Guide: Ad Copy Best Practices for Google, Facebook, and TikTok Ads

Unlock the power of compelling ad copy with our guide for Google, Facebook, and TikTok Ads. Discover best practices for various ad formats, learn about character limits, and get inspired by examples tailored for a homeware Shopify store. Perfect your messaging to optimize sales and make an impact in the digital advertising space.

Guide to Ad Copy Best Practices for Google, Facebook, and TikTok Ads

Crafting compelling ad copy is an essential aspect of digital advertising. When done right, the text in your ads can effectively capture attention, drive engagement, and lead to conversions. This expanded guide dives deeper into the ad copy best practices for Google Ads, Facebook Ads, and TikTok Ads, focusing on specific ad formats designed to optimize sales.

Google Ads

Google Ads offer multiple ad formats that can be leveraged based on your campaign’s specific needs:

Search Ads

Search ads appear next to Google search results when people search for products and services similar to yours. For search ads, the headline should be catchy and relevant to the keywords you’re targeting. The description should expand on the value proposition and include a clear call to action (CTA).
Ad Format Character Limits Example
Headline 1 30 characters “Stylish Homeware for Every Room”
Headline 2 30 characters “Free Shipping on Orders over $50”
Description 90 characters “Discover our wide range of quality homeware. Shop now and enjoy free shipping on orders over $50!”

Display Ads

Display ads can reach customers while they’re browsing their favorite websites, showing a friend a YouTube video, checking their Gmail account, or using mobile devices and apps. For display ads, keep the message concise and make sure your value proposition stands out.
Ad Format Character Limits Example
Headline 30 characters “Upgrade Your Home Decor”
Description 90 characters “Explore our collection of unique and stylish homeware items. Free shipping on all orders over $50!”

Facebook Ads

Facebook provides a variety of ad formats to cater to different business goals:

Image Ads

Image ads are simple but effective. A well-chosen image can grab attention and inspire people to learn more. For image ads, the headline should be engaging and highlight the main value proposition. The text should provide additional details about your product or service and include a compelling CTA.
Ad Format Character Limits Example
Headline 25 characters “Transform Your Home Today!”
Text 125 characters “Explore our collection of stylish homeware. Free shipping on orders over $50. Shop now!”

Carousel Ads

Carousel Ads allow you to showcase up to ten images or videos within a single ad, each with its own link. For carousel ads, each card should have a clear, concise message that aligns with the overall story you want to tell.
Ad Format Character Limits Example
Headline 40 characters “Elevate Your Living Room”
Text 125 characters “Check out our top picks for living room decor. Swipe left to explore!”

TikTok Ads

TikTok, with its highly engaged user base, offers several ad formats:

In-Feed Ads

In-Feed Ads are full-screen ads that appear on the For You page. The ad text should be short, punchy, and engaging. Use action verbs and compelling language.
Ad Format Character Limits Example
Ad Text 80 characters “Upgrade Your Home with Our Stylish Homeware!”
Video Description 100 characters “Discover our chic homeware collection. Free shipping for orders over $50. Shop now!”

Brand Takeover Ads

Brand Takeover Ads are full-screen ads that appear immediately when users open the app. Because this format provides limited time to grab the user’s attention, your message should be clear, concise, and compelling.
Ad Format Character Limits Example
Ad Text 80 characters “Stylish Homeware? Yes, Please!”
Video Description 100 characters “Get the best in home decor. Free shipping on all orders over $50. Don’t wait, shop now!”
The effectiveness of your ad copy across these platforms and formats ultimately depends on how well you know your audience and how creatively you communicate your value proposition. The right message, delivered in the right way, can significantly impact your salesperformance. Happy advertising!

Partnership Announcement: Conjura

We’re thrilled to announce that we’ve partnered with the Conjura, the eCommerce analysis platform for profit powered by data.

Let's keep in touch

Join the Optily newsletter!

Stay up-to-date on platform changes, digital marketing tactics, and industry news. We promise we won’t spam!


Optily has partnered with Clearco to provide you with financial tools to grow your business.

Start your funding application below. Approval can take as little as 24 hours and every funded account receives 3 months of Optily software for FREE.