How to write ad copy

What makes good ad copy?

Learning what makes good ad copy is less complicated than you think. A few simple principles go a long way:

Keep it clear
People scroll fast. Say what you mean in the simplest way possible.

Lead with the benefit
Customers want to know what’s in it for them.

Add a call to action
Tell people exactly what to do next.

Stay consistent
Whether you write social media ads, search ads, emails, or banners, your voice should feel familiar everywhere.

Use emotion and specifics
One vivid detail or feeling can make your message unforgettable.

Good ad copy is clear, confident, and customer-focused. And the right tools can help you get there faster.

How to write ads with AI (step-by-step)

AI takes the pressure off the blank page: especially when you start in Word, where Copilot can brainstorm, draft, and refine with you.¹

1. Brainstorm ideas

Share a few notes about your product or audience and ask Copilot for options.

Try:

“Give me five headline ideas for an ad promoting my handmade candles. Tone: warm and eco-friendly.”

Instant inspiration.

2. Draft the ad

Once you like a direction, Copilot can turn it into a draft ad you can build on.

“Write a Facebook ad promoting my handmade candles that adheres to platform requirements. Highlight natural ingredients.”

Boom. A real ad in seconds.

3. Refine the tone

Want something bolder? Softer? Shorter?

Prompts like these help:

• “Rewrite this to sound more energetic.”
• “Make this friendlier and simpler.”
• “Shorten this without losing the main point.”

4. Adjust for different platforms

Different channels need different vibes. Copilot can turn one idea into many versions.

• Instagram: “Cut this to under 20 words.”
• Email subject lines: “Give me five subject line ideas from this copy.”
• Website banner: “Rewrite this as a short hero message.”

This is how small business marketing gets easier, one prompt at a time.

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AI prompts you can use with Copilot for copywriting

These prompts are simple, practical, and built for real small business marketing scenarios, perfect for getting unstuck quickly.

• “Write a Google Search ad for my mobile dog grooming service. Emphasize convenience and add a call to action.”
• “Rewrite this to sound more upbeat and customer-focused.”
• “Optimize this for Instagram and shorten it.”
• “Give me three ad copy examples focused on customer benefits.”
• “Write a playful social media ad promoting a weekend sale.”

Tips for polishing your AI-generated ad copy

AI can help you get surprisingly close to finished, but your final tweaks are what make the copy feel human, trustworthy, and on-brand.

Keep your voice consistent
Make sure the tone sounds like your business: friendly, confident, quirky, calm, whatever fits. If the tone feels off, try: “Rewrite this to sound more like a neighborhood small business.”

Lead with the benefit
Your first line should tell customers what they’ll gain, not what you sell. This instantly makes your ad more compelling.

Add a specific detail
One concrete detail (a material, an ingredient, a promise) makes your copy more memorable than general claims.

Check your CTA
Make sure the call to action matches the platform.

• Search ads: direct (“Book now”)
• Social ads: lighter or playful (“Treat yourself today”)
• Website banners: simple (“Learn more”)

Make it easy to scan
Most readers will only glance. If your opening feels slow, ask Copilot: “Make this punchier and more attention-grabbing.”

These small adjustments make your AI-assisted ad copy feel polished, personal, and ready to publish, without adding hours to your workload.

Copilot for copywriting helps you tell your story

Good ad copy doesn’t require a marketing degree or a full creative team. You already have the story; Copilot just helps you turn it into clear, compelling copy that your customers actually want to click. And because Copilot lives right inside Word and the rest of Microsoft 365,¹ it’s easy to brainstorm, draft, and refine whenever inspiration strikes (or when your deadline is tomorrow).

If you’re ready to write better ads in less time, try Copilot in Microsoft 365 and see how easy it can be.

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