Guide
Write ad copy that outperforms a designer
The 4-line formula that consistently beats fancy creative on Meta and Google.
Line 1: call out the audience
First 3 words decide who reads on. 'Wedding planners in Austin,' or 'For anyone launching a coffee shop:'. Make the exact reader nod, wrong reader scroll past.
Line 2: name the pain or desire
One line that hits their current frustration or hope. 'Booking cakes for events is a nightmare when suppliers ghost you.' Specific pain beats general benefit.
Line 3: your solution + proof
How you solve it, with one credibility hook. 'We deliver on time to 200+ weddings a year.' A specific number is worth more than 3 adjectives.
Line 4: call to action
ONE specific ask. 'Book a free consultation this week.' Not 'Learn more' or 'Click here'. Give a clear next step and a mild reason to act now.
Test 3 to 5 variations at once
Same offer, different angles. Meta and Google auto-optimise between them. The winner is often not what you expected, so let the data pick.
Keep it short: 90 chars primary text
On mobile, only the first 90 characters show before 'See more'. If your hook lives beyond that, few people ever read it.
That’s the whole thing.
Keep going
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