Paid ad copy has a different job from most copywriting. It has to earn attention that was not given willingly, in a context where the reader was trying to do something else. The first line of an ad is not the beginning of a sales pitch â it is a bid for one second of attention. If it wins that bid, the second line has to win another second. And so on until the CTA.
Most ad copy fails at the first line. It leads with the brand name, the offer, or a feature. None of these are interesting to someone who was not already looking for them. The first line of an ad that works names something the target audience recognises from their own experience â a problem, a situation, a feeling, a question. It earns the second look by demonstrating relevance.
For Meta advertising, the hook library is the most important deliverable. Paid social runs on creative testing, and copy is a core creative variable. I deliver multiple hook variants for each ad set, with different angles, formats, and emotional registers. Some will outperform others. The data tells you which; I give you enough variants to run a meaningful test.
For LinkedIn, the copy conventions are different from Meta. The platform skews professional, the audience has different tolerances for self-promotional language, and the format (personal vs company page) changes the appropriate tone significantly. LinkedIn ad copy and organic posts are separate specialisations, and I approach them differently.
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