Ad copy for paid

Paid ad copy is short, specific, and action-oriented. It's direct response compressed into 50-150 words. Each element, hook, body, CTA, does a specific job.

The structure

1. Hook: first line, stops the scroll
2. Body: 1-3 sentences developing the promise
3. Proof: a specific number, case study, or credential (optional but strong)
4. CTA: specific action

Character limits by platform

• Meta Feed: 125 chars primary text before truncation
• Meta Story: headline in overlay, short primary
• Google RSA: 30-char headlines × 15, 90-char descriptions × 4
• LinkedIn Sponsored Content: 150 char intro
• TikTok / Reels: minimal copy, visual-first
• YouTube: 70-100 char headline + 100 char description

Copy rules

Specificity beats generality

"Save money" = dead. "$47/month" = alive. Numbers, named things, specific outcomes.

One angle per ad

Don't cram 5 benefits. Pick one angle (price, speed, quality, outcome) and commit.

Active voice

"Get X" beats "X can be obtained." Short sentences. Imperative voice for CTAs.

No jargon without translation

Industry jargon alienates the 90% not in the inner circle.

Read like a text, not a pitch

Especially on Meta. "Just saw this and thought of you" feels personal. "Introducing our revolutionary..." feels corporate.

CTAs that work

• "Shop now" for commerce
• "Learn more" for content-led
• "Get the guide" for lead magnets
• "Try free" for SaaS
• "Book call" for services

Emojis

Platform-dependent:

• Meta: 1-2 emojis can help CTR
• LinkedIn: emojis at top flag as sales-y; avoid
• TikTok: fine, feels native
• Google: don't bother

The P.S. move

On longer-form platforms (Meta body, LinkedIn Sponsored), add a "P.S." at the end. Proven to lift CTR, it's the second-most-read line.

Testing copy

Hold creative constant, test 3-5 copy variations. Each tests a different angle (price, outcome, pain, story).