Writing your first ad: a plain-language checklist

Staring at an empty ad editor is surprisingly intimidating. There are boxes for headlines, descriptions, images and buttons, each with a character limit, and every example online seems to come from a brand with a creative team. The good news: a clear, honest ad written by the person who knows the business best usually beats a clever one written in a hurry.

Work through this checklist in order. By the end you'll have a first ad — and a second version to test against it.

1. Pick one reader

Write for a single, specific person, not "everyone." Describe them in a sentence:

"A homeowner nearby whose boiler just stopped working and who needs someone today."

"Someone shopping for a handmade gift for a friend's birthday next week."

Everything that follows — the words, the picture, the offer — should make sense to that one person. If you serve several kinds of customers, write separate ads for each rather than one ad that tries to cover them all.

2. Pick one message

What is the single most useful thing that reader should know? Common choices:

• The problem you solve: "Boiler down? Same-day repairs."
• The result they get: "A gift they'll actually keep."
• A clear reason to choose you: "Family-run for twenty years" — but only if it's true and relevant.
• A specific offer: "Free delivery on orders this week."

One message per ad. A second message belongs in a second ad.

3. Write the headline last-but-first

The headline is what most people read — and sometimes the only thing. Draft several options after you've settled the message, then pick the clearest:

• Lead with the reader's problem or desire, not your company name.
• Use the words your customers use, not industry jargon.
• Keep it short enough to read at a glance on a phone.
• Avoid ALL CAPS and excessive punctuation; many platforms restrict them anyway.

4. Add the supporting line

The description or body text answers the reader's next question. Usually that's one of:

• How does it work?
• Why should I trust you?
• What exactly do I get?

Two or three short sentences are plenty for a first ad. Specifics beat adjectives: "Repairs on all major boiler brands" says more than "high-quality service."

5. Choose an honest visual

For image or video ads, show the real thing: your product, your work, your premises, your team. Stock photos that look like every other ad are easy to scroll past.

• Make sure the main subject is visible on a small phone screen.
• Keep text on images minimal and legible.
• Use only images you own or have the rights to use.

6. Make the next step obvious

Tell the reader exactly what to do: Book a visit, Call now, Shop the collection, Get a quote. Then make sure that action is easy on the page they land on.

7. Check that the page matches the ad

The page an ad links to should continue the same conversation. If the ad promises same-day repairs, the page should say so near the top and make booking simple. A mismatch between ad and page is one of the quickest ways to waste a budget — people click, don't find what they were promised, and leave.

Check the page on your phone: does it load quickly, is the main message visible without scrolling, and does the button work?

8. Keep every claim accurate

Advertising platforms have policies about what ads can say and show, and they review ads before and during delivery. You're responsible for following those rules, and honesty is good business anyway:

• don't promise results you can't guarantee;
• don't imply endorsements or partnerships you don't have;
• make sure prices and offers match what customers actually get;
• check whether your product category has special rules on the platform you're using.

9. Write a second version

Before launching, write one alternative that changes one thing: a different headline, a different image or a different offer. Running both side by side tells you which works better. That's the beginning of the learning phase described in ad budget planning for your first 90 days.

10. Proofread like a stranger

Read the ad aloud. Ask someone who doesn't know your business what they think it offers and what they'd do next. Check spelling, prices, dates and phone numbers twice — mistakes in ads are seen by everyone you pay to reach.

Before you press "publish"

• Budget set, with a hard limit on what can be spent. If you're paying with a dedicated prepaid card, the card's balance is that limit; how it works shows how ordering one goes.
• Measurement in place, so you'll know if the ad produced the result you want.
• A review date in your calendar.

If you're still deciding which channel to start with, online advertising for small businesses: where to start helps you choose.

Adapting the checklist for video

Video ads follow the same principles with a few extra considerations:

• The first seconds decide. Show the product, the problem or the result immediately; many viewers decide within moments whether to keep watching.
• Assume the sound is off. Add captions or on-screen text so the message works silently.
• Keep one idea per video. A short clip with a single clear point usually outperforms a long one that covers everything.
• End with the next step. Show the call to action on screen, not only in the voice-over.

A simple phone-filmed clip of the real product often works better than a polished video that looks like an advert.

Frequently asked questions

How long should my first ad be?

As short as it can be while still answering "what is this, why should I care, what do I do next?" On most formats, that's a headline and a sentence or two.

Should I use emojis or humor?

Only if they fit your brand and your customers. Clarity matters more than personality in a first ad.

What if my ad gets rejected?

Read the platform's explanation, fix the specific issue in line with its policies and resubmit. If it isn't clear why, the platform's support pages or team are the right place to ask.

In short

One reader, one message, a clear headline, a supporting line with specifics, an honest visual, an obvious next step and a page that keeps the promise. Write a second version that changes one thing, proofread it with fresh eyes, and launch with a budget that can't overspend.