How to Write Ad Copy That Converts: 10 Formulas With Examples

You’ve got a great product, a decent budget and a campaign ready to go. Then you open the ad editor and stare at a blank headline box.

What do you actually say?

The good news is you don’t have to start from scratch. Copywriters have used proven formulas for decades, and they work just as well for a Google search ad or an Instagram Reel caption as they did for print ads.

This swipe file gives you 10 ad copy formulas, each with a plain-English explanation and a ready-to-adapt example for a small business. Pick one, plug in your details, and test.

In this post:

• Before you write: three questions to answer
• 10 ad copy formulas with examples
• How to adapt copy for Google, Meta and other platforms
• Mistakes that make good ads flop

Before you write any ad copy

Every formula works better when you’re clear on three things:

1. Who is this for? “Busy working parents in Pune” is easier to write for than “everyone”.
2. What problem do they have? People respond to their problem, not your product.
3. What do you want them to do next? Call, book, buy, message on WhatsApp? Pick one.

Pro tip: Read your customers’ reviews and messages. The exact words they use to describe their problem often make the best ad copy.

The 10 ad copy formulas

1. AIDA: Attention, Interest, Desire, Action

The classic. Grab attention, build interest, make them want it, then tell them what to do.

Example (bakery):

• Attention: Birthday tomorrow and no cake yet?
• Interest: We bake fresh, custom cakes in under 24 hours.
• Desire: Choose your flavour, design and message, with free delivery across the city.
• Action: Order on WhatsApp now.

Best for: Social media ads and landing pages, where you have a bit more room.

2. PAS: Problem, Agitate, Solution

Name the problem, make it feel real, then offer the fix.

Example (AC servicing):

Is your AC blowing warm air again? Every day you wait, your bills go up and the room gets hotter. Book a same-day AC service with certified technicians. Call now.

Best for: Services that solve an urgent or annoying problem.

3. BAB: Before, After, Bridge

Show life before your product, life after it, and how your product gets them there.

Example (accounting firm):

• Before: Late nights sorting receipts before every GST deadline.
• After: Filings done on time, every time, without the stress.
• Bridge: Our monthly bookkeeping plan takes care of it for you.

Best for: Transformations, from fitness to finances to home services.

4. FAB: Features, Advantages, Benefits

Turn what your product has into what it does for the customer.

Example (water purifier):

7-stage RO filtration (feature) removes more impurities than basic filters (advantage), so your family drinks clean, great-tasting water every day (benefit).

Best for: Products where customers compare specifications.

5. The 4 Us: Useful, Urgent, Unique, Ultra-specific

A quick checklist for headlines. The best ones tick at least three boxes.

Example (coaching institute):

Free 2-hour JEE maths workshop this Sunday. Only 30 seats.

It’s useful (free workshop), urgent (this Sunday), unique (a specific topic) and ultra-specific (2 hours, 30 seats).

Best for: Search ad headlines and event promotions.

6. Question hook

Open with a question your customer is already asking themselves.

Example (dental clinic):

Nervous about the dentist? Our gentle, pain-free treatments are designed for anxious patients. Book a consultation today.

Best for: Scroll-stopping first lines on Facebook and Instagram.

7. Social proof lead

Lead with what other customers say or do. People trust other people more than they trust ads.

Example (salon):

“Best haircut I’ve had in years.” That’s what our clients keep telling us. Book your first visit and see why.

Only use real reviews and quotes, with permission where needed.

Best for: Local businesses with strong reviews.

8. Offer + deadline

Simple and direct. State the deal and when it ends.

Example (clothing store):

Flat 30% off our festive collection. Ends Sunday midnight. Shop now.

Best for: Sales, launches and holiday promotions. Only use deadlines that are real.

9. Objection crusher

Tackle the main reason people hesitate, head-on.

Example (gym):

Worried you’re not fit enough to join a gym? Our beginner batches start slow, with a trainer by your side. Try your first week free.

Best for: Higher-commitment purchases where people need reassurance.

10. The “how to” promise

Promise to teach or show something useful. It works well for content-led ads and lead generation.

Example (digital agency):

How to get more enquiries from your website, without spending more on ads. Download our free 10-point checklist.

Best for: Lead magnets, webinars and free guides.

How to adapt your copy for each platform

The same formula needs different packaging depending on where it appears.

Ad copy mistakes that make good ads flop

• Talking about yourself, not the customer. “We are the leading…” is less persuasive than “You’ll get…”
• Trying to say everything. One message per ad. Save the rest for your landing page.
• Vague calls to action. “Learn more” is weaker than “Book your free trial” or “Get today’s price”.
• Copy that doesn’t match the landing page. If the ad promises 30% off, the page should show 30% off immediately.
• Never testing. Write two or three versions using different formulas and let the results decide.
• Breaking platform rules. Exaggerated claims, before-and-after images in some categories, or personal attributes (“Are you overweight?”) can get ads rejected. Check each platform’s ad policies.

Key takeaways

• ✅ Know your audience, their problem and the one action you want
• ✅ Borrow your customers’ own words from reviews and messages
• ✅ Pick a formula that suits the platform and the goal
• ✅ Lead with the hook: the first line matters most
• ✅ Make your ad and landing page say the same thing
• ✅ Test at least two versions and keep the winner

Related reading

• How to Set Up Meta Advantage+ Campaigns on a Small Budget
• What Is a Marketing Funnel? A Plain-English Guide for Business Owners
• Ad Platform Updates: What Changed This Week (Nov 10, 2026)

Want ad copy written for you?

Good copy is often the difference between an ad that gets scrolled past and one that gets clicked.

BananaBlocks Solutions writes and manages ad campaigns for small and growing businesses across Google, Meta and other platforms, from headlines and creative to landing pages and testing.

Book a free 30-minute strategy call and we’ll review your current ads and suggest copy ideas you can test right away.