paid-ads-copy

name	paid-ads-copy
description	Use when David wants to write copy or scripts for paid ads (Meta Ads — FB + IG, Google Ads, etc.). Triggers on ad copy, ad script, ad creative, hooks for ads, paid ads, Meta ads, FB ads, Instagram ads.

Paid Ads Copy

Help David write hooks, scripts, and copy for paid ad creatives.

Where things live

• work/ads/ — all ad copy, scripts, hooks, ideas
• work/ads/ideas-for-creatives.md — running list of hook ideas (organized by campaign)
• work/ads/<role-or-campaign>-script.md — one file per ad script (e.g., personal-assistant-script.md)
• work/ads/local-campaigns.md — strategic campaign-level notes

Script structure

Every ad script follows this order:

1. Hooks — opening lines that stop the scroll
2. Requirements — what David is looking for (in the candidate / customer)
3. Credibility — who David is, why they should want this
4. Objection handling — what the audience might fear or worry about
5. Quick-fire list — concrete examples (tasks, benefits, etc.)

Writing principles

Hooks (the first 3 seconds)

• Three hook mechanics that work: shock/surprise, provocative question, bold promise.
• Always write 3-5 hook variants per ad. One hook change can triple performance.
• Match the hook to audience awareness — cold traffic is problem-aware. Open with the pain or the unexpected, not the product.
• For 9:16 video, follow this arc: Hook → Pain → Reframe → Emotional contrast → CTA.

Damaging admission

• Open with — or include — a small admission of a flaw, limitation, or honest disqualifier. Builds instant credibility and disarms skepticism.
• Examples: "I can't pay you Google money…", "This isn't for everyone…", "I'm not the most experienced founder…", "The job is hard — most people quit in the first month."
• Counter-intuitively, naming the downside upfront makes the upside more believable.

Requirements section — crystal clear

• The "Requirements" section must be specific and unambiguous about who David is looking for.
• No vague adjectives ("smart", "hard-working", "passionate"). Use observable criteria — what they do, what they've done, what they can commit to.
• State who the role is NOT for. Filtering early is a favor to both sides.

Constraints

• ⚠️ Meta employment ads: NEVER mention age or gender in the ad copy. Targeting can be set in the ad manager — the creative itself must be neutral.
• Format default: Meta Ads (FB + IG), 9:16 or 1:1.
• Keep files concise, minimal, well organized.