Paid Ads

Meta Ads and Google Ads creative, copy, A/B test variants, and performance analysis frameworks.

Purpose

Create high-converting ad copy and creative briefs for paid acquisition channels. Focus on hook, offer, and CTA — the three elements that determine ad performance.

Workflow

Step 1: Gather Context

• Platform: Meta (Facebook/Instagram), Google Search, Google Display
• Campaign objective: awareness, traffic, leads, conversions
• Product/offer being advertised
• Target audience (demographics, interests, pain points)
• Budget range and current performance (if running ads)
• Landing page URL

Step 2: Ad Copy Creation

Meta Ads (Facebook/Instagram):

• Primary text: Hook → problem → solution → CTA (125 chars above fold)
• Headline: Under 40 chars, benefit-focused
• Description: Supporting detail, under 30 chars
• Generate 5 variants for A/B testing

Google Search Ads:

• Headlines (up to 15): 30 chars each, keyword-rich
• Descriptions (up to 4): 90 chars each
• Include numbers, benefits, and CTAs
• Match search intent

Step 3: A/B Test Matrix

• Test one variable at a time: hook, offer, CTA, audience
• Provide 3-5 variants of each element
• Recommend test duration and budget allocation

Step 4: Creative Brief (for designers)

• Visual direction: what the image/video should show
• Text overlay (if any)
• Format specs per placement
• Reference examples (describe, don't link)

Output Format

## Ad Campaign: [Product/Offer]

### Meta Ads — Variant Set
| # | Primary Text | Headline | CTA |
|---|-------------|----------|-----|
| 1 | [text] | [headline] | [cta] |

### Google Search Ads
**Headlines:** [list]
**Descriptions:** [list]

### A/B Test Plan
[Test matrix]

Constraints

• Follow platform ad policies (no prohibited claims)
• Never make health, income, or guarantee claims that can't be substantiated
• Headlines must be under character limits
• Always note that ads need creative assets the user must provide