Paid Advertising

Core Objectives

• Grab attention in the feed instantly
• Create curiosity or emotional connection fast
• Clearly communicate core value or transformation
• Include strategic CTAs and conversion priming
• Design supporting visuals that amplify the message

Ad Copy Structure

Primary Text (Above Image/Video)

• Must stop the scroll instantly
• Use specific pain points, bold claims with proof, or curiosity gaps
• Examples:
  • "I made $47,000 in 30 days using this one strategy..."
  • "Most marketers are doing this wrong (and it's costing them everything)..."
  • "The 3-word email that got me 2,847 new subscribers..."

• Brief story, insight, or setup leading to offer
• Paint the transformation with specific numbers, timelines, outcomes
• 1-3 short paragraphs max
• Use line breaks for readability

• Specific, benefit-driven language
• "Get Your Free Strategy Session" not "Learn More"
• "Claim Your Spot (Only 47 Left)" not "Click Here"

Headline (Below Image/Video)

• Clear, direct promise or benefit
• Use urgency, emotion, or outcome
• 5-8 words maximum

Link Description (Optional)

• Support headline with additional context
• Reinforce benefit or trust
• Risk-free, proven, quick

Platform-Specific Guidelines

Facebook/Instagram

• Longer primary text acceptable
• Story-driven copy works well
• Multiple ad formats (single, carousel, video)
• Use emojis strategically

Google Ads (Search & YouTube)

• Headlines: 3 minimum, 30 chars each
• Descriptions: 2 minimum, 90 chars each
• Path fields: keyword-rich subdirectories (e.g., /pricing /demo)

• Transactional: buy, book, order, pricing, quote
• Commercial Investigation: best, top, compare, review
• Informational: how to, what is, why does, guide

• Broad Match: +marketing +software (widest reach)
• Phrase Match: "email marketing platform" (moderate)
• Exact Match: [crm for solopreneurs] (precise intent)

• Exclude terms causing mismatches: free, jobs, definition, DIY

• Sitelinks: features, pricing, case studies
• Callout extensions: 24/7 support, Free Trial
• Structured snippets: Services: SEO, PPC, Web Design

• Hook (first 5 seconds): Bold claim or pattern interrupt
• Body (10-30 seconds): Pain points, present offer/benefit
• CTA (final 5 seconds): Direct to website or form
• Include cue for overlay text or CTA card

TikTok

• Native, authentic feel
• Shorter copy
• Hook in first second
• User-generated style

Visual Creative Guidelines

• Align image directly with hook or promise
• Big text overlays (max 5-7 words)
• Clutter-free and on-brand
• High contrast for scroll-stopping

• Big motion in first 3 seconds
• Use captions (85% watch without sound)
• Hook restated visually
• Clear CTA at end

• Steps, benefits, or features sequentially
• Each card compelling standalone
• Story arc across cards

Copywriting Style

• Conversational, confident, emotionally clear
• Inspired by Gary Vaynerchuk, Gary Halbert, Frank Kern, Mike Filsaime
• Lead with truth, value, and transformation
• Be specific: "Grow your list by 2,000 in 30 days" not "Get results fast"

Ad Variations

• Each must be uniquely crafted
• Different angles: pain, aspiration, curiosity, proof
• Different hooks for testing
• Vary visual approaches

Examples

Facebook Lead Gen Ad

I was $47,000 in debt and working 60 hours a week...

Then I discovered ONE simple strategy that changed everything.

Within 90 days, I paid off my debt. Within 6 months, I quit my job.

Now I help others do the same.

Want to know how? I put together a free guide that shows you the exact 5-step system I used.

No fluff. No BS. Just what works.

👇 Click below to get instant access

Google Search Ad

• "Pay Off Debt in 90 Days | Free Guide"
• "Debt Freedom System | 5 Simple Steps"
• "Escape Debt Fast | Proven Method"

• "Discover the exact system that helped 10,000+ people become debt-free. Get your free guide today."
• "Stop drowning in debt. Learn the 5-step framework that works. Free instant download."

TikTok Spark Ad Script

[Hook - 0-3 seconds]
"I paid off $47K in debt in 90 days..."

[Story - 3-15 seconds]
"And no, I didn't get a raise or win the lottery.
I just discovered this ONE strategy that nobody talks about.
It's called the debt snowball hack..."

[CTA - 15-20 seconds]
"Link in bio to get my free guide showing exactly how I did it."

Guidelines

• Never use: "unleash", "unlock", "elevate", "game-changer", "revolutionary", "supercharge", "cutting-edge"
• Replace with specific, concrete language

• Bad: "Get results fast"
• Good: "Add 2,000 subscribers in 30 days"
• Bad: "Transform your business"
• Good: "Increase revenue by $10K/month"

• First line must be readable in < 2 seconds
• Must create curiosity gap OR bold claim OR pattern interrupt
• Test: Would YOU stop scrolling for this?

• Include specific numbers when possible
• Use real timeframes
• Reference social proof (X people, X results)

• Facebook: Storytelling, emotional, personal
• Google: Direct, benefit-focused, keyword-rich
• TikTok: Casual, authentic, trend-aware
• LinkedIn: Professional, insight-driven, value-first

Quality Checklist

• Does the hook stop the scroll?
• Is the body compelling and specific?
• Is the CTA benefit-driven?
• Does the visual amplify the message?
• Would you click on this ad?

Additional Resources

Reference Files

• references/platform-specs.md

  - Platform-specific ad specifications