How To Build Connection With Audience Through Ads

Nothing replaces a real human connection. But In Advertising, how do you actually create that? How will you build a connection with your audience through ads?

We all know it instinctively.

A text can’t replace a coffee chat. 

A video call still feels different from sitting across the table.

There’s something about eye contact, tone, timing, and even the awkward pauses that make human connection uniquely powerful.

So here’s the practical question for business owners who want to run their ads: if ads are screens, scrolls, and pixels… how do you make them feel human?

You’re not sitting across from your audience. You don’t have a latte between you. Yet the brands that win consistently manage to sound like people, not promotions, and that’s why their ads get read, clicked, and trusted.

7 Practical Ways to Make Your Ads Feel Human

Nothing replaces a real human connection when it comes to conversion, but you can make your ads feel human, relatable, and engaging.

Here are 7 practical ways to do it.

1) Sound Less Like an Ad, More Like a Person

If your copy reads like it was written by a committee, it will be ignored.

The fix is simple:

• Write to one reader. Swap “our customers” for “you”.
• Use plain language. Short sentences. Everyday words. Active voice.
• Cut the fluff. If a sentence only repeats what you’ve said, trim it.

Before:
“Our customers benefit from a comprehensive suite of solutions tailored to business needs.”

After:
“Less time fiddling with tools. More time closing clients.”

The second line isn’t just clearer. It’s kinder. It respects the reader’s time. That feels human.

Quick test: Read your copy out loud. If you wouldn’t say it in a conversation, it probably doesn’t belong in your ad.

2) Lead With a Truth

Human connection starts with recognition of the “that’s me” moment. The fastest way to earn it is to name the problem before you pitch the fix.

• “Your headlines had a few rewrites… but it still isn’t connecting.”
• “Try to open the store, and the air-con bill greets you first.”
• “You don’t need more apps. You need fewer steps.”

Each line surfaces a felt truth. Once your reader nods, they’re ready to hear your solution.

Framework: Problem → Cost → Relief

1. Problem: “Your website takes 6+ seconds to load.”
2. Cost: “Most visitors won’t wait.”
3. Relief: “Optimise it yourself in an afternoon, no developers required, no headaches.”

Now your product isn’t barging into the conversation; it’s joining one that already exists.

3) Show, Don’t Tell

“Quality”, “premium”, “world-class” these words are empty without proof.

Humans trust specifics.

• Replace “fast onboarding” with “Set up in 8 minutes, no credit card required.”
• That “we’re trusted” with “7,214 five-star reviews and counting.”
• Replace “great results” with “CPA down 32% in 14 days.”

Screenshots, short clips, comparison tables, timelines, these are your storytelling allies.

They don’t just claim; they demonstrate.

Example (carousel ad):

• #1 Frame: “Was: 11 steps to publish” (long checklist)
• #2 Frame: “Now: 3 steps” (short checklist)
• #3 Frame: “Average time saved: 42 minutes per task”

No superlatives needed.

4) Mirror Their Language

If you want to sound human, borrow from humans.

Your customers have already written half your copy in reviews, emails, chats, and sales calls.

• Collect phrases customers use to describe pain and outcomes.
• Build a living ‘voice bank’, a shared doc of exact quotes.
• Use verbatim lines in headlines and body copy.

Customer quote: “I just want invoices to match the job without me chasing anyone.”
Headline: “Invoices that match the job without you chasing anyone.”

This is more than style. It’s a strategy. When you mirror your audience’s language, your ad feels familiar. Familiar feels safe. Safe gets clicks.

5) Earn Trust With Proof

Trust isn’t a paragraph. It’s evidence placed close to the moment of decision.

• Numbers: “96% of claims approved within 48 hours.”
• Names and faces: Real customers, real titles, real locations.
• Demos: A 30-second clip beats a 300-word explanation.
• Guarantees: Risk reversal (“30-day free returns”) lowers the emotional barrier.
• Logos and context: If you must use logos, pair them with a short result (“Cut onboarding from 10 days to 2”).

Place proof where doubt lives. If your headline promises “set up in minutes”, a quick GIF showing the setup belongs within a swipe or scroll of that claim.

6) Reduce Friction to One Clear Next Step

Clever CTAs don’t convert; clear ones do. Choose exactly one next action and make it obvious.

• “Get the free guide”
• “Book a 15-minute audit”
• “Start your 14-day trial”

Then scrub distractions:

• One primary CTA per surface.
• Consistent language from ad → landing page (match “Start your trial” with the same phrase on the button).
• Load fast, show the promised value first, and keep the form short.

Clarity is kindness. Kindness feels human.

7) Close the Loop

Human connection isn’t a single touch; it’s a conversation.

• Reply to comments, especially objections.
• Follow up with useful resources, not just offers.
• Keep your promises. If your ad says “no lock-in”, don’t hide clauses.

A simple, human response like “You’re right, that was unclear. We’ve fixed the landing page copy. Thanks for calling it out.” builds more goodwill than any slogan.

Putting It Together: A Before/After Example

Scenario: A SaaS that helps tradies send quotes fast.

Before:
“Streamline your quoting process with our all-in-one platform. Powerful features for growing businesses. Start today!”

After:
Headline: “Send quotes in 3 minutes before the other bloke calls back.”
Lead: “You shouldn’t need a laptop and a late night to win a job. With QuickQuote, you snap the photos, tap the price, and hit send on site.”

Proof block:

• “2,417 tradies sent 84,903 quotes last year”
• “Average time to send: 3m 12s”
• Short video: phone screen recording of the process
  CTA: “Try QuickQuote free for 14 days”
  Risk reversal: “No lock-in. Cancel anytime.”
  Language mirroring: Pull from reviews, “Finally quoting doesn’t steal my Sundays.”

The second version names a real pain, uses customer language, proves the claim, and makes one clear ask.

A Simple Workflow You Can Reuse

1. Interview and review. Talk to 3 – 5 customers. Scan recent support tickets and testimonials. Copy exact phrases into your voice bank.
2. Draft for one person. Write a first pass as if you’re texting a single ideal customer.
3. Lead with truth. Open with the felt problem; follow with the cost; then present relief.
4. Layer proof. Add numbers, demos, and guarantees near each claim.
5. Tighten. Cut 20%. Shorten sentences. Swap jargon for plain words.
6. Match and ship. Ensure ad messaging, headline, and CTA mirror the landing page.
7. Respond and refine. Watch comments and metrics. Adjust copy based on live feedback.

Quick Checklist That You Need to Pin

• I’m writing to one reader and using “you”.
• I open with a felt truth my audience recognises.
• Show outcomes with specifics (numbers, screenshots, demos).
• Mirror customer language pulled from real conversations.
• Present evidence close to each claim.
• Have one clear next step that matches the landing page.
• Ready to reply, follow up, and keep promises.

Conclusion:

You don’t need to meet your audience in person to build a genuine connection. But you do need to respect their reality, speak their language, and prove your promises. When you do, your ads stop shouting at crowds and start connecting with people.

That’s the kind of connection you can create, even through a screen.

Want ads that don’t just run but connect and convert?

Send us a message and let’s build campaigns that actually feel human.