# Ad Copywriting

> Craft high-performing ad copy for paid channels including PPC, social, and display advertising. Use for: Google Ads (Search, Display, PMax), Meta Ads (Facebook, Instagram), LinkedIn Ads, Twitter/X Ads, YouTube Ads, TikTok Ads, programmatic display, retargeting campaigns, and A/B test variant creation.

- Skill: `majiayu000/ad-copywriting` (Agent Skill, multi-file: 2 files)
- Install (CLI): `npx skillmds add majiayu000/ad-copywriting`
- Raw SKILL.md: https://api.skillmd.com/api/skills/majiayu000/ad-copywriting/raw
- Safety review: pending
- Works with: Claude Code, Claude.ai, OpenAI Codex
- Category: Marketing & Growth
- Author: majiayu000 (https://skillmd.com/u/majiayu000)
- Updated: 2026-09-09
- Page: https://skillmd.com/skills/majiayu000/ad-copywriting

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# Ad Copywriting (PPC, Social, Display)

Create compelling, concise ad copy that captures attention and drives action within strict platform constraints.

## Overview

Combine persuasion principles with platform-specific best practices to maximize return on advertising spend. Ad copy quality directly impacts Quality Score, CPC, and campaign profitability.

## Platform Specifications

| Platform | Headlines | Description | Notes |
|----------|-----------|-------------|-------|
| Google Search (RSA) | 15 × 30 chars | 4 × 90 chars | Diverse angles |
| Google Display | 5 × 25-90 chars | 5 × 90 chars | Visual context |
| Meta Ads | 40 chars | 125 chars optimal | Emoji-friendly |
| LinkedIn | 70 chars | 150 chars | Professional tone |
| Twitter/X | 280 chars total | N/A | Conversational |

## Copy Framework by Objective

| Objective | Lead With | CTA Style |
|-----------|----------|----------|
| Awareness | Brand benefit | Learn More |
| Traffic | Curiosity hook | Explore, Discover |
| Leads | Value proposition | Get, Download |
| Conversions | Urgency/scarcity | Buy, Start, Try |
| App Install | Key benefit | Install, Get App |

## Google Search Ads

### Headline Angle Mix (for RSAs)
- Benefit-focused (3-4)
- Feature callouts (2-3)
- Social proof (2-3)
- Urgency/scarcity (2-3)
- Question headlines (2-3)
- Brand + keyword (2-3)

### Description Structure
- Para 1: Primary value proposition + CTA
- Para 2: Supporting benefit + credibility
- Include keywords naturally

## Meta Ads (Facebook/Instagram)

### Primary Text Formulas
- **Problem-Solution**: State pain point, offer solution
- **Social Proof**: "Join X people who..."
- **Question Lead**: Start with engaging question
- **Story Hook**: Mini narrative opening

### Headline Formulas
- [Benefit] for [Audience]
- [Result] in [Timeframe]
- [Action Verb] Your [Outcome]

## LinkedIn Ads

### Tone Guidelines
- Professional, not stuffy
- Authority-building
- Data and results-oriented
- Industry-specific terminology

### B2B Focus Areas
- ROI and efficiency gains
- Industry recognition
- Peer adoption ("Leading companies use...")
- Thought leadership angle

## Copy Quality Checklist

- [ ] Clear value proposition
- [ ] Strong, specific CTA
- [ ] Keywords incorporated naturally
- [ ] Within character limits
- [ ] Matches landing page message
- [ ] Platform policy compliant
- [ ] Emotional trigger present
- [ ] Differentiated from competitors

## Using the Reference Files

### `/references/platform-specs.md`
Read when creating ads for specific platforms. Contains detailed character limits, format options, and best practices.

### `/references/persuasion-formulas.md`
Read when crafting compelling hooks and CTAs. Contains proven copywriting frameworks and examples.

## Reference Files

This skill includes the following detailed reference materials:

- [Display Ads](references/display-ads.md)
- [Google Ads](references/google-ads.md)
- [Linkedin Ads](references/linkedin-ads.md)
- [Meta Ads](references/meta-ads.md)
- [Persuasion Formulas](references/persuasion-formulas.md)
- [Platform Specs](references/platform-specs.md)
- [Video Ads](references/video-ads.md)