3 Simple Tactics to Write Facebook Ad Copy That Actually Converts

TL;DR: Ad copy isn't creative writing—it's about making people click and buy. Forget complex frameworks. Here are 3 practical tactics that work: (1) Reverse-engineer winning competitor ads—use Facebook Ad Library and tools like BigSpy to find ads running 30+ days (proven winners), then deconstruct their hooks, pain points, and CTAs. Don't copy-paste; extract the "skeleton" and rebuild with your voice. (2) Use AI as your "intern," not your "boss"—stop asking ChatGPT to "write an ad." Instead, give it a persona ("You're a 6-year FB ad copywriter"), materials (product, audience, pain points, goal), and examples (paste winning competitor ads). AI handles efficiency; you add soul. Edit at least 30% of what it gives you. (3) Mine customer reviews for authentic language—the best copy is what customers already say. Find complaints ("This is too heavy to install") for pain-point hooks, and praises ("This saved me so much time!") for testimonial-style copy. Real words beat fancy marketing speak. These aren't theories—they're field-tested tactics that turn mediocre copy into converting copy. Start with one tactic today.

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Ad Copy Has One Job: Make Them Click and Buy

Let's be clear from the start:

Ad copy is not literature. It's not art. It's a tool with one purpose: get clicks, drive conversions.

You're not trying to win a Pulitzer Prize.

You're trying to make someone stop scrolling, read your message, and take action.

That's it.

Today I'm sharing 3 practical tactics I use every day. No fancy theories. No complex frameworks.

Just simple, effective methods that work—especially for beginners.

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Tactic 1: The Fastest Way to Write Good Copy Is to "Borrow" from Winners

I'm putting this first because it's the fastest, cheapest, and most practical method.

Here's the truth:

We're ad optimizers, not novelists.

Our goal is conversion, not originality.

Those ads your competitors spent thousands of dollars testing? They're your best teachers.

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But "Borrowing" Doesn't Mean Copy-Paste

Let me be crystal clear:

I'm NOT telling you to Ctrl+C, Ctrl+V someone else's ad.

That's plagiarism and it will get you banned.

What we're "borrowing" is the structure and the strategy—the skeleton, not the skin.

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Where to Find Winning Ads

Option 1: Facebook Ad Library (Free)

What it is: Facebook's official tool showing all active ads from any page.

How to use it:

1. Go to facebook.com/ads/library

2. Search for competitor brand pages

3. Filter by country and ad type

4. Browse their active ads

What to look for:

• Ads that have been running for 30+ days (likely profitable)
• Ads with high engagement (lots of comments/reactions)
• Multiple variations of similar ads (they're testing what works)

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Option 2: BigSpy or AdSpy (Paid Tools)

What they offer:

• Filter by engagement metrics (likes, shares, comments)
• Sort by ad duration (longest-running = proven winners)
• Search by keywords, niches, or competitors
• See ad performance estimates

Cost: $9-$99/month depending on features

Worth it? If you're serious about ad copy, yes. The time saved pays for itself.

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What to "Borrow" (The Deconstruction Method)

When you find a winning ad, dissect it like a scientist:

1. Analyze the Hook (First Line)

The hook's job: Stop the scroll in 3 seconds.

Common hook patterns:

Question Hook:

• "Still struggling with [pain point]?"
• "Tired of [frustrating situation]?"
• "What if you could [desired outcome]?"

Offer Hook:

• "Flash Sale! 50% OFF Today Only"
• "Free Shipping + Buy 2 Get 1 Free"
• "Limited Time: [specific benefit]"

Result Hook:

• "I lost 15 pounds in 30 days"
• "From $0 to $10K/month in 90 days"
• "Before: [bad state]. After: [good state]"

Curiosity Hook:

• "The #1 mistake [target audience] makes"
• "Why [common belief] is wrong"
• "The secret [successful people] don't tell you"

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2. Identify the Pain Points (Middle Section)

The pain section's job: Make them feel understood.

What to look for:

• Which pain points do they emphasize?

- Saving money?

- Saving time?

- Avoiding hassle?

- Looking better?

- Feeling confident?

• What language do they use?

- Formal or casual?

- Technical or simple?

- Emotional or logical?

• How many pain points do they list?

- One focused pain?

- Multiple bullet points?

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3. Study the CTA (Call-to-Action)

The CTA's job: Tell them exactly what to do next.

Common CTA patterns:

Direct Purchase:

• "Shop Now"
• "Buy Today"
• "Get Yours"
• "Order Now"

Low-Commitment:

• "Learn More"
• "See How It Works"
• "Watch Demo"
• "Get Free Guide"

Urgency-Driven:

• "Claim Your Discount"
• "Limited Spots Available"
• "Sale Ends Tonight"
• "Don't Miss Out"

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How to Use What You've Borrowed

My process:

1. Collect 3-5 winning ads from different competitors

2. Create a document with three columns: Hook | Pain Points | CTA

3. Extract the best elements:

- Ad A has a killer hook

- Ad B describes pain points perfectly

- Ad C has a strong CTA

4. Combine the best parts into a new structure

5. Rewrite in your own voice with your product details

Example:

Competitor A Hook: "Still wasting hours on manual data entry?"

Competitor B Pain Points: "Tired of errors, missed deadlines, and frustrated clients?"

Competitor C CTA: "Try it free for 14 days—no credit card required"

Your New Ad:

Still wasting hours on [your specific task]?

Stop dealing with [pain 1], [pain 2], and [pain 3].

[Your product] automates everything in minutes.

Try it free for 14 days—no credit card required. →

You've created something new by combining proven elements.

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Tactic 2: Use AI as Your "Intern," Not Your "Boss"

AI tools like ChatGPT, Claude, and others are game-changers for ad copy.

But most people use them wrong.

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The Wrong Way (What Most Beginners Do)

Bad prompt:

"Write a Facebook ad for my product"

What happens:

• AI doesn't know your product
• AI doesn't know your audience
• AI doesn't know your brand voice
• AI generates generic, robotic copy

Result: Unusable copy that sounds like... well, AI.

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The Right Way (How to "Boss" AI Around)

Think of AI as a junior copywriter who needs clear instructions.

You're the creative director. You provide:

1. Context (who they're writing as)

2. Materials (what to write about)

3. Examples (what style to match)

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The 4-Part AI Prompt Formula

Part 1: Give AI a Persona

Why: Sets the expertise level and tone.

Example:

You are an experienced Facebook ad copywriter with 6 years of experience.
Your writing style is casual, direct, and conversational—no corporate jargon.

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Part 2: Provide Product Details

Why: AI needs to know what it's selling.

Example:

Product: [Product name]
Core features: [2-3 key features]
Main benefit: [Primary value proposition]
Price point: [Price or price range]

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Part 3: Define the Audience

Why: Different audiences need different language.

Example:

Target audience: 30-45 year old working moms
Pain points: No time, overwhelmed, looking for convenience
Current situation: Struggling with [specific problem]
Desired outcome: [What they want to achieve]

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Part 4: Provide Example Ads (CRITICAL)

Why: This is how you control style and structure.

Example:

Here's an example of the style and structure I want you to match:

[Paste winning competitor ad here]

Now write 5 variations in this exact style for my product.

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Complete AI Prompt Example

You are an experienced Facebook ad copywriter with 6 years of experience.
Your writing style is casual, direct, and conversational—no corporate jargon.

Product: SmartMeal Prep Containers
Core features: Leak-proof, microwave-safe, portion-controlled compartments
Main benefit: Makes meal prep easy and keeps food fresh for 7 days
Price point: $29.99 for a set of 10

Target audience: 30-45 year old working moms
Pain points: No time to cook, kids need healthy meals, tired of food waste
Current situation: Buying takeout too often, spending too much money
Desired outcome: Healthy meals ready for the week, save time and money

Here's an example of the style I want you to match:

"Still spending $200/week on takeout?

We get it. You're busy. Cooking every night is exhausting.

But what if you could prep a week of healthy meals in just 2 hours?

Our SmartMeal Containers make it easy:
✓ Portion-controlled compartments (no guessing)
✓ Leak-proof lids (no mess in your bag)
✓ Stays fresh for 7 days (no food waste)

Join 50,000+ busy parents saving time and money.

Shop now → [link]"

Now write 5 variations in this exact style for SmartMeal Prep Containers.

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Your Job: Edit the AI Output

AI handles:

• ✅ Speed (generates 5 variations in seconds)
• ✅ Grammar (no typos)
• ✅ Structure (follows your example)

You handle:

• ✅ Authenticity (make it sound human)
• ✅ Specificity (add real details)
• ✅ Emotion (inject personality)

Rule of thumb: Edit at least 30% of what AI gives you.

Replace robotic phrases with natural language:

• ❌ "Utilize our solution" → ✅ "Use our tool"
• ❌ "Facilitate your workflow" → ✅ "Make your work easier"
• ❌ "Optimize your experience" → ✅ "Save you time"

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Analyzing Your Ad Copy Performance with AI

One of the biggest challenges with ad copy is knowing what's actually working and why.

Common struggles:

• You're running 10 ad variations but don't know which copy elements drive results
• You can't tell if your hook, pain points, or CTA needs improvement
• You're guessing which messaging resonates with your audience
• You're manually comparing performance across dozens of ads

The solution: Use an AI-powered analytics tool that helps you understand copy performance at scale.

Try Adfynx for Free — AI Meta Ads Analyst that helps you optimize copy:

• Ask strategic questions — "Which ad copy has the highest CTR?" or "What messaging patterns work best for my audience?"
• Identify winning patterns — See which hooks, pain points, and CTAs drive the most conversions
• Compare copy variations — Understand which specific copy elements improve performance
• Get actionable insights — AI tells you what to test next based on your data

While you write better copy using these tactics, Adfynx helps you understand which copy actually converts.

Get your free AI audit and turn copy testing into data-driven optimization.

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Tactic 3: The Best Copy Is Hidden in Customer Reviews

This is my favorite tactic because it produces the most authentic, relatable copy.

Here's the insight:

The fancy "marketing speak" you brainstorm in isolation will never beat the raw, honest language your customers already use.

Real customer quote:

"Holy crap, this thing actually works! Saved me so much time."

vs. Your marketing copy:

"Leverage our innovative solution to optimize your productivity metrics."

Which one would you click?

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Where to Mine for Copy Gold

1. Product Review Sections

Where to look:

• Your own product reviews (Shopify, website)
• Competitor reviews (Amazon, Trustpilot, Google Reviews)
• Facebook post comments
• Instagram comments

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2. Online Communities

Where to look:

• Reddit (relevant subreddits)
• Facebook Groups (niche communities)
• Quora (questions about your product category)
• Twitter/X (search product keywords)

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3. Customer Support Conversations

Where to look:

• Support ticket themes
• Live chat transcripts
• Email exchanges
• Return/refund reasons

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What to Look For: Complaints (Pain Points)

Why complaints matter: They tell you exactly what frustrates people.

Example complaints:

"This is too heavy to carry upstairs"

→ Your hook: "Tired of lugging heavy [product] up the stairs?"

"The instructions are so confusing"

→ Your hook: "Frustrated by complicated setup? Ours takes 2 minutes."

"It broke after 3 months"

→ Your benefit: "Built to last—lifetime warranty included"

"Customer service never responds"

→ Your benefit: "24/7 support. Real humans. Fast replies."

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What to Look For: Praises (Benefits)

Why praises matter: They tell you what actually resonates.

Example praises:

"This saved me SO much time!"

→ Your copy: "'This saved me so much time!' — Sarah M., verified buyer"

"My kids actually eat their vegetables now!"

→ Your copy: "Finally, a way to get kids to eat healthy (without the battle)"

"I wish I'd found this years ago"

→ Your copy: "Join 10,000+ people who wish they'd started sooner"

"Super easy to use, even for me!"

→ Your copy: "So simple, anyone can use it (yes, even if you're not tech-savvy)"

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How to Use Review Language in Your Ads

Method 1: Direct Testimonial Style

Format:

"[Exact customer quote]"
— [Customer name], [credential]

[Your CTA]

Example:

"This literally changed my morning routine. I'm never going back!"
— Jessica T., Busy Mom of 3

Try it risk-free for 30 days →

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Method 2: Pain-to-Solution Story

Format:

[Pain point from complaint]

[Your product as solution]

[Benefit from praise]

[CTA]

Example:

Tired of waking up exhausted every morning?

Our SmartSleep Pillow adapts to your sleep position all night.

"I finally wake up without neck pain!" — Mike R.

Get yours today →

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Method 3: Before/After Contrast

Format:

Before: [Complaint language]
After: [Praise language]

[Product name] makes the difference.

[CTA]

Example:

Before: "I was spending 3 hours a week on meal planning"
After: "Now it takes me 15 minutes and tastes better!"

MealPrepPro makes the difference.

Start your free trial →

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Combining All 3 Tactics: The Complete Workflow

Here's how to use all three tactics together:

Step 1: Research Phase (Tactic 1)

• [ ] Find 5 winning competitor ads
• [ ] Deconstruct hooks, pain points, CTAs
• [ ] Document patterns in a spreadsheet

Step 2: Customer Voice Phase (Tactic 3)

• [ ] Read 20-30 customer reviews (yours + competitors)
• [ ] Extract 5 common complaints
• [ ] Extract 5 common praises
• [ ] Note exact phrases customers use

Step 3: AI Generation Phase (Tactic 2)

• [ ] Create detailed AI prompt with:

- Persona

- Product details

- Audience info

- Example competitor ads

- Customer review quotes

• [ ] Generate 10 variations
• [ ] Edit for authenticity (30%+ changes)

Step 4: Testing Phase

• [ ] Select top 5 variations
• [ ] Create ad sets with different copy
• [ ] Run for 3-7 days
• [ ] Analyze CTR and conversion rate

Step 5: Iteration Phase

• [ ] Identify winning copy elements
• [ ] Create new variations based on winners
• [ ] Test again

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Real Examples: Before and After

Example 1: Fitness Product

Before (Generic):

Get fit with our revolutionary workout system!
Advanced technology meets convenience.
Order now and transform your body!

After (Using 3 Tactics):

"I don't have time to go to the gym"

We hear you. You're busy.

But what if you could get a full-body workout in just 20 minutes at home?

"I've lost 12 pounds and I actually look forward to working out now!" — Lisa M.

Join 15,000+ people getting results without the gym membership.

Try it free for 30 days →

What changed:

• ✅ Opens with customer complaint (Tactic 3)
• ✅ Uses conversational tone (Tactic 2 - AI editing)
• ✅ Includes real testimonial (Tactic 3)
• ✅ Structure borrowed from winning ads (Tactic 1)

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Example 2: Productivity Software

Before (Generic):

Boost your productivity with our all-in-one solution.
Streamline workflows and maximize efficiency.
Sign up today!

After (Using 3 Tactics):

Still juggling 5 different apps just to manage your projects?

Switching between tools wastes 2+ hours every week.

ProjectHub puts everything in one place:
✓ Tasks, calendar, files, chat
✓ No more app-switching
✓ Your whole team on the same page

"We cut meeting time in half and actually get stuff done now" — David K., Startup Founder

Free for teams under 10 people →

What changed:

• ✅ Question hook from competitor research (Tactic 1)
• ✅ Specific pain point with data (Tactic 3 - from reviews)
• ✅ Bullet format from winning ads (Tactic 1)
• ✅ Customer quote in their words (Tactic 3)

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Common Copywriting Mistakes to Avoid

Mistake 1: Being Too Clever

Problem: You're trying to be witty or creative instead of clear.

Example:

❌ "Unlock the paradigm of culinary excellence"

✅ "Cook better meals in half the time"

Fix: Clear beats clever. Every time.

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Mistake 2: Talking About Features, Not Benefits

Problem: You list what your product has, not what it does for them.

Example:

❌ "10,000 mAh battery capacity"

✅ "Charge your phone 3 times without plugging in"

Fix: Always translate features into benefits.

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Mistake 3: No Clear CTA

Problem: They read your ad but don't know what to do next.

Example:

❌ "Check us out sometime"

✅ "Shop now and get 20% off your first order →"

Fix: Tell them exactly what to do, with urgency if possible.

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Mistake 4: Too Much Text

Problem: Your ad looks like a wall of text. Nobody reads it.

Example:

❌ 200-word paragraph

✅ Short sentences. Line breaks. Bullet points.

Fix: Make it scannable. Use white space.

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Mistake 5: No Social Proof

Problem: They don't trust you yet.

Example:

❌ "Our product is the best"

✅ "Join 50,000+ happy customers" or "4.8 stars from 2,000+ reviews"

Fix: Add numbers, testimonials, or credibility markers.

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Advanced Copywriting Tactics

Tactic 4: The "Objection Reversal" Method

What it is: Address the main reason people DON'T buy, head-on.

Example:

Objection: "It's probably too expensive"

Your copy:

"I thought it would be expensive too.

Turns out, it costs less than 2 coffees a week.

And it saves me $200/month on [alternative].

Do the math. It pays for itself."

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Tactic 5: The "Specificity Principle"

What it is: Specific numbers are more believable than round numbers.

Examples:

❌ "Thousands of customers"

✅ "14,847 customers"

❌ "Save time"

✅ "Save 2.5 hours per week"

❌ "Lose weight"

✅ "Lost 13 pounds in 6 weeks"

Why it works: Specificity signals truth. Round numbers feel made up.

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Tactic 6: The "Future Pacing" Technique

What it is: Paint a picture of their life AFTER using your product.

Example:

Imagine waking up tomorrow with:
✓ Your inbox at zero
✓ Your tasks organized
✓ Your team on the same page
✓ 2 extra hours in your day

That's what [Product] does.

Try it free →

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Copy Testing Framework

What to Test

Element 1: Hook Variations

• Question vs. Statement
• Pain-focused vs. Benefit-focused
• Curiosity vs. Direct offer

Element 2: Length

• Short (50-75 words)
• Medium (100-150 words)
• Long (200+ words)

Element 3: CTA Style

• Direct ("Buy Now")
• Soft ("Learn More")
• Urgent ("Limited Time")

Element 4: Social Proof Placement

• In the hook
• In the middle
• At the end

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How to Test

Method 1: A/B Test (Simple)

• Create 2 ads with different copy
• Same image, same audience
• Run for 3-7 days
• Compare CTR and conversion rate

Method 2: Multivariate Test (Advanced)

• Test multiple elements at once
• Requires larger budget
• Use Facebook's Dynamic Creative feature

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Copy Optimization Checklist

Before launching any ad, run through this checklist:

Hook (First 1-2 Lines)

• [ ] Stops the scroll (question, bold claim, or curiosity)
• [ ] Relevant to target audience
• [ ] Under 10 words if possible

Body (Middle Section)

• [ ] Addresses 1-3 pain points
• [ ] Uses customer language (not marketing jargon)
• [ ] Includes specific benefits (not just features)
• [ ] Scannable (short sentences, bullets, line breaks)

Social Proof

• [ ] Includes testimonial, review, or stat
• [ ] Specific numbers when possible
• [ ] Credible source (name, credential)

CTA (Call-to-Action)

• [ ] Clear and direct
• [ ] Creates urgency if appropriate
• [ ] Easy to understand what happens next

Overall

• [ ] Under 150 words (unless testing long-form)
• [ ] No spelling/grammar errors
• [ ] Mobile-friendly (looks good on phone)
• [ ] Matches ad image/video

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Tools and Resources

Free Tools

Facebook Ad Library

• See all active competitor ads
• Filter by country and category
• Completely free

AnswerThePublic

• Find questions people ask
• Great for pain point research
• Free tier available

Reddit Search

• Find authentic customer language
• Search relevant subreddits
• Free

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Paid Tools

BigSpy / AdSpy

• Advanced ad filtering
• Engagement metrics
• $9-$99/month

ChatGPT Plus

• Faster responses
• Better output quality
• $20/month

Adfynx

• AI-powered ad performance analysis
• Copy performance insights
• Free trial available

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Related Resources

Want to understand Meta's algorithm? Check out our Meta Andromeda Algorithm Guide to learn how copy affects ad delivery.

Need help with creative specs? Read our Facebook Ads Creative Sizes Guide to ensure your copy displays properly across placements.

Launching a new brand? Dive into our New Brand Launch Strategy to combine great copy with competitive research.

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Final Thoughts: Keep It Simple, Keep It Real

After years of writing and testing Facebook ad copy, here's what I've learned:

Simple, authentic copy beats clever, complex copy. Every single time.

The 3 tactics we covered:

1. Reverse-engineer winners — Learn from what's already working

2. Use AI as your assistant — Speed up production, but keep the human touch

3. Mine customer reviews — Use real language from real people

These aren't theories. They're field-tested methods that work.

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Your Action Plan (Next 7 Days)

Day 1-2: Research

• [ ] Find 5 winning competitor ads
• [ ] Read 20+ customer reviews
• [ ] Document patterns and language

Day 3-4: Create

• [ ] Write AI prompts with examples
• [ ] Generate 10 copy variations
• [ ] Edit for authenticity

Day 5-7: Test

• [ ] Launch 3-5 best variations
• [ ] Monitor CTR and conversions
• [ ] Identify winners

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The Bottom Line

Good ad copy isn't about being a great writer.

It's about:

• ✅ Understanding what already works (research)
• ✅ Using tools efficiently (AI)
• ✅ Speaking like your customers (authenticity)

Start with one tactic today.

Find one winning competitor ad and deconstruct it.

Or read 10 customer reviews and extract 3 pain points.

Or write one AI prompt with a good example.

Small steps. Real results.

Now go write some copy that converts.