Ad Copy Templates Reference

Detailed formulas and templates for writing high-converting ad copy.

Contents

• Primary Text Formulas (Problem-Agitate-Solve, Before-After-Bridge, Social Proof Lead, Feature-Benefit Bridge, Direct Response)
• Headline Formulas (For Search Ads, For Social Ads)
• CTA Variations (Soft CTAs, Hard CTAs, Urgency CTAs, Action-Oriented CTAs)
• Platform-Specific Copy Guidelines (Google Search Ads, Meta Ads, LinkedIn Ads)
• Copy Testing Priority

Primary Text Formulas

Problem-Agitate-Solve (PAS)

[Problem statement]
[Agitate the pain]
[Introduce solution]
[CTA]

Example:

Spending hours on manual reporting every week? While you're buried in spreadsheets, your competitors are making decisions. [Product] automates your reports in minutes. Start your free trial →

Before-After-Bridge (BAB)

[Current painful state]
[Desired future state]
[Your product as the bridge]

Example:

Before: Chasing down approvals across email, Slack, and spreadsheets. After: Every approval tracked, automated, and on time. [Product] connects your tools and keeps projects moving.

Social Proof Lead

[Impressive stat or testimonial]
[What you do]
[CTA]

Example:

"We cut our reporting time by 75%." — Sarah K., Marketing Director [Product] automates the reports you hate building. See how it works →

Feature-Benefit Bridge

[Feature]
[So that...]
[Which means...]

Example:

Real-time collaboration on documents So your team always works from the latest version Which means no more version confusion or lost work

Direct Response

[Bold claim/outcome]
[Proof point]
[CTA with urgency if genuine]

Example:

Cut your reporting time by 80% Join 5,000+ marketing teams already using [Product] Start free → First month 50% off

Headline Formulas

For Search Ads

For Social Ads

CTA Variations

Soft CTAs (awareness/consideration)

Best for: Top of funnel, cold audiences, complex products

• Learn More
• See How It Works
• Watch Demo
• Get the Guide
• Explore Features
• See Examples
• Read the Case Study

Hard CTAs (conversion)

Best for: Bottom of funnel, warm audiences, clear offers

• Start Free Trial
• Get Started Free
• Book a Demo
• Claim Your Discount
• Buy Now
• Sign Up Free
• Get Instant Access

Urgency CTAs (use when genuine)

Best for: Limited-time offers, scarcity situations

• Limited Time: 30% Off
• Offer Ends [Date]
• Only X Spots Left
• Last Chance
• Early Bird Pricing Ends Soon

Action-Oriented CTAs

Best for: Active voice, clear next step

• Start Saving Time Today
• Get Your Free Report
• See Your Score
• Calculate Your ROI
• Build Your First Project

Platform-Specific Copy Guidelines

Google Search Ads

• Headline limits: 30 characters each (up to 15 headlines)
• Description limits: 90 characters each (up to 4 descriptions)
• Include keywords naturally
• Use all available headline slots
• Include numbers and stats when possible
• Test dynamic keyword insertion

Meta Ads (Facebook/Instagram)

• Primary text: 125 characters visible (can be longer, gets truncated)
• Headline: 40 characters recommended
• Front-load the hook (first line matters most)
• Emojis can work but test
• Questions perform well
• Keep image text under 20%

LinkedIn Ads

• Intro text: 600 characters max (150 recommended)
• Headline: 200 characters max (70 recommended)
• Professional tone (but not boring)
• Specific job outcomes resonate
• Stats and social proof important
• Avoid consumer-style hype

Copy Testing Priority

When testing ad copy, focus on these elements in order of impact:

1. Hook/angle (biggest impact on performance)
2. Headline
3. Primary benefit
4. CTA
5. Supporting proof points

Test one element at a time for clean data.