Good ad copy examples don’t just sell, they connect. They speak to emotions, urgency, and logic. The right words, placed with purpose, create reactions that last. In fact, studies show that consumers who spend more time viewing ads are 20–30% more likely to recall them later. And memory leads to clicks, which lead to conversions.
So what makes Google ad copy examples stand out? It’s not always the product. Often, it’s how the copy makes the viewer feel. Emotion, curiosity, urgency, or humor, every line you write must tap one of these.
18 Ad Copy Examples That Work
Let’s break down the best ad copy examples by the core emotional or psychological triggers they use. These aren’t random headlines; they’re strategic, proven, and repeatable. Brands keep evolving, but their best lines often stay the same for years. That’s not by chance.
Each section below includes brand lines that represent a deeper principle. Learn these patterns. Use them in your own work. If you’re looking for Google ad copy examples or social media headlines, this breakdown helps both.
Emotional Appeal
1. Nike – “You Can’t Stop Us”
This line is more than motivation. It’s a rally cry. It works because it speaks to the human will, especially during hard times. It’s personal, collective, and clear. The copy doesn’t describe shoes. It describes strength.
2. Apple – “Think Different”
Simple. Just two words. But it flips the expectation. It doesn’t say “Think Better.” It doesn’t say “Buy Apple.” Instead, it reflects identity. When users buy Apple, they feel different, creative, and bold.
3. Dove – “You’re More Beautiful Than You Think”
This line works because it turns a mirror into a message. Dove isn’t selling soap. It’s giving you permission to believe in yourself. Emotional hooks like this create long-term brand loyalty.
Use emotional tones when:
- Selling lifestyle products
- Building community-based campaigns
- Launching cause-driven offers
These types are some of the best ad copy examples because they speak to the person, not the wallet.
Curiosity & Intrigue
4. Grammarly – “You Write, We Improve”
Clear and open-ended. What exactly will be improved? It doesn’t overpromise. That keeps the viewer interested. Plus, it shows a shared task; you write, we improve.
5. Netflix – “See What Everyone’s Talking About”
This line creates instant FOMO. It doesn’t explain the show or even hint at the genre. It invites users into a conversation that feels like it’s already happening without them.
6. The Economist – “I never read The Economist.” – Management Trainee, aged 42
This is brilliant. The ad shows a quote that sounds dismissive, but ends up being self-deprecating. It challenges the viewer’s thinking. Why doesn’t he read it? What is he missing? It’s bold, witty, and indirect.
Use curiosity when:
- You want to increase click-through rates
- Your product needs discovery or surprise
- You want to break the pattern of usual sales language
Among all Google ad copy examples, curiosity remains one of the top-performing formats across B2B and B2C alike.
Humor & Wit
7. Dollar Shave Club – “Our Blades Are F*ing Great”**
This broke all the rules of clean branding, and it worked. It’s raw. It’s confident. It tells you exactly what they think, with no filter. That tone won their audience instantly.
8. Old Spice – “Smell Like a Man, Man”
This ad used repetition and absurd confidence. It’s not serious, but it’s strong. The line tells a story in a short burst, masculinity and identity packed in a sentence.
9. Squatty Potty – “This Unicorn Changed the Way I Poop”
Yes, it’s weird. But you read it, didn’t you? That’s what humor does. It breaks through the noise. It disarms the reader. And most importantly, it gets shared.
Use humor when:
- Your brand voice allows it
- You’re advertising in casual or social settings
- You want to be memorable beyond the click
These good ad copy examples work because they take risks. And risks, when calculated, make an impact.
Urgency & FOMO
10. Booking.com – “Book Now, Pay Later”
This tells you two things: act fast, and it won’t cost upfront. Both ideas help conversion. You can reserve now, without commitment. The line reduces resistance.
11. Amazon – “Only 3 Left in Stock, Order Soon”
Real-time urgency is powerful. Adding the number “3” makes it concrete. Saying “Order Soon” gives a push without shouting.
12. Uber Eats – “$10 Off. Today Only.”
Short. Clear. Limited. That’s the triangle of urgency. It adds monetary value and ends with a ticking clock. These tactics create immediate action.
Use urgency when:
- Running limited-time offers
- Selling low-stock items
- Promoting impulse-buy products
The best ad copy examples for sales always include urgency lines somewhere in the funnel.
Simplicity & Clarity
13. M&M’s – “Melts in Your Mouth, Not in Your Hands”
This copy explains a real benefit of rhythm. It answers a pain point most people didn’t even know they had. And it does so with perfect balance.
14. FedEx – “When It Absolutely, Positively Has to Be There Overnight”
This isn’t just about speed. It’s about trust. Every word reinforces reliability. Notice the ad doesn’t focus on how, it focuses on when and how sure they are.
15. De Beers – “A Diamond Is Forever”
This is poetic and permanent. It gave meaning to a product. The copy turned a stone into a symbol. That’s why it still works decades later.
Use simplicity when:
- Selling legacy or essential products
- Writing in competitive markets
- Clarifying a complex feature
Among all ad copy examples, clarity often beats cleverness.
Clever Wordplay or Surprise
16. Ikea – “Designed for People, Not Robots”
It flips the tech obsession and reminds us what matters. The copy is simple, but carries a big message, human-first design.
17. Snickers – “You’re Not You When You’re Hungry”
This became a full campaign. Why? It’s clever and relatable. Hunger changes mood. Snickers solved that with one punchline.
18. Volkswagen – “Think Small”
This broke all auto industry norms. Everyone else said “bigger, better, stronger.” VW said, “No. Smaller.” That surprise made it memorable.
Use wordplay when:
- Competing in a crowded category
- Targeting educated or creative audiences
- Your brand wants to start conversations
These are some of the most quoted Google ad copy examples in marketing circles.
What You Can Learn from These Ad Copy Examples
Here’s a comparison table that breaks down what each type of ad copy achieves and when to use it:
| Copy Type | Best For | Emotional Trigger | Example Result |
| Emotional Appeal | Branding, social campaigns | Empathy, identity | Increased loyalty, deeper brand recall |
| Curiosity | Click-through campaigns | Mystery, intrigue | Higher open rates |
| Humor | Viral content, awareness | Joy, surprise | More shares, longer watch time |
| Urgency | Limited-time sales, low inventory | Fear of missing out | Faster conversions |
| Simplicity | Essential products, legacy brands | Clarity, relief | Trust and clarity |
| Wordplay | Niche audiences, smart branding | Wit, delight | Higher engagement, longer recall |
Great ads don’t need to scream. They need to strike. The best ad copy examples understand the audience’s mindset and meet them there, with precision.
How to Write Your Own Scroll-Stopping Ad Copy
Understanding good ad copy examples is one thing. Writing your own? That takes practice and a few grounded techniques.
1. Know your hook
Every strong copy line starts with one core idea. Is it fear? Humor? Urgency? Write the emotion before the words.
2. Keep it short
You’re writing for attention. Shorter words, sharper cuts. Avoid extra words. Trim like an editor.
3. Match platform intent
What works on Instagram might flop on Google. Know the ad placement. Use Google ad copy examples only if you run search ads.
4. Test one emotion per line
Don’t mix too many ideas. If it’s a funny ad, don’t add a serious note in the same sentence.
5. Read it out loud
Your ears catch what your eyes don’t. If it doesn’t flow, rewrite.
6. Rewrite five times
The first draft is never your best. The sixth might be.
Final Thoughts
Powerful ad copy is rarely about fancy language. It’s about human connection. Each word has weight. Whether you want more clicks, shares, or sales, start with clear, tested messages.
If you want expert help creating words that move people, we at Rankfast help brands write ad copy that actually performs. Let’s build something that converts.
FAQs
1. What makes ad copy good?
Good ad copy connects with the reader’s mind or emotion. It’s short, clear, relevant, and action-oriented.
2. How long should ad copy be?
The best ad copy is often under 10 words. But the key is clarity, not word count.
3. Should I use humor in ad copy?
Yes, if it fits your brand voice and audience. Humor creates strong recall and higher shares.
4. Do ad copy examples really help beginners?
Yes. Reviewing ad copy examples builds pattern recognition and helps you spot what works.
5. Are Google ad copy examples different from social ads?
Yes. Google ad copy examples need clarity and keywords, while social ads need hooks and visuals.
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