Writing ad copy that grabs attention and building landing pages that actually convert are must-haves in digital marketing. And if you’re marketing internationally, the stakes are even higher. In this guide, we’ll cover tips for writing ad copy that stands out and best practices for landing pages to boost your conversions. Fun fact: the average landing page converts at 5.89%, but the best ones hit 10% or more. That’s the power of nailing your content and design! Ready to learn how to make it happen? Read on to find out more.
Your ad copy is often the first point of contact with potential customers, so it needs to grab their attention. To be effective, your message should be clear, relevant, and engaging. Here are key principles to help you write ads that work:
1) Focus on the audience’s needs
Address your audience’s pain points and show how your product or service provides a solution. For example:
For international markets, tailoring these benefits to local needs is crucial. Local In-Market Experts (LIMEs) can offer insights into regional preferences, helping you speak directly to your audience’s unique needs.
2) Use clear and actionable language
Ambiguous ad copy won’t drive results. Use direct, action-oriented language to guide your audience toward the next step. Examples of strong calls-to-action (CTAs) include:
3) Use local know-how
Ad performance is often influenced by cultural nuances. What works in one country might not work in another. LIMEs are invaluable here, offering regional insights that help your ads feel relevant and resonate with local audiences. For example, humour in ads is received differently in various regions; a playful tone in the UK may not translate well in Japan.
4) Incorporate numbers and specifics
Ads that include quantifiable details often perform better. Numbers catch the eye and help build trust:
5) Optimise for mobile
With a significant portion of ad interactions happening on mobile devices, ensure your ad copy is succinct and impactful even on smaller screens. Avoid long sentences and jargon that could lose the audience’s attention.
6) Implement review extensions
Including review extensions in your ads can boost credibility and trust. Highlight positive customer feedback or accolades to reinforce the value of your offering. For example, featuring “Rated 4.8/5 by 1,000+ customers” or “Voted Best Service of 2025” can help your ad stand out and encourage clicks.
7) Maximise ad space with machine learning
Google’s machine learning matches your ad copy to the most relevant searches. Fully use all headline and description slots to give the algorithm more options for targeting the right audience. Use all available character space – 30 characters for headlines and 90 for descriptions – to make your ad more visible and engaging. Avoid pinning specific headlines, as this limits ad variations and reduces optimisation. Following these practices can also improve your ad strength, helping your campaigns perform better in Google’s auctions.
Once your ad grabs attention, the landing page needs to live up to its promise. A poorly designed landing page can derail an otherwise successful campaign. Here are best practices for landing pages that convert:
1) Align messaging with your ad
Consistency is crucial. The messaging on your landing page should match the promise made in your ad. If your ad promotes a 20% discount, that offer should be front and centre on your landing page.
2) Align pages with keywords
Your landing page should match the keywords and promises in your ad copy. If your ad targets “buy men’s Adidas trainers,” make sure visitors land on a relevant product page, not generic content.
3) Adapt to cultural contexts
The design of your landing page should take cultural preferences into account. In some cultures, simplicity is key, while in others, more detailed or visually rich pages are preferred.
LIMEs can offer insights into regional design preferences.
4) Craft compelling headlines
Headlines should grab attention, use relevant keywords, and address the pain points of your audience. Keep them concise, clear, and focused on solving the problem at hand.
5) Use authentic, persona-focused imagery
Use realistic, relatable images rather than generic stock photos. Showing real people or detailed product visuals creates a stronger emotional connection with your audience.
6) Design strong CTAs
Make your CTAs visually appealing and action-oriented. Experiment with placement, size, and wording to determine what works best for different audiences.
7) Strategically optimise element placement
Position key elements like headlines, CTAs, trust signals, and benefits in a way that guides users smoothly toward action.
8) Optimise for speed and mobile
A slow-loading landing page can quickly turn visitors away, which is why every second matters. To keep users engaged, aim for pages that load in under three seconds and ensure your design is responsive, providing a seamless experience across all devices. You can check your page speed using tools like Google PageSpeed Insights – anything below a score of 85 should be addressed. To improve load times, consider the following optimisations:
9) Build trust with social proof
Incorporating testimonials, reviews, or case studies helps to build credibility. For international campaigns, featuring endorsements from local clients can further strengthen trust. In some countries, such as Germany or Japan, certifications or memberships in professional organisations carry more weight, as formal authority is highly valued.
10) Target specific personas
Write content and select imagery with your target persona in mind. For example, when marketing a more complex product such as Enterprise Resource Planning software, make sure to differentiate between users who are familiar with the tech and those who are not.
11) Test and optimise continuously
Multivariant testing is vital to understand what resonates with your audience. Test different elements such as headlines, CTAs, and imagery to see which combinations generate the best results in various markets.
12) Match page length to goals
The length of your landing page should align with your goals. Short pages are ideal for quick, low-effort conversions, like signing up or downloading a resource, focusing on simplicity and clear calls to action. Longer pages work better for complex products or high-value asks, allowing space to address objections, explain benefits, and build trust with testimonials or FAQs. Tailor the length to your audience’s needs and the decision-making process to maximise engagement and conversions.
13) Integrate PPC keywords seamlessly
Integrating relevant PPC keywords into your landing page content ensures it aligns with user intent, making visitors more likely to engage or convert. Use these keywords naturally in headlines, subheadings, and body text to reinforce the connection between your ad and the page. Avoid overloading the page with keywords, as this can hurt readability and user experience. The goal is to create clear, compelling content that satisfies both search engines and your audience.
Creating effective ad copy and following best practices for landing pages takes both skill and strategy, especially when targeting diverse international markets. Success comes from understanding your audience’s needs, using local insights, and optimising for mobile performance and cultural relevance. At Oban, we make things easier. Our network of over 450 LIMEs brings local expertise to help your campaigns connect with each market. Whether it’s crafting ad copy that connects or designing landing pages that convert, we provide the tools and knowledge to help you succeed. Get in touch to see how our local insights can drive your international growth.[/vc_column_text][/vc_column][/vc_row]
