Ad copywriting: how to write ads that sell
You can have the best targeting and the biggest budget and the ad still won't sell. The reason is usually the message: the words in the ad and the idea in the video. This guide explains how to write ads that stop the scroll and drive results.
Start with the customer, not the product
Before writing, answer four questions:
- Who exactly is the customer? (age, location, situation, interests)
- What problem or desire do they have?
- What stops them buying? (price, trust, time, fear of trying)
- Why should they choose you?
Those answers are the raw material for every ad.
The hook: the first two seconds
In the feed, people decide whether to keep watching within a second or two. A hook can be:
- A direct question: "Why do your ads bring leads who never answer?"
- A striking number: "25,000 conversations at under EGP 2 each."
- A counter-intuitive line: "The cheapest lead isn't the best lead."
- A strong visual: the product in use, or a real reaction.
Ad angles
The same product can be sold from several angles. Test a few:
- Problem and solution.
- Savings: money or time.
- Proof: numbers, testimonials, before/after.
- Fear of missing out: limited offer or stock.
- Identity: "If you run a business looking for…".
- Comparison: you versus the alternative.
A simple ad structure
- A hook that stops the scroll.
- A problem or desire the customer feels.
- The solution: your product or service.
- Proof: a number, testimonial or guarantee.
- A clear offer: price, discount or down payment.
- One specific call to action: "Message us on WhatsApp", "Book a viewing", "Order now".
Examples by industry
Real estate
"3-bedroom apartment in New Cairo with 10% down and 8-year instalments. Delivery in two years. Send 'details' to see available sizes."
Clinic
"A better smile in just a few sessions. Consultation with a specialist at our Nasr City clinic. Book on WhatsApp."
Online store
"The cream our customers reorder for the third time. Free delivery to your door, pay on delivery. Order now."
Notice the simple language, specific information and one clear call to action.
Language and dialect
- For Egypt, simple Egyptian Arabic usually performs better.
- For Saudi Arabia and the Gulf, Gulf dialect or simple Modern Standard Arabic.
- For the UAE, you'll often need an English version too.
- Don't mix dialects in one ad.
Common mistakes
- Talking about "us" instead of the customer.
- Vague claims like "best quality, lowest price" with no proof.
- Several calls to action in one ad.
- Long copy that doesn't say the key point in the first line.
- Claims that break platform policies, especially in health and finance.
Always test
Write three to five versions with different angles, run them together and let the numbers decide. The ad you like most isn't always the one that sells most.
Bottom line
A successful ad talks about the customer, stops them in two seconds and tells them exactly what to do. At Perfo Mind, content and media teams work together so message and targeting support each other. Read more about our media buying service or request a free audit of your ads.
Frequently asked questions
Is long or short ad copy better?
It depends on the product. Simple products need little copy; big-ticket services like real estate may need more detail. Either way, lead with the key point.
Should I write in Modern Standard Arabic or dialect?
Use your audience's language: Egyptian Arabic for Egypt, Gulf dialect or simple MSA for the Gulf.
How many ad versions should I test?
Three to five versions with different angles is a good start; then iterate on the winner.