05 Ad Copy 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 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

Framework summary

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:

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 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.

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

Platform rules

CTA — Priority order

Specific > vague. Clear action > ambiguous.

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

Ad policy compliance checklist

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"]

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

(Same structure, different angle and trigger)

MOFU — Persuasion (Warm audience)

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

Variation 4: [Angle — e.g., "Expert"]

(Same structure, different angle)

BOFU — Close (Hot audience + Retarget)

Variation 5: [Angle — e.g., "FOMO"]

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

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

Summary table

A/B test guide

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

1. Use specific numbers — "27 units" not "limited stock"
2. Photo-first creative — text overlays, not text-only ads
3. Always have urgency or scarcity — countdown, limited stock, restock date
4. Social proof tile — "1,247 ordered today" in primary text
5. 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