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Ad Copy Templates Reference
Detailed formulas and templates for writing high-converting ad copy.
Primary Text Formulas
Problem-Agitate-Solve (PAS)
[Problem statement]
[Agitate the pain]
[Introduce solution]
[CTA]
Example:
Spending hours on manual reporting every week? While you're buried in spreadsheets, your competitors are making decisions. [Product] automates your reports in minutes. Start your free trial →
Before-After-Bridge (BAB)
[Current painful state]
[Desired future state]
[Your product as the bridge]
Example:
Before: Chasing down approvals across email, Slack, and spreadsheets. After: Every approval tracked, automated, and on time. [Product] connects your tools and keeps projects moving.
Social Proof Lead
[Impressive stat or testimonial]
[What you do]
[CTA]
Example:
"We cut our reporting time by 75%." — Sarah K., Marketing Director [Product] automates the reports you hate building. See how it works →
Feature-Benefit Bridge
[Feature]
[So that...]
[Which means...]
Example:
Real-time collaboration on documents So your team always works from the latest version Which means no more version confusion or lost work
Direct Response
[Bold claim/outcome]
[Proof point]
[CTA with urgency if genuine]
Example:
Cut your reporting time by 80% Join 5,000+ marketing teams already using [Product] Start free → First month 50% off
Headline Formulas
For Search Ads
| Formula | Example |
|---|---|
| [Keyword] + [Benefit] | "Project Management That Teams Actually Use" |
| [Action] + [Outcome] | "Automate Reports | Save 10 Hours Weekly" |
| [Question] | "Tired of Manual Data Entry?" |
| [Number] + [Benefit] | "500+ Teams Trust [Product] for [Outcome]" |
| [Keyword] + [Differentiator] | "CRM Built for Small Teams" |
| [Price/Offer] + [Keyword] | "Free Project Management | No Credit Card" |
For Social Ads
| Type | Example |
|---|---|
| Outcome hook | "How we 3x'd our conversion rate" |
| Curiosity hook | "The reporting hack no one talks about" |
| Contrarian hook | "Why we stopped using [common tool]" |
| Specificity hook | "The exact template we use for..." |
| Question hook | "What if you could cut your admin time in half?" |
| Number hook | "7 ways to improve your workflow today" |
| Story hook | "We almost gave up. Then we found..." |
CTA Variations
Soft CTAs (awareness/consideration)
Best for: Top of funnel, cold audiences, complex products
- Learn More
- See How It Works
- Watch Demo
- Get the Guide
- Explore Features
- See Examples
- Read the Case Study
Hard CTAs (conversion)
Best for: Bottom of funnel, warm audiences, clear offers
- Start Free Trial
- Get Started Free
- Book a Demo
- Claim Your Discount
- Buy Now
- Sign Up Free
- Get Instant Access
Urgency CTAs (use when genuine)
Best for: Limited-time offers, scarcity situations
- Limited Time: 30% Off
- Offer Ends [Date]
- Only X Spots Left
- Last Chance
- Early Bird Pricing Ends Soon
Action-Oriented CTAs
Best for: Active voice, clear next step
- Start Saving Time Today
- Get Your Free Report
- See Your Score
- Calculate Your ROI
- Build Your First Project
Platform-Specific Copy Guidelines
Google Search Ads
- Headline limits: 30 characters each (up to 15 headlines)
- Description limits: 90 characters each (up to 4 descriptions)
- Include keywords naturally
- Use all available headline slots
- Include numbers and stats when possible
- Test dynamic keyword insertion
Meta Ads (Facebook/Instagram)
- Primary text: 125 characters visible (can be longer, gets truncated)
- Headline: 40 characters recommended
- Front-load the hook (first line matters most)
- Emojis can work but test
- Questions perform well
- Keep image text under 20%
LinkedIn Ads
- Intro text: 600 characters max (150 recommended)
- Headline: 200 characters max (70 recommended)
- Professional tone (but not boring)
- Specific job outcomes resonate
- Stats and social proof important
- Avoid consumer-style hype
Copy Testing Priority
When testing ad copy, focus on these elements in order of impact:
- Hook/angle (biggest impact on performance)
- Headline
- Primary benefit
- CTA
- Supporting proof points
Test one element at a time for clean data.