Great ad copy is the difference between 0.5% CTR (losing money) and 3%+ CTR (printing money). Here are the 7 formulas that consistently outperform everything else.

Formula #1: PAS (Problem-Agitate-Solution)

The PAS formula works by identifying a problem, making it worse (agitate), then presenting your product as the solution.

Structure:

Problem: State the pain point your customer faces
Agitate: Make them feel the pain more intensely
Solution: Present your product as the answer

Facebook Ad Example (Yoga Mat):

"Tired of yoga mats that slip during downward dog? 😤 (PROBLEM) Every pose becomes a struggle when you're constantly adjusting. Your practice suffers and you risk injury. (AGITATE) This mat has a grip so good it works even when you're dripping sweat. 3,000+ yogis say it's the last mat they'll ever buy. (SOLUTION) Try it risk-free ✨"

Formula #2: AIDA (Attention-Interest-Desire-Action)

AIDA is the classic copywriting formula that guides readers through the buying journey.

Attention: Hook them with a compelling opening
Interest: Build curiosity with unique features or benefits
Desire: Make them want it through emotional connection
Action: Clear call-to-action telling them what to do next

Instagram Ad Example (Skincare):

"This $19 serum replaced my entire $400 routine 😱 (ATTENTION) It has the same ingredients as luxury brands but costs 20x less. (INTEREST) My skin hasn't looked this good since my 20s. No more dry patches, fine lines are fading, and people think I've had work done. (DESIRE) Link in bio to try it! First-time customers get 20% off. (ACTION)"

Formula #3: BAB (Before-After-Bridge)

BAB shows the transformation your product creates and how it bridges the gap from before to after.

TikTok Ad Example (Productivity App):

"BEFORE: Drowning in tasks, missing deadlines, feeling overwhelmed 😩 (BEFORE) AFTER: Everything organized, hitting every deadline, leaving work at 5pm sharp ✨ (AFTER) This app literally changed my life. It takes your chaos and turns it into a system that actually works. Been using it for 3 months and I'll never go back. (BRIDGE) Try it free for 14 days 👇"

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Formula #4: The "Social Proof" Formula

People trust what others say more than what you say. Lead with social proof to build instant credibility.

Facebook Ad Example (Fitness Program):

"12,847 people lost weight with this program in 2024 📊 Average result: 23 pounds in 90 days. Sarah lost 31 lbs. Mike lost 28 lbs. Jennifer lost 35 lbs. They all followed the exact same plan you're about to see. The best part? No counting calories, no gym required, no weird supplements. Just a simple system that actually works. Join the next group starting Monday 👇"

Formula #5: The "Objection Crusher"

Address the biggest objections BEFORE people think them. This removes buying friction and increases conversions.

Instagram Ad Example (Online Course):

"Learn photography without expensive gear or years of school 📸 'But I only have my iPhone' → Perfect. This course is designed for phone cameras. 'But I have no experience' → Great. We start from absolute zero. 'But I don't have time' → Lessons are 10 minutes each. 'But courses never work for me' → This one has a money-back guarantee. Over 5,000 students went from zero to selling their photos. Join them 👉"

Formula #6: The "Curiosity Gap"

Create a gap between what they know and what they want to know. Curiosity is one of the strongest psychological triggers.

TikTok Ad Example (Marketing Tool):

"I was about to give up on my business until I found THIS 👀 I won't tell you what it is yet, but it took my revenue from $2K/month to $47K/month in 6 months. It's not an ad platform. It's not a coach. It's not even that expensive. But it's the ONE thing every successful business uses that nobody talks about. Watch till the end to see what it is... (then reveal your product)"

Formula #7: The "Results Without X"

Promise the result while removing the thing people hate about getting that result. This formula is incredibly powerful for removing objections.

Facebook Ad Example (Diet Program):

"Lose 20 pounds without giving up carbs 🍕 No keto. No fasting. No calorie counting. No meal prep. Just eat normal food in a smarter way. Jessica lost 22 lbs eating pizza every Friday. Mike lost 31 lbs and still has beer on weekends. The secret? It's not about WHAT you eat, it's about WHEN. See the full system 👇"

Platform-Specific Tips

Facebook Ads:

Longer copy works (300-500 words). Tell the full story.
Use emojis to break up text and add emotion
Lead with benefits, not features
Include social proof (reviews, testimonials, user numbers)

Instagram Ads:

Shorter, punchier copy (150-250 words)
Visual storytelling matters more
Speak like a friend, not a brand
Strong opening line (first 2 lines visible before "more")

TikTok Ads:

Super short (50-100 words)
Hook in first 3 seconds or they scroll
Casual, authentic language (sound like a person, not an ad)
Pattern interrupts work better than polish

💡 Pro Tip:

The platform matters less than the psychology. These 7 formulas work everywhere because they tap into human psychology, not platform algorithms.

The Testing Framework

Here's how to systematically improve your ad copy:

Create 3-5 variations using different formulas from this article
Test with $50-100 ad spend per variation
Measure CTR (click-through rate) — aim for 2%+ on Facebook, 3%+ on Instagram, 5%+ on TikTok
Kill the losers after 24-48 hours
Scale the winners by 20-30% daily
Create new variations based on winning angles

Common Copywriting Mistakes

❌
Talking about features instead of benefits: Nobody cares that your mat is "6mm thick." They care that "your knees won't hurt anymore."
❌
Weak opening line: "Introducing our new product..." is boring. Start with a problem or surprising statement.
❌
No clear CTA: Tell people EXACTLY what to do next: "Click the link," "Shop now," "DM us START"
❌
Sounding like an ad: Write like you're texting a friend who needs your product. Casual, authentic, helpful.

Copy Swipe File Template

Save this template for future ads:

[OPENING HOOK]
Question, bold statement, or problem

[AGITATE/STORY]
Make the problem worse or share a relatable story

[SOLUTION]
Introduce your product as the answer

[PROOF]
Social proof, numbers, testimonials

[CTA]
Clear action step (click, shop, DM, etc.)

[RISK REVERSAL]
Money-back guarantee, free trial, etc.

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PAS, AIDA, BAB formulas built-in
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