Ad copy written for the platform, audience, and temperature
Social media ad copy fails when it is written for a generic audience at a generic stage of awareness. Facebook cold traffic requires different copy than Instagram retargeting. TikTok requires a different opening structure than LinkedIn. These are not styling differences -- they are fundamental differences in how the reader arrives, what they already know, and what kind of message they are willing to receive.
We write ad copy sets of three variations per ad group, covering different lead angles for each audience temperature. Cold traffic ads are structured to create desire or surface a problem. Warm traffic ads are structured to overcome the specific objection that prevented conversion on first exposure. Retargeting ads are structured to close with urgency or added value.
Each ad set includes: headline variations, primary text variations, and where relevant, caption variations for visual-first formats. We also provide a testing sequence recommendation: which variation to run first, what signal to look for before scaling, and when to move to the next variation.
We cover Meta (Facebook and Instagram), Google Display and Search, and TikTok. For each platform, we write to the specific character count constraints, the audience psychology of that platform, and the ad formats that perform in that context.
- 3 variations per ad group
- Cold, warm, and retargeting coverage
- Headline and body text included
- Testing sequence recommendation
- Platform-specific formatting
- Meta, Google, and TikTok available
Ongoing ad copy partnerships
For brands running continuous paid advertising, we offer monthly retainer arrangements for ad copy. This covers new creative as existing ads fatigue, seasonal adjustments, and new product or offer announcements. Monthly retainers are by application only -- contact us to discuss if your monthly ad spend makes this arrangement relevant.