How to Write Ad Copy That Sells

# How to Write Ad Copy That Sells

In the digital age, your ad copy is often the first conversation you have with a potential customer. Whether you're running Google Ads for a local plumbing business in Brisbane or a Facebook campaign for a boutique shop in Sydney, your words are the bridge between a stranger and a sale. Mastering this skill ensures you aren't just buying clicks, but investing in customers.

Prerequisites

Before you start writing, ensure you have the following ready:

• A clear understanding of your target audience (who are they and what keeps them up at night?)
• A defined Product/Service offer
• A goal for the ad (e.g., phone calls, form fills, or direct sales)
• Competitor research (what are others in your industry saying?)

---

Step 1: Identify the 'Big Problem'

Every successful ad begins with a problem. Australian consumers are savvy; they don't want to be "sold" to, they want their problems solved. Start by listing the primary pain point your customer is facing.

• Example: If you are an emergency locksmith, the problem isn't just a broken lock—it's the feeling of being unsafe or stranded late at night.

Step 2: Focus on Benefits, Not Features

This is the most common mistake in Australian small business advertising. A feature is what your product is; a benefit is what it does for the customer.

• Feature: "24/7 Monitoring Service."
• Benefit: "Sleep soundly knowing your family is protected around the clock."

Step 3: Write a Scroll-Stopping Headline

Your headline does 80% of the heavy lifting. In a sea of social media posts or search results, your headline must grab attention immediately. Use powerful verbs and address the reader directly.

Step 4: Utilise the 'Hook, Story, Offer' Framework

For longer-form ads (like Facebook or Instagram), use this classic structure:

• Hook: A question or statement that stops the scroll.
• Story: A brief narrative that builds empathy and relates to the reader's situation.
• Offer: A clear solution to the problem mentioned in the hook.

Step 5: Incorporate Social Proof

Australians value the opinions of their peers. Including social proof—like a star rating, a short testimonial, or a mention of how many local clients you've helped—builds immediate trust.

• Example: "Trusted by over 500 Brisbane families."

Step 6: Create a Sense of Urgency or Scarcity

Without a reason to act now, most people will put off the decision. Use ethical urgency to nudge them forward. This could be a limited-time discount, a seasonal offer, or a limited number of spots for a service.

• Warning: Never fake urgency. If you say a sale ends Friday, it must end Friday. Aussie consumers have a high "BS detector" and will lose trust if they see the same "24-hour only" sale every day for a month.

Step 7: Address Objections Upfront

Think about why someone might say "no." Is it price? Is it trust? Is it the time commitment? Address these directly in your copy to lower the barrier to entry.

• Example: "No lock-in contracts" or "Fixed-price quotes with no hidden nasties."

Step 8: Use Local Language and Context

To resonate with an Australian audience, use language that feels local. Avoid overly Americanised terms (like "sidewalk" instead of "footpath" or "faucet" instead of "tap"). Mentioning your local service area (e.g., "Serving the Southside and Bayside") helps establish you as a local authority.

Step 9: Craft a Single, Clear Call to Action (CTA)

Don't confuse your audience with too many choices. Tell them exactly what to do next. Use strong command verbs: "Book Your Free Quote," "Download the Guide," or "Claim Your Discount."

Step 10: Optimise for Mobile Readers

Most Australians will see your ad on a mobile device. Keep your sentences short and use line breaks to create white space. If a paragraph looks like a "wall of text" on a phone, people will skip it.

Step 11: Review and Edit (The 'Aussie Pub Test')

Read your ad copy out loud. Does it sound like something a real person would say? If it sounds too corporate or robotic, simplify it. This is what we call the "Pub Test"—if you wouldn't say it to a mate at the pub, don't put it in your ad.

---

Common Mistakes to Avoid

• Being too 'Me-Focused': Using "We," "I," and "Our" too much. Shift the focus to "You" and "Your."
• Vague Claims: Avoid words like "The best" or "High quality." Instead, use specifics like "Winner of the 2023 Local Business Award" or "Industrial-grade steel."
• Ignoring the Landing Page: Your ad copy must match the page the user lands on. If your ad promises a 20% discount but the landing page doesn't mention it, the user will leave immediately.

Troubleshooting

| Issue | Possible Cause | Solution | | :--- | :--- | :--- | | High Clicks, No Sales | Ad copy doesn't match the landing page. | Ensure the offer and tone are consistent from the ad to the website. | | Low Click-Through Rate (CTR) | The headline isn't engaging or relevant. | Test 3 different headlines focusing on different benefits. | | High Cost Per Click (CPC) | Ad relevance is low. | Ensure your copy includes the keywords people are searching for. | | People are commenting negatively | The ad feels like 'spam' or is too aggressive. | Soften the tone and focus more on providing value/education. |

Next Steps

Writing the copy is just the first step. To truly succeed, you need to test different versions of your ads to see what resonates best with your specific Brisbane or Australian audience.

If you're struggling to find the right words or your current ads aren't performing, the team at Local Marketing Group is here to help. We specialise in crafting high-converting campaigns for local businesses.