The words that sell the picture

What Ad Copy is

The picture stops the scroll; the words decide whether anyone taps. Ad Copy writes the four parts of an ad — the headline, the main text, the description and the button — as complete sets, so what you get can be pasted straight into the ad manager.

It writes only from what it is told. Describe the product in a sentence or two, pick it from your catalogue, or add your brand voice, and every claim in the result can be traced back to something you said. Anything past the platform's length limit is brought back to a whole sentence before you see it.

How it works, in four steps

1. 1

   Describe what you sell

   Pick a product from your catalogue, or write a sentence or two about it. The writer uses nothing else, so what you put here is what it can say.

2. 2

   Choose the angles

   6 ways of selling the same thing. Leave them all on and each ad takes a different one, or say what the ad is for and the matching ones are picked.

3. 3

   Write the sheet

   5 complete ads in one 2-credit run. The price is on the button before you press it.

4. 4

   Keep, copy or rewrite

   Copy any box straight into your ad manager, keep the ones you use, and rewrite a single box — a 2-credit change — without touching the rest.

Tell it what you sell

The brief is the only thing the writer knows about the product. There is no research step and no guessing — so a sentence about who it is for and why it is different is worth more than any setting below it.

Choose how to sell it

An angle is the reason a stranger should care: the problem it removes, what changes once they own it, the doubt that stops them buying. Ad Copy has 6, and each one says in its ? what it will give you.

Write the whole sheet

One press writes every ad at once, each in a different angle. The count is yours — up to 10 — and the price for that count is on the button.

Read it the way the platform will

Each box is counted against the length the platform shows before it cuts the text off. A line that would have run over is ended at its last whole sentence, so nobody reads half a thought followed by an ellipsis.

Rewrite one box, not the ad

When one line is wrong and the rest is right, rewrite just that line. The writer sees the whole card so the new line still belongs to it, and each one is a 2-credit charge — never free, because the whole brief is sent again.

A real sheet, word for word

Everything Ad Copy wrote in one run for the candle on the sample product page — 5 ads, one angle each, with the counts it showed. Nothing was edited.

The whole brief

Cedar and fig candle — $24. Hand-poured soy wax candle in amber glass, cedar and fig, around 45 hours of burn time.

See the sample page for Cedar and fig candle

The same product, in Thai

The writer answers in the language of the screen: a Thai account gets Thai copy from a Thai brief, with the same angles, limits and checks.

The whole brief

เทียนหอมกลิ่นซีดาร์และมะเดื่อ ราคา $24 เทียนไขถั่วเหลืองเทด้วยมือในแก้วสีอำพัน กลิ่นซีดาร์และมะเดื่อ จุดได้ประมาณ 45 ชั่วโมง

Every ad from one real Thai run, unedited. Button wording stays in English because the ad platforms show their own translated button.

What it checks before you post

Some wording gets ads refused on sight. Ad Copy reads every card against 10 phrases, in English and Thai, and warns on the card that has one — with the reason and a safer way to say it.

A warning never deletes anything. Only you know whether a claim is true for what you sell, so the studio points at the phrase and leaves the decision with you. The list is kept in Admin, because what is risky depends on the product and the market.

Once you have kept a few, each card also shows how often you kept that angle before — read from your own library, not from anybody else's. It is the part a general writing tool cannot copy: it gets more useful the more you use it.

Getting more out of it

Six habits that turn a sheet of options into ads that run.

1. 1Give it one fact nobody else has

   A burn time, a material, who it is for. The writer can only be specific about what it is told, and specific is what gets read.

2. 2Say what people ask before buying

   Put the usual question in the notes. The “answers the doubt” angle will answer it out loud.

3. 3Give real proof, or skip the angle

   The writer never invents reviews or sales. If you have a rating or a number, put it in the brief; if not, the proof angle talks about what owners notice instead.

4. 4Run the angles against each other

   Post two or three cards from one sheet as separate ads. The one that wins tells you how your customers want to be sold to.

5. 5Rewrite the line, not the sheet

   If a card is nearly right, rewrite the one box — a 2-credit change — rather than running the whole sheet again.

6. 6Keep what you post

   Keeping is free and teaches the studio which angles you choose, so the next sheet tells you which ones have worked for you.

What it costs

A sheet is priced as one run whatever the angles; a rewrite is priced on its own, because it sends the whole brief again for one line back.

Ad Copy opens from the Starter plan.

If the writer fails, the credits for that run go back automatically.

Which plan you need

Credits are shared by every studio. Here is what a month of them buys in sheets of 5 ads.

Questions people ask