How to Write Advertising Copy in Australia: The Complete Guide for Startup Founders

I’ve reviewed thousands of ads from founders, and the pattern is clear—great visuals might get a scroll-stopper, but great words drive the click. When you learn the skill of writing advertising copy, you take control of the single most important lever in your campaigns: the message.

Copy isn’t about sounding clever. It’s about clarity and connection. The right words cut through noise and make strangers take action.

When Priya launched her Sydney-based coaching business, she ran Facebook ads with copy like “Transform your life with expert coaching.” It sounded polished but vague. After $1,500 spent, she had zero bookings.

We helped rewrite her ad copy to say: “Still stuck in the same job after 5 years? Our 8-week coaching program has helped 200+ Australians land the roles they actually want.” This time, the ad hit a nerve. Leads came in at $22 each, and she booked 15 new clients in a month.

Her design didn’t change. Her targeting didn’t change. Only her advertising copy did.

Ad copy is the crafting of words in your ads that persuade people to notice, engage, and take action.

What Exactly Is Writing Advertising Copy?

Writing advertising copy means crafting the words in your ads that persuade people to notice, engage, and take action.

Copy covers:

• Headlines – the attention-grabber.

• Primary text – the story, benefits, or proof.

• Calls to action (CTA) – the direct instruction.

Examples:

• Koala write playful, benefit-driven copy: “Naps you’ll brag about.”

• Nike focus on identity: “You’re stronger than you think.”

• Xero (AU brand) lead with clarity: “Small business accounting, simplified.”

Copy is the bridge between attention and action. Without it, even the best ad creative falls flat.

Why This Could Make or Break Your Business

Financial Impact: Bad copy means low CTR (click through rate). Platforms penalise with higher costs. Good copy lowers costs per click and per sale.

Trust & Positioning: Your words shape brand perception. Sound generic, and you disappear. Sound authentic, and you win loyalty.

Conversion Rates: Copy influences not just clicks but conversions on landing pages and sales calls.

Scalability: Once you have proven copy frameworks, you can reuse and scale across platforms.

Great copy multiplies the impact of every ad dollar. Weak copy drains it.

Before You Start

Have these ready before writing:

• Clear customer avatar (demographics, pain points, desires).

• Defined value proposition (“Why choose us?”).

• Product benefits vs features (benefits go in the copy).

• Testimonials or proof points.

• Tone of voice guidelines (serious, playful, authoritative).

• Competitor ad examples for inspiration.

Prep makes writing faster and sharper.

How to Write Advertising Copy:

Step by Step

Step 1: Start With the Customer’s Problem

• Write down their biggest frustration.

• Use their own language (from reviews, forums, sales calls).

• Lead your ad with that pain point.

Result: Customers feel you “get them.”

Step 2: Present the Benefit, Not the Feature

• Feature: “10GB of storage.”

• Benefit: “Keep all your business files safe and accessible anywhere.”

• Write in terms of outcomes, not specs.

Result: People care about results, not features.

Step 3: Use a Hook in the Headline

• Ask a question: “Tired of wasting time on bookkeeping?”

• Call out the audience: “For Sydney founders ready to scale.”

• Share a number: “Save 12 hours a week with our tool.”

Result: Your ad earns attention instantly.

Step 4: Keep Copy Short and Punchy

• Write 2–4 short sentences in the main text.

• Break lines for easy reading.

• Use plain English, no jargon.

Mentor Tip: People skim—make your copy skimmable.

Result: Readers actually consume your message.

Step 5: Add Proof and Credibility

• Customer quotes.

• Metrics (“Trusted by 4,000+ Australians”).

• Guarantees or awards.

Result: Skeptics start to believe you.

Step 6: End With a Strong CTA

• Be specific: “Book a free demo today.”

• Don’t leave it vague (“Learn more” is weaker).

• Match CTA to funnel stage (download vs buy).

Result: Every reader knows the next step.

Step 7: Test Variations Relentlessly

• Test headlines, not whole paragraphs.

• Try emotional vs rational angles.

• Swap CTAs (“Book a call” vs “Get started”).

Result: You discover what resonates with your market.

Common Mistakes to Avoid

A Perth founder wrote ad copy stuffed with industry jargon. Prospects scrolled past—nobody speaks “corporate.” Always use everyday language.

An e-commerce startup bragged “Australia’s #1 choice” without proof. Comments blew up, credibility tanked. Avoid empty claims.

A SaaS founder wrote paragraphs of copy in one block. Nobody read it. Ads must be skimmable.

Real-World Examples

• Airwallex (AU fintech) used ad copy like: “Save up to 90% on FX fees when paying overseas suppliers.” Clear, measurable, benefit-focused. CTRs soared.

• A Brisbane consultant wrote: “Providing bespoke solutions for transformational outcomes.” It sounded fancy but said nothing. Leads dried up.

Both show the same truth: clarity beats cleverness.

What It Costs and How Long It Takes

• DIY / In-house: 

  $0–$100 cash, but 10–20+ hours writing, editing, and testing.

  Cost = time.

• Template/Resource: 

  $50–$300 for copywriting frameworks and swipe files;

  3–8 hours customising.

• Professional / Done-for-you: 

  $500–$5,000+ for ad copywriters or agencies.

  Faster but more cash heavy.

• Ongoing / Renewal:

  $100–$500/year updating and testing new copy variations.

Hidden Costs: weak copy burns ad spend, lowers conversions, and damages brand voice.

Mentor Tip: DIY small ads, upgrade to pro copy for bigger campaigns.

What to Do Next

By starting today, you stop guessing and start writing words that sell.

➡️ Download free business tools like our SPOT Doc. from ProDesk’s resource library—built for action-takers who want clarity and effective tools that grow with their startup [ProDeck.com].

➡️ Want it done for you and make some Noise in the market. Book a session—we specialise in crafting ad copy that helps founders scale [Noize.com.au].

➡️ Grab The StartupDeck. It’s a deck of over 200 founder-tested strategies to help you make smarter decisions and accelerate growth [theStartUpDeck.com].

The Bottom Line

Writing advertising copy is one of the highest-ROI skills you can learn as a founder. It shapes how people perceive you, whether they click, and whether they buy.

Ignore it, and you’ll pay high ad costs for low results. Master it, and your ads become customer-converting machines.

Great copy multiplies every other part of your campaign. That’s why founders who invest in this skill grow faster, spend smarter, and build stronger brands.

FAQs

Do I need a professional copywriter for my ads? 

Not at first. With a clear customer avatar and a simple framework, you can write effective copy yourself. Later, copywriters help scale.

What’s the ideal length for ad copy? 

Short and sharp works best. 2–4 sentences for social ads, 1–2 lines for Google Search, and longer only if it’s story-driven.

Should I write emotional or logical copy? 

Test both. Emotional hooks grab attention, logical proof closes the deal. Often the best ads combine both.

Can I reuse copy across platforms? 

Yes, but tweak tone. LinkedIn expects more professional language, while Meta allows more casual, conversational copy.

How often should I refresh my ad copy?

Every 4–6 weeks or when performance drops. Fresh words keep ads relevant and engaging.