1. Start with what stops the scroll
People make up their minds in a couple of seconds. Start with a question they recognise themselves in, a strong image or something surprising. The most important thing must come first – not in the fourth sentence.
2. Have one message, not five
An ad that tries to say everything says nothing. Pick the one most important thing: a product, an offer or a benefit. The rest can go on your website.
3. Speak to one person
Write as if you are talking to one specific customer. “Do you run a club that struggles to find volunteers?” works far better than “We offer solutions for organisations”.
4. Show, don’t just tell
Show the product in use, the result or the people behind it. Short videos often work especially well, particularly on Instagram and TikTok.
5. Tell people what to do
End with a clear call to action: “Book an appointment”, “See the offer”, “Try for free”. And make sure the page they land on is about the same thing as the ad.
6. Test two versions
You never quite know what works until you have tested it. Make two versions with a different angle or a different image, run them at the same time, and move the budget to the one that gets the best results. That is how we work with all our clients.
Want to see examples? See ads we have made.
FAQ
How long should ad copy be?
As short as possible, but long enough to explain why people should care. The first lines matter most, because the rest is often hidden behind “See more”.
Should I use video or an image?
Both can work. Video often grabs more attention, but a good image beats a bad video. Feel free to test both.
How often should I change my ads?
When results start to drop, or when the same people have seen the ad many times. For many businesses, it makes sense to refresh the ads every month or two.
Founder of Campaign Shark in Elverum. Helps businesses and agencies get visible online, with our own technology and ads on Facebook, Instagram, Google and more channels.
