What is Ad Copy?
The written text in an advertisement, including headlines, body text, and CTAs.
Definition
Ad copy refers to all the text elements within an ad — the primary text (body copy), headline, description, and CTA button text. On Meta, the primary text appears above the image and is often the most impactful element after the visual. Best practices include leading with a hook or question, keeping the first line under 125 characters (before the "See More" truncation), using line breaks for readability, and including a clear CTA in the text even if there's a button.
Example
A brand rewrites their ad copy from "Check out our new collection" to "Your friends will ask where you got these. 👀 New arrivals just dropped — 500+ 5-star reviews and counting. Shop before they sell out →" The specific, social-proof-driven copy triples the CTR.
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