Ads Copy

Supported Platforms & Ad Formats

Google Ads

Meta (Facebook/Instagram)

LinkedIn

TikTok

YouTube

Pinterest

How to Execute

Step 1: Gather Business Context

If a URL is provided, fetch it using WebFetch and extract:

• Business name and industry
• Core value proposition
• Key products/services and pricing
• Target audience indicators
• Tone of voice and brand personality
• Unique selling points (USPs)
• Social proof elements (reviews, client count, years in business)
• Current offers or promotions

If audience data exists from a prior /ads audience run, reference the top personas.

Run supplementary research:

WebSearch: "[Business Name]" ads OR advertising
WebSearch: "[Industry]" best performing ad copy examples
WebSearch: "[Industry]" [platform] ad examples

Step 2: Define Copy Inputs

Before writing any ad, establish these foundational elements:

## Copy Foundation

**Business:** [Name]
**Industry:** [Category]
**Platform:** [Selected platform]
**Primary Offer:** [What they're selling/promoting]
**USP:** [What makes them different — the #1 differentiator]
**Target Persona:** [Primary persona from audience research]
**Desired Action:** [What do we want the viewer to DO]
**Tone:** [Professional / Casual / Bold / Playful / Urgent / Authoritative]
**Proof Points:** [Stats, testimonials, awards, client count, results]
**Price/Offer:** [Pricing, discount, free trial, free consultation]

Step 3: Generate Ad Variations Using 4 Copy Frameworks

For each ad, apply one of the four frameworks:

Framework 1: PAS (Problem-Agitate-Solve)

• Problem: State the pain point the audience feels
• Agitate: Twist the knife — make them feel the cost of inaction
• Solve: Present the product/service as the relief

Framework 2: AIDA (Attention-Interest-Desire-Action)

• Attention: Bold opening that stops the scroll
• Interest: Interesting fact, story, or angle that pulls them in
• Desire: Paint the outcome — what life looks like after buying
• Action: Clear, compelling CTA

Framework 3: BAB (Before-After-Bridge)

• Before: Their current painful situation
• After: The transformed state they want
• Bridge: The product/service that gets them there

Framework 4: 4Ps (Promise-Picture-Proof-Push)

• Promise: Bold claim or guarantee
• Picture: Vivid image of the result
• Proof: Evidence (testimonial, stat, case study)
• Push: Urgency or scarcity to act now

Step 4: Write Platform-Specific Ads

Generate at least 10 ad variations with A/B pairs for each. Use this structure:

Ad Variation Template (Google RSA Example)

### Ad [Number] — [Framework Used] | Angle: [Pain/Benefit/Social Proof/Urgency]

**Version A:**

| Element | Copy | Chars |
|---|---|---|
| Headline 1 | [headline text] | [count]/30 |
| Headline 2 | [headline text] | [count]/30 |
| Headline 3 | [headline text] | [count]/30 |
| Description 1 | [description text] | [count]/90 |
| Description 2 | [description text] | [count]/90 |
| Display Path 1 | [path text] | [count]/15 |
| Display Path 2 | [path text] | [count]/15 |
| CTA | [call to action] | — |

**Version B (A/B Variation):**

| Element | Copy | Chars |
|---|---|---|
| Headline 1 | [alternate headline] | [count]/30 |
| Headline 2 | [alternate headline] | [count]/30 |
| Headline 3 | [alternate headline] | [count]/30 |
| Description 1 | [alternate description] | [count]/90 |
| Description 2 | [alternate description] | [count]/90 |
| Display Path 1 | [path text] | [count]/15 |
| Display Path 2 | [path text] | [count]/15 |
| CTA | [call to action] | — |

**Why this works:** [2-3 sentences explaining the psychology and angle]
**Best for:** [which audience persona / funnel stage]
**Testing note:** [what's being tested between A and B]

Ad Variation Template (Meta Example)

### Ad [Number] — [Framework Used] | Angle: [Pain/Benefit/Social Proof/Urgency]

**Version A:**

| Element | Copy | Chars |
|---|---|---|
| Primary Text | [full ad copy — can be multi-line, include emojis where appropriate] | [count] |
| Headline | [headline text] | [count]/40 |
| Description | [description text] | [count]/30 |
| CTA Button | [Shop Now / Learn More / Sign Up / Get Offer / Book Now / Contact Us] | — |

**Version B (A/B Variation):**

| Element | Copy | Chars |
|---|---|---|
| Primary Text | [alternate copy] | [count] |
| Headline | [alternate headline] | [count]/40 |
| Description | [alternate description] | [count]/30 |
| CTA Button | [alternate CTA] | — |

**Why this works:** [explanation]
**Best for:** [persona / funnel stage]
**Testing note:** [what's being tested]

Step 5: Ad Distribution Across Frameworks and Angles

Ensure the 10+ ads are distributed across frameworks and angles:

Step 6: Platform-Specific Best Practices

Include a best practices section at the end of the output:

Google Ads:

• Pin Headline 1 with brand name or primary keyword for RSAs
• Use keyword insertion syntax: {KeyWord:Default Text}
• Include numbers and percentages (they increase CTR)
• Every headline should make sense standalone and in combination
• Use at least 1 headline with a CTA, 1 with a benefit, 1 with a keyword

Meta (Facebook/Instagram):

• First line must hook — only 125 chars show before "See More"
• Use line breaks and emojis to improve readability
• Social proof in primary text outperforms features
• Questions as headlines drive 30-50% more engagement
• Stories ads: keep text minimal, let visuals carry the message

LinkedIn:

• Professional tone but not boring — conversational authority works best
• Stats and data outperform emotional appeals
• Tag company pages in Sponsored Content for social proof
• Message Ads: personalize the subject line and keep body under 500 words
• Questions in intro text drive 50% more clicks

TikTok:

• Write like a creator, not a brand
• Use trending language and casual tone
• Hashtag strategy: 3-5 relevant hashtags, 1 branded
• Spark Ads (boosting organic posts) outperform traditional ads 2:1
• First 2 seconds determine if they watch or scroll

YouTube:

• Bumper (6s): One message, one visual, one CTA — that's it
• Pre-roll (15s): Hook in first 5 seconds before skip button appears
• Include a clear verbal CTA + on-screen CTA
• Cards and end screens extend engagement

Pinterest:

• Use keyword-rich descriptions (Pinterest is a search engine)
• 500-character descriptions perform best
• Include pricing in Pin titles when relevant
• Vertical format (2:3 aspect ratio) gets 60% more engagement
• Call-to-action language increases click-through by 70%

Step 7: Headline Bank

Include a supplementary headline bank organized by angle:

## Headline Bank (Quick-Reference)

### Benefit-Driven Headlines
1. [headline] ([char count])
2. [headline] ([char count])
3. [headline] ([char count])
4. [headline] ([char count])
5. [headline] ([char count])

### Pain-Point Headlines
1. [headline] ([char count])
2. [headline] ([char count])
3. [headline] ([char count])
4. [headline] ([char count])
5. [headline] ([char count])

### Social Proof Headlines
1. [headline] ([char count])
2. [headline] ([char count])
3. [headline] ([char count])

### Urgency/Scarcity Headlines
1. [headline] ([char count])
2. [headline] ([char count])
3. [headline] ([char count])

### Question Headlines
1. [headline] ([char count])
2. [headline] ([char count])
3. [headline] ([char count])

Output Format

Save the complete output to ADS-COPY-[PLATFORM].md in the current working directory.

Replace [PLATFORM] with the actual platform name in caps: GOOGLE, META, LINKEDIN, TIKTOK, YOUTUBE, PINTEREST.

File structure:

# Ad Copy — [Platform]: [Business Name]
> Generated [date] | Source: [URL]
> Platform: [Platform] | Formats: [list of ad formats covered]
> Framework Mix: PAS, AIDA, BAB, 4Ps

## Copy Foundation
[copy inputs section]

## Ad Variations

### Ad 1 — [Framework] | [Angle]
[full ad with A/B variation]

### Ad 2 — [Framework] | [Angle]
[full ad with A/B variation]

[...continue for all 10+ ads]

## Headline Bank
[organized headline collection]

## Platform Best Practices
[platform-specific tips]

## Next Steps
1. Upload ads to [Platform] Ads Manager
2. Set up A/B tests: start with Ad [X]a vs Ad [X]b
3. Run `/ads hooks` to generate additional scroll-stopping openers
4. Run `/ads video <product>` if video ads are needed
5. Monitor CTR for first 72 hours, pause underperformers at [threshold]

Quality Checklist

Before delivering the output, verify:

• At least 10 ad variations generated
• Every ad has an A/B variation
• All character counts are within platform limits
• Character counts are displayed next to every copy element
• All 4 copy frameworks are represented
• Ads cover TOFU, MOFU, and BOFU funnel stages
• Each ad includes "why this works" explanation
• Platform-specific formatting is correct (emojis for Meta, professional for LinkedIn, etc.)
• CTA buttons/text match platform options
• Headline bank is included
• Best practices section is included
• Output file is named correctly: ADS-COPY-[PLATFORM].md

Copy Quality Standards

Every piece of ad copy must follow these rules:

1. Specific over vague — "Save 3 hours per week" beats "Save time"
2. Numbers beat words — "4.9-star rated" beats "highly rated"
3. You over we — "You'll get..." beats "We offer..."
4. Active voice only — "Cut your costs by 40%" beats "Costs can be reduced"
5. One CTA per ad — Never split attention between two actions
6. Proof over claims — "Trusted by 10,000+ businesses" beats "The best solution"
7. Benefit over feature — "Sleep better tonight" beats "Memory foam mattress"
8. Platform-native tone — TikTok reads like a friend, LinkedIn reads like a thought leader, Google reads like an answer