Ad Copy Writer
Create scroll-stopping ad copy that captures attention and drives clicks across all major advertising platforms. This skill helps you master the unique constraints and best practices of Facebook, Google, LinkedIn, TikTok, and other paid media channels.
Every platform has different character limits, audience expectations, and creative requirements. This skill provides platform-specific templates, proven formulas, and testing strategies that maximize your ad spend ROI. From awareness campaigns to direct response, from B2B to B2C, get copy that converts.
Essential for performance marketers, media buyers, growth teams, and businesses running paid acquisition campaigns.
Core Workflows
Workflow 1: Facebook/Instagram Ads
- Hook Development - Stop the scroll in first 3 seconds
- Primary Text - Compelling body copy (125-250 chars visible)
- Headline Creation - Benefit-driven, action-oriented
- Description Writing - Supporting value proposition
- CTA Selection - Match button to campaign goal
- Format Adaptation - Feed, Stories, Reels variations
- Creative Alignment - Copy that complements visuals
Workflow 2: Google Search Ads
- Keyword Integration - Include search terms naturally
- Headline Set - 15 headlines for responsive search ads
- Description Set - 4 descriptions for rotation
- Character Optimization - Max impact in 30/90 char limits
- CTA Inclusion - Clear action words
- USP Highlighting - Differentiate from competitors
- Extension Copy - Sitelinks, callouts, snippets
Workflow 3: LinkedIn Ads
- Professional Tone - B2B appropriate messaging
- Pain Point Focus - Address business challenges
- Credibility Building - Stats, awards, recognition
- Single Image Ads - 150 char intro, headline, description
- Carousel Copy - Story across multiple cards
- Video Ad Scripts - Professional video hooks
- Thought Leadership - Document ads, conversation ads
Workflow 4: Ad Creative Testing
- Hypothesis Formation - What are you testing and why
- Variable Isolation - Test one element at a time
- Hook Variations - Multiple opening approaches
- Benefit Angles - Different value props
- CTA Testing - Various call-to-action options
- Emotional vs Logical - Different persuasion styles
- Winner Iteration - Build on what works
Quick Reference
| Action |
Command/Trigger |
| Facebook ad set |
"Write Facebook ads for [product/offer]" |
| Google responsive ads |
"Create Google responsive search ads for [keywords]" |
| LinkedIn ads |
"Write LinkedIn sponsored content for [B2B offer]" |
| Ad hooks |
"Generate 10 scroll-stopping hooks" |
| A/B variants |
"Create ad copy variants to test [element]" |
| Retargeting copy |
"Write retargeting ads for [audience]" |
| Video ad script |
"Write script for [platform] video ad" |
| Carousel copy |
"Create carousel ad copy for [product]" |
Best Practices
- Know platform limits - Character counts vary by placement
- Hook in 3 seconds - Scroll speed is unforgiving
- Benefit > Feature - What's in it for them?
- Specificity wins - "147% increase" beats "dramatic growth"
- Match message to stage - Awareness vs consideration vs conversion
- Test hooks first - Opening line has highest impact
- Use numbers - Digits catch the eye
- Create urgency - Authentic time constraints work
- Social proof - Numbers, testimonials, logos
- Clear CTA - Tell them exactly what to do
- Mobile-first - Most social scrolling is mobile
- Emoji strategy - Use sparingly, test impact
- Question hooks - Engage with curiosity
- Pain before gain - Agitate problem, then solve
- Consistent voice - Match ad to landing page
1---2name: ad-copy-writer3description: Write high-converting advertising copy for paid media campaigns4---56# Ad Copy Writer78Create scroll-stopping ad copy that captures attention and drives clicks across all major advertising platforms. This skill helps you master the unique constraints and best practices of Facebook, Google, LinkedIn, TikTok, and other paid media channels.910Every platform has different character limits, audience expectations, and creative requirements. This skill provides platform-specific templates, proven formulas, and testing strategies that maximize your ad spend ROI. From awareness campaigns to direct response, from B2B to B2C, get copy that converts.1112Essential for performance marketers, media buyers, growth teams, and businesses running paid acquisition campaigns.1314## Core Workflows1516### Workflow 1: Facebook/Instagram Ads171. **Hook Development** - Stop the scroll in first 3 seconds182. **Primary Text** - Compelling body copy (125-250 chars visible)193. **Headline Creation** - Benefit-driven, action-oriented204. **Description Writing** - Supporting value proposition215. **CTA Selection** - Match button to campaign goal226. **Format Adaptation** - Feed, Stories, Reels variations237. **Creative Alignment** - Copy that complements visuals2425### Workflow 2: Google Search Ads261. **Keyword Integration** - Include search terms naturally272. **Headline Set** - 15 headlines for responsive search ads283. **Description Set** - 4 descriptions for rotation294. **Character Optimization** - Max impact in 30/90 char limits305. **CTA Inclusion** - Clear action words316. **USP Highlighting** - Differentiate from competitors327. **Extension Copy** - Sitelinks, callouts, snippets3334### Workflow 3: LinkedIn Ads351. **Professional Tone** - B2B appropriate messaging362. **Pain Point Focus** - Address business challenges373. **Credibility Building** - Stats, awards, recognition384. **Single Image Ads** - 150 char intro, headline, description395. **Carousel Copy** - Story across multiple cards406. **Video Ad Scripts** - Professional video hooks417. **Thought Leadership** - Document ads, conversation ads4243### Workflow 4: Ad Creative Testing441. **Hypothesis Formation** - What are you testing and why452. **Variable Isolation** - Test one element at a time463. **Hook Variations** - Multiple opening approaches474. **Benefit Angles** - Different value props485. **CTA Testing** - Various call-to-action options496. **Emotional vs Logical** - Different persuasion styles507. **Winner Iteration** - Build on what works5152## Quick Reference5354| Action | Command/Trigger |55|--------|-----------------|56| Facebook ad set | "Write Facebook ads for [product/offer]" |57| Google responsive ads | "Create Google responsive search ads for [keywords]" |58| LinkedIn ads | "Write LinkedIn sponsored content for [B2B offer]" |59| Ad hooks | "Generate 10 scroll-stopping hooks" |60| A/B variants | "Create ad copy variants to test [element]" |61| Retargeting copy | "Write retargeting ads for [audience]" |62| Video ad script | "Write script for [platform] video ad" |63| Carousel copy | "Create carousel ad copy for [product]" |6465## Best Practices6667- **Know platform limits** - Character counts vary by placement68- **Hook in 3 seconds** - Scroll speed is unforgiving69- **Benefit > Feature** - What's in it for them?70- **Specificity wins** - "147% increase" beats "dramatic growth"71- **Match message to stage** - Awareness vs consideration vs conversion72- **Test hooks first** - Opening line has highest impact73- **Use numbers** - Digits catch the eye74- **Create urgency** - Authentic time constraints work75- **Social proof** - Numbers, testimonials, logos76- **Clear CTA** - Tell them exactly what to do77- **Mobile-first** - Most social scrolling is mobile78- **Emoji strategy** - Use sparingly, test impact79- **Question hooks** - Engage with curiosity80- **Pain before gain** - Agitate problem, then solve81- **Consistent voice** - Match ad to landing page
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