16 PPC Ad Copy Examples That Convert (+ Template and Checklist)

These PPC ad copy examples demonstrate key elements for success, such as emotional triggers, action-oriented language, and leveraging specific numbers. Check out these 16 examples, along with an analysis of what makes them stellar.

Click. Scroll. Click. That’s often the online journey of today’s distracted browser.

With mere seconds to grab their attention, your compelling pay-per-click (PPC) ad copy can make or break your Facebook Ads or Google Ads campaign.

In this comprehensive guide, we’ll explore the key principles of crafting high-converting PPC advertising copy that works across all the major advertising platforms — from Facebook to Google to LinkedIn.

16 PPC ad examples

The best way to learn PPC copywriting is to look at some great examples . These 16 ads will give you the inspiration you need to write effective ad copy and drive more conversions.

We’ll cover ads that:

1. Highlight the USP
2. Use emotional triggers
3. Incorporate keywords wisely
4. Use specific numbers
5. Have a clear CTA
6. Keep it simple
7. Address potential objections
8. Use power words
9. Highlight time-sensitive offers
10. Showcase social proof
11. Eliminate risk
12. Go hyperlocal
13. Offer guarantees
14. Use action-oriented language
15. Highlight exclusivity
16. Highlight the dream state
17. Bonus tip: Always be testing

1. Highlight the USP

In a sea of competitors, your unique selling proposition (USP) is your north star.

Start by demonstrating to searchers what sets you apart. Do you provide the fastest shipping? The most affordable pricing? The largest selection?

Whatever it is, spotlight that advantage up front in your ad headline and text.

Check out how HubSpot promotes its meetings tool by highlighting the value of increased time and ease of use:

(Image: Hubspot screenshot)

Prospects want unique value — not just features.

2. Use emotional triggers

Logic alone rarely makes a sale. Tap into emotions to forge connections in your PPC ad copy.

Get clear on your target audience’s hopes, fears, and aspirations. What keeps them up at night? What gets them excited to start the day?

Once you identify those emotional drivers, reflect them in your ad copywriting to improve click-through rates (CTR).

Like Rover, who addresses their audience’s concerns about leaving their pets with a sitter while easing their minds with a promise of picture updates and loving attention:

(Image: Rover PPC ad screenshot)

Potential customers buy on emotion, then justify with logic. Lead with the emotional benefit before diving into features in your ad description.

3. Incorporate keywords wisely

Keywords are crucial in effective PPC ad copy and campaigns — but dated SEO tactics like keyword stuffing don’t improve ad performance.

Instead, prioritize keyword match type over volume. PPC keyword research tools for specific search terms, and integrate the most relevant keywords to craft compelling ad headlines and copy.

Tramontina nails this, including search terms like “cast iron cookware” to precisely match search intent:

(Image: Tramontina ad)

Keep these additional strategies in mind as you optimize ads for keywords:

• Use priority terms early in headlines and copy. It’s easier to read – and it signals relevance to Google’s search algorithms. That’s why “Cast Iron Cookware – 50% Off This Weekend” is a better choice than “50% Off This Weekend: Cast Iron Cookware.”
• Don’t forget the display URL. A branded keyword domain like BestCastIron.com enhances perceived relevance in the SERPs.
• Incorporate keywords into your PPC ad copy naturally. Over-optimization is awkward and sounds robotic. And that’s not the way to sell anyone. With dynamic keyword insertion, you can craft copy that directly answers search queries while retaining engagement.

4. Use specific numbers

Numbers attract attention. Using statistics, percentages, data points, or exact dollar savings in the headline or ad description makes your copy concrete and builds credibility.

For example, rather than a vague “fast shipping,” say “2-day shipping guaranteed.”

Amtrak uses this exact approach to get you to book a night train:

(Image: Amtrak ad)

When showcasing discounts or savings, use exact amounts. But when talking about large numbers, round numbers tend to work better. For instance, highlight “over 1 million satisfied customers” vs. the exact 1,342,827 figure.

Aim to strike an intuitive balance between precision and simplicity as you optimize your ad copy.

Overloading your reader with numbers can distract from your core unique selling proposition (USP) or value proposition. Instead, sprinkle in key stats and data points that reinforce your message.

5. Have a clear CTA

Every compelling PPC ad answers the “so what?” question with a clear call to action (CTA).

Without direction, potential customers wander (or leave). With a strong CTA, you guide them down the conversion path.

Start by using actionable language like “Register Now” or “Start Your Free Trial” in your ad copy. This conveys the desired next step.

Then consider injecting a sense of urgency with phrases like “limited-time offer” or “ending soon” to improve CTR. But avoid over-hyped claims that damage credibility long-term.

Place your CTA prominently at the end of the ad copy or in a contrasting color for display ads. This visual weight draws the eye to drive more clicks.

Vuori demonstrates this with a simple CTA at the end of their Google search ad copy:

(Image: Vuori ad example)

An effective CTA transforms passive readers into active converters. But for this to happen, the landing page needs to instantly provide the “action” you offered in your ad.

In other words, a “shop now” CTA shouldn’t lead to your homepage.

6. Keep it simple

In our quest for clever PPC ad copy, it’s easy to outsmart ourselves as copywriters. While wit has its place (think brand awareness campaigns), flowery language can confuse high-intent users instead of converting them.

To avoid this, keep it simple:

• Ruthlessly refine your ad messaging. Cut any word that doesn’t contribute.
• Use short sentences. Be super clear on the value you provide.
• Resist the urge to over-explain or include every feature.

No matter what type of ad you’re writing, you’ll find they all have tight character limits for a reason.

With PPC ads, screen real estate is ultra-limited. The ideal reader should instantly grasp your offering from a quick scan of your ad in seconds.

This minimalist approach may feel counterintuitive at first. But information overload overwhelms your readers, while brevity captures their attention.

Kate Quinn gets it, with ads that instantly describe the product and offer:

(Image: Kate Quinn shop ad)

7. Address potential objections

Addressing potential leads’ objections and hesitations proactively is the key to building trust and driving higher conversions.

Start by reviewing common pain points for your offer. Slow shipping times? High cost? Lack of support?

Once you know what they are, tackle them head-on in your ad copy. “Free 2-day shipping on all orders” or “America’s #1 low cost leader” or “24/7 customer support.”

Whoop does it right. They know their target customers are interested in leveling up their fitness, but might not be convinced their wearable fitness tracker is what they need:

(Image: Whoop ad example)

Naming the elephant in the room shows you understand your target audience’s needs and concerns — and positions you as the solution, not the problem.

8. Use power words

Power words spark emotion and compel action.

Here’s how to work them into your copy:

• Tap into reader emotions: Use words like “heartwarming” or “excitement” to establish a genuine emotional connection with your audience.
• Highlight exclusivity: Incorporate terms such as “exclusive” or “limited time” to convey urgency and make your offer stand out.
• Emphasize value: Elevate your offer’s perceived worth with descriptors like “luxurious” or “essential.”
• Engage with intrigue: Words like “unexpected” or “secret” can pique interest and retain attention.
• Prioritize clarity: While power words enhance your message, clarity is king. Use terms like “simple” and “straightforward” to ensure comprehension.

Sprinkle power words judiciously within your ad copy. They make more impact when surrounded by simpler language.

Newton Baby accomplishes this through their text ad for crib mattresses: “Breathable,” “safe,” and “certified” — all powerful and convincing power words for parents whose primary concern is their baby’s well-being.

(Image: Newton Baby ad)

Certain power words resonate more than others, which is why tracking performance is crucial to effective optimizations down the road.

9. Highlight time-sensitive offers

Urgency awakens action. Promote limited-time promotions in your PPC ad copy to skyrocket response. But balance scarcity with credibility to avoid damaging your brand.

Sprouts does this by highlighting their limited sale for members:

(Image: Sprouts ad)

For ecommerce businesses, highlight low remaining inventory. And in general, it’s best to build credibility by emphasizing that discounts end at a specific date.

Countdown timers, for instance, are an effective way to build excitement as a deadline approaches or availability diminishes on your landing page.

Urgency coupled with transparency will help you drive conversions, but use restraint — you don’t want buyers always waiting for the next deal.

Promote scarcity selectively when you have it, then shift focus back to your core unique selling proposition (USP) and value proposition.

10. Showcase social proof

People follow the crowd. Showcasing social proof and testimonials in your PPC ad copy can significantly influence potential customers.

Rather than generic claims about being the “best,” use specifics — like “Trusted by over 1 million small businesses.”

Short, impactful quotes also lend authentic credibility.

Frida Baby leans into this strategy with this search ad, featuring an Amazon testimonial as its headline:

(Image: Amazon ad)

But beware: Social proof is a double-edged sword. Making fabricated or over-the-top claims can damage your brand reputation. Only highlight metrics, testimonials, and reviews you can back up.

Real social proof assures searchers they’re making a safe choice by clicking your ad.

Give supporting evidence throughout your ad messaging to give readers confidence that your offer delivers exceptional results for people like them — and gets your audience excited to become your next success story.

11. Eliminate risk

Objections and hesitations are sales killers. That’s why it pays to promote risk-free trials, free shipping, or complimentary digital guides to entice engagement.

The folks at Dropbox are all-stars at this technique – offering a 30-day free trial to get subscribers to take the plunge:

(Image: Dropbox ad)

Free ebooks and guides are excellent top-of-funnel assets that build trust and reduce risk. Identify sought-after educational resources, then make them easily accessible.

Whatever you offer, ensure you deliver genuine value before selling. Freebies that underdeliver damage trust over time.

Find authentic ways to let your target audience build trust with you and reduce their natural hesitation, making it easy to say yes.

12. Go hyperlocal

When you run a local business, targeting your copy at your local area is a no-brainer.

If you’re a plumber in Denver, you might advertise: “Unclog drains fast. In Denver and surrounding areas.” A national gym brand might run local ads proclaiming: “An Austin staple since 2005.”

Here’s how Hot Yoga Burlington does it:

(Image: Hot Yoga Burlington ad)

Adding a hyperlocal nuance signals you understand and belong to the community. It transforms a generic pitch into an insider’s view and builds affinity with localized audiences.

13. Offer guarantees

One of the best ways to counter hesitation is to offer a generous guarantee.

In your ad copy, be specific on the duration of your guarantee to establish credibility. For example, if you’re offering a free trial, you might say “30-day 100% money-back guarantee. No questions asked.”

Like Darn Tough, a sock company with a crazy-generous lifetime guarantee:

(Image: Darn Tough Vermont ad)

Guarantees are powerful… but avoid unrealistic claims you can’t deliver on that undermine the confidence of your buyer.

14. Use action-oriented language

Strong writing elicits emotion. Action-oriented verbs in your ad copy and CTAs are incredibly effective in getting readers to take action.

Opt for powerful imperatives like “Shop now,” “Get started today,” or “Join the movement.” These action-focused words directly prompt the next steps for potential customers.

Here’s how Casper uses action-oriented language in their display ad:

(Image: Casper ad)

Stay away from passive voice or overly descriptive language. “How this mattress is expertly designed for comfort” is way less impactful than “Sleep better tonight. Shop mattresses now.”

At the end of the day, if your Facebook ad or Google ad copy doesn’t translate interest into a tangible response, it fails. Carefully crafted action-focused language turns passive readers into clickers, then converters.

15. Highlight exclusivity

We all want to feel special. Exclusive deals and perks psychologically stroke this emotional need. In your ad copy, subtly highlight members-only or invitation-only offers to pique interest from targeted audience segments.

Check out how Sam’s Club promotes savings exclusively available to its Plus members with their Google ad copy:

(Image: Sam’s Club ad)

When done tactfully, exclusivity suggests prestige. But avoid overly pretentious messaging that alienates more than attracts. Find the optimal balance between selectiveness and accessibility based on split testing.

The most powerful exclusivity plays on FOMO — fear of missing out.

16. Highlight the dream state

Motivate action in your PPC ad copy by spotlighting positive outcomes. Your product isn’t just features — it’s the tangible transformation users gain.

Hinge totally nails this by promising users a future where they can finally delete their dating apps from their phones:

(Image: Hinge ad)

Paint a vivid picture of the happiness, confidence, or success waiting on the other side. Reinforce that your offer empowers the most aspirational version of users’ lives.

Avoid generic claims like “improving lives” — use those power words to be specific about how your product delivers. Clearly convey the exact moment users realize your offer was the missing key to unlocking their goals.

Bonus tip: always be testing

The highest-performing PPC ads don’t happen by mistake.

Getting an awesome conversion rate on your ads — whether Google search or Instagram ads — is the result of consistently applying split testing and optimization best practices.

A/B test your ads to maximize performance. Run variations against each other to see which achieves higher CTR and you’ll gradually lower customer acquisition costs and lower cost per click.

You can also test the impact of ad extensions like callouts or messaging on the search engine results page (SERP).

But set clear benchmarks so you know when a variation is a clear winner and allow enough time for statistical significance to draw conclusions.

Optimization is a gradual process. Make small iterative changes rather than dramatic redesigns to your ad formats. And don’t just test once — set reminders to reassess regularly.

The results will be worth it: by utilizing proper ad copy strategies and taking a comprehensive approach to tracking the results of campaigns, we were able to increase conversions by 25% for Apotheke.

Never wonder again if your ads are actually converting. At HawkSEM, we use ConversionIQ to measure all your campaigns — so you get an all-in-one view of campaign performance and the customer journey in one dashboard.

PPC Ad Copy Template

Crafting compelling ad copy is both an art and a science for digital marketers.

Creativity provides unique flair, but structure delivers the best-performing ads — and high conversion rates. This is where a good ad copy template adds immense value.

Below is a simple yet effective text ad template to help you get started:

This provides helpful direction without sacrificing customization. Use it as a starting point, then refine based on testing. With the right structural foundation, you can craft truly effective ad copy that drives clicks and conversions like crazy.

Landing Page Copy Template

After capturing attention with compelling ad copy, guide searchers to a high-converting landing page. Effective landing page copy is just as crucial for boosting conversions from your paid search campaigns.

The basics of an optimized landing page include:

• Grabbing attention with a strong headline and hero visual
• Explaining your offering and unique value proposition
• Using trusted social proof like testimonials and customer numbers
• Employing power words to compel action
• Featuring clear calls to action for the next step

Below is an adaptable landing page copy template covering these essential elements:

The key is guiding visitors seamlessly from high-impact ad messaging to landing page copy reinforcing that value proposition.

With a compelling transition from your PPC ad to a landing page, you’ll maximize conversion rates from your paid search campaigns — and convert more casual visitors into customers.

PPC Ad Copy Checklist

The takeaway

Crafting killer PPC ad copy is a marketing strategy that can make or break your marketing campaigns.

Striking the right balance of clarity and transparency with emotion and action-oriented language can be easier said than done.

If ad copy feels a bit out of your wheelhouse, we got you.

Request a free consultation today, and get started with your winning PPC strategy.

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