Ad text

An ad copy is the written message that appears in paid ads on platforms like Google Ads, Meta Ads (Facebook and Instagram), LinkedIn Ads, and other digital advertising channels. The purpose of an ad copy is to attract attention, spark interest, and get the user to click or take action – for example, buy a product, sign up for a newsletter, or download an e-book.

Where are ad texts used?

Ad texts can be found in many formats depending on the platform:

• Google Ads (Search Ads)– Text-based ads in Google searches
• Google Display Ads – Shorter texts for banners and display ads
• Facebook & Instagram Ads – Ad texts for social media advertising
• LinkedIn Ads – Ad texts targeted at B2B marketing
• Email marketing & Native Ads – Texts in sponsored content

Building an effective ad copy

Successful ad copy typically follows the AIDA model:

1. Attention – Capture the user’s interest quickly
2. Interest – Highlight a relevant benefit or USP (Unique Selling Proposition)
3. Desire – Create need and motivation for action
4. Action – Include a strong Call-to-Action (CTA)

Google Search Ads – Structured Ad Text

Google Search Ads typically have this structure:

• Headline 1 (max 30 characters) – Catch attention
• Headline 2 (max 30 characters) – Reinforce the message
• Heading 3 (max 30 characters, optional)
• Description (max 90 characters) – Elaborate on the benefits and add CTA
• Display URL – Ensures credibility and click motivation

Example of Google Ads ad text:

Overskrift 1: Professionel SEO-rådgivning 
Overskrift 2: Øg din synlighed på Google
Overskrift 3: Få en gratis SEO-analyse
Beskrivelse: Få flere kunder med målrettet SEO. Optimer din hjemmeside og rangér højere i Google. Book et gratis møde i dag!

Best Practices for ad copy

• Use active and action-oriented words (Order now, Read more, Try for free).
• Test different versions (A/B testing) to find the most effective text.
• Include numbers and specifications (50% discount, Delivery in 24 hours).
• Use social proof (+10,000 satisfied customers).
• Adapt to the target audience – Who are you talking to? What are their pain points?

Effective ad copy is short, precise, and actionable. It should attract attention, spark interest, and motivate the user to click or buy.