05 Ad Copy Global

Ad Copy (Global)

Step 0: Check context file

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

• .agents/product-marketing-context.md (product marketing)
• .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:

• What product / service? Short description, main USP, price, current promotion (if any).
• Which ad platform? Meta Ads (Facebook/Instagram), TikTok Ads, Google Ads. If not specified — default to Meta Ads.
• Target audience? Gender, age range, main pain point, decision maker. Cold (unaware) or Warm (engaged)?
• 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.

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:

• Different hooks — Pain vs Curiosity vs Aspiration (not just text swap, change angle)
• Different formats — Vertical 9:16 vs Square 1:1 vs Carousel
• Different characters — Founder vs Customer review vs KOC/expert
• Different audio — Trending music vs Inspirational vs Voiceover
• 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, surprising stat | "1,247 customers tried — 98% returned for round 2" |

| 2 | Counterintuitive | Flip common belief | "Running MORE ads won't get you more customers" |

| 3 | Before/After | Specific transformation | "From 5 orders/week to 40 orders/week — in 60 days" |

| 4 | Borrowed authority | Name expert/cert/brand | "Top dermatologist with 15 years experience recommends — surprising reason" |

| 5 | Confession | Share real mistake/lesson | "I burned $200K on bad ads — here's what I do now" |

| 6 | Urgency | Time/quantity limit | "8 slots left this June — 34 people waiting" |

Hook selection by funnel:

• TOFU (cold): Hook 1 (number), 2 (counterintuitive) — grab attention
• MOFU (warm): Hook 3 (before/after), 4 (authority) — build trust
• BOFU (hot): Hook 5 (confession), 6 (urgency) — drive action

Hook check:

• [ ] Line 1 <= 125 chars and self-contained
• [ ] Includes specific number or detail (not generic)
• [ ] Sparks curiosity or emotional hit — reader WANTS to click "See more"
• [ ] 6 variations use 6 DIFFERENT hook types

Copy Scoring — Score before delivery

Score on 5 criteria, 1-10 each. Only deliver if >= 35/50.

| Criterion | 8-10 points | 5-7 points | 1-4 points |

|-----------|-------------|------------|------------|

| Hook strength | Strong curiosity, specific number/detail, funnel-fit | Acceptable but unimpressive | Generic, no anchor |

| Emotional trigger | Clear trigger (Pain/FOMO/Social proof), felt | Has trigger but mild | No trigger, no feeling |

| CTA clarity | Specific, clear action, single step | CTA exists but unclear | Vague ("Learn more", "Click here") |

| Compliance | 0 policy violations | 1 mild warning | Clear violation = rejected |

| Platform fit | Char limit correct, voice matches platform | Close enough | Wrong limit or wrong voice |

| Total | Rating | Action |

|-------|--------|--------|

| 45-50 | Excellent | Ship now, monitor performance |

| 35-44 | Good | Ship with improvement notes |

| 25-34 | Average | Revise before shipping |

| < 25 | Weak | Rewrite from scratch |

> Add this line to every output: Copy Score: [X]/50 — [Rating]

Platform rules

| Rule | Meta Ads | TikTok Ads | Google Ads |

|------|----------|------------|------------|

| Primary text length | 125 char line 1 + 300-500 full | 80-100 char (text overlay) | No primary text |

| Headline | Max 40 char | None | Max 30 char x 3 |

| Description | Max 30 char | None | Max 90 char x 2 |

| Voice | Professional but friendly | Young, natural, conversational | Direct, keyword-driven |

| CTA button | Pick from Meta list | No button — CTA in text | No button — CTA in headline |

| Image / Video | 1:1 (feed), 9:16 (story/reel) | 9:16 mandatory | N/A (search) |

CTA — Priority order

Specific > vague. Clear action > ambiguous.

| Strength | CTA | When to use |

|----------|-----|-------------|

| Strongest | "Message us to book a slot" | Messages goal, BOFU |

| Strong | "Book free consultation" | Lead form, MOFU/BOFU |

| Medium | "See pricing details" | Traffic, MOFU |

| Light | "Learn more" | Awareness, TOFU |

Avoid: Generic CTAs without action ("Click here", "Contact now").

Ad policy compliance checklist

| Rule | Detail | Violation = ad rejected |

|------|--------|------------------------|

| No absolute claims | Avoid "guaranteed", "100%", "definitely" | Yes |

| No "free" in headline | Meta flags "free" in headline — use in body instead | Yes |

| No excessive "promo" | Once in body — no repeat | Yes |

| No personal attributes | Avoid "Are you fat?", "Do you have acne?" — use "Many people experience..." | Yes |

| Realistic before/after | No heavy retouching of before/after photos | Yes |

| No sensitive imagery | No close-up acne, wounds, body parts | Yes |

| Mandatory disclaimer | Supplements, medical — disclaimer required | Yes |

Output structure

General info

# Ad Copy: [Product/Campaign Name]
Date: [YYYY-MM-DD]
Platform: [Meta Ads / TikTok Ads / Google Ads]
Goal: [Messages / Lead / Traffic / Conversion]
Audience: [Brief description]
Main USP: [1 sentence]

TOFU — Awareness (Cold audience)

Variation 1: [Angle name — e.g., "Hit the pain"]

| Component | Content |

|-----------|---------|

| Trigger | [Pain / Curiosity / Aspiration] |

| Primary text (125 char) | [Line 1 — shown before "See more"] |

| Primary text (full) | [Full content — 300-500 char] |

| Headline | [Max 40 char] |

| Description | [Max 30 char] |

| CTA button | [Learn More / Send Message] |

| Creative note | [Image/video brief] |

Variation 2: [Angle name — e.g., "Curiosity"]

_(Same structure, different angle and trigger)_

MOFU — Persuasion (Warm audience)

Variation 3: [Angle — e.g., "Social Proof"]

| Component | Content |

|-----------|---------|

| Trigger | [Social Proof / Authority] |

| Primary text (125 char) | [Line 1] |

| Primary text (full) | [Full content — emphasize proof, reviews, numbers] |

| Headline | [Max 40 char] |

| Description | [Max 30 char] |

| CTA button | [Send Message / Book Now] |

| Creative note | [Use review/before-after creative] |

Variation 4: [Angle — e.g., "Expert"]

_(Same structure, different angle)_

BOFU — Close (Hot audience + Retarget)

Variation 5: [Angle — e.g., "FOMO"]

| Component | Content |

|-----------|---------|

| Trigger | [FOMO / Social Proof] |

| Primary text (125 char) | [Line 1 — emphasize urgency, scarcity] |

| Primary text (full) | [Full content — deadline, quantity, specific offer] |

| Headline | [Max 40 char] |

| Description | [Max 30 char] |

| CTA button | [Book Now / Send Message / Buy Now] |

| Creative note | [Numbers, countdown] |

Variation 6: Retarget — [Angle — e.g., "Reminder"]

For users who messaged but didn't book / viewed but didn't purchase.

| Component | Content |

|-----------|---------|

| Trigger | [Pain + FOMO] |

| Primary text (125 char) | [Reminder — "Last week you asked about..."] |

| Primary text (full) | [Re-trigger pain, add new proof, limited offer] |

| Headline | [Max 40 char] |

| Description | [Max 30 char] |

| CTA button | [Send Message / Book Now] |

| Creative note | [Different from first ad — avoid ad fatigue] |

Summary table

| # | Funnel | Angle | Trigger | Hook (125 char) | CTA |

|---|--------|-------|---------|-----------------|-----|

| 1 | TOFU | [Angle 1] | [Trigger] | [125 char] | [CTA] |

| 2 | TOFU | [Angle 2] | [Trigger] | [125 char] | [CTA] |

| 3 | MOFU | [Angle 3] | [Trigger] | [125 char] | [CTA] |

| 4 | MOFU | [Angle 4] | [Trigger] | [125 char] | [CTA] |

| 5 | BOFU | [Angle 5] | [Trigger] | [125 char] | [CTA] |

| 6 | BOFU | Retarget | [Trigger] | [125 char] | [CTA] |

A/B test guide

| Test | Variation A | Variation B | Metric | Duration |

|------|-------------|-------------|--------|----------|

| Hook | Variation 1 | Variation 2 | CTR, CPMess | 3-5 days |

| CTA | Variation 3 | Variation 4 | Conversion rate | 3-5 days |

| Offer | Variation 5 | Variation 6 | ROAS, CPA | 5-7 days |

Test rules:

• Test 1 element per test (hook OR CTA OR offer)
• Test budget: minimum $10/day/variation
• Min data: 1,000 impressions or 50 clicks before concluding
• Win/loss: >20% gap = statistically significant

Dropshipping Mode

> Activates when user mentions: "dropshipping", "shopify product", "winning product".

> Different from regular ad copy — focused on impulse purchase, urgency, scarcity.

4 Dropshipping Ad Templates

Template 1: Urgency Hook

• Primary text: "Selling out FAST — only 27 units left in stock! Get yours before midnight..."
• Headline: "Almost Gone"
• CTA: "Shop Now"

Template 2: Scarcity Hook

• Primary text: "We can only restock this every 6 weeks. If you've been thinking about it..."
• Headline: "Limited Restock"
• CTA: "Order Now"

Template 3: Problem-Aware Hook

• Primary text: "Tired of [pain point]? This [product] solves it in 30 seconds. Watch how ->"
• Headline: "Solved In 30 Seconds"
• CTA: "Learn More"

Template 4: Transformation Hook

• Primary text: "Before: [problem image] -> After: [solution image]. Real customer photo, no editing."
• Headline: "Before & After"
• CTA: "See How"

Dropshipping Ad Copy Rules

• Use specific numbers — "27 units" not "limited stock"
• Photo-first creative — text overlays, not text-only ads
• Always have urgency or scarcity — countdown, limited stock, restock date
• Social proof tile — "1,247 ordered today" in primary text
• Free shipping mention — if applicable, primary text line 2

Reference

For full dropshipping pipeline, see skill 29-dropshipping-mastery-global and reference dropshipping-tools-global.md.

Related skills

• 04-script-video-global — Use ad copy as voiceover/text overlay for video ads
• 02-campaign-brief-global — Ad copy is part of overall campaign brief
• 17-pricing-strategy-global — Pricing affects offer in BOFU copy
• 29-dropshipping-mastery-global — Full dropshipping pipeline

Quality checklist

Check before delivery:

• [ ] Has 6 variations: 2 TOFU + 2 MOFU + 2 BOFU (1 retarget)
• [ ] Line 1 of each variation <= 125 chars
• [ ] Headline <= 40 chars
• [ ] Each variation uses different emotional trigger
• [ ] CTA specific, actionable — not generic
• [ ] No policy violations (see compliance checklist)
• [ ] No "free" in headline
• [ ] No personal attributes ("Are you...?", "You have...?")
• [ ] Has creative note (image/video) for each variation
• [ ] Voice matches platform (Meta vs TikTok vs Google)
• [ ] Has clear A/B test guide
• [ ] Retarget creative differs from first ad
• [ ] Each variation uses framework matching audience temperature (Cold/Warm/Hot)
• [ ] No 2 variations using same framework + same hook -> Andromeda risk
• [ ] Creatives truly differentiated — not just color/clip swap