Ad Copy Techniques That Increase Click-Through Rates

📣 Google Ads can be a game-changer for businesses, but only if your ad copy stands out. Here are some nuanced tips that often go overlooked: 🖋️ 1. Leverage the Display URL: Your Display URL isn't just a URL—it's an opportunity. Use it to reinforce your keyword or offer. Example: For a winter shoe sale, instead of using "/Shoes" as your URL slug, use "/WinterSale". 🔍 2. Embrace Power Words: Words like "Discover", "Unlock", and "Experience" can evoke curiosity and action. But use them judiciously. Example: "Unlock premium features with our Pro version." 📌 3. Prioritize First & Last Lines: Due to varying device sizes and ad extensions, the middle lines of your ad might get truncated. Ensure your first and last lines convey the core message. Example: First line: "Exclusive 48-hour sale." Last line: "Shop now & save 50%." 🎯 4. Test Emotional Appeals: Different audiences resonate with different emotions. Test ads that tap into fear, excitement, curiosity, or urgency to see what works best for your target. Example: For a cybersecurity product, "Protect your data from breaches" might resonate more than "Top-rated cybersecurity software." 📊 5. Use Numbers, But Be Specific: Numbers stand out, but specificity can boost credibility. Instead of "Save up to 50%", try "Save 47% on your order." 🔖 6. Segment with Ad Groups: Ensure your copy reaches the right audience by using ad groups effectively. Segment your campaigns based on specific services or products, tailoring the copy to each group's interests. Example: If you're a software company, have separate ad groups with tailored copy for "CRM solutions" and "Inventory management systems" to ensure precision targeting. With Google Ad Copywriting, the devil is in the details. It's not just about being seen, but about resonating in that split second to prompt a click. Dive into these nuances, test rigorously, and watch your click-through rates climb. #leadgeneration #googleads #businessgrowth

In the last 4 years, I've driven $10M+ in bookings for Directive with a single LinkedIn Conversation Ad. Here’s the exact ad copy (and a step-by-step breakdown of why it works): BACKGROUND: Yes, InMail Ads are dead. They never actually worked. But Conversation Ads are a different story… They are THE MOST efficient ad unit in B2B SaaS today. If you're a marketer and not seeing success, it's likely because of bad copy. Here’s the 4-step framework that inspired the copy of our best ad: 1. Shock Timing & Pricing We have all seen studies that show the impact of charging $2.99 instead of $3.00. What if we applied the same logic to timing? We tested it and it worked. We call this shock timing and try to use it in our copy to force our reader to consume the information. Thus... "29 mins and $105 gift card." 2. Emojis Guide You We use emojis in B2B copy. It works because humans are not B2B, they are human. We want to communicate with them in a way that builds trust. We don’t want our audience to feel sold, we want them to feel spoken to. The other use for emojis is directional and psychological. You can associate your words with an outcome: “wring every drop of ROI from the money they put into marketing 💰” Or, you can use to influence an action: “Interested? 👇” which points to a scheduling link. 3. No More Than 3 Lines Before a Paragraph Break Here's a quick (often painful) experiment. Pull up your latest marketing email or piece of content. Now, close your eyes, before you read it. Then, open your eyes, and pay attention to whether you ACTUALLY read the words. Almost everyone catches themselves SCANNING and scrolling through the blocks of text, you are thinking fast, not slow. Your mind perceives big blocks of text as WORK and opts out.  That’s why you break up your text with a purpose. You want your audience to think slow when they read your copy. Paragraphs break force them to do this. 4. We use a Skip Action, not a Call to Action A Skip Action is a call to action that skips a step in the sales process. A Call to Action is a prompt that encourages a next step. For example, a traditional call to action in SaaS is “Schedule a Demo”. During this process, you submit your information and then a sales professional follows up with you to schedule. The Skip Action leverages scheduling technology to skip a step (scheduling with sales via email) and drastically improve your pipeline efficiency by increasing the % of people who fill out a form and attend a demo. TAKEAWAY: Copy matters. Treat it like art and be rewarded. You can copy me, but it won’t work as well. Remember, it’s art and YOU have a different audience. But principles live forever. Develop your own. Mine aren’t unique or special. I am trying to be creative and have fun. Just care about the copy. If you pay attention… All your marketing will improve. 

Copywriting Hacks for Meta Ads That Convert in 2025 Writing Meta ad copy that stops the scroll is both an art and a science. But let’s be real—nailing it consistently can feel like hitting a moving target. Here are my top 5 copywriting hacks to make your Meta ads stand out and drive results this year: 1️⃣ Speak to ONE Person Your audience doesn’t want to feel like just another sale. Write your copy as if you’re talking directly to one person. Instead of: “Our customers love this product!” Try: “You’ll love how easy this product makes your life.” 2️⃣ The 5-Second Hook If your opening line doesn’t grab attention, nothing else will. Questions are powerful: “Struggling to find a skincare routine that actually works?” Bold statements work too: “95% of skincare hacks on TikTok? They’re ruining your skin.” The goal is to spark curiosity instantly. 3️⃣ Pain → Agitation → Solution (PAS Framework) This classic formula never fails: 1. Pain: Call out the problem: “Tired of ads that get clicks but no sales?” 2. Agitate: Make them feel the frustration: “It’s like burning money.” 3. Solution: Offer the fix: “Here’s how to create ads that convert, every time.” 4️⃣ Use Numbers & Specifics General claims fall flat. Specific numbers build trust and credibility. “Boost your sales” → “Boost your ROAS by 3.84x in 30 days.” “Hundreds of happy customers” → “843 customers rated us 4.9/5.” 5️⃣ End With a Strong CTA Don’t assume your audience will know what to do. Guide them. Instead of: “Learn more.” Try: “Tap below to see how we can help you scale.” Meta ads aren’t just about visuals—your copy is just as critical. Master these hacks, and you’ll turn your ads will convert. Which copy hack are you already using? Or do you have one to add? Let me know in the comments! 👇 Enjoy this? Repost it to your network and follow Chris Marrano for more. Want to improve your Shopify results? Join our newsletter of thousands of subscribers today: https://lnkd.in/eqzi5mtV

How to structure Google ad copy so you don't waste time and money: Stop the keyword stuffing, 10 variants of the same thing = bad. DON'T do this: • Running Shoes • "Best" Running Shoes • "Quality" Running Shoes • Running Shoes "Sale" • Running Shoes for "Men" • Running Shoes "Online" This approach made sense in 2014 when Google's algorithm was more primitive. Today it's only hurting your campaigns. Here's what happens when you structure ads this way: First, you're giving Google's algorithm nothing meaningful to test with. When every headline is essentially the same keyword with minor variations, you're not providing any real options for optimization. Second, you're missing the opportunity to speak to the different aspects of your product that might resonate with different segments of your audience. Instead of endless keyword variations, run a strategy around specific features and differentiators like this: • Lightweight design • Slip-resistant soles • Water-resistant materials Google wants diverse elements to test and optimize. When you provide meaningful variations that address different customer needs, the system can match the right message to the right searcher. This shift in approach not only improves performance, it reduces the total number of ad variations you need to manage. Less work, better results. Stop keyword stuffing your headlines. Focus harder on your value propositions. You can thank me later.