Different platforms require different copy approaches. A high-intent Google searcher needs different messaging than someone scrolling TikTok.
This guide breaks down copy strategies for 8 major ad formats, with examples, templates, and testing ideas for each. No generic advice—specific tactics you can implement today.
Platform Comparison: Copy Requirements at a Glance
| Platform | Copy Length | Primary Goal | Tone | Hook Window |
|---|---|---|---|---|
| Facebook Feed | Medium (125-250 chars primary) | Stop scroll, drive action | Conversational | 1-2 seconds |
| Instagram Stories | Minimal (3-5 words overlay) | Complement visual, drive swipe | Direct, urgent | 1 second |
| Google Search (RSA) | Short (30 char headlines, 90 char descriptions) | Match intent, earn click | Direct, benefit-focused | Instant |
| Longer (150-300 chars) | Establish authority, generate leads | Professional, educational | 2-3 seconds | |
| TikTok | Minimal (caption style) | Blend with organic, entertain | Native, creator-style | 1 second |
| Email Subject Lines | Ultra-short (30-50 chars) | Earn the open | Personal, urgent | Instant |
| YouTube Pre-Roll | Script (first 5 seconds critical) | Prevent skip, deliver message | Pattern-interrupt | 5 seconds |
| Display Retargeting | Ultra-short (<10 words) | Remind, incentivize return | Direct, offer-focused | Instant |
1. Facebook Feed Ads
Facebook Feed ads appear natively in the content stream. Your copy competes with posts from friends and pages—it must feel personal, not corporate.
Copy Structure
Hook → Value → CTA
| Element | Purpose | Character Guide |
|---|---|---|
| Hook (first line) | Stop the scroll | Keep above "See more" fold (~125 chars) |
| Value | Explain the benefit | 1-2 short sentences |
| CTA | Direct next action | Clear, specific instruction |
Example Breakdown
Weak copy:
Our new software uses AI technology to help businesses improve their marketing efforts. Learn more about our features today.
Strong copy:
Spending more time building ads than analyzing results?
[Product] automates campaign creation so you can launch 100+ variations in 15 minutes—not 15 hours.
See how it works →
Why the strong version works:
- Opens with a question that qualifies the audience
- Quantifies the benefit (100+ variations, 15 minutes)
- Creates contrast (15 minutes vs. 15 hours)
- Clear CTA
Facebook Feed Templates
Problem-focused:
```
[Question that identifies pain point]?
[Product] [mechanism] so you can [outcome].
[Specific proof point or stat]
[CTA] →
```
Benefit-focused:
```
[Quantified benefit headline]
[How it works in one sentence]
Join [number]+ [audience type] who [achieved result].
[CTA] →
```
Social proof-focused:
```
"[Short testimonial quote]" — [Name, Title]
[Product] helped [company type] [achieve specific result].
[CTA] →
```
Testing Variables
| Variable | Test A | Test B |
|---|---|---|
| Hook type | Question | Statement |
| Benefit angle | Time saved | Money saved |
| Proof type | User count | Named testimonial |
| CTA style | Soft ("See how") | Direct ("Start free trial") |
2. Instagram Stories Ads
Full-screen, vertical, ephemeral. Users tap through quickly—you have about 1 second to communicate value.
Core Principle
The visual is the hook. Copy is the CTA.
Stories copy isn't about building a narrative. It's about providing a clear directive that complements a strong visual.
Copy Guidelines
| Element | Guideline |
|---|---|
| Word count | 3-5 words maximum |
| Placement | Bottom third (above swipe area) |
| Font | Bold, high contrast against background |
| Purpose | Tell user what to do, not what to think |
Example Breakdown
Weak:
Discover our amazing new collection of summer styles that will transform your wardrobe this season
Strong:
New drops. Swipe to shop.
Why it works:
- Ultra-concise (4 words)
- Creates urgency ("New")
- Clear action ("Swipe to shop")
- Lets the visual sell the product
Stories Copy Formulas
| Formula | Example |
|---|---|
| [Urgency] + [Action] | "Last chance. Swipe up." |
| [Benefit] + [Action] | "50% off. Shop now." |
| [New] + [Category] | "New arrivals. Tap to see." |
| [Scarcity] + [Action] | "Only 12 left. Claim yours." |
Testing Variables
| Variable | Test A | Test B |
|---|---|---|
| Text placement | Bottom center | Top left |
| Urgency level | Mild ("New") | Strong ("Ends tonight") |
| CTA wording | "Swipe up" | "Shop now" |
| With/without emoji | "🔥 New drops" | "New drops" |
3. Google Responsive Search Ads (RSAs)
RSAs serve high-intent users actively searching for solutions. Google's algorithm assembles your headlines and descriptions into the best-performing combinations.
Copy Requirements
| Asset | Character Limit | Quantity |
|---|---|---|
| Headlines | 30 characters | 3-15 (recommend 10-15) |
| Descriptions | 90 characters | 2-4 (recommend 4) |
Strategic Asset Categories
Create headlines across these categories to give Google diverse options:
| Category | Purpose | Example |
|---|---|---|
| Keyword match | Signal relevance | "Facebook Ads Management Tool" |
| Benefit statement | Communicate value | "Save 10+ Hours Per Week" |
| Social proof | Build credibility | "Trusted by 5,000+ Marketers" |
| Offer/incentive | Drive action | "Start Your Free Trial Today" |
| Differentiation | Stand out | "AI-Powered Campaign Optimization" |
| CTA | Direct action | "Get Started in Minutes" |
Example Asset Set
Headlines:
- Facebook Ads Automation Tool
- Launch Campaigns 10x Faster
- AI-Powered Ad Optimization
- Trusted by 5,000+ Brands
- Start Your Free Trial Today
- Save 40 Hours Per Month
- Scale Winning Ads Faster
- No Credit Card Required
- See Results in Minutes
- Built for Performance Marketers
Descriptions:
- Automate campaign creation and let AI identify your top performers. Launch 100+ ad variations in minutes, not days.
- Stop guessing which creative works. Our AI ranks every ad by ROAS so you scale winners with confidence.
- Join thousands of marketers who've cut campaign setup time by 90%. Start your free 14-day trial today.
- From creative testing to budget optimization—manage your entire paid strategy from one dashboard.
RSA Best Practices
- Don't repeat: Each headline should add new information
- Pin sparingly: Only pin brand name (position 1) or legal requirements
- Front-load value: Key message in first 15 characters (mobile truncation)
- Include numbers: "Save 40 Hours" outperforms "Save Time"
- Match landing page: Headline promises must be immediately visible on landing page
Testing Approach
RSAs test automatically, but monitor:
- Which headlines appear most frequently (Google's winners)
- Ad strength score (aim for "Good" or "Excellent")
- Individual asset performance in the "Assets" report
4. LinkedIn Sponsored Content (B2B)
LinkedIn users are in professional mode—seeking career growth, industry insights, and business solutions. Hard-sell copy underperforms.
Copy Approach
Educate first, sell second.
| Element | LinkedIn Approach |
|---|---|
| Tone | Professional, authoritative |
| Length | Longer acceptable (150-300 chars) |
| Hook | Data, insights, outcomes |
| CTA | Low-friction (report, webinar, guide) |
Example Breakdown
Weak:
Try our marketing software today! We have great features and excellent customer support. Sign up now!
Strong:
67% of B2B marketers say proving ROI is their top challenge.
Our 2024 report breaks down how high-performing teams connect campaigns to revenue—with frameworks you can implement this quarter.
Download the free report →
Why it works:
- Leads with relevant statistic (credibility)
- Addresses a specific professional pain point
- Offers value before asking for anything
- Low-friction CTA (free report, not "buy now")
LinkedIn Copy Templates
Data-led:
```
[Surprising statistic about audience's challenge]
[How your content/product addresses it]
[What they'll learn/gain]
[Low-friction CTA] →
```
Outcome-focused:
```
How [recognizable company/segment] [achieved impressive result]:
• [Key tactic 1]
• [Key tactic 2]
• [Key tactic 3]
Get the full breakdown → [CTA]
```
Question hook:
```
What's your team's biggest challenge with [topic]?
We surveyed [number] [audience type] to find out—and the answers might surprise you.
See the results → [CTA]
```
LinkedIn-Specific Tactics
| Tactic | Why It Works |
|---|---|
| Lead with data | Professionals respond to quantified claims |
| Name-drop companies | "How Salesforce..." adds credibility |
| Offer reports/guides | Lower commitment than product trial |
| Ask questions | Drives comments, boosts organic reach |
| Use industry jargon appropriately | Signals you understand their world |
Testing Variables
| Variable | Test A | Test B |
|---|---|---|
| Hook type | Statistic | Question |
| Social proof | Company names | User count |
| CTA | "Download report" | "Watch webinar" |
| Length | Short (100 chars) | Long (250 chars) |
5. TikTok In-Feed Ads
TikTok ads must feel like organic content. Polished, corporate-style ads get skipped immediately.
Core Principle
Don't make ads. Make TikToks.
The copy exists to support creator-style content, not replace it.
Copy Guidelines
| Element | Guideline |
|---|---|
| Caption style | Conversational, first-person |
| Length | Short—like a real TikTok caption |
| Tone | Casual, trend-aware, slightly unpolished |
| CTA | Subtle or built into video |
Example Breakdown
Weak (corporate):
Introducing our revolutionary new skincare line! Our products are scientifically formulated to give you radiant, glowing skin. Shop now at our website!
Strong (native):
POV: you finally found a skincare routine that actually works 👀
(link in bio)
Why it works:
- Uses native format ("POV:")
- Conversational, first-person
- Emoji usage matches platform
- Subtle CTA
TikTok Caption Formulas
| Formula | Example |
|---|---|
| POV: [relatable scenario] | "POV: your ads finally stop losing money" |
| [Thing] that just hits different | "Campaign automation that just hits different" |
| Tell me [X] without telling me [X] | "Tell me you're a media buyer without telling me" |
| No one asked but... | "No one asked but here's how I cut CAC by 40%" |
| [Controversial take] | "Unpopular opinion: manual bidding is dead" |
TikTok-Specific Tactics
| Tactic | Implementation |
|---|---|
| Use trending sounds | Build ad around popular audio |
| Embrace imperfection | Slightly shaky camera, unscripted moments |
| Hook in first 1 second | Movement, face close-up, text overlay |
| Native CTAs | "Link in bio" vs. platform button |
| Creator partnerships | Let creators write the copy in their voice |
6. Email Subject Lines
The subject line determines whether your email gets opened or deleted. It's the most constrained and highest-impact copy you'll write.
Character Guidelines
| Device | Visible Characters |
|---|---|
| Desktop | 60-70 characters |
| Mobile | 30-40 characters |
| Recommendation | Front-load key message in first 30 chars |
Subject Line Psychology
Four primary drivers:
| Driver | Example | When to Use |
|---|---|---|
| Personalization | "[Name], your cart is waiting" | Abandoned cart, re-engagement |
| Urgency | "Sale ends in 2 hours" | Promotions, limited offers |
| Curiosity | "This changed how we run ads" | Newsletters, content promotion |
| Value | "Save $50 on your next order" | Promotions, win-back |
Example Breakdown
Weak:
Check out our latest newsletter with updates and news
Strong:
Your campaign is underperforming. Here's why.
Why it works:
- Creates immediate concern (pattern interrupt)
- Promises specific value (the "why")
- Personal ("your campaign")
- Curiosity gap (need to open to learn more)
Subject Line Formulas
| Formula | Example |
|---|---|
| [Name], [personalized message] | "Sarah, you left something behind" |
| [Number] + [benefit] | "5 ads that drove $1M in revenue" |
| [Urgency] + [offer] | "Last chance: 40% off ends tonight" |
| [Question that identifies pain] | "Why are your CPMs increasing?" |
| [Curiosity gap] | "We tested this for 30 days. Results inside." |
A/B Testing Approach
Test one variable at a time:
| Test | Version A | Version B |
|---|---|---|
| Personalization | With name | Without name |
| Emoji | "🔥 Sale ends today" | "Sale ends today" |
| Length | Short (25 chars) | Long (50 chars) |
| Urgency vs. curiosity | "Ends in 2 hours" | "You need to see this" |
Preview Text Optimization
Don't forget the preview text (the snippet after the subject line):
| Subject Line | Poor Preview Text | Strong Preview Text | |
|---|---|---|---|
| "Your weekly report is ready" | "View in browser \ | Unsubscribe" | "ROAS up 23%. CTR down 5%. Here's what to do." |
7. YouTube Skippable Pre-Roll Ads
Users can skip after 5 seconds. Your copy (script) must hook immediately and deliver value before the skip button appears.
The 5-Second Rule
Everything critical must happen in the first 5 seconds:
- Brand mention or logo
- Core value proposition
- Reason to keep watching
Script Structure
| Section | Timing | Purpose |
|---|---|---|
| Hook | 0-3 seconds | Pattern interrupt, stop the skip |
| Problem/Value | 3-10 seconds | Why this matters to viewer |
| Solution | 10-20 seconds | How your product helps |
| Proof | 20-25 seconds | Social proof, results |
| CTA | Final 5 seconds | Clear next step |
Hook Types That Prevent Skips
| Hook Type | Example | Why It Works |
|---|---|---|
| Contrarian statement | "Everything you know about Facebook ads is wrong." | Challenges beliefs, creates curiosity |
| Direct question | "Spending 10+ hours a week on ad setup?" | Qualifies audience, feels personal |
| Surprising stat | "73% of ad campaigns fail in the first week." | Data creates credibility and concern |
| Visual pattern interrupt | Person falling, unexpected action | Breaks passive viewing state |
| Direct address | "Hey, media buyers—don't skip this." | Acknowledges the skip, creates intrigue |
Example Script Outline
```
[0-3 sec] HOOK:
"If you're still building Meta campaigns manually, you're wasting 40 hours a month."
[3-10 sec] PROBLEM:
"Most marketers spend more time on campaign setup than actual strategy. Uploading creatives one by one. Testing audiences randomly. Hoping something works."
[10-20 sec] SOLUTION:
"[Product] automates the entire process. Upload your assets, set your goals, and launch 100+ variations in 15 minutes. Our AI identifies winners and scales them automatically."
[20-25 sec] PROOF:
"Over 5,000 brands use [Product] to cut setup time by 90% while improving ROAS."
[25-30 sec] CTA:
"Start your free trial at [URL]. Link in the description."
```
YouTube-Specific Considerations
| Factor | Recommendation |
|---|---|
| Sound | Design for sound-off viewing (captions essential) |
| Branding | Logo visible within first 5 seconds |
| Mobile | Large text, close-up shots |
| Length | 15-30 seconds for skippable (longer = higher skip rate) |
8. Display Retargeting Banners
Retargeting banners remind warm audiences about products they've viewed. Space is extremely limited—every word must earn its place.
Copy Constraints
| Banner Size | Headline Max | Body Max |
|---|---|---|
| 300x250 | 5-7 words | 0-10 words |
| 728x90 | 5-7 words | 0-5 words |
| 160x600 | 3-5 words | 0-5 words |
| 320x50 (mobile) | 3-5 words | None |
Copy Strategy
The product image sells. Copy adds urgency or incentive.
| Element | Purpose | Example |
|---|---|---|
| Headline | Remind + hook | "Still thinking about it?" |
| Incentive | Overcome hesitation | "15% off your order" |
| CTA button | Drive action | "Shop Now" |
Example Breakdown
Weak:
We noticed you were looking at our products. Come back and check out our great selection of items on sale now.
Strong:
[Product image]
Still interested?
15% off with code RETURN15
[Shop Now]
Why it works:
- Acknowledges past behavior ("Still interested?")
- Provides incentive (15% off)
- Specific code (feels exclusive)
- Clear CTA button
Retargeting Copy Formulas
| Scenario | Headline | Incentive |
|---|---|---|
| Cart abandonment | "You left something behind" | "Complete your order—free shipping" |
| Product view | "Still thinking about it?" | "15% off this item today" |
| Category browse | "More styles you'll love" | "New arrivals just added" |
| Past purchaser | "Time for a refill?" | "Subscribers save 20%" |
Dynamic Personalization
Use dynamic creative to personalize at scale:
| Dynamic Element | Source |
|---|---|
| Product image | From viewed product feed |
| Product name | "The [Product Name] you viewed" |
| Price | Current price or sale price |
| Stock level | "Only [X] left" |
CTA Button Best Practices
| Best Practice | Reason |
|---|---|
| Contrasting color | Visual hierarchy draws eye |
| Action verb | "Shop Now," "Claim Offer," "Complete Order" |
| Urgency when relevant | "Shop Before It's Gone" |
| Consistent placement | Bottom right for most sizes |
Cross-Platform Testing Framework
What to Test by Platform
| Platform | Primary Test Variables |
|---|---|
| Facebook Feed | Hook type, value angle, CTA wording |
| Instagram Stories | Visual vs. text-led, urgency level |
| Google RSAs | Headline combinations, description angles |
| Data points, content offer type | |
| TikTok | Native format, creator voice |
| Subject line formula, personalization | |
| YouTube | Hook type, script length |
| Display | Incentive type, urgency messaging |
Testing Minimum Requirements
| Platform | Minimum for Statistical Significance |
|---|---|
| Facebook/Instagram | 50+ conversions per variation |
| Google Ads | 100+ clicks per variation |
| 50+ conversions per variation | |
| 1,000+ sends per variation | |
| Display | 100+ clicks per variation |
Tools for Scaling Copy Tests
| Tool | Primary Function | Best For |
|---|---|---|
| Ryze AI | AI-powered copy generation and campaign optimization | Cross-platform (Google + Meta) testing at scale |
| Madgicx | Creative analytics + copy performance | Meta-specific insights |
| Optmyzr | RSA management and testing | Google Ads optimization |
| Copy.ai / Jasper | AI copywriting | Rapid variation generation |
| Unbounce | Landing page + copy testing | Post-click optimization |
For teams running high-volume campaigns across Meta and Google, tools like Ryze AI can automate copy variation generation and identify winning patterns faster than manual testing allows.
Common Copy Mistakes by Platform
| Platform | Common Mistake | Fix |
|---|---|---|
| Feature-focused, no hook | Lead with outcome, not product | |
| Instagram Stories | Too much text | 3-5 words max, let visual sell |
| Google RSAs | Repetitive headlines | Each headline adds new info |
| Hard-sell tone | Educate first, sell second | |
| TikTok | Corporate, polished | Embrace native, creator style |
| Vague subject line | Specific benefit or curiosity | |
| YouTube | Slow hook | Critical message in first 5 seconds |
| Display | Too many words | Under 10 words, image does the work |
Implementation Checklist
Before launching on any platform:
- [ ] Copy matches platform tone and format requirements
- [ ] Hook appears within first 1-2 seconds/lines
- [ ] Benefit is quantified where possible
- [ ] CTA is clear and appropriate for funnel stage
- [ ] Copy aligns with landing page messaging
- [ ] At least 3-5 variations ready for testing
- [ ] Tracking in place to measure performance by variation
Summary: Platform-Specific Copy Principles
| Platform | Core Principle | Key Tactic |
|---|---|---|
| Facebook Feed | Stop the scroll | Question hook or quantified benefit |
| Instagram Stories | Visual sells, copy directs | 3-5 word overlay with clear CTA |
| Google RSAs | Match intent | Diverse headlines covering multiple angles |
| Educate to earn trust | Lead with data, offer value first | |
| TikTok | Be native or get skipped | Creator-style captions, trending formats |
| Earn the open | Personalization + curiosity or urgency | |
| YouTube | Survive the skip | Pattern interrupt in first 3 seconds |
| Display | Remind and incentivize | Ultra-short copy + clear offer |
Each platform rewards different approaches. Copy that crushes on Facebook may fail on LinkedIn. Copy that works on TikTok would feel out of place in Google Search.
Know the platform. Match the context. Test relentlessly.
