# Ad Copy Frameworks

> Updated: 2026-04-01
> Source: Used by ads-creative, ads-google, ads-meta, and ads-plan skills

## Overview

| Framework          | Expansion                        | Best For              | Platform Fit         |
|--------------------|----------------------------------|-----------------------|----------------------|
| AIDA               | Attention, Interest, Desire, Action | Cold audiences       | Meta, Google, YouTube |
| PAS                | Problem, Agitate, Solution       | Pain-point products   | Meta, LinkedIn, Google |
| BAB                | Before, After, Bridge            | Transformation offers | Meta, TikTok, YouTube |
| 4P                 | Promise, Picture, Proof, Push    | High-ticket items     | LinkedIn, Google      |
| FAB                | Features, Advantages, Benefits   | Technical products    | Google, LinkedIn      |
| Star-Story-Solution| Star, Story, Solution            | Brand storytelling    | Meta, TikTok, YouTube |

## AIDA

**Steps:** Attention > Interest > Desire > Action

- **Best for:** Cold audiences, awareness campaigns, product launches
- **Platform fit:** Meta (feed and stories), Google RSA, YouTube pre-roll

**Templates by platform:**

- Meta primary text (125 chars): `[Attention hook]. [Interest detail]. [Desire benefit]. [Action CTA].`
- Meta headline (40 chars): `[Desire phrase] [CTA verb]`
- Google RSA headline (30 chars): `[Attention hook] [Benefit]`
- Google RSA description (90 chars): `[Interest detail]. [Desire benefit]. [Action CTA with urgency].`
- LinkedIn (150 chars): `[Attention stat or question]. [Interest detail]. [Desire outcome]. [Action CTA].`
- TikTok (100 chars): `[Attention hook] [Interest] [Desire benefit] [CTA]`

**E-commerce example:** "Tired of dull skin? Our vitamin C serum brightens in 7 days. Join 50K happy customers. Shop now."

**SaaS example:** "Spending hours on reports? Automate analytics in minutes. See 3x faster insights. Start free trial."

- DO: Lead with a pattern interrupt; include a specific number or stat
- DO: End with a single clear CTA
- DONT: Stack multiple CTAs in one ad
- DONT: Bury the hook after the first sentence

## PAS

**Steps:** Problem > Agitate > Solution

- **Best for:** Pain-point products, problem-aware audiences, retargeting
- **Platform fit:** Meta (feed), LinkedIn (sponsored content), Google RSA

**Templates by platform:**

- Meta primary text (125 chars): `[Problem statement]. [Agitate consequence]. [Solution with brand].`
- Meta headline (40 chars): `[Solution phrase] [CTA]`
- Google RSA headline (30 chars): `[Problem keyword] solved`
- Google RSA description (90 chars): `[Problem]. [Agitate pain]. [Solution]. [CTA with benefit].`
- LinkedIn (150 chars): `[Problem in professional context]. [Agitate impact on KPIs]. [Solution with proof]. [CTA].`
- TikTok (100 chars): `[Problem] [Agitate] [Solution brand] [CTA]`

**E-commerce example:** "Back pain from your desk? It only gets worse without support. Our ergonomic chair fixes posture in a week. Order today."

**SaaS example:** "Leads falling through the cracks? Every lost follow-up costs revenue. Our CRM auto-sequences every lead. Try free."

- DO: Make the agitation specific and relatable
- DO: Present the solution as the natural relief
- DONT: Over-dramatize the problem (triggers ad disapprovals)
- DONT: Use fear-based language that violates platform policies

## BAB

**Steps:** Before > After > Bridge

- **Best for:** Transformation offers, coaching, fitness, lifestyle products
- **Platform fit:** Meta (stories and reels), TikTok, YouTube

**Templates by platform:**

- Meta primary text (125 chars): `[Before state]. [After state]. [Bridge: how product gets you there].`
- Meta headline (40 chars): `[After state] starts here`
- Google RSA headline (30 chars): `From [Before] to [After]`
- Google RSA description (90 chars): `[Before pain]. [After benefit]. [Bridge product name]. [CTA].`
- LinkedIn (150 chars): `[Before professional challenge]. [After improved metrics]. [Bridge: product as catalyst]. [CTA].`
- TikTok (100 chars): `[Before] to [After] with [Brand] [CTA]`

**E-commerce example:** "Struggling with frizzy hair every morning. Now: salon-smooth in 5 minutes. The silk pillowcase that changed everything."

**SaaS example:** "Before: 4 hours building reports. After: dashboards in 10 minutes. Bridge: our AI analytics platform. Start free."

- DO: Make before/after contrast vivid and specific
- DO: Keep the bridge concise (product as the enabler)
- DONT: Make unrealistic before/after claims
- DONT: Skip the bridge; the product must connect both states

## 4P

**Steps:** Promise > Picture > Proof > Push

- **Best for:** High-ticket items, premium services, B2B enterprise
- **Platform fit:** LinkedIn (InMail and sponsored), Google RSA

**Templates by platform:**

- Meta primary text (125 chars): `[Promise bold claim]. [Picture outcome]. [Proof stat]. [Push CTA].`
- Meta headline (40 chars): `[Promise] [Proof number]`
- Google RSA headline (30 chars): `[Promise] [Proof stat]`
- Google RSA description (90 chars): `[Promise benefit]. [Picture result]. [Proof: social evidence]. [Push CTA].`
- LinkedIn (150 chars): `[Promise ROI claim]. [Picture day-in-life improvement]. [Proof: client result]. [Push CTA].`
- TikTok (100 chars): `[Promise] [Picture] [Proof] [Push CTA]`

**E-commerce example:** "Cut energy bills by 40%. Imagine comfortable rooms year-round. 12,000 homes upgraded. Get your free quote."

**SaaS example:** "Double pipeline velocity. Picture your team closing 2x deals monthly. Trusted by 500 B2B companies. Book a demo."

- DO: Back the promise with verifiable proof
- DO: Use specific numbers in the proof element
- DONT: Make promises you cannot substantiate
- DONT: Use vague proof ("many customers love us")

## FAB

**Steps:** Features > Advantages > Benefits

- **Best for:** Technical products, comparison shoppers, search intent audiences
- **Platform fit:** Google RSA (high intent), LinkedIn (technical buyers)

**Templates by platform:**

- Meta primary text (125 chars): `[Feature spec]. [Advantage over alternatives]. [Benefit to user]. [CTA].`
- Meta headline (40 chars): `[Feature] = [Benefit]`
- Google RSA headline (30 chars): `[Feature] [Key advantage]`
- Google RSA description (90 chars): `[Feature detail]. [Advantage vs. competitors]. [Benefit outcome]. [CTA].`
- LinkedIn (150 chars): `[Feature technical spec]. [Advantage: what it means for teams]. [Benefit: bottom-line impact]. [CTA].`
- TikTok (100 chars): `[Feature] [Advantage] [Benefit] [CTA]`

**E-commerce example:** "256GB storage, 12-hour battery. Outperforms competitors at half the price. Work all day, uninterrupted. Buy now."

**SaaS example:** "SOC 2 certified, 99.99% uptime. Zero migration downtime vs. legacy tools. Ship faster with confidence. Start trial."

- DO: Lead with the most differentiating feature
- DO: Translate every feature into a tangible benefit
- DONT: List features without connecting them to outcomes
- DONT: Use jargon the target audience will not understand

## Star-Story-Solution

**Steps:** Star (hero) > Story (narrative arc) > Solution (product reveal)

- **Best for:** Brand storytelling, emotional campaigns, UGC style content
- **Platform fit:** Meta (reels and stories), TikTok, YouTube

**Templates by platform:**

- Meta primary text (125 chars): `[Star intro]. [Story challenge]. [Solution: product saves the day]. [CTA].`
- Meta headline (40 chars): `[Star]'s secret to [outcome]`
- Google RSA headline (30 chars): `[Star] trusts [Brand]`
- Google RSA description (90 chars): `[Star intro]. [Story arc]. [Solution reveal with brand]. [CTA].`
- LinkedIn (150 chars): `[Star: relatable professional]. [Story: faced [challenge]]. [Solution: used [product] to achieve [result]]. [CTA].`
- TikTok (100 chars): `Meet [Star]. [Story challenge]. [Solution with brand]. [CTA]`

**E-commerce example:** "Meet Sarah, a busy mom of three. Mornings were chaos until she found our 5-minute meal prep kit. Now breakfast is handled. Try it."

**SaaS example:** "Meet DevOps lead Marcus. Deployments took his team 6 hours. With our CI/CD platform, they ship in 20 minutes. See how."

- DO: Make the star relatable to the target audience
- DO: Keep the story arc tight (one challenge, one resolution)
- DONT: Make the star feel like a paid actor
- DONT: Let the story overshadow the product solution

## Framework Selection Guide

Choose the right framework based on campaign goal and audience temperature:

**Cold audiences (unaware of brand):**
- Awareness goal: AIDA or Star-Story-Solution
- Consideration goal: BAB or PAS
- Conversion goal: AIDA with strong CTA

**Warm audiences (engaged but not converted):**
- Consideration goal: PAS or 4P
- Conversion goal: FAB or BAB
- Retargeting goal: PAS with urgency

**Hot audiences (past customers, high intent):**
- Upsell goal: FAB or 4P
- Retention goal: Star-Story-Solution
- Re-engagement goal: BAB with new offer

When in doubt, start with PAS for pain-aware audiences or AIDA for broad reach.
Test two frameworks against each other in A/B splits before scaling spend.