skills-ws/skills/paid-ads/references/ad-copy-formulas.md

87 agent skills for AI coding assistants — marketing, growth, web3, dev, design & operations. Built for OpenClaw, Claude Code, Cursor, and Codex.

## Contents

- Ad Copy Formulas
- Formula 1: PAS (Problem → Agitate → Solve)
- Formula 2: Before → After → Bridge
- Formula 3: Social Proof Lead
- Formula 4: Specific Number
- Formula 5: Question Hook
- Formula 6: Urgency/Scarcity
- RSA Best Practices (Google)
- Meta Ad Copy Structure

## Ad Copy Formulas

### Formula 1: PAS (Problem → Agitate → Solve)

```
Headline: Tired of [Problem]?
Description: [Problem] costs you [consequence]. [Product] [solves it] in [timeframe]. [CTA].

Example:
Headline: Tired of Losing Leads to Slow Follow-Up?
Description: Every hour of delay drops conversion rates 7x.
LeadSnap auto-responds in under 60 seconds. Start free trial.
```

### Formula 2: Before → After → Bridge

```
Headline: From [Bad State] to [Good State]
Description: [Before situation]. Now imagine [after situation]. [Product] bridges the gap. [CTA].

Example:
Headline: From Spreadsheet Chaos to Real-Time Dashboards
Description: Stop wasting 10hrs/week on manual reports.
DataFlow auto-generates dashboards from your data. Try free.
```

### Formula 3: Social Proof Lead

```
Headline: [Number] [Users] Trust [Product] for [Outcome]
Description: Join [specific companies/users] who [achieved result]. [Key differentiator]. [CTA].

Example:
Headline: 12,000+ Teams Run Projects on TaskForge
Description: Join Stripe, Notion, and Linear in shipping faster.
AI-powered project management. Free for teams up to 10.
```

### Formula 4: Specific Number

```
Headline: [Action] [X]% [Faster/Cheaper/Better]
Description: [Product] helps [audience] [specific outcome] with [mechanism]. [Proof point]. [CTA].

Example:
Headline: Close Deals 34% Faster
Description: SalesOS gives reps AI-generated follow-ups, meeting prep,
and deal scoring. Avg customer sees ROI in 3 weeks. Book demo.
```

### Formula 5: Question Hook

```
Headline: What If You Could [Desirable Outcome]?
Description: [Product] makes it possible. [How it works in one line]. [Proof]. [CTA].
```

### Formula 6: Urgency/Scarcity

```
Headline: [Offer] — [Time Limit]
Description: [Value prop]. [What they get]. [Deadline/scarcity element]. [CTA].

Example:
Headline: 50% Off Annual Plans — Ends Friday
Description: Get enterprise-grade security for startup prices.
All features included. Only 200 seats at this price. Upgrade now.
```

### RSA Best Practices (Google)

- Write 15 headlines (use all slots) — mix branded, benefit, feature, CTA, proof
- Pin sparingly — only pin H1 if brand compliance requires it
- 4 descriptions — lead with different angles (benefit, proof, urgency, feature)
- Include keywords naturally in at least 5 headlines
- At least 3 headlines should work standalone without the others

### Meta Ad Copy Structure

```
PRIMARY TEXT (125 chars visible before "See more"):
Hook line — stop the scroll. Lead with pain, outcome, or surprise.

BODY (after "See more"):
- Expand on the hook
- 2-3 bullet points of benefits
- Social proof line
- Clear CTA

HEADLINE (below creative): Short, benefit-driven (5-7 words)
DESCRIPTION: Supporting detail or offer terms
```

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