Hey
If your Meta ads aren’t bringing in the sales you expected, chances are, it’s not your product—it’s your messaging.
The best ads don’t just describe a product. They tap into emotions, solve real problems, and make people take action instantly.
This is where copywriting formulas come in. They are proven structures that take the guesswork out of crafting high-converting ads.
Instead of throwing words together and hoping for the best, these frameworks help you communicate clearly, persuasively, and with impact.
After running and testing thousands of ads, I’ve narrowed it down to five copywriting formulas that consistently drive higher engagement, lower ad costs, and more sales.
Let’s break them down with examples so you can start using them today.
1. PAS (Problem → Agitate → Solution)
One of the most powerful copywriting formulas ever created. It works because people are more motivated to avoid pain than to seek pleasure.
- Problem: Call out a pain point your audience is facing.
- Agitate: Make it worse—describe how frustrating or limiting the problem is.
- Solution: Introduce your product as the fix.
Example for sneakers:
“You know that burning pain in your heels after a long day?
That’s because most sneakers prioritize looks over comfort.
Our CloudCush Sneakers mold to your feet, giving you a weightless, pain-free walk—every single time.”
Why it works: You make them feel the pain first before offering a relief. The stronger the agitation, the more urgent the need for a solution.
2. AIDA (Attention → Interest → Desire → Action)
This is the classic advertising framework used in everything from billboards to TV commercials.
- Attention: Grab your audience’s focus in the first line.
- Interest: Build curiosity with a unique hook.
- Desire: Show why your product is a game-changer.
- Action: Push them to act immediately.
Example for running shoes:
Your sneakers are slowing you down.
Every step you take, you lose energy. Standard soles don’t absorb impact—they steal momentum.
The VelocityX Running Shoes use energy-return cushioning, propelling you forward with every stride.
Upgrade your run. Get 20% off today—limited stock!
Why it works: It moves people through a logical buying journey in a short amount of time.
3. The 4 U’s (Useful → Urgent → Unique → Ultra-Specific)
If your ad copy isn’t converting, it’s often missing one or more of these four elements.
- Useful: Clearly state what problem your product solves.
- Urgent: Give people a reason to act now.
- Unique: Show what makes your product different.
- Ultra-Specific: Be clear about what they’re getting.
Example for lifestyle sneakers:
Most sneakers are either stylish or comfortable.
Why not both?
Meet the UltraFlex 2.0—the only sneakers designed for all-day wear, long walks, and weekend adventures. Limited stock. Get yours now!
Why it works: This formula forces your copy to be direct and action-driven, making it hard to ignore.
4. FAB (Features → Advantages → Benefits)
This is a simple but extremely effective way to showcase what makes your product valuable.
- Feature: What your product has.
- Advantage: Why it’s better than alternatives.
- Benefit: How it improves the customer’s life.
Example for gym sneakers:
Feature: Designed with multi-directional traction.
Advantage: Keeps you grounded, stable, and in control.
Benefit: No more slipping—perfect for sprinting, lifting, or jumping into your next set.
Why it works: Instead of just listing features, you show why they matter and how they make life easier.
5. Before-After-Bridge Formula
This framework is all about transformation. It works because people want to move from where they are now to where they want to be.
- Before: Describe the current pain or struggle.
- After: Show what life looks like when the problem is solved.
- Bridge: Explain how your product gets them there.
Example for comfortable sneakers:
Before: Every step feels like walking on concrete.
After: Feels like walking on clouds.
Bridge: Our memory foam insoles absorb impact and support your feet all day long.
Why it works: Customers see the outcome first, making the product feel like a necessary step to achieve their goal.
How to Use These Formulas in Your Ads
- Choose the right formula for your goal. If your audience already knows their problem, use AIDA or the 4 U’s. If they need to feel the pain first, go with PAS or Before-After-Bridge.
- Test different versions. Run the same ad with multiple formulas and compare the results. Sometimes, a slight change in structure can double your conversions.
- Keep refining. Great ad copy isn’t written—it’s tested and improved over time based on performance data.
Now it’s your turn.
Which formula are you going to use in your next Meta ad?
Let me know, and let’s make your ads work smarter, not harder.
Happy advertising.