Ad Copy Rules - Toffu AI Skill

Apply these rules whenever writing ad copy for any platform.

What Actually Matters

The ad is a filter, not a pitch. Its job is to attract the right people AND repel the wrong ones. A click from someone who'll never buy costs money. Specificity ("for DTC brands doing $1M+") outperforms broad ("for businesses of all sizes") even though it gets lower CTR.
The first line / headline does 80% of the work. If it doesn't stop the scroll or match the search query, nothing else matters. Write 10 headlines for every 1 body copy.
Every ad needs message-to-landing-page match. If the ad says "save 10 hours a week" and the landing page leads with "all-in-one platform," you'll see high CTR and terrible conversion rate. Mirror the exact language.

Google assembles RSAs dynamically. Pin your best headline to position 1 and your best CTA description to position 1. Leave the rest unpinned for Google to test.
Headlines max 30 chars, descriptions max 90 chars. But character limits are less important than keyword-to-ad relevance. A headline that exactly matches the search query gets a higher ad rank and lower CPC.
Write at least 3 headlines that include the exact target keyword and 3 that focus on differentiation/benefit. Google needs both for optimization.

Primary text truncates at ~125 chars on mobile. Your hook must land before the fold. Everything after "See more" is for the already-interested.
The headline (below the image) is often ignored on mobile. Don't put critical info there. The primary text and the creative carry the message.
Write for the scroll-stopper moment. Questions, bold claims, and specific numbers ("We cut CPA by 43% in 14 days") outperform vague benefits.

LinkedIn truncates at ~150 chars. Professional but direct. The audience is used to being sold to - stand out by being specific and useful, not polished.
Job titles and company sizes in the copy signal relevance: "If you manage paid media for 10+ clients" immediately qualifies or disqualifies the reader.

Never test copy and creative simultaneously. Isolate variables or you learn nothing.
3-5 variations per test. Fewer means you're not exploring enough. More means each variant starves for impressions.
A winning ad is not the one with the highest CTR. It's the one with the lowest CPA or highest ROAS at sufficient volume. High CTR with poor conversion is a bad ad that clicks well.