Paid traffic is only as effective as the message behind it. You can have the best targeting and most optimized funnel in the world — but if your ad copy doesn’t connect, click, and convert, you’ll waste your entire budget.
In this article, we’ll break down how to craft ad copy that grabs attention, builds trust, and moves people to take action — especially in the context of digital co-productions like online courses, digital products, or memberships.
Whether you’re a co-producer writing the copy or collaborating with a creative team, this guide will give you everything you need to write ads that convert.
What Makes Good Ad Copy?
Ad copy isn’t just about clever words — it’s a sales message in miniature. It must:
- Hook attention fast
- Speak directly to the reader’s problem or desire
- Offer a clear benefit
- Build curiosity or urgency
- Drive action (click, opt-in, purchase)
In co-productions, your copy also needs to reflect the voice and tone of the producer, as well as the brand identity of the product.
The Basic Structure of a High-Converting Ad
Let’s look at the classic structure for Meta Ads or Google Ads:
- Headline: Grabs attention instantly.
- Opening Line (Hook): Calls out a pain or goal the audience cares about.
- Body: Offers the solution, explains the benefit, builds social proof.
- CTA (Call to Action): Tells them exactly what to do next.
Let’s break these down.
Step 1: Start With the Hook
The hook is the most important part of your ad — especially on platforms like Facebook and Instagram where users are scrolling fast.
Great Hooks Often:
- Ask a powerful question
“Tired of spending hours on Canva and still not getting clients?” - Make a bold statement
“Most online courses fail. Here’s why.” - Call out the audience directly
“Hey coaches: your content isn’t the reason you’re not selling.” - Offer a fast benefit
“Double your course sales with this one 5-minute tweak.” - Use numbers or stats
“This strategy generated 1,274 leads in 7 days — with $2 per lead.”
Tip: Use line breaks to separate the hook from the rest of the ad.
Step 2: Build Relevance
Now that you’ve got attention, show the audience you understand them. Mirror their struggles, desires, or experience.
Example:
“We know how frustrating it is to launch a course, only to see zero sales. You put in the work. You followed the steps. But something didn’t click.”
This part builds rapport and increases the chance the reader keeps going.
Step 3: Present the Solution
This is where you introduce the product or lead magnet, but without being salesy. Position it as the natural solution to the problem you just described.
Examples:
- “That’s exactly why we created the [Free Masterclass / Ebook / Course].”
- “This simple, proven method helps creators get sales — even without a big following.”
- “Inside, you’ll learn how to [key benefit, like attract clients or automate leads].”
Focus on benefits, not features. People want results, not tools.
If you can, show evidence that the product works. This builds trust, especially with cold audiences.
Examples:
- “Used by over 3,000 students around the world.”
- “Created by the same team that scaled [other course] to $100K+ in sales.”
- “Over 250 5-star reviews from freelancers, coaches, and creators.”
If you don’t have reviews, reference your experience or niche authority.
Step 5: End With a Clear CTA
Don’t assume people know what to do — tell them directly.
Good CTA examples:
- “Download the free guide now.”
- “Save your seat in the free workshop.”
- “Start building your audience today.”
- “Get instant access — click the link.”
Make sure your button or link reinforces the CTA with urgency or simplicity. E.g., [Join Now – It’s Free]
Bonus: Copywriting Techniques That Boost Results
Here are a few extra writing techniques that work especially well in ads:
AIDA Formula
- Attention
- Interest
- Desire
- Action
This classic formula guides users down the copy like a mini-funnel.
PAS Formula
- Problem
- Agitate
- Solution
Describe the pain. Make them feel it. Offer the fix.
Feature to Benefit Translation
Don’t say: “This masterclass has 7 modules.”
Say: “You’ll learn how to build, launch, and scale your course — even if you’ve never sold online before.”
Always answer: “What’s in it for me?”
Co-Production Tip: Match the Producer’s Voice
If you’re the co-producer writing ad copy, always stay aligned with the producer’s tone and branding.
Ask questions like:
- Does the producer speak formally or casually?
- Do they use humor or keep it serious?
- Are they direct, or do they build curiosity?
Review past content, videos, emails — and mirror their style. This ensures brand consistency across ads, emails, and landing pages.
Common Mistakes to Avoid
- Writing like a brochure
Nobody wants to read corporate-speak. Write like a human — fast, personal, real. - Stuffing too much info
Keep ads clear and focused on one key action. - Ignoring mobile formatting
Use short paragraphs, line breaks, and emojis if on-brand. - No testing
Test at least 2–3 versions of copy per campaign. - Skipping proof
Use real results, quotes, or numbers whenever possible.
Real Examples (Simplified)
Example 1: Lead Magnet for a Copywriting Course
Struggling to find your first freelance clients?
You’re not alone. Most copywriters start with zero connections — but there’s a better way.
Download our free guide and learn how to close your first 3 clients (even if you’ve never sold a service before).
- Proven cold email templates
- How to price yourself with confidence
- Where to find ready-to-hire clients
Click the link and get instant access — free.
Example 2: Course Launch Ad
Only 3 days left!
Want to turn your Instagram page into a real business?
In the [Course Name], we walk you through the exact steps to build an audience, attract buyers, and monetize with content.
Over 1,400 students enrolled. Bonuses expire Friday.Save your seat before it closes
Final Thoughts: Copy Is Your Salesperson
In paid traffic campaigns, copywriting is the glue that holds everything together. It connects your offer to the audience, builds emotion, and drives action.
As a co-producer, learning how to write strong copy (or hiring the right person to do it) is one of the best decisions you can make.