meta-ad-copy

name	meta-ad-copy
description	Generate performance-optimized Meta ad copy using data from 29 competitors (561 ads). Proven patterns - 60% Statement, 16% Metric/Result, 14% Question hooks. Creates variations optimized for business owners and service providers in Ben's voice with data-backed conversion strategies.

Meta Ad Copy Generator

Generate high-converting Meta ad copy optimized for The Coach Consultant's target audience of business owners and service providers.

✅ POWERED BY COMPETITOR INTELLIGENCE

29 Top Performers Analyzed | 561 Active Ads | March 2026

This skill uses proven patterns from:

• Alex Hormozi, Dan Martell, Russell Brunson (Tier 1)
• Billy Gene, Molly Pittman, Cat Howell (Tier 2)
• Gary Vee, Ali Abdaal, Iman Gadzhi (Tier 3)
• Stefan Georgi, Justin Goff (Tier 4)
• UK-specific: James Sinclair, Rob Moore (Tier 5)

Reference files:

• /1-meta-ads/meta-ad-competitor/outputs/CONSOLIDATED-ANALYSIS-29-COMPETITORS.md
• /1-meta-ads/meta-ad-competitor/outputs/TOP-50-HOOKS-SWIPE-FILE.md

Instructions for Claude

When this skill is invoked:

1. MANDATORY: Ask the user for campaign details FIRST (DO NOT SKIP THIS STEP):

   Use the AskUserQuestion tool to gather:

   Question 0: Competitor Style (Optional)

   • Header: "Match Competitor Style?"
   • Options:
     • "General Best Practices" (Use patterns from all 29 competitors)
     • "Alex Hormozi" (65% Metric/Result hooks, 65% Hard CTA, aggressive)
     • "Dan Martell" (55% Statement, 40% Question, 70% No CTA, conversational)
     • "Russell Brunson" (40% Statement, 30% Metric, balanced)
     • "Gary Vaynerchuk" (Statement + Story, 80% No CTA, pure value)
     • "Billy Gene" (How-To/Framework, educational, entertaining)
     • [Show all 29 if user asks]

   If competitor selected: Read their specific patterns from /1-meta-ads/meta-ad-competitor/outputs/ad-library-analysis/[name]-ad-library-2026-03-24.md

   Question 1: Campaign Objective

   • Header: "Campaign Goal"
   • Options:
     • "Book a Call" (Lead generation for 1-1 consultations)
     • "Webinar/Masterclass Registration" (Event sign-ups)
     • "Free Resource Download" (Lead magnet - guide, template, toolkit)
     • "Course/Product Launch" (Paid offering promotion)

   Question 2: Target Audience Pain Point (from new IP — May 2026)

   • Header: "Main Pain"
   • Options (ordered by hero → secondary → niche, per docs/new-ip/06-pain-isolation.md):
     • "Guesswork Tax" (HERO — every content/acquisition/sales decision is a guess, no AI intelligence)
     • "Bottleneck Identity" (everything runs through them, cannot step back without dropping balls)
     • "AI Era Anxiety" (knows AI is the answer, cannot tell tools from intelligence, frozen)
     • "Trust Trauma" (burnt by mentors before, frameworks just the same, debt to show for it)
     • "Plate Anxiety" (cannot add more stress to the plate, even when it would lighten it)
     • "Revenue Plateau" (£100K-£500K stuck in £8.5K-£30K monthly, should be scaling without hiring)

   Question 3: Main Offer/Value Proposition

   • Header: "Core Offer"
   • Text input field for user to describe the main offer (e.g., "Free 45-min strategy call to build AI-powered content system")

   Question 4 (Optional): Additional Elements

   • Header: "Include"
   • Multi-select options:
     • "Social Proof" (300+ business owners using frameworks)
     • "Urgency" (Limited spots, event date, bonus deadline)
     • "Specific Metrics" (10x output, 90% less time, £50K→£200K transformations)
     • "Authority Signals" (Industry recognition, case studies)

   CRITICAL: Do NOT generate any ad copy until ALL questions are answered. If user provides vague answers, ask follow-up clarification questions.

2. Fetch top performing ads from Meta API:

   cd 1-meta-ads/meta-ad-copy && bash setup.sh --top 10 --format json
   

   Note: setup.sh automatically handles dependencies (creates venv on first run)

3. Analyze winning patterns (DATA-BACKED):

   • Use competitor intelligence from /1-meta-ads/meta-ad-competitor/outputs/
   • Apply proven hook distribution: 60% Statement, 16% Metric/Result, 14% Question
   • Reference CTA patterns: 67% No CTA (content-first), 14% Hard CTA (conversion)
   • Extract hooks, CTAs, pain points from API data
   • Identify forbidden phrases used (to avoid)
   • Note high-CTR patterns

4. Generate 3-5 ad copy variations using proven formulas:

   Formula 1: Statement Hook (59.4% success rate)

   [Direct Value Proposition] + [Simple Process] + [Clear Outcome]
   

   Example: "Right so here's what I see constantly working for business owners hitting £10K months..."

   Formula 2: Metric/Result Hook (16.2%, high conversion)

   [Specific Number] + [Target Audience] + [Achieving Result]
   

   Example: "147 business owners used this system to add £5K-£15K/month in 90 days"

   Formula 3: Question Hook (13.7%, high engagement)

   [Relatable Situation] + [Question that triggers self-reflection]
   

   Example: "Why do some business owners hit £10K months while others stay stuck at £2K?"

   Formula 4: Bold Statement Hook (3.4%, pattern interrupt)

   [Controversial/Unexpected Statement] + [Why it matters]
   

   Example: "Most 'business consultants' have never built a real business. Here's the difference..."

   Formula 5: Pain Point Hook (2.5%, problem-aware)

   [Most people struggle with X] → [Here's the real problem] → [Solution]
   

   Example: "You're not failing because of effort. You're failing because of systems."

   Apply These Rules:

   • Ben's voice rules (British English, no AI phrases, Yorkshire tone)
   • Different hook types per variation (test multiple)
   • Character limits: Primary text <125 chars for optimal performance, Headlines 5-7 words
   • Match CTA to stage: Awareness = No CTA, Conversion = Hard CTA

5. Output formatted markdown file:

   • Save to outputs/META-AD-COPY-[campaign-name].md
   • Include performance predictions and A/B test recommendations

Purpose

This skill generates Meta ad copy variations that:

• Align with The Coach Consultant brand voice
• Target business owners and service providers pain points and goals
• Follow Meta best practices (character limits, hooks, CTAs)
• Include A/B test variations for optimization
• Reference brand context from CLAUDE.md
• Use real-time performance data from Meta API

Usage

How It Works

Step 1: User invokes skill

Generate meta ad copy

or

/meta-ad-copy

Step 2: Claude asks 4 questions via AskUserQuestion tool:

1. Campaign objective (Book a Call, Webinar, Resource, Course)
2. Target pain point (Manual Overwhelm, Invisibility, AI Paralysis, Revenue Plateau)
3. Main offer description (user provides specific offer details)
4. Optional elements (Social Proof, Urgency, Metrics, Authority)

Step 3: Claude fetches real Meta API performance data

Step 4: Claude generates 3-5 ad variations optimized for selected pain point + objective

Step 5: Output saved to outputs/META-AD-COPY-[campaign-name].md

Example User Flow

User: "Generate meta ad copy"

Claude: [Displays AskUserQuestion with 4 questions]

User selects:

• Campaign Goal: Book a Call
• Main Pain: Manual Overwhelm
• Core Offer: "Free 45-min clarity call to systematize client operations with AI"
• Include: Social Proof, Specific Metrics

Claude: [Fetches API data, analyzes patterns, generates 3-5 variations matching Manual Overwhelm pain point + Book a Call objective]

Quick Invocation (If User Provides All Details Upfront)

If user says:

Generate meta ad copy for a free strategy call targeting business owners
stuck in manual overwhelm. Include social proof and metrics.

Claude should still use AskUserQuestion but pre-fill obvious answers and only ask for missing details.

Required Inputs

1. Campaign Objective

   • Lead generation
   • Course/product launch
   • Event registration
   • Free resource download
   • Consultation booking

2. Target Audience

   • Business stage (revenue, team size)
   • Main pain point
   • Coaching niche (if specific)

3. Main Offer/Hook

   • What you're promoting
   • Key benefit
   • Call-to-action

Optional Inputs

• Tone modifier: More formal / More casual
• Elements to include: Social proof, urgency, stats, testimonials
• Competitor differentiation: What makes this unique
• Budget range: For context on offer positioning

Output Format

The skill generates:

META-AD-COPY-[CAMPAIGN].md

For each variation:

## Variation 1: [Hook Type]

**Primary Text** (125 chars max)
[Pain point or opportunity-focused opening]

**Headline** (5-7 words, benefit-focused)
[Clear value proposition]

**Description** (Optional, 27 chars)
[Supporting detail or urgency element]

**Call-to-Action**
[Specific action: Book a Call, Download Guide, Register Now, etc.]

---

**Performance Notes:**
- Hook type: [Question / Statement / Statistic]
- Pain point addressed: [Specific pain]
- Urgency element: [Yes/No - what type]
- Social proof: [Yes/No - what type]

**A/B Test Recommendation:**
Test against Variation [X] to compare [hook type] vs [alternative]

Meta Best Practices (Built-in)

Character Limits

• Primary Text: 125 characters optimal (before "see more")
• Headline: 5-7 words, benefit-focused
• Description: 27 characters (optional)
• CTA: Standard Meta buttons (Book Now, Learn More, Download, etc.)

Copy Structure

1. Hook (First line): Pain point, question, or bold statement
2. Value Prop (Middle): What they get, why it matters
3. CTA (End): Clear next step with urgency/benefit

Hook Types

• Question: "Tired of feast-or-famine client flow?"
• Statement: "Most business owners make this fatal mistake..."
• Statistic: "73% of business owners struggle with consistent revenue."
• Social Proof: "1,200+ business owners transformed their business with..."

Brand Context Integration

The skill automatically references:

From CLAUDE.md + new IP (docs/new-ip/):

• Brand voice (Yorkshire-direct, mate-to-mate, with warmth)
• Target audience: Sam — open business owners and service providers, men + women equally, 35-50 years old, £100K-£500K (high-heat zone £8.5K-£30K monthly)
• Hero pain: Guesswork Tax (every growth decision is a guess)
• Secondary pain: Bottleneck Identity (everything runs through them)
• Goals: Predictability (the new growth metric), AI intelligence behind every decision, personal brand defence in AI era
• Differentiation: AI intelligence (NOT AI tools), done-with-you delivery, 4-step programme (Audit → Setup → Roadmap → 90-Day Growth Map)

Ben's Voice Rules (CRITICAL — see CLAUDE.md for full list):

Forbidden AI Phrases (NEVER USE):

• "Here's the thing" / "Let's dive in" / "Dive in"
• "Transformation journey" / "Journey" / "Unlock" / "Level up"
• "Game changer" / "Game-changing" / "Ground-breaking"
• "In this comprehensive guide" / "In conclusion"
• Em-dashes / en-dashes
• Gendered defaults ("the bloke", "the guy", "him")

Ben's Natural Phrases (USE THESE):

• "Right, so..." (to start explanations)
• "Look, here's the thing..." / "Mate, the truth is..."
• "Doing my head in..."
• "Proper" (as adverb)

New IP signature phrases (USE OFTEN — these are the spine):

• "You are the bottleneck of your business"
• "Stop guessing growth"
• "AI intelligence, not AI tools"
• "Personal brand plus AI adoption"
• "Done-with-you, not done-by-yourself, not done-to-you"
• "Built for you, used by you, owned by you"
• "Frameworks just the same"
• "Replace £100K+/month in staff wages with copy-paste SOPs"
• "Predictability is the new growth metric"

Tone & Style:

• British English always (£, organisation, optimise, behaviour)
• Always say "business owners and service providers" (NEVER say "coaches")
• Direct, straight-talking, Yorkshire influence
• Short punchy sentences
• No dashes or excessive punctuation (sounds robotic)
• No corporate fluff or buzzwords
• Authority through personal experience (not theory)
• Sound human, not AI

Language Preferences:

• UK English (£, programme, optimise)
• Direct, value-the-reader's-time approach
• "You" focused (speak directly to business owners)
• Specific numbers and metrics when available
• Real examples over theory

Performance Scoring

Each variation includes:

Element	Score	Notes
Hook Strength	✅ Pass / ⚠️ Warning / ❌ Fail	Clarity, pain-point relevance
Benefit Clarity	✅ Pass / ⚠️ Warning / ❌ Fail	Is value proposition clear?
CTA Strength	✅ Pass / ⚠️ Warning / ❌ Fail	Specific, urgent, benefit-driven?
Brand Alignment	✅ Pass / ⚠️ Warning / ❌ Fail	Matches voice/tone guidelines
Character Limits	✅ Pass / ⚠️ Warning / ❌ Fail	Within Meta optimal ranges

Overall Score: 0-100 (weighted average)

Example Output

# Meta Ad Copy - Client Acquisition Masterclass

Generated: 2026-03-09
Campaign: Free Masterclass Registration
Audience: Solo business owners, £50K-£200K revenue, struggling with consistent client flow

---

## Variation 1: Pain Point Question

**Primary Text**
Sound familiar? Feast or famine client flow. Most business owners waste £1000s on ads that don't work. The 3-step system 1,200+ use.

**Headline**
Predictable Client Flow for Business Owners

**Description**
Free masterclass - March 15

**Call-to-Action**
Register Now

---

**Performance Notes:**
- Hook type: Question (pain point)
- Pain point: Inconsistent revenue, ad waste
- Urgency: Event date (March 15)
- Social proof: 1,200+ business owners
- Differentiation: 3-step system (specific)

**A/B Test Recommendation:**
Test against Variation 2 (Statistic hook) to compare emotional vs. data-driven appeal.

**Score Breakdown:**
- Hook Strength: ✅ Pass (8/10) - Clear pain point, relatable question
- Benefit Clarity: ✅ Pass (9/10) - "Predictable client flow" is specific
- CTA Strength: ✅ Pass (8/10) - Clear action, tied to urgency
- Brand Alignment: ✅ Pass (9/10) - Supportive, action-oriented, data-backed
- Character Limits: ✅ Pass (10/10) - 118 chars (optimal range)

**Overall Score: 88/100** (Grade: B+)

Customization with Client Data

When Rob provides:

Meta Ad Performance Data:

• Top performing ads (copy + metrics)
• Worst performing ads (to avoid patterns)
• Audience segments and targeting
• Historical CTR, conversion rates

The skill will:

1. Analyze winning patterns (hooks, CTAs, length)
2. Identify fatigue indicators (declining CTR)
3. Suggest refresh cadence based on performance
4. Generate copy variations matching proven patterns

Brand Voice Examples:

• Existing ad copy, emails, social posts
• Blog content, course descriptions
• Client testimonials, case studies

The skill will:

1. Extract tone patterns and vocabulary
2. Match sentence structure and pacing
3. Replicate successful messaging angles
4. Maintain authentic brand voice

Quick Wins (Before Client Data)

Based on industry best practices:

1. Test Multiple Hooks: Question vs. Statement vs. Statistic
2. Vary CTAs: "Book a Call" vs. "Download Guide" vs. "Watch Masterclass"
3. Social Proof Elements: "1,200+ business owners" vs. "Featured in..." vs. Testimonial quote
4. Urgency Types: Event date vs. Limited spots vs. Bonus deadline
5. Benefit Framing: Problem-solution vs. Transformation vs. System/framework

Files Generated

• META-AD-COPY-[CAMPAIGN].md - Full copy variations with scoring
• AD-PERFORMANCE-NOTES.md - Recommendations and A/B test strategy (optional)

Integration with Agents

This skill can be enhanced by:

1. Research Agent: Analyze competitor ads, identify trends
2. Fact-Check Agent: Verify any stats or claims used
3. Tone Agent: Ensure brand voice consistency
4. Conversion Agent: Optimize hooks and CTAs for performance

See /agents/ for multi-agent orchestration setup.

Best Practices

Do:

✅ Lead with pain point or opportunity ✅ Include specific metrics when available (£, %, #) ✅ Use UK English for The Coach Consultant ✅ Keep primary text under 125 characters ✅ Make CTA specific and benefit-driven ✅ Include urgency or scarcity elements ✅ Reference real results or social proof

Don't:

❌ Use generic hooks ("Are you ready to...") ❌ Exceed character limits (hurts mobile display) ❌ Mix US/UK English ❌ Make unverifiable claims ❌ Use jargon or buzzwords ❌ Copy competitor ads verbatim ❌ Forget mobile-first formatting

Updates & Optimization

This skill will be updated when:

• Rob provides actual ad performance data
• New high-performing patterns emerge
• Meta best practices change
• Brand voice guidelines are refined
• New target audience segments added

Current version: v2.0 (Live API Integration)

• ✅ Real-time Meta API data fetching
• ✅ Ben's voice rules integrated
• ✅ Top performer analysis (automatic)
• ✅ Winning patterns extraction
• ✅ British English + Yorkshire tone

Using This Skill

When invoked, this skill automatically:

Step 1: Fetch real-time ad performance

cd 1-meta-ads/meta-ad-copy && bash setup.sh --top 10 --format json

Returns top 10 performing Coach Consultant ads with:

• Full ad copy (title, body)
• Performance metrics (clicks, CTR, spend, impressions)
• Filtered for Coach Consultant keywords only

Step 2: Analyze winning patterns Extract from API data:

• Hooks (pain point, question, statistic, bold statement)
• High-CTR headlines (what works)
• Proven CTAs ("Book a call", "Register now", etc.)
• Metrics usage (%, £, numbers)
• Forbidden phrases to avoid ("Unlock", "Leverage", "10×")

Step 3: Generate new variations Apply Ben's voice rules:

• Replace forbidden phrases → Ben's natural phrases
• British English (£, organisation, optimise)
• Short punchy sentences (no dashes)
• "Business owners and service providers" (NEVER say "coaches")
• Direct, Yorkshire straight-talking tone

Step 4: Output formatted copy Generate 3-5 variations with:

• Performance predictions (based on similar patterns)
• A/B test recommendations
• Character limit compliance (125 chars primary text)
• Scoring (Hook Strength, CTA Quality, Brand Alignment)

Script Details

fetch_meta_ads.py (included in this skill folder)

Filter logic:

• Keywords: coach, consultant, service provider, business owner, bof, masterclass, strategies
• Only returns ads matching these keywords (Coach Consultant ads only)
• Performance required: clicks > 0

Usage options:

# Top 10 by clicks
bash setup.sh --top 10

# Top 5 by CTR
bash setup.sh --top 5 --sort ctr

# Last 90 days only
bash setup.sh --days 90

# JSON output (for parsing)
bash setup.sh --format json

Note: setup.sh automatically creates a virtual environment and installs dependencies on first run. Subsequent runs use the existing environment.