Ad copy variants

Use this for one campaign or ad group at a time.

Pick the ideas to test

Read the landing page, the offer, and what the audience is searching for or scrolling past. Choose two to four ideas to test, such as price, speed, a named pain, or proof. Each variant tests one idea, so a result can be read. Note which ideas have run before and what happened.

Write the variants

For each variant give the idea, the headlines, descriptions or primary text, and the call to action. Keep within the platform's character limits and show the count. Match the words on the landing page so the promise carries through. Use the customer's language, not internal product names.

Claim check

For every claim list its source: the product page, a published price, a review with a link, or the owner's confirmation. Strike any claim with no source, including ratings, rankings, and results. Flag wording an ad platform is likely to reject, such as health, finance, or personal attributes, and anything about a competitor.

Do not upload, launch, or edit ads yourself; draft for approval. Never invent a testimonial, rating, statistic, or result, and never promise a return.