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 →

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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.

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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 →

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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

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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

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Headline Formulas

For Search Ads

Formula	Example
[Keyword] + [Benefit]	"Project Management That Teams Actually Use"
[Action] + [Outcome]	"Automate Reports
[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

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..."

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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

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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

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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.