ads-copy

# ads-copy — Platform-Specific Ad Copy Generator > **Portability note:** `WebFetch`/`WebSearch` here are Claude Code tools; on the OmegaOS VPS, prefer the CLI equivalents (curl / Playwright CLI) per R-CLI. The copy logic is platform-agnostic — no VPS-only dependency. ## Skill Purpose Generate 10+ production-ready ad copy variations for a specified advertising platform. Every ad is written to exact platform specifications (character limits, format requirements, best practices), includes A/B variations, and uses proven direct-response copy frameworks. Output is copy-paste ready — an ad buyer can drop these directly into the ad platform without editing. ## When to Use - User runs `/ads copy <platform>` - User asks to generate ad copy for a specific platform - Called as a subagent from `/ads strategy` (the main orchestrator) - User needs ready-to-use ad text for any major ad platform - User wants multiple copy variations for A/B testing ## Single-voice craft (do NOT parallelize) Ad copywriting is **one coherent brand voice on one deliverable** — never fan it out to parallel agents. Splitting the 10+ ads across separate writers fractures tone, repeats angles, and breaks the framework/funnel distribution this skill guarantees. Write the full set in a single pass so voice, escalation, and A/B logic stay consistent. Craft upgrades (apply on every run): 1. **Voice lock-in.** Before writing, draft a one-line voice signature (e.g. "blunt, numbers-first, second-person, zero hype") from the Copy Foundation, then hold it across all 10+ ads. Each ad's "Why this works" must trace back to that signature. 2. **No-repeat hook discipline.** Every ad opens on a distinct hook — vary the entry (stat, question, pain, contrarian claim, social proof). Track openers as you write; if two ads start the same way, rewrite one. 3. **A/B = one variable.** Each A/B pair isolates exactly ONE testable change (headline angle OR CTA OR proof point — never several at once), and the "Testing note" names that single variable. ## Input Requirements - **Required:** Target platform (google, meta, linkedin, tiktok, youtube, pinterest) - **Required:** Business context — either a URL to analyze, or prior audience/strategy data - **Optional:** Specific product/service to advertise, audience persona to target, offer/promotion details, tone preferences ## Supported Platforms & Ad Formats ### Google Ads | Format | Headlines | Descriptions | Other | |---|---|---|---| | Responsive Search Ad (RSA) | Up to 15 headlines (30 chars each) | Up to 4 descriptions (90 chars each) | Display URL paths (15 chars each) | | Display Ad | 1-5 headlines (30 chars), 1 long headline (90 chars) | 1-5 descriptions (90 chars) | Business name (25 chars) | | Performance Max | 5 headlines (30 chars), 5 long headlines (90 chars) | 5 descriptions (90 chars) | Call-to-action text | ### Meta (Facebook/Instagram) | Format | Primary Text | Headline | Description | Other | |---|---|---|---|---| | Facebook Feed | 125 chars (visible), 500+ allowed | 40 chars | 30 chars | CTA button | | Instagram Feed | 125 chars (visible), 2200 max | 40 chars | N/A | CTA button | | Stories/Reels | Minimal text overlay | Short overlay text | N/A | Swipe-up CTA | ### LinkedIn | Format | Intro Text | Headline | Description | Other | |---|---|---|---|---| | Sponsored Content | 150 chars (truncated), 600 max | 70 chars | 100 chars (optional) | CTA button | | Message Ads | 500 chars subject, 1500 body | N/A | N/A | CTA button + banner | | Text Ads | N/A | 25 chars | 75 chars | 50x50 image | ### TikTok | Format | Ad Text | Display Name | Other | |---|---|---|---| | In-Feed | 100 chars | 40 chars | CTA button, hashtags | | TopView | 100 chars | 40 chars | First ad users see | | Spark Ads | Use original post caption | Original creator | Boost existing content | ### YouTube | Format | Script Length | On-Screen Text | Other | |---|---|---|---| | Bumper Ad (6s) | ~15-20 words | 1-2 text overlays | Non-skippable | | Pre-roll (15s) | ~35-45 words | 2-3 text overlays | Skippable after 5s | | Non-skip (30s) | ~70-90 words | 3-5 text overlays | Non-skippable | ### Pinterest | Format | Title | Description | Other | |---|---|---|---| | Standard Pin | 100 chars | 500 chars | Link URL | | Video Pin | 100 chars | 500 chars | Link URL | | Carousel | 100 chars per card | 500 chars | 2-5 cards | ## How to Execute ### Step 1: Gather Business Context If a URL is provided, fetch it using `WebFetch` and extract: - Business name and industry - Core value proposition - Key products/services and pricing - Target audience indicators - Tone of voice and brand personality - Unique selling points (USPs) - Social proof elements (reviews, client count, years in business) - Current offers or promotions If audience data exists from a prior `/ads audience` run, reference the top personas. Run supplementary research: ``` WebSearch: "[Business Name]" ads OR advertising WebSearch: "[Industry]" best performing ad copy examples WebSearch: "[Industry]" [platform] ad examples ``` ### Step 2: Define Copy Inputs Before writing any ad, establish these foundational elements: ```markdown ## Copy Foundation **Business:** [Name] **Industry:** [Category] **Platform:** [Selected platform] **Primary Offer:** [What they're selling/promoting] **USP:** [What makes them different — the #1 differentiator] **Target Persona:** [Primary persona from audience research] **Desired Action:** [What do we want the viewer to DO] **Tone:** [Professional / Casual / Bold / Playful / Urgent / Authoritative] **Proof Points:** [Stats, testimonials, awards, client count, results] **Price/Offer:** [Pricing, discount, free trial, free consultation] ``` ### Step 3: Generate Ad Variations Using 4 Copy Frameworks For each ad, apply one of the four frameworks: #### Framework 1: PAS (Problem-Agitate-Solve) - **Problem:** State the pain point the audience feels - **Agitate:** Twist the knife — make them feel the cost of inaction - **Solve:** Present the product/service as the relief #### Framework 2: AIDA (Attention-Interest-Desire-Action) - **Attention:** Bold opening that stops the scroll - **Interest:** Interesting fact, story, or angle that pulls them in - **Desire:** Paint the outcome — what life looks like after buying - **Action:** Clear, compelling CTA #### Framework 3: BAB (Before-After-Bridge) - **Before:** Their current painful situation - **After:** The transformed state they want - **Bridge:** The product/service that gets them there #### Framework 4: 4Ps (Promise-Picture-Proof-Push) - **Promise:** Bold claim or guarantee - **Picture:** Vivid image of the result - **Proof:** Evidence (testimonial, stat, case study) - **Push:** Urgency or scarcity to act now ### Step 4: Write Platform-Specific Ads Generate **at least 10 ad variations** with A/B pairs for each. Use this structure: --- #### Ad Variation Template (Google RSA Example) ```markdown ### Ad [Number] — [Framework Used] | Angle: [Pain/Benefit/Social Proof/Urgency] **Version A:** | Element | Copy | Chars | |---|---|---| | Headline 1 | [headline text] | [count]/30 | | Headline 2 | [headline text] | [count]/30 | | Headline 3 | [headline text] | [count]/30 | | Description 1 | [description text] | [count]/90 | | Description 2 | [description text] | [count]/90 | | Display Path 1 | [path text] | [count]/15 | | Display Path 2 | [path text] | [count]/15 | | CTA | [call to action] | — | **Version B (A/B Variation):** | Element | Copy | Chars | |---|---|---| | Headline 1 | [alternate headline] | [count]/30 | | Headline 2 | [alternate headline] | [count]/30 | | Headline 3 | [alternate headline] | [count]/30 | | Description 1 | [alternate description] | [count]/90 | | Description 2 | [alternate description] | [count]/90 | | Display Path 1 | [path text] | [count]/15 | | Display Path 2 | [path text] | [count]/15 | | CTA | [call to action] | — | **Why this works:** [2-3 sentences explaining the psychology and angle] **Best for:** [which audience persona / funnel stage] **Testing note:** [what's being tested between A and B] ``` #### Ad Variation Template (Meta Example) ```markdown ### Ad [Number] — [Framework Used] | Angle: [Pain/Benefit/Social Proof/Urgency] **Version A:** | Element | Copy | Chars | |---|---|---| | Primary Text | [full ad copy — can be multi-line, include emojis where appropriate] | [count] | | Headline | [headline text] | [count]/40 | | Description | [description text] | [count]/30 | | CTA Button | [Shop Now / Learn More / Sign Up / Get Offer / Book Now / Contact Us] | — | **Version B (A/B Variation):** | Element | Copy | Chars | |---|---|---| | Primary Text | [alternate copy] | [count] | | Headline | [alternate headline] | [count]/40 | | Description | [alternate description] | [count]/30 | | CTA Button | [alternate CTA] | — | **Why this works:** [explanation] **Best for:** [persona / funnel stage] **Testing note:** [what's being tested] ``` ### Step 5: Ad Distribution Across Frameworks and Angles Ensure the 10+ ads are distributed across frameworks and angles: | # | Framework | Angle | Funnel Stage | |---|---|---|---| | Ad 1-2 | PAS | Pain/Problem | TOFU (awareness) | | Ad 3-4 | AIDA | Benefit/Transformation | TOFU (awareness) | | Ad 5-6 | BAB | Before/After | MOFU (consideration) | | Ad 7-8 | 4Ps | Social Proof/Authority | MOFU (consideration) | | Ad 9-10 | PAS | Urgency/Scarcity | BOFU (conversion) | | Ad 11-12 | AIDA | Objection Handling | BOFU (conversion) | ### Step 6: Platform-Specific Best Practices Include a best practices section at the end of the output: **Google Ads:** - Pin Headline 1 with brand name or primary keyword for RSAs - Use keyword insertion syntax: {KeyWord:Default Text} - Include numbers and percentages (they increase CTR) - Every headline should make sense standalone and in combination - Use at least 1 headline with a CTA, 1 with a benefit, 1 with a keyword **Meta (Facebook/Instagram):** - First line must hook — only 125 chars show before "See More" - Use line breaks and emojis to improve readability - Social proof in primary text outperforms features - Questions as headlines drive 30-50% more engagement - Stories ads: keep text minimal, let visuals carry the message **LinkedIn:** - Professional tone but not boring — conversational authority works best - Stats and data outperform emotional appeals - Tag company pages in Sponsored Content for social proof - Message Ads: personalize the subject line and keep body under 500 words - Questions in intro text drive 50% more clicks **TikTok:** - Write like a creator, not a brand - Use trending language and casual tone - Hashtag strategy: 3-5 relevant hashtags, 1 branded - Spark Ads (boosting organic posts) outperform traditional ads 2:1 - First 2 seconds determine if they watch or scroll **YouTube:** - Bumper (6s): One message, one visual, one CTA — that's it - Pre-roll (15s): Hook in first 5 seconds before skip button appears - Include a clear verbal CTA + on-screen CTA - Cards and end screens extend engagement **Pinterest:** - Use keyword-rich descriptions (Pinterest is a search engine) - 500-character descriptions perform best - Include pricing in Pin titles when relevant - Vertical format (2:3 aspect ratio) gets 60% more engagement - Call-to-action language increases click-through by 70% ### Step 7: Headline Bank Include a supplementary headline bank organized by angle: ```markdown ## Headline Bank (Quick-Reference) ### Benefit-Driven Headlines 1. [headline] ([char count]) 2. [headline] ([char count]) 3. [headline] ([char count]) 4. [headline] ([char count]) 5. [headline] ([char count]) ### Pain-Point Headlines 1. [headline] ([char count]) 2. [headline] ([char count]) 3. [headline] ([char count]) 4. [headline] ([char count]) 5. [headline] ([char count]) ### Social Proof Headlines 1. [headline] ([char count]) 2. [headline] ([char count]) 3. [headline] ([char count]) ### Urgency/Scarcity Headlines 1. [headline] ([char count]) 2. [headline] ([char count]) 3. [headline] ([char count]) ### Question Headlines 1. [headline] ([char count]) 2. [headline] ([char count]) 3. [headline] ([char count]) ``` ## Output Format Save the complete output to `ADS-COPY-[PLATFORM].md` in the current working directory. Replace `[PLATFORM]` with the actual platform name in caps: `GOOGLE`, `META`, `LINKEDIN`, `TIKTOK`, `YOUTUBE`, `PINTEREST`. **File structure:** ``` # Ad Copy — [Platform]: [Business Name] > Generated [date] | Source: [URL] > Platform: [Platform] | Formats: [list of ad formats covered] > Framework Mix: PAS, AIDA, BAB, 4Ps ## Copy Foundation [copy inputs section] ## Ad Variations ### Ad 1 — [Framework] | [Angle] [full ad with A/B variation] ### Ad 2 — [Framework] | [Angle]