It’s a common trap for online business owners – watching what other seemingly successful business owners are doing and assuming the same approach will work for you.
In the past few weeks, I’ve had several clients reach out to me and say a version of, “I’ve noticed other successful business owners doing X, so it must be working. Shouldn’t I be doing the same?”
One of the more recent trends? Longer ad copy.
Clients are seeing high-profile names using paragraphs of text to promote their lead magnets, webinars, or workshops and naturally assume that’s the formula for success. But here’s what I’ve been seeing behind the scenes and it paints a different picture.
The Truth About Ad Copy Length
When it comes to lead generation campaigns, shorter copy is consistently delivering better results right now. That’s not just a theory. As of June 2025, I’m running campaigns generating leads for guides, webinars, and mini-courses for under $1 per lead for several clients. Others are sitting comfortably at $2 to $3 per lead.
And here’s the key – the results have nothing to do with the length of the ad.
The biggest factor driving success is clear, specific messaging that resonates with your ideal client. That can be achieved in just a few compelling sentences, no long-winded essays required.
It’s Not Just About Cost Per Lead
Some might worry that shorter copy means attracting lower-quality leads. But that’s not what we’re seeing. These low-cost leads are converting. They’re signing up, booking calls, purchasing courses and joining coaching programs.
This tells us something important – it’s not the amount of text that makes an ad effective, it’s the message and the words you write. Yes, I know I harp on about messaging, but there is a reason I do. It is the super most important thing when it comes to all of your marketing.
What is your ad really saying? Is it speaking directly to a pain point your audience feels? Is it offering a solution that feels simple, specific, and achievable? These are the details that make or break a campaign.
Why I Don’t Say “No”, I Say “Let’s Test It”
If a client wants to try a new direction, I’ll never dismiss it outright. Marketing is always evolving. The only way to know for sure what will work for your business is to test it and let the data guide the next step.
Every business is different. Every offer is unique. And your audience might respond differently than someone else’s.
That’s why it’s so important not to build your strategy based on what you think is working for someone else, especially when you don’t have access to their numbers.
The Business Model Matters More Than You Think
Comparing yourself to a business that operates on a completely different model can lead to costly decisions.
Let’s say you’re running a digital product business with a $97 course. You might have a tight budget and need to keep your lead cost under $5 to stay profitable.
Meanwhile, a larger brand selling a $5,000 program can afford to pay $20 per lead and still make their funnel work.
Just because they’re spending more, using long copy, or using a specific strategy, doesn’t mean that same strategy will be sustainable or profitable for you.
Smart Strategy Beats Copycat Marketing Every Time
There’s a lot of noise in the online space. It’s tempting to copy what others are doing, especially when they appear to be ahead of the curve. But appearances can be misleading.
The most effective ad strategies are built on clarity, testing, and a deep understanding of your audience, not assumptions. And also tune into the trends and specific details of what is working from someone that has a birds eye view of many ad accounts and businesses. (that is me!)
So before you overhaul your ads to match what someone else is doing, ask yourself:
- Does this align with my business goals and budget?
- Have I tested my own messaging enough to know what resonates?
- Am I making changes based on data, or just out of FOMO?
Backed by data, not guesswork, that’s how you create ad campaigns that truly perform.
Want to know exactly what’s working right now with Meta™ Ads, without second-guessing every decision?
Inside Abundant Ads Academy, you’ll stay up to date with the latest strategies that are actually converting across multiple industries and ad accounts. You’ll also receive personalised, monthly feedback on your ads so you can improve performance, reduce ad spend, and feel confident in your campaigns.
This isn’t a one-size-fits-all approach. It’s a done-with-you program designed to give you clarity, structure and support as you grow your online business with Meta™ Ads.Join Abundant Ads Academy now and get expert eyes on your ads every single month.
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