How to Write an Ad That Sounds Real

Let’s be honest—most ads sound like ads. And that’s the problem.

You know the ones. They’re pushy. They’re generic. They’re full of buzzwords that mean nothing.

And what do people do? They tune them out.

If you’re running ads for your business in DFW—restaurants, salons, home services, you name it—you’ve got to cut through the noise. Your ad has to sound like you. Like a real person. Not a brand bot.

Here’s how to write an ad that people actually read—and want to click on.

1. Stop Writing Like an Ad

This is the first (and biggest) mistake. People think they have to sound “professional” in ads. So they write like a brochure instead of a human.

Example of what not to write:

“We offer unparalleled service and strive for excellence in all that we do. Contact us today for a free quote!”

Nobody talks like that. It’s filler. It’s fluff.

Instead, write like you’re texting your best customer.

For a Plano HVAC company:

“Your AC’s probably working overtime this week. We’re running $79 tune-ups to keep it that way. Call or book online—slots fill fast.”

Simple. Real. Feels like a neighbor, not a sales pitch.

2. Use Words They Actually Use

Your audience doesn’t say “exterior surface sanitization solutions.” They say “pressure washing.”

They don’t say “interior window treatments.” They say “blinds and shades.”

Write like they talk.

This is why local ads work better when they sound local. If you’re in Frisco, say “Frisco families.” If you’re in Garland, say “Garland business owners.”

Talk like your people. Not like a marketing textbook.

3. Cut the Fluff

Every extra word is a reason for someone to scroll past.

Look at your ad. Cut half the words. Then cut some more.

Say what you do. Say the offer. Say where you are. That’s it.

Example:

“Roof repair special: $500 off through May. We’re in McKinney. Call us.”

Clean. Direct. No fluff.

4. Give Them a Reason to Care

Nobody clicks an ad just because it’s there. They click because there’s a reason.

That reason might be:

• A deal (like a discount or bonus)
• A pain point you solve (like “No more weeds in your yard—guaranteed.”)
• A specific timeframe (like “Weekend spots fill fast—book now.”)

Give them something to act on. Not just “we’re awesome.”

According to a 2023 report by Statista, over 80% of internet users say they have clicked on a digital ad in the past month. 

5. Make It About Them, Not You

Bad ads talk about the business.

Good ads talk about the customer.

Bad:

“We’ve been proudly serving the Dallas area for 25 years.”

Good:

“Tired of sweating through July? We can fix that. Book your AC check today.”

Big difference.

6. Write Like You Talk

If you wouldn’t say it out loud, don’t write it in your ad.

And yeah, that includes contractions. Write “we’re” instead of “we are.” It’s faster. More natural.

You don’t have to sound formal. You have to sound real.

7. Use the First Few Words Wisely

People scroll fast. If the first line doesn’t hook them, they’re gone.

Start strong. Like:

“Allen parents: tired of cooking every night?”

Or:

“Dallas: free delivery on all orders this weekend.”

Or:

“McKinney lawns looking rough? We’ll fix it—$50 off this month.”

Don’t bury the hook.

8. Don’t Be Afraid to Be Casual

A good ad feels like a conversation. Not a sales pitch.

Write like a friend giving a heads up.

Like:

“Hey Frisco—if you’re thinking of redoing your kitchen, we’ve got free design consults all week. Worth checking out.”

Or:

“Just a heads up: we’re doing $15 blowouts all weekend. Come by.”

9. Include a Clear Call to Action

If your ad doesn’t tell people what to do next, they won’t do anything.

Tell them:

• Call now.
• Book online.
• Show this post for a discount.
• DM us for more info.

Whatever it is—say it. Don’t assume they know.

10. Ads Aren’t Just for Selling—They’re for Starting Conversations

Not every ad has to scream “Buy now!” Some of the best ads are subtle.

Like:

“Ever wondered how much a kitchen remodel really costs in Plano? We break it down.”

Or:

“Here’s a list of the best local spots for kids’ birthday parties (besides us, obviously).”

This is the kind of content that builds trust. It’s also why we tell clients running local restaurant ads that it’s not just about pushing promos. It’s about connection. Check out this piece on boosting restaurant traffic with Google and Facebook ads for more ideas on that.

Final Thought

Ads that sound like ads get ignored.

Ads that sound like a real person saying something useful? Those get clicks.

So write like you talk. Cut the fluff. Focus on what the customer cares about, not your business history.

And if you’re in DFW and need help figuring this stuff out—whether it’s a postcard, a Google ad, or a social post—Ad Pages Solutions has your back.

We keep it simple. We make it clear. And we help local businesses turn words into leads.