How to write a banner ad people actually click
You get about 180 characters. Spend them on the reader, not the brand.
Facts checked 1 Oct 2026 · by the AdSworn team
A banner ad that gets clicked says one thing the reader wants, in the reader's words, with a clear next step. On AdSworn a banner has a headline of up to 60 characters, one line of up to 120 and your logo. Put the page's top search, or the problem behind it, in the headline, the benefit in the line, and a single action in the link.
The three parts and their jobs
| Part | Limit on AdSworn | Its job | Example |
|---|---|---|---|
| Headline | 60 characters | Name the reader's problem or goal | Edit videos 10x faster |
| One line | 120 characters | Say what they get and why it's easy | Unlimited edits from a dedicated editor. One flat monthly price. |
| Logo or image | Optional | Make it recognisable on the second visit | Your logo, square |
The examples are made up for illustration.
Use the page's own search
Every AdSworn page shows the Google searches that bring its readers. That's the language your headline should borrow. On a page found by "best online video editor", a headline like "The online editor teams switch to" meets the reader mid-thought. A generic slogan makes them work out why you're there.
| Real search | AdSworn's reading | Clicks, last 4 weeks |
|---|---|---|
| “mr best logo” | Buying intent | 6 |
| “freelance marketplace” | Buying intent | 4 |
| “best online video editor” | Buying intent | 2 |
| “companies with interesting history” | Buying intent | 2 |
| “dallas cowboys logo” | Research | 58 |
| “mr beast logo” | Research | 51 |
| “cowboys logo” | Research | 35 |
Before and after
| Before | After | Why it's better |
|---|---|---|
| Innovative design solutions for modern brands | Get a logo you'd put on a sign | A concrete result instead of buzzwords |
| We are the leading font foundry | Like this logo's letters? Try a free weight | Ties to what the reader is looking at |
| Learn more about our platform | Start a free trial in 2 minutes | A clear action with a low cost |
All examples are illustrations, not real ads.
Before you send it
- One idea. If the line has two "and"s, cut one.
- Numbers you can stand behind. "10x faster" needs proof on your landing page; if you can't show it, say what's true instead.
- The link matches the promise. If the ad says free trial, the click lands on the trial, not the home page.
- It stays labelled. AdSworn shows every banner as an ad, and the FTC says ads should be clearly identifiable. Don't try to make it look like the article.
- Tag the link with UTM parameters so you can see what each page sent.
Straight answers
How long should a banner ad headline be?
Short enough to read at a glance. On AdSworn the headline can be up to 60 characters, and the most effective ones name the reader's problem or goal in a few words.
What should a banner ad say?
One benefit in the reader's words and one clear action, such as "start a free trial". Borrow the language of the search that brought them to the page.
Do sponsored banners need to say Ad?
Yes. The FTC expects advertising to be clearly identifiable, and every AdSworn banner is labelled as an ad.