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You’ve done everything right—targeted the right audience, set up your campaign, and hit publish. But the clicks? Barely trickling in. It’s frustrating, especially when you know your product or service is solid.
Here’s the uncomfortable truth: your ad copy may be the weak link.
In a digital world overloaded with ads, people don’t click unless you grab their attention fast—and keep it. That means your copy has to do more than just describe an offer. It has to cut through the noise, speak directly to a problem, and make the value of clicking feel undeniable.
With decades of ad writing copy under our belt, we’ve seen this pattern over and over. Businesses put time and money into campaigns, but if the copy doesn’t hit the right emotional and strategic notes, performance stalls. The good news is that you can fix it, and this article will show you how.
You’ll learn why most ad copy fails, the framework that consistently drives results, and the exact steps to make your ads click-worthy again.
Common Pitfalls in Ad Copywriting
Most underperforming ads have one thing in common: the copy makes sense logically—but it doesn’t move anyone.
Here are three of the biggest mistakes you’re probably making (and how to fix them fast):
1. You’re focusing on features, not problems
Saying “We offer fast delivery and customisable plans” sounds nice—but your reader doesn’t care yet. Why? Because that’s not the problem they’re trying to solve.
Fix it: Start with the pain point. What are they frustrated with right now? Lead with that. For example:
“Sick of waiting 5–7 days for delivery? Get your order tomorrow. Guaranteed.”
That’s a scroll-stopper. It hits the problem, offers a solution, and gives a reason to care.
2. You’re too vague
Vague, fluffy copy like “innovative solutions” or “best in class” doesn’t actually mean anything to your audience. If they can’t picture the benefit, they won’t click.
Fix it: Be specific. Use clear, punchy language that paints a result they want. Instead of: “Powerful tools for growing your business.” Say:
“Book more jobs this week—with templates that cut quoting time in half.”
3. You sound like everyone else
Look at 10 ads in your niche and you’ll see the same phrases repeated endlessly. When you blend in, you disappear.
Fix it: Inject personality. Use language that sounds like your customer—or like an actual human wrote it. If you can add a bit of edge, humour, or honesty, do it.
Example:
“We’re not the cheapest. We’re just the best at not wasting your time.”
The Ad Copy Framework
| Step | What to Do | Why It Works |
| 1. Call Out Your Audience | Make them feel seen | Builds immediate relevance and stops the scroll |
| 2. Agitate the Problem | Highlight the pain point | Creates emotional connection and urgency |
| 3. Present the Solution | Introduce your product or service | Positions you as the fix to their frustration |
| 4. Add Proof | Include results or testimonials | Builds credibility and trust |
| 5. Strong CTA | Tell them exactly what to do next | Removes friction and drives action |
Step 1: Call Out Your Audience
The job here is simple: make your ideal customer stop scrolling because they feel like the ad was written for them. That means naming their situation or frustration directly.
Don’t:
- “Get a free consultation today”
- “Looking for marketing support?”
Do:
- “Struggling to get leads from your paid ads?”
- “Running Google Ads but your phone’s not ringing?”
Why: Generic openings don’t grab attention. Good ad copy makes the reader feel like you’re speaking directly to them—and the more specific, the better.
Step 2: Agitate the Problem
This is where you show you understand what they’re dealing with. Most people know they have a problem, but when you articulate it better than they can, they instinctively trust you.
Don’t go overboard with fear—just be honest about what’s not working and what’s at stake if they don’t fix it.
Don’t:
- “We help businesses grow.”
- “We offer performance-driven solutions.”
Do:
- “You’ve spent weeks writing ad copy, tweaked your targeting, and still—no one’s clicking. Every day you let that ad run, it feels like money down the drain.”
- “You’re following all the ‘best practices,’ but your paid ads are still underperforming. You’re starting to wonder if your audience just doesn’t care… or if your message is missing the mark.”
Why: People click when they feel understood. Agitating the problem shows empathy and builds urgency without being overdramatic.
Step 3: Present Your Solution
Now you’ve earned the right to present your solution. The trick here is to keep it clear and specific. “We help small businesses double their lead volume by fixing their ad copy” is far more compelling than “We offer tailored marketing services.” Be plain. Be direct. Be results-focused.
Don’t:
- “We offer tailored digital marketing services.”
- “Our team delivers innovative ad strategies.”
Do:
- “We rewrite your ad copy so it speaks to what your customer actually cares about.”
- “Our proven framework turns low-performing ads into click magnets.”
Why: Vague claims go ignored. Clear, tangible benefits get clicks. Tell them exactly what you’re fixing and how.
Step 4: Add Proof
People are sceptical. Adding proof—like stats, a short testimonial, or a real result—grounds your claims in reality. It doesn’t need to be flashy. It just needs to show this works in the real world, not just in theory.
Don’t:
- “We’re experts in our field.”
- “Trusted by many clients.”
Do:
- “We helped a plumbing business double their leads in 30 days—just by rewriting three ads.”
- “Our clients see an average 32% lift in click-through rates within the first month.”
Why: Proof shows you’re not just guessing. It builds trust and reinforces your offer with real results.
Step 5: Strong CTA
This doesn’t mean just slapping “Click here” at the end. You want to tell them exactly what to do and why they should do it now. “Book a free strategy call—see what better ad copy can do for your leads” is a call to action with a real benefit baked in.
Don’t:
- “Learn more”
- “Contact us”
Do:
- “Book a free strategy call—see how your ad copy could convert better by next week.”
- “Download our ad copy swipe file—steal the exact headlines that get clicks.”
Why: Your CTA should be specific and tied to an outcome. People need to know what’s in it for them and why they should take action now.
Crafting Compelling Offers
Most ads don’t fail because of bad copy—they fail because the offer itself doesn’t make people care.
Your copy could be sharp, your creative on-point, but if the offer feels vague, weak, or like every other ad out there, it won’t get clicks. People need to feel like there’s something in it for them, and they need to understand that value fast.
Here’s how to spot a weak offer—and turn it into something people actually want to click on.
Weak Offer Examples (Don’t):
- “Book a call with our team today.”
- “Get a free quote.”
- “Contact us to learn more.”
Why these fall flat:
- They’re generic and overused.
- They put the burden on the customer to figure out why they should care.
- They don’t communicate value, urgency, or differentiation.
Stronger Offer Examples (Do):
- “Book a 15-minute ad audit—find out why your Google Ads aren’t converting.”
- “Download our 7 highest-performing ad headlines—steal them for your next campaign.”
- “See what better ad copy can do for your leads—free strategy call this week only.”
Why these work:
- They’re clear and specific.
- They highlight a benefit the reader actually wants.
- They often create urgency or exclusivity.
- They shift focus from your service to their outcome.
If you want more clicks, start by rethinking your offer. Make it feel like a no-brainer, even before they land on your site.
The question is, how can you figure out what offer to use for your business? The key is to truly understand your audience, and here’s a specific framework you can use to do just that:
1. Use Reddit to Find Customer Pain Points and Aspirations
Reddit is a goldmine for real, unfiltered discussions about nearly every industry. By searching for your service or product keywords (e.g., “best CRM for small business reddit” or “how to learn coding fast reddit”), you can see exactly what potential customers are struggling with and what they want to achieve.
How to do it:
- Go to Reddit and search for your industry keywords
- Look for threads where people are asking questions or sharing frustrations
- Identify common pain points (challenges they face) and aspirations (what they want to achieve) and jot them down in list format. For example, if you notice a user mentioned that they’re struggling to find time to learn coding, one of your list items might be “I don’t have time to learn coding.” The key is to write each pain point or aspiration in first person
Here’s an example of what you might search for and find on Reddit, using coding as the example:
2. Create a Customer Pain Points & Aspirations Table
Once you gather insights, you can structure them into a table and include a column to brainstorm ideas on how to target these aspirations and pain points in your ad copy with an offer.
Here’s an example for a company selling online coding courses:
| Pain Points (What They Struggle With) | Aspirations (What They Want to Achieve) | How to Address This in Your Ad Copy |
| “I don’t have time to learn coding.” | “I want a fast and efficient way to learn.” | “Too busy to learn coding? Our self-paced course fits your schedule—with lessons you can finish in 15 minutes.” Your offer for this pain point might be focused on self-pacing. |
| “I tried learning before but got stuck.” | “I want step-by-step guidance.” | “Tried learning to code but got overwhelmed? We guide you step-by-step, with real people to support you when you need it.” Your offer for this pain point might focus on real people support. |
| “I don’t know which coding language to pick.” | “I want a clear learning path.” | “Not sure where to start? We’ll show you exactly which coding language to learn first—and why.” Your offer for this pain point might be a lead magnet that helps your audience decide which coding language to pick. |
| “I’m afraid I won’t get a job after learning.” | “I want career opportunities.” | “Our grads land jobs—fast. Learn what companies actually look for and build the skills that get you hired.” Your offer for this pain point might be a lead magnet to help your audience discover the key skills they need to build to get job ready. |
Going through this process can help you get clear on exactly what you’re offering and how to position it in your ad copy.
Fix the Copy, Get the Click
If your ads aren’t driving clicks, the problem usually isn’t the algorithm—it’s the copy.
You’ve seen the biggest mistakes: vague language, weak offers, and copy that doesn’t speak to the reader’s real problems. You’ve also seen how a few clear shifts—calling out your audience, agitating the problem, presenting a specific solution, adding proof, and closing with a strong CTA—can make a massive difference.
Here’s your next move:
- Audit your current ads.
- Ask yourself: Would I click this if I were my customer?
- Rewrite using the framework. Keep it human. Keep it helpful.
Strong ad copy isn’t about clever words. It’s about making your audience feel understood—and showing them what’s possible if they take that next step.
Now you know how to do that.
Check out our free 5-point ad audit checklist to measure your ads up against the best and see how you can improve them today.
