How to write ad copy: 7 rules

1. One goal, one offer

You should be able to say why the text exists in one sentence. Cram three offers into a post and none will be remembered.

2. The first line decides

In the feed only the first line of a post is visible. Make it a question, a concrete number or the audience’s problem: “Want to open a cafe?”. Do not start with a generic greeting.

3. Benefit beats features

Not “20% discount” but “save 20% on your first visit”. The customer must know what they get and why now.

4. Proof and specifics

• State the exact time, address, price or conditions
• Do not promise made-up things: trust disappears
• A short testimonial or result builds trust

5. A clear call to action

End with one action: follow the link, sign up, message us. On AdShare the ad carries your link and contact phone, so point the call to action there.

6. Short and easy to read

Short paragraphs, a few emoji; lots of capitals and exclamation marks look like spam. AdShare accepts up to 4000 characters, but shorter is better.

Two reliable formulas: AIDA and PAS

AIDA: Attention, Interest, Desire, Action. First you catch attention, then explain the benefit, build desire and call to action.

PAS: Problem, Agitate, Solution. For example: “Wasting time looking for a cafe? There is never a free table. The new coffee shop always has room.”

How Telegram and Instagram differ

• Telegram: the text is the main thing; the first line and a clear call to action decide
• Instagram Reels: text is short subtitles on the video; the weight is on the video and its first seconds
• In both, one offer and one action

Examples

• Cafe: “A new coffee shop is open! Daily 8:00-23:00. 20% off your first visit. Menu and address at the link”
• Course: “Learn to speak English in 3 months. Book a free trial lesson: link”
• Online store: “The autumn collection has arrived. Order today and delivery is free: link”

A pre-publication checklist

• Is there one clear offer
• Does the first line hook
• Are the address, price and time correct
• Are the link and phone added
• Are there no gaps left such as [enter ... here]
• Are there no typos

Headline and first line: keep the reader

In the Telegram preview only the first line is visible. If it is not interesting, the rest goes unread. A good first line offers one of three things: a concrete benefit, an intriguing question or a precise number.

• Benefit: "Answer your customers twice as fast".
• Question: "Why do people see your ads but never buy?".
• Number: "Get leads in 3 simple steps".
• Cut empty openers such as "Dear subscribers" or "Attention, special offer!".

Call to action (CTA) and the link

Every ad needs one specific action: "Sign up via the link", "Message the bot", "Order now". Several calls to action distract the reader. Start the CTA with a verb and name the outcome: "Message us to get a free consultation".

Put the link at the end of the text on its own line. On AdShare each order gets its own tracked link, so visits are counted precisely. The text limit in the wizard is 4 000 characters, but a good ad usually says everything in 400-700.

Testing and improving

Do not stop at one text. Write two variants: put the benefit in the first line of one and a question in the other, and test them in two different channels. Compare by visits and keep the winner. To prepare a script faster, use the AI helper in AdShare, then edit it in your own words.

Also useful: the guide how to advertise in Telegram channels, the article Instagram Reels advertising and the for advertisers page.

Writing style by product type

• Services (education, repairs, consulting): stress trust and results, and give a concrete example.
• Food and restaurants: write about taste, price and address, briefly and with feeling.
• Online stores: give the product's benefit, the price and the delivery terms.
• An app or bot: say what the user gets and how quickly they can start.
• Events and courses: give the date, place and seats left, but do not invent false urgency.

Honesty and staying within the rules

Promises in ad copy should match reality. Claims you cannot prove, such as "100 percent guarantee" or "the best", reduce trust. State price, timing and terms clearly and leave no hidden conditions. Do not use another brand's name without permission and do not copy other people's text or images.

Do not hide that it is an ad. When readers know they are looking at an ad, trust grows, because an honest approach works better over time. For products with special regulation (for example medicines or financial services), check the current rules in advance.

Read the text aloud once before publishing: mistakes, filler words and unclear spots show up. Also check how it looks on a phone.

7. A template and AI

Describe your idea briefly and ask AI for copy or a script for the format: on AdShare it is part of creating an ad, and you can then ask it to rewrite. Note: fill in gaps such as [enter the address here] yourself; the system warns about them too.

Example: “A new coffee shop is open! Daily 8:00-23:00. 20% off your first visit. Address and menu at the link”.