Ad copy prompts: a brief for every ad you run
Sixteen briefs for the ad copy generator, ready exactly as they are. Each one describes what is being sold and fixes the platform, the tone and the call to action, so you swap in your product, add the key benefit and compare five angles.
Search ads
The click starts with something typed into the box: Google Ads headlines that echo it inside thirty characters, a local service ad with a bookable slot, a B2B ad asking for a demo, and ten variants for one test.
Headline that matches the query
The search term goes into the headline almost word for word, and the rest of the ad earns the click: stock, returns, price.
Running shoes for wide feet, sizes 7 to 15 in 2E and 4E widths, from a specialist store in Portland. Free returns for 60 days, fitting advice by chat, most models shipped the same day. The ad runs on the query "wide running shoes".
Headline: Wide running shoes 2E–4EHeadline 2: Sizes 7–15 in stockDescription: Free 60-day returns and fitting advice by chat. Find your width before you buy.
Local service with a bookable slot
City, price from, and a slot someone can actually book — the three things a local search ad is judged on.
Mobile bike repair in Austin, Texas. We ride to your address, most repairs are done in 45 minutes, prices from $59 including parts for a basic tune-up. Evening and weekend slots, booking through the website, no phone call needed.
Headline: Mobile bike repair, AustinHeadline 2: From $59, we come to youDescription: Most fixes done in 45 minutes at your door. Book a weekend slot online.
B2B ad that asks for a demo
Long cycle, cautious reader: open on the problem the operations lead already has, then ask for twenty minutes rather than a sign-up.
Warehouse inventory software for mid-size US distributors handling 50 to 500 SKUs per order. It cuts picking errors and syncs with NetSuite and Shopify. We want demo requests from operations managers, not free trial sign-ups.
Headline: Picking errors eating margin?Headline 2: Inventory sync in 20 minDescription: Live demo for distributors on NetSuite or Shopify — with your own SKUs.
Ten headlines for one A/B test
One offer, ten variants in a single run — enough to fill a responsive search ad or to split-test a single promise.
Coffee subscription: whole beans roasted to order, shipped every two weeks, $18 a bag, pause or cancel from the account at any time. Give me ten headline variants around one promise — coffee that never sits on a warehouse shelf.
Headline: Roasted Monday, brewed FridayHeadline 2: Beans that never sit stillDescription: Whole beans, $18 a bag, every two weeks. Pause or cancel any time.
Feed and messengers
Nobody went looking for you here, so the first line has to buy the second. Facebook ad copy that stops a thumb, a messenger message inside 160 characters, and a retargeting line for an abandoned cart.
First line that stops the scroll
A feed ad has one job before the thumb moves: name the reader's week, not your brand. The product arrives in line two.
Meal-prep containers: leakproof, oven, freezer and dishwasher safe, set of six for $34, shipped in two days. For people who cook on Sunday and eat out of the fridge all week. Feed ad with a photo of a packed fridge shelf.
Headline: Sunday cooking, Friday sanityText: Six leakproof containers that go oven to freezer to microwave. Cook once, eat all week, stack the empties in the dishwasher. Set of six for $34, at your door in two days. 🍱
Messenger ad in 160 characters
No image to hide behind. One block of text that says who it is for and what happens right after the tap.
Telegram channel about personal finance for readers in their twenties in the US: one post a week, plain-language explainers on 401(k)s, index funds and credit scores. No trading calls, no paid signals, no referral links.
Text: Money without the jargon: 401(k)s, index funds, credit scores. One post a week, no trading calls, no hype. Subscribe and read Sunday's.
Bring back a cart they left
They have already seen the product, so skip the introduction and answer whatever stopped them: the wait, the shipping, the return policy.
Retargeting ad for an online store selling standing desks at $499 to $899, aimed at visitors who opened a product page and left. The usual objection is the wait and the assembly: delivery takes three days and the frame goes together in fifteen minutes.
Headline: Still thinking about that desk?Text: Three days to your door, fifteen minutes to assemble, thirty days to change your mind. The frame you looked at is still in stock in all three finishes.
Marketplaces and classifieds
A grid of near-identical cards where the name and three bullets are the whole pitch: a marketplace listing title that earns the tap, a classified ad for a used item, and the line that makes yours the different one.
Marketplace listing that gets the click
The name carries the search terms, the bullets carry the reasons — warranty and shipping near the top, because that is what shoppers compare.
Stainless steel insulated water bottle, 32 oz, cold for 24 hours, leakproof lid, dishwasher safe, three colors. Sold on Amazon for $29.95 with free Prime shipping and a two-year warranty, competing against dozens of near-identical bottles.
Name: Insulated water bottle 32 oz — stainless steel, leakproof lid, cold for 24 hours, three colorsBullet 1: Cold for 24 hours, hot for 12 — measured with ice water at room temperatureBullet 2: Leakproof lid carries it sideways in a bag, dishwasher safe, no plastic aftertasteBullet 3: Two-year warranty, free Prime shipping, returns accepted within 30 days
Classified ad for a used item
Honest wear beats adjectives: what it is, how it was used, why you are selling and what the asking price includes.
Selling a used road bike on a classifieds site: Trek Domane, 2021, 56 cm frame, roughly 2,000 miles, new chain and tires this spring, one scratch on the top tube. Asking $1,150, pickup in Denver, selling because I moved up a frame size.
Name: Trek Domane road bike, 2021, 56 cm — new chain and tires, about 2,000 milesBullet 1: Weekend rides only, stored indoors, serviced in March — shop receipts includedBullet 2: One scratch on the top tube, photographed close up, nothing structuralBullet 3: $1,150, pickup in Denver, test ride welcome — selling to move up a frame size
Say what makes yours different
No competitor names and no "best on the market" — one measurable difference the buyer can check on the page before paying.
Cast iron skillet, 12 inch, pre-seasoned, made in Tennessee. The cooking surface is machined smooth instead of left rough, so food releases from the first week, and it weighs 5.9 lb against the usual 7 lb. $89 with a lifetime warranty.
Name: Cast iron skillet, 12 inch — machined smooth cooking surface, pre-seasoned, made in TennesseeBullet 1: Surface ground to 120 grit, so eggs release in the first week, not the fiftiethBullet 2: 5.9 lb — about a pound lighter than most 12-inch cast iron, easier to lift fullBullet 3: Lifetime warranty, oven safe to 500°F, seasoning guide in the box
Promos and launches
Same product, a new reason to act today. Promotional copy built on a discount with a real end date, an email subject line for a launch week, and a checklist worth handing over an address for.
A promo with a real deadline
A discount reads as real when the old price and the end date are both on the page. "Sale now on" gets skipped and, in some markets, challenged.
End-of-season sale at an outdoor gear store: last year's insulated jackets drop from $180 to $135, October 3 to 10 only, sizes XS to XXL, online and in the two Colorado stores while sizes last.
Headline: Last season's jackets, -25%Headline 2: Until October 10 onlyDescription: $180 jackets are $135, sizes XS–XXL. Online and in store while sizes last.
Subject line for a launch
About 45 characters before a phone cuts it off, plus a preheader that adds a fact instead of repeating the subject.
Launch email for a note-taking app: offline sync ships this week on iPhone, iPad and Mac, included at no extra cost for current subscribers. Going to 40,000 existing users who asked for it most.
Subject: Offline sync is livePreheader: Write on the subway, it syncs when you surface. Included in your plan.
Trade a checklist for a subscription
A magnet has to be worth an email address: a specific artefact for a specific job, never a "free guide".
Lead magnet for a bookkeeping service for US freelancers: a one-page PDF checklist of quarterly estimated tax deadlines and the deductions freelancers forget. Free in exchange for an email, no sales call attached.
Headline: Quarterly taxes, one pageHeadline 2: Free checklist, no callDescription: The deadlines and deductions freelancers miss. Enter an email, get the PDF.
Slogans and image ads
Two to six words that survive without the logo beside them: a slogan that rhymes and stays in the head, one built on a contrast, and banner copy for a premium brand that sells the name, not this week's price.
Slogan that rhymes
Two to six words with a repeated sound — the reason a line stays in the head once the logo is out of sight.
Slogan for a bike courier service in Chicago: same-day delivery anywhere inside the city, flat price by zone, no vans and no fuel surcharge. Playful, has to work on a tote bag and on the back of a rider's backpack.
Slogan: Cross town, no slowdown
Slogan built on a contrast
Antithesis in one line — what it is not, then what it is. The shortest way to say where a brand stands.
Slogan for a repair café that fixes phones and laptops instead of selling replacements. The audience is people tired of throwing out a $900 phone over a $40 battery. Bold, a little pointed, no jokes about landfill.
Slogan: Repaired, not replaced
Image banner for a premium brand
Twenty-five characters of headline, a line of context and a button. An image ad sells the promise, not this week's price.
Display banner for a small-batch perfume house: five scents, blended in Grasse, sold online and in two boutiques. Premium and restrained, no discounts — the campaign is about the house, not a sale.
Headline: Five scents. No filler.Subline: Blended in Grasse, bottled in small batchesButton: See the house