SMS ads are the shortest ad format you will ever write: one message, about 160 characters, read on a lock screen in under five seconds. Every word has to carry weight, and the reader decides almost instantly whether to act, ignore or opt out. This article answers how to write the ad itself, line by line, and how to build, test and reuse ad copy on the levelpartner.ai platform for consented audiences.
How a text ad is read
People see the notification preview first: the sender and the opening words. If that preview does not say who you are and why it matters to them, many will never open the full message. So the first ten words do most of the work.
Then they read the whole message once. They do not scroll, re-read or compare. If the action is not obvious on that single read, it does not happen.
The structure that works
Use four parts.
- Identity: your firm's name, followed by a colon.
- Hook: the one fact that matters to this reader, ideally about them, not you.
- Action: one thing to do, stated plainly.
- Exit: the opt-out wording.
Here are three versions for the same offer, a free property valuation:
Weak: a message that opens "Hi, exciting news from our team" and goes on to announce free valuations to all homeowners in the area, followed by a row of exclamation marks. No identity, no specific benefit, and punctuation that reads like spam.
Better: "Oakfield Estates: free valuations this month. Book here: [link]. Reply STOP to opt out." Clear but generic.
Best: "Oakfield Estates: 3 homes on Elm Road sold above asking this year. Want to know what yours is worth? Reply VALUE. STOP to opt out." Specific, local and easy to answer.
Before you start
- A consented audience for marketing texts.
- A single offer or message for each ad.
- Two versions of the copy to compare.
- A tracked link or a reply keyword to measure response.
How to set it up
Write three drafts using the four-part structure, read each one aloud and cut every word that does not change the reader's decision. Save the two strongest versions as snippets so the test uses exactly the words you approved.
- Go to Conversations.
- Select Snippets.
- Click + New Snippet.
- Select Add Text Snippet.
- Enter a descriptive name and message.
- Add Custom Values where personalisation is needed.
- Review the character count and SMS segment information.
- Click Save.
Split your smart list into two random halves with a tag, send version one to the first half and version two to the second as bulk SMS at the same time, and compare replies, clicks and bookings for each half after two days. Keep the winning snippet as the starting point for the next ad.
Say the firm tests two ads for a cash flow workshop on 1,000 consented clients, 500 each. Version A leads with the workshop name; version B leads with a question about late payments. If A drew 18 registrations and B drew 31, that gap would be large enough to act on, and the firm would use the question-led opening for its next few ads. The results are invented to show how to read a split test.
Reply keyword or link
A reply keyword, such as VALUE or YES, creates a conversation. It works well for service firms because the next step is usually a call. A link suits actions that happen online, such as event registration. Keywords also tend to look less like spam than links from an unknown number.
Copy rules for text ads
Use sentence case. Avoid capital-letter words, which carriers associate with spam. Never use exclamation marks. Write numbers as digits. Do not abbreviate words to save space unless the abbreviation is universal. If you need a second message to explain, the ad is too complicated. For broader advertising strategy, see SMS advertising, and for longer-format promotions see text message advertising.
Time it takes
Writing and testing a pair of ads takes about an hour. Reviewing results takes fifteen minutes. Over a few months, your saved snippets become a library of tested openings, which makes each new ad faster.
The mistake most people make
Writing about the firm instead of the reader. "We are delighted to announce" wastes the preview. Start with the reader's situation or a concrete fact they care about.
Testing two versions on different days. Day and time affect results more than wording. Send both halves at the same moment.
When not to use a text ad
If the offer needs a paragraph to understand, use email. If the audience has not opted in, do not send at all; see cold SMS marketing for why. And if you have nothing specific to say, skip this month rather than sending a generic ad.
Troubleshooting
The preview cuts off before the hook. Move the hook closer to the start and shorten the sender identity.
Replies use the wrong keyword. Accept variations in the workflow, such as "yes", "Yes" and "Y".
Both versions perform the same. The difference between them was too small. Test a different hook, not a different word.
The ad splits into two messages. Remove special characters and cut copy until it fits one segment.
Frequently asked questions
How long should an SMS ad be?
Under 160 plain characters, including your firm's name and the opt-out wording.
Should I use the contact's name?
It helps if names are reliable. If some records lack a first name, leave it out rather than risk an empty greeting.
Are links or keywords better?
Keywords suit conversations and calls. Links suit online actions. Test both with your audience.
How many versions should I test?
Two at a time. More splits your list too thinly to see a clear result.