Ad Copy Skill

Paid ads live or die on the hook and the angle, and you never know which wins — so you test several. This skill writes platform-native variants (right format, right character limits) across distinct angles (pain, outcome, social proof, curiosity, objection), so you ship a real test, not one guess.

Required Inputs

Ask for these only if they aren't already provided:

• Platform(s) — Google Search, Meta (FB/IG), LinkedIn, X, etc. (format and limits differ).
• Product & offer — what's advertised and the action (click, lead, install, buy).
• Audience & their trigger — who's targeted and the pain/desire that makes them click.
• Differentiator & proof — why you, and any metric/social proof to use.
• Landing destination — so the ad matches the page (message match lifts conversion).

Output Format

Ad Copy: product] — platform(s)]

For each platform, produce variants in its native fields and limits, e.g.:

Google Search — 3 sets of {Headlines (≤30 chars ×3), Descriptions (≤90 chars ×2)}. Meta / LinkedIn — 4 ads of {Primary text (hook in first line, ~125 chars before "see more"), Headline, Description, CTA button}.

Each variant labelled with its angle and what it tests:

| # | Angle | Hook | What it tests | |---|---|---|---| | 1 | Pain | "Still doing X by hand?" | does the problem framing resonate | | 2 | Outcome | "Ship Y in a day" | does the result pull harder | | 3 | Social proof | "5,000 teams switched" | does credibility win |

Notes — the message-match line to keep consistent with the landing page, and which variable to hold constant so the test is clean.

Quality Checks

• ] Variants span genuinely distinct angles (not reworded versions of one)
• ] Each fits the platform's exact fields and character limits
• ] The hook lands in the first line / before the fold
• ] Ad message matches the landing page it points to
• ] Each variant notes what it's testing, so results are interpretable

Anti-Patterns

• ] Do not ship one ad — without variants you can't learn; give a real test set
• ] Do not write near-duplicate variants — vary the angle, not just the wording
• ] Do not exceed platform limits — copy that truncates mid-hook wastes spend
• ] Do not mismatch ad and landing page — broken message match tanks Quality Score and conversion
• ] Do not over-claim — ad platforms reject unsupported superlatives, and they erode trust

Based On

Performance-creative practice — angle testing, platform-native formats, message match, hook-first structure.