What ad copy actually needs to do
You have roughly two seconds in a feed before someone scrolls past. The copy either stops them or it does not. There is no middle ground. Generic ad copy that could be about anyone selling anything will not stop anyone. Specific copy that speaks directly to one frustration, one desire, or one moment of recognition will.
This service writes Google Search ads, Meta (Facebook and Instagram) ads, and LinkedIn sponsored content. Each deliverable includes multiple angle variants, so your media team can run genuine A/B tests rather than tweaking a single headline.
- Google Search: 5 ad groups with 3 headlines and 2 descriptions each
- Meta: 6 ad variants across 3 angles (pain, desire, social proof)
- LinkedIn: 4 sponsored content variants
- Angle strategy document explaining the thinking behind each variant
- Compliance check: copy reviewed against platform advertising policies
Why most ad copy underperforms
It describes the product instead of addressing the buyer. Good ad copy does not explain what something is. It explains why the person reading this particular ad should care right now, in this moment, given what they are probably feeling. That requires understanding the buyer before a single word gets written.
Before writing your ads, I ask for your top three customer objections, your clearest differentiator, and any customer testimonials that mention specific results. That input shapes every headline and body copy variant.