Creating high-converting display ad copy isn’t just about the right words—it’s about communicating value in seconds, connecting emotionally, and compelling your audience to act. At SizeIM, we’ve collaborated with digital marketing agencies, designers, and teams of all sizes, helping hundreds of brands conquer the display ad ecosystem. In this deep-dive, we’ll unpack five field-tested techniques that will help you craft ads that not only capture attention, but drive real results.
1. Write Headlines That Slice Through the Noise
Most display ads have mere seconds—sometimes less than a second—to make their mark. That’s why our first step is to zero in on headlines:
- Use Power Words: Words like “Unlock”, “Free”, “Boost”, or “Instant” create curiosity and urgency. Imagine: “Unlock Agency Results in 1 Click”.
- Be Specific: Numbers, timeframes, or concrete benefits immediately amplify relevance. Example: “Increase Ad Reach by 250%”.
- Keep it Lean: Aim for 5-8 words. Mobile and cross-device display ads punish verbosity.
We’ve seen that when we spend extra attention refining headlines for target personas, engagement rates soar. Always test variations—sometimes, tweaking a single word doubles your clickthrough rate.
2. Make Your Value Proposition Absolutely Unmissable
Within that fleeting first scroll, your audience is mentally asking: “What’s in it for me?”
- Lead with Benefit: Don’t hide behind buzzwords or platitudes. Example: “Ad sets done in minutes”, not “Automate your design workflow”.
- Match User Intent: Buyers want quick wins. If your tool saves them 3 hours per campaign, say so explicitly.
- Use Contrast or Visual Cues: In display ad format, use bold, different fonts, or color to spotlight the value prop so every screen size (from skyscraper to square) makes it jump out.
Think about formatting your unique value prop in a single, skimmable line. For example, for SizeIM, it’s: “Design once, instantly create every ad size you need”.
3. Supercharge Your CTA (Call-To-Action)
Your CTA is where casual curiosity transforms into a click. Make it irresistible by:
- Starting with a Strong Verb: “Start Free,” “Download Guide,” “See How”—avoid hesitance like “Learn More” (unless fitting for informational offers).
- Adding a Tangible Outcome: Not just “Try Now” but “Build Your First Ad Now”.
- Visual Contrast and Size: The CTA button must pop, with color contrast and placement prime for mobile and desktop. This is crucial as display ads morph across 15+ IAB sizes. (We see this issue solved for customers using our ad resizing automation platform.)
- Urgency when Appropriate: “Start Free – July Only,” or “Claim Your Free Month.”
Tip: Test at least two CTA versions per campaign and check performance not just on clicks but on actual conversions. Sometimes, subtle phrasings result in wildly different outcomes.
4. Mirror Audience Pain Points and Personalization
Nothing connects faster than speaking the exact frustrations or aspirations your clients live with. At SizeIM, we recommend you start by answering two core questions:
- Who is this ad talking to? Be explicit (think: “Agency Owners”, “Marketers”, “SMB Teams”)
- What’s the key pain they want resolved—today?
- Manual resizing? (“Tired of rebuilding every banner for every spec?”)
- Inconsistent branding? (“Brand colors perfect, everywhere, instantly”)
Use their language. Scan support tickets, forum threads, or common complaints—they’ll hand you the copy on a platter. Remember, a display ad is a micro-conversation, not a billboard monologue.
5. Nudge with Scarcity & Social Proof (Without Gimmicks)
When everyone is bombarded with thousands of ads daily, urgency and trust tip the scale. Here’s how to weave these elements into your copy, honestly:
- Scarcity: “This week only”, “Limited licenses for agencies” or event-based deadlines (“Summer campaign pricing ends July 10”).
- Social Proof: “Trusted by leading agencies”, or cite the brands clients relate to. (If your tool is used by a well-known client, use “Preferred by top brands like ___”).
- Proof of results: “Join thousands who automated their ad sets” or highlight milestones (“10,000+ ad sets created last month” — only if your internal data supports it).
These triggers reduce hesitation—but be transparent. Modern buyers spot ‘false scarcity’ a mile away.
BONUS: Ad Copy Optimization Checklist
- Is your headline specific and bold?
- Does your value proposition scream “what’s in it for me”?
- Is your CTA action-driven, urgent, and visually prominent?
- Have you tailored the pain point and solution to each audience segment?
- Did you include a genuine social proof or scarcity motivator (if relevant and true)?
- Finally, does the copy work across every ad size without truncation, and is the visual hierarchy clear?
What Makes Display Ad Success Sustainable?
No killer copy survives sloppy execution. As ad variants sprawl across networks and formats, consistency in messaging and design is as vital as copywriting mastery. We see agencies flourishing when they embrace:
- Consistent branding across all platforms and ad sizes.
- Rapid A/B experimentation—test headlines, images, CTAs, and even offer structure, especially for new campaigns.
- Efficient workflow: When you can deploy high-quality creatives to dozens of placements in minutes, you can iterate at the speed of insights, not the speed of labor.
This is why tools like SizeIM exist—to liberate creative and marketing teams from repetitive manual design, so you can focus your energy where it matters: on great ideas and high-converting messaging.
Summary: Craft, Test, Win, Repeat
- Grab attention with bold, benefit-rich headlines.
- Serve an ultra-clear value prop—no guessing.
- Supercharge your CTA and make it pop visually.
- Mirror audience pains and speak their native language.
- Nudge action with real urgency and authentic proof.
And remember: Always be testing. Even minor changes in phrasing, structure, or formatting can unleash exponential improvements in your results.
Want to see how your high-converting copy looks across dozens of ad sizes, instantly? Try out our multi-size ad creation platform and let us do the heavy lifting so your team can focus on what matters: great ideas, sharp copy, and winning results.
