How do I write ad copy that sells?
Start with what the customer gets, not with what you sell. The first line is the whole job — everything after it is only read by people the first line already convinced.
ShoaibUpdated 3 min read
The structure that works
- Hook — the outcome, the problem, or the price, in one short line.
- Proof — one concrete detail that makes it believable.
- Objection — answer the thing that stops people: delivery, sizing, price, returns.
- Ask — one action. Order, message, book. Not three.
What to avoid
| Don't | Why |
|---|---|
| Open with your brand name | Nobody is looking for you yet |
| "We are pleased to announce…" | Nobody has ever bought because of this sentence |
| Three calls to action | Every extra choice loses people |
| Copy that contradicts the image | The ad stops making sense in half a second |
| Personal claims about the reader | Meta's Advertising Standards restrict copy implying you know personal attributes about someone |
Also keep Meta's standards in mind before you write, not after: its rules prohibit promises or suggestions of unrealistic outcomes for health, weight loss or economic opportunity, and prohibit implying negative self-perception to promote diet or weight-loss products. Those two account for a large share of rejected ads.
Writing for Kuwait
Write the way your customer speaks, not the way a brochure reads. Dialect outperforms formal Arabic for most consumer products, price transparency works well here, and "free delivery" is still one of the strongest three words you can put in an ad.
And remember the copy can't rescue a weak visual. The two are one unit — see what makes a good ad creative. If people click but don't buy, the copy has usually promised something the landing page doesn't deliver: why ads get clicks but no sales.
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