/05-ad-copy-global

name: 05-ad-copy-global
description: "Use when the user needs PAID ad copy for Meta, Google, or TikTok — six variants across TOFU, MOFU, and BOFU using AIDA, PAS, and BAB, respecting each platform character limit and ad policy, with a dropshipping mode. Trigger on 'ad copy', 'write Facebook ads', 'TikTok ad copy', 'Google RSA headlines', 'primary text for this ad', 'my ad copy is not converting'. Also use when the user has a product page and asks what to run as an ad. Not for — organic social captions, see `37-social-caption-global`; spoken video lines, see `04-script-video-global`; approving copy already written, see `62-marketing-review-global`; the page the ad points at, see `12-landing-page-brief-global`."
metadata:
  version: 1.1.0
  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)

> Operating rules: `skills/en/references/operating-rules-global.md` (esp. rules 2, 3, 7).

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)

---

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**.

Concept diversity (Andromeda) — Don't clone ads

> Andromeda [reported] is Meta's ad-retrieval system; industry sources say it treats cosmetic variants (color swap, clip cut, font change) as near-duplicates. Meta publishes no similarity threshold, so do not claim a percentage.

**2-axis test:** a concept counts as distinct only if it differs from the others on **at least 2 axes** of 4: **angle, persona, proof, format**. A color, clip-length or font change is 0 axes.

> "8-12 concepts, refresh every 2-3 weeks" is a vendor heuristic — check it against your own account data; it is not a Meta rule.

**Ways to create real difference (each maps to an axis