy because your product has amazing features, they buy because your ad copy makes them feel something. Think about your own online shopping behaviour. You probably buy from e-commerce businesses that make you feel confident, excited, or like you're missing out if you don't act quickly.

The four big emotional triggers that drive high-converting ad copy are fear of missing out (limited time offers), social proof (seeing that other people like your product), urgency (need to decide quickly), and the desire to avoid problems. Google Ads users are already looking for what you sell, whilst Facebook advertising needs to interrupt scrolling and create desire.

Writing Google Ads Copy That Gets Clicked

Google Ads copywriting is easier than Facebook advertising because people are already looking for what you sell. Your job is convincing them to click on your ad copy instead of your competitors'. The biggest copywriting mistake is writing generic ads. "Quality products at great prices" tells me nothing. Compare that to "Waterproof hiking boots from £89, free next day delivery."

Space is tight on Google Ads, just 30 characters per headline and 90 per description. This means every word in your ad copy matters. Effective Google Ads strategies focus on being helpful rather than salesy.

Facebook and Instagram Ad Copy That Stops the Scroll

Facebook and Instagram advertising work completely differently. You're interrupting people scrolling, not people actively shopping. Your ad copy needs to be interesting enough to make them stop and pay attention. The best social media ad copy feels like something your friend might share, not obvious advertising.

Facebook users will read longer ad copy if it's interesting, whilst Instagram users prefer short and punchy messages. We've found that tailoring your ad copy for each platform works much better than writing one version for everything.

Using Emotional Triggers in Your Ad Copy

Emotional triggers tap into feelings your customers already have. Use them honestly in your copywriting rather than creating fake urgency. "Limited time offer" only works if it's actually limited time. Social proof is brilliant for e-commerce ad copy because buying online requires trust. Instead of "thousands of happy customers," be specific like "4.8 star rating from 2,347 reviews."

Combine one or two triggers rather than cramming them all into your ad copy. Modern campaign strategies often blend emotional appeals with clear practical benefits.

A/B Testing Your Ad Copy for Better Results

A/B testing different copywriting versions shows which ones your customers prefer. Even tiny changes to your ad copy can dramatically improve your click-through rate and conversion rate. Start by testing your ad copy headlines because they usually have the biggest impact on campaign performance.

Run A/B tests for at least a week and 1,000 impressions per variation. Keep notes about what you test and what happens to your conversion rate. Data-driven approaches help you build a library of what works for your specific business.

Building Trust and Mobile Optimisation

More than half your customers see ad copy on phones, so mobile optimisation is crucial. Put your most important message in the first few words because mobile users make quick decisions. Customer testimonials work best when specific: "Finally found trainers that don't hurt during 12-hour shifts, Sarah, nurse" feels real and relatable.

Address common e-commerce worries directly: "Free returns within 30 days" or "Pay in 4 instalments." Review scores should be honest, "4.2 stars from 847 reviews" beats vague claims. Authority signals like "Featured in The Guardian" boost credibility. Converting local visitors effectively often means addressing specific concerns in your copywriting.

Common Mistakes and Performance Tracking

The biggest copywriting mistake is talking about features instead of benefits. Instead of "Ultra-lightweight carbon fibre frame," try "Carry your laptop all day without shoulder pain." Weak call-to-action buttons waste clicks, "Browse waterproof hiking boots" is much more specific than "Learn more."

Focus on metrics that affect your bottom line. Click-through rates show if your ad copy grabs attention, conversion rates show if it drives sales. Set up tracking to see which ad copy variations attract valuable customers. Understanding what drives revenue means being clear about what someone gets when they engage with your ad copy.

If you're finding it challenging to write ad copy that consistently converts, that's exactly what we help e-commerce businesses with. Our collaborative approach means we work with you to create campaigns that drive real results. Get in touch and let's chat about making your advertising budget work harder.

Caio for now!

Ali Puglianini

Frequently Asked Questions

How do you write high-converting ad copy for Google and Meta? Focus on customer benefits over features, use platform-specific strategies (Google captures intent, Meta creates demand), include social proof with specific numbers, optimise for mobile with front-loaded messages, and A/B test continuously. Test emotional triggers like urgency and scarcity honestly.
What's the difference between Google Ads and Facebook ad copy? Google Ads should capture existing commercial intent with direct, keyword-focused copywriting targeting active searchers. Facebook advertising needs to interrupt social browsing and create interest through storytelling and emotional appeals since users aren't actively searching for products.
What are the best emotional triggers for ad copy? The most effective emotional triggers are fear of missing out (limited time offers), social proof (customer reviews and testimonials), urgency (genuine scarcity), and problem-solving (preventing pain or hassle). Use 1-2 triggers per ad rather than cramming them all in.
How do you optimise ad copy for mobile users? Put your most important message in the first 5-7 words, use short sentences with line breaks for scannability, ensure call-to-action buttons are large and specific ("Browse women's trainers" vs "Learn more"), and remember mobile users make faster purchasing decisions than desktop users.
How often should you A/B test ad copy variations? Test continuously but give each copywriting variation at least one week and 1,000 impressions before drawing conclusions. Test one element at a time (headlines first, then descriptions, then CTAs) to clearly identify what improves your conversion rate and click-through rate.
What social proof elements work best in ad copy? Use specific customer testimonials with real names and situations, honest review scores with numbers ("4.2 stars from 847 reviews"), authority signals like media mentions ("Featured in The Guardian"), and industry-specific credibility markers. Avoid generic claims like "thousands of happy customers."
What are common ad copy mistakes that reduce conversions?The biggest mistakes are focusing on features instead of benefits, using vague value propositions ("high-quality products"), weak call-to-action buttons ("Learn more" vs specific actions), fake urgency that damages trust, and generic copy that could describe any business instead of your unique value.

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