Ad Copy Templates Reference
Ad Copy Templates Reference
Section titled “Ad Copy Templates Reference”Detailed formulas and templates for writing high-converting ad copy.
Contents
Section titled “Contents”- Primary Text Formulas (Problem-Agitate-Solve, Before-After-Bridge, Social Proof Lead, Feature-Benefit Bridge, Direct Response)
- Headline Formulas (For Search Ads, For Social Ads)
- CTA Variations (Soft CTAs, Hard CTAs, Urgency CTAs, Action-Oriented CTAs)
- Platform-Specific Copy Guidelines (Google Search Ads, Meta Ads, LinkedIn Ads)
- Copy Testing Priority
Primary Text Formulas
Section titled “Primary Text Formulas”Problem-Agitate-Solve (PAS)
Section titled “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)
Section titled “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
Section titled “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
Section titled “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
Section titled “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
Section titled “Headline Formulas”For Search Ads
Section titled “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
Section titled “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
Section titled “CTA Variations”Soft CTAs (awareness/consideration)
Section titled “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)
Section titled “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)
Section titled “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
Section titled “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
Section titled “Platform-Specific Copy Guidelines”Google Search Ads
Section titled “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)
Section titled “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
Section titled “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
Section titled “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.