ad-copy-templates

Detailed formulas and templates for writing high-converting ad copy.

Ad Copy Templates Reference

Detailed formulas and templates for writing high-converting ad copy.

Contents

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

Hard CTAs (conversion)

Best for: Bottom of funnel, warm audiences, clear offers

Urgency CTAs (use when genuine)

Best for: Limited-time offers, scarcity situations

Action-Oriented CTAs

Best for: Active voice, clear next step

Platform-Specific Copy Guidelines

Google Search Ads

Meta Ads (Facebook/Instagram)

LinkedIn Ads

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.