Ad Copy Templates Reference

# 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:

1. **Hook/angle** (biggest impact on performance)
2. **Headline**
3. **Primary benefit**
4. **CTA**
5. **Supporting proof points**

Test one element at a time for clean data.