The Ad Copy Writer produces a full set of ad components in one pass: three hooks, five headlines, three primary text variations, three calls to action, and a recommended combination of hook, primary text, headline, and CTA. This guide explains how to fill in each field and how to use the output to run a simple test.
Step 1: Describe what you're advertising
The "What are you advertising?" field is the most important input. Write one or two sentences covering:
- The product or service, in plain words.
- The offer, if there is one — and only a real one ("20% off first orders this week", "free shipping over $40").
- Who it's for, if not obvious.
Good: "Organic dog treats made with single-ingredient chicken, for owners of dogs with sensitive stomachs. 20% off first order." Weak: "Dog treats sale."
The tool is instructed not to invent discounts, prices, guarantees, or statistics. If you want the ad to mention a number, include it here.
Step 2: Choose the platform
Each platform option changes how the copy is written:
- Meta (Facebook and Instagram feed) — the first line has to stop the scroll before any offer detail. See How to Write Facebook Ad Copy.
- Google Search — the searcher already has intent, so copy matches the query and leads with what makes you different. See How to Write Google Ads Headlines and Descriptions.
- TikTok — native, creator-style phrasing; brand-forward copy tends to underperform.
- Amazon / Shopee — keyword coverage and scannable benefits.
- Instagram Reels — the visual carries the product; the words carry the reason to act now.
Step 3: Choose the objective
- Sales — offer, proof, and one clear call to action.
- Leads — leads with what people get in exchange for their details.
- Traffic — curiosity- or benefit-led hooks that earn the click.
- Awareness — memorable and broad rather than offer-heavy.
Match this to the campaign objective you'll actually choose in your ad platform.
Step 4: Choose the tone
- Urgent / FOMO — only for real deadlines or limited stock.
- Storytelling — for brands with a genuine origin or craft story.
- Punchy — short, instant benefit; good for Meta feed and TikTok.
- High-Convert — stacks proof, offer, and a single CTA; best for retargeting people who already know you.
Step 5: Add an angle (optional)
The angle is the specific idea you want the ad to lead with: "first-time buyer discount", "vet-recommended ingredients" (only if true), "gift for new dog owners". Leave it blank to let the tool pick, or use it to generate several sets around different angles.
Step 6: Read the output as a kit, not a single ad
You'll get:
- Hooks — three opening lines from different angles.
- Headlines — five options for the headline field.
- Primary text variants — three full bodies.
- CTAs — three call-to-action phrasings.
- Recommended version — the tool's best combination, ready to copy.
Step 7: Build a simple test
- 1.Use the recommended version as your control ad.
- 2.Create two more ads that are identical except for the hook — use two of the alternative hooks.
- 3.Keep the image or video, audience, and budget the same.
- 4.Let them run until each has enough impressions to compare fairly, then keep the winner.
- 5.Next round, test headlines against the winning hook.
Testing one element at a time tells you what actually made the difference. Our article Ad Hooks: 12 Opening Lines That Stop the Scroll has more hook ideas for later rounds.
Step 8: Refine and check length
Use Refine to shorten or change tone without starting over. Then check lengths: Meta truncates primary text after roughly 125–150 characters in feed, and Google Search headlines must be 30 characters or fewer. The free Meta Ad Character Counter helps for Facebook and Instagram.
Worked example
Input: "Organic single-ingredient chicken dog treats for sensitive stomachs. 20% off first order." Platform Meta, objective Sales, tone Punchy, angle "sensitive stomachs".
A good result: a hook that names the problem ("Treats that don't upset a sensitive stomach"), primary text that explains the single ingredient and states the 20% offer, a headline like "20% off your first bag", and "Shop now" as the CTA. If the output says anything you can't prove — "vet-approved", for example — delete it.
Policy checklist
- No claims about the viewer's personal characteristics (health, finances, etc.).
- No guaranteed results or unrealistic before-and-after promises.
- Discounts and deadlines are real and match the landing page.
- Nothing in capitals or punctuation that the platform treats as gimmicky (especially on Google).
Read our AI disclaimer for more on what to check before publishing.