Ad copy frameworks

Write ad copy that fits each platform. Eight copy frameworks (PAS, AIDA, BAB, FAB, 4U, objection-first, proof-first, offer-stack) with when to use each, the exact field lengths for Google, Microsoft, Meta, LinkedIn, TikTok, Pinterest, Reddit and X ads (including how CJK, emoji and links are counted), and how to write 15 distinct responsive search ad headlines.

Good ad copy is one specific promise to one specific person, in the space the platform gives you. This skill is the method: pick a framework, fill it with specifics, then fit it to the field lengths.

The frameworks

Framework	Shape	Use it when
PAS: Problem, Agitate, Solution	Name the pain, make it vivid, offer the fix	The pain is felt and specific
AIDA: Attention, Interest, Desire, Action	Hook, a reason to care, the want, the ask	Longer formats (LinkedIn intro text, Meta primary text)
BAB: Before, After, Bridge	Life now, life with it, how to get there	Transformation products
FAB: Feature, Advantage, Benefit	What it is, what it does better, what that means for you	Technical buyers, B2B, specs that matter
4U: Useful, Urgent, Unique, Ultra-specific	One line that checks all four	Headlines, search ads
Objection-first	Answer the reason they would not buy, first	Expensive, new or unfamiliar products
Proof-first	Lead with the result or the number	You have a strong review, stat or customer
Offer-stack	Price, then everything included, then the deadline	Sales and launches

Rules that beat any framework

• Specific beats clever. "Saves 40 minutes a week" beats "saves you time". "Ships in 2 days" beats "fast shipping".
• Their words, not yours. Lift phrases from reviews, comments and support tickets. The customer's description of the problem is the headline.
• One idea per ad. A second benefit halves the first one.
• The first line does all the work. Everything after the first 125 characters on Meta, or the first line on LinkedIn and Instagram, is behind "more".
• No claim you cannot back up. Platforms reject unsupported superlatives ("best", "#1") and health or finance promises.

Field lengths

Hard limits are refused; recommended lengths are accepted but may be cut off. Source links for every number are in the open dataset social-media-specs.

Platform	Field	Hard limit	Recommended
Google responsive search	Headline (3 to 15 of them)	30
	Description (2 to 4)	90
	Display path 1 and 2	15 each
Google responsive display	Headline / long headline	30 / 90
	Description / business name	90 / 25
Microsoft responsive search	Headline / description / paths	30 / 90 / 15
Meta	Primary text / headline / description	none published	125 / 40 / 25
LinkedIn Sponsored Content	Intro text / headline / description	3,000 / 200 / 300	150 / 70 / 100
TikTok In-Feed	Ad text / display name	20 (name)	100 (text)
Pinterest	Title / description	100 / 800	40 (title)
Reddit	Headline / display URL	300 / 100	100 (80 to be safe)
X	Post text / card headline	280 / 70	50 (headline)

How they count: Google counts each Chinese, Japanese or Korean character as 2, so a CJK headline fits 15. Microsoft counts CJK characters and emoji as 2. TikTok suggests 50 CJK characters instead of 100. On X, every link costs 23 characters whatever its length. Count with a tool, not by eye: npx social-media-specs ad google-search.headline "...".

Writing 15 responsive search headlines

Google mixes your headlines in any order, so each one must stand alone and none may repeat another's idea. Write them in groups:

• 3 with the keyword the ad group targets
• 3 benefits, each a different one
• 2 proof (rating, number of customers, award)
• 2 offer or price (free shipping, from $X, % off)
• 2 objection answers (no contract, cancel anytime, 30-day returns)
• 2 calls to action (Book a demo today, Shop the sale)
• 1 brand name

Then check: is every one at most 30 characters, would any two read as a repeat side by side, and does any combination make a false or awkward claim? Pin a headline to position 1 only when it must always show (a legal line, the brand).

Output shape

For each ad: the framework you used, the copy per field with its character count, and the one thing it is testing against the other versions. Write at least three versions on different frameworks, not three wordings of one.