/05-ad-copy-global

name: 05-ad-copy-global
description: "6 ad copy variations (2 TOFU + 2 MOFU + 2 BOFU) for global markets. Frameworks: AIDA, PAS, BAB. Platforms: Meta, Google, TikTok. INCLUDES Dropshipping Mode (4 templates) for Shopify dropshippers. Trigger: 'ad copy', 'Facebook ads', 'TikTok ads', 'Google Ads copy', 'dropshipping ads', 'Shopify ads'."
metadata:
  version: 1.0.0
  category: content
license: MIT
triggers:
  - "ad copy"
  - "Facebook ads"
  - "TikTok ads"
  - "Google Ads copy"
  - "dropshipping ads"
  - "Shopify ads"
related:
  - product-marketing-context-global
  - 04-script-video-global
  - 02-campaign-brief-global
  - 17-pricing-strategy-global
  - 29-dropshipping-mastery-global
  - references/hook-formulas-global

Ad Copy (Global)

Step 0: Check context file

Before writing ad copy, read context file (if exists):

1. `.agents/product-marketing-context.md` (product marketing) 2. `.agents/personal-brand-context.md` (personal brand)

Decide mode:

• Only `product-marketing-context.md` exists -> **MODE A** (default — 6 TOFU/MOFU/BOFU variations)
• Only `personal-brand-context.md` exists -> **MODE B** (Personal Brand Mode)
• Both exist -> **ASK 1 question**: "Are you running ads to sell a product or boost personal brand?"
• Neither exists -> Suggest creating appropriate context

---

Information gathering

Ask up to 4 questions before writing:

1. **What product / service?** Short description, main USP, price, current promotion (if any). 2. **Which ad platform?** Meta Ads (Facebook/Instagram), TikTok Ads, Google Ads. If not specified — default to Meta Ads. 3. **Target audience?** Gender, age range, main pain point, decision maker. Cold (unaware) or Warm (engaged)? 4. **Ad objective?** Messages (DM), Lead form, Traffic, Conversions. If not specified — default to Messages.

---

Core principles

125-character rule

On Meta Ads, only the **first 125 characters** show before "See more" button. Line 1 of primary text must:

• Spark curiosity OR hit pain point
• Include USP or specific number
• Be self-contained (don't cut mid-sentence)

GOOD:  "Tired of acne for 3+ years? A 28-day routine — guaranteed clear skin or refund."  (76 chars)
BAD:   "Hello there, thank you for your interest in our services. Today I want to share..." (cut mid-sentence)

Emotional trigger library

| # | Trigger | Description | Example | |---|---------|-------------|---------| | 1 | Pain | Hit current problem — create empathy | "Tired of breakouts? You're not alone..." | | 2 | Aspiration | Paint a better future image | "Imagine clear, confident skin without filters" | | 3 | FOMO | Fear of missing out, scarcity | "Only 12 slots left this month — 89 people booked" | | 4 | Social Proof | Others did and succeeded | "1,200 customers tried — 4.8/5 stars" | | 5 | Authority | Experts, certifications, experience | "10 years experience — board-certified dermatologist consults directly" | | 6 | Curiosity | Spark questions, want to know more | "There's 1 thing 90% of skincare users get wrong — do you know?" |

**Trigger rules by funnel:**

• TOFU: Curiosity (6), Pain (1), Aspiration (2)
• MOFU: Social Proof (4), Authority (5), Pain (1)
• BOFU: FOMO (3), Social Proof (4), Pain (1)

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6 Professional Copy Frameworks

Choose framework by audience temperature

| Temperature | Priority frameworks | Why | |-------------|---------------------|-----| | **Cold** (unaware) | AIDA, Star·Story·Solution | Logic from scratch; storytelling without ad-feel | | **Warm** (engaged, no purchase) | PAS, 4P | Re-trigger pain; build trust with proof | | **Hot** (high intent, near purchase) | FAB, BAB | Hammer specific benefits; visual transformation | | **Retarget** (viewed, no purchase) | PAS or BAB | Reinforce consequences or transformation |

Framework summary

| Framework | Structure | When to use | Best platforms | |-----------|-----------|-------------|----------------| | **AIDA** | Attention -> Interest -> Desire -> Action | Cold audience, new product launch | Meta feed, TikTok, YouTube pre-roll | | **PAS** | Problem -> Agitate -> Solution | Warm audience, clear pain (spa, health, edu) | Meta feed, LinkedIn, Google RSA | | **BAB** | Before -> After -> Bridge | Transformation offer (spa, fitness, edu) | Meta Reels/Stories, TikTok | | **4P** | Promise -> Picture -> Proof -> Push | High-ticket, requires trust (real estate, courses, B2B) | LinkedIn, Google, long Meta feed | | **FAB** | Features -> Advantages -> Benefits | High-intent, comparison stage | Google RSA, Meta retarget | | **Star·Story·Solution** | Star -> Story -> Solution | Brand storytelling, UGC-style, no ad-feel | TikTok, Reels, YouTube Shorts |

> **Common mistake:** Writing freeform (intro -> features -> CTA) instead of using a framework. Result: bland copy, low CTR. Each of the 6 variations should use a **different framework**.

Andromeda Warning — Don't clone ads

> **Meta 2026:** Andromeda system clusters ads with **Creative Similarity Score > 60%** — auto-reduces delivery. 100 minor variations (color swap, clip cut, font change) is NOT better than 10 truly distinct creatives.

**Safety thresholds:**

| Similarity Score | Status | Action | |------------------|--------|--------| | < 40% | Safe | Continue | | 40-60% | Warning | Re-check — may cluster | | > 60% | Danger | Andromeda clusters -> auto delivery cut |

**5 dimensions of diversity:** 1. **Different hooks** — Pain vs Curiosity vs Aspiration (not just text swap, change angle) 2. **Different formats** — Vertical 9:16 vs Square 1:1 vs Carousel 3. **Different characters** — Founder vs Customer review vs KOC/expert 4. **Different audio** — Trending music vs Inspirational vs Voiceover 5. **Different settings** — Studio vs Outdoor vs UGC living room

---

6 ad hook types — Line 1 decides everything

First 125 chars = ad hook. Each variation should use a **different hook type**:

| # | Hook type | Formula | Example | |---|-----------|---------|---------| | 1 | **Number** | Specific