Ad copy plays a crucial role in conversion rate optimization by: Setting Expectations: The ad copy sets clear expectations for what users will find on the landing page, ensuring consistency and reducing bounce rates. Attracting Qualified Traffic: Well-crafted ad copy with relevant keywords attracts users who are more likely to be interested in your offer and convert. Highlighting Benefits: Effective ad copy emphasizes the unique benefits and value propositions of your product or service, making it more appealing to potential customers. Creating Urgency: Including elements of urgency or scarcity (e.g., limited-time offers, countdowns) in your ad copy can motivate users to take immediate action. Improving CTR: Engaging and relevant ad copy improves the click-through rate (CTR), bringing more potential customers to your landing page. Enhancing Trust: Clear, honest, and transparent ad copy builds trust with users, making them more likely to convert once they reach your landing page.