Ad copy plays a crucial role in PPC advertising as it directly impacts the effectiveness of your ads. Well-crafted ad copy should be compelling, relevant, and concise. It should highlight the unique selling points of your products or services, communicate a clear call-to-action, and align with the user’s search intent. Effective ad copy grabs the attention of potential customers, entices them to click on your ads, and increases the chances of conversion. Continuously testing and optimizing your ad copy can lead to improved click-through rates and higher conversion rates.