5 Ad Copy Formulas That Stop the Scroll (and Convert Like Crazy)
Let’s be honest… writing ad copy is hard. You have about two seconds to grab someone’s attention before their thumb flicks you into oblivion.
So if your ads aren’t getting clicks, it’s not that your offer’s bad… it’s that your message isn’t cutting through the noise.
The good news? You don’t need to be a copywriter to write scroll-stopping ads. You just need the right formulas — the kind that make people stop, feel something, and take action.
Here are five proven ad copy formulas that actually work (and a few insider tricks to make them even stronger).
1. The “Problem → Agitate → Solve” Formula
This one’s classic because it works every time.
You highlight the problem your audience is facing, twist the knife just a little (so they feel the frustration), and then offer your product or service as the solution.
Example:
“Still boosting posts and hoping for sales? You’re not alone — most small businesses waste thousands before realising Meta Ads can do so much more. Let’s fix that.”
✅ Why it works: It taps straight into your reader’s pain point and positions you as the fix.
✅ Where to use it: Google Ads headlines, Meta Ads primary text, LinkedIn posts.
2. The “What If” Hook
Perfect for curiosity-driven audiences. You start with a “what if…” question that makes them stop and imagine a better result.
Example:
“What if your ads actually brought in leads instead of likes?”
Then you back it up with proof or a strong offer:
“With the right campaign structure, you can double your leads without spending a dollar more.”
✅ Why it works: It triggers curiosity and possibility — people want to click to find out how.
✅ Where to use it: Short-form video ads, carousel captions, top-of-funnel content.
3. The “You’re Doing It Wrong” Reality Check
This is your tough-love formula — ideal when you want to stand out as the straight-talking expert.
Example:
“Still letting Meta decide who sees your ads? That’s like handing your car keys to a toddler. Time to take back control.”
✅ Why it works: It disrupts people’s pattern. It’s bold, unexpected, and instantly positions you as confident and knowledgeable.
✅ Where to use it: Google headlines, bold intro lines in video scripts, and retargeting copy.
4. The “Social Proof Sandwich”
You lead with proof, slide in your offer, and finish with confidence.
Example:
“Our clients saw a 3x increase in qualified leads after we rebuilt their campaigns from scratch. Want the same? Let’s make it happen.”
✅ Why it works: It builds instant credibility and trust.
✅ Where to use it: Retargeting campaigns, case study ads, or testimonials with a call to action.
5. The “Feel-Good Future” Formula
Paint the picture of what life looks like after someone works with you or buys your product.
Example:
“Imagine opening your laptop to new leads every morning — no boosting, no guessing, just consistent results.”
✅ Why it works: It helps people see themselves succeeding, which builds motivation to click.
✅ Where to use it: Instagram Reels voiceovers, long-form primary text, landing page headlines.
Bonus Tip: Let ChatGPT Help (But Don’t Let It Write for You)
AI tools like ChatGPT can help brainstorm variations, find emotional angles, or suggest new hooks — but they can’t replace your brand voice or intuition.
Try this:
Ask ChatGPT to give you 10 ad headlines for your offer, then rewrite them in your tone.
It’s like having a creative intern — useful, but only when you guide it.
How to Make Any Formula Work Harder
Once you’ve chosen a copy formula, strengthen it with these tips:
Lead with emotion, close with logic. People buy emotionally, then justify rationally.
Use numbers where possible. “3x more leads” hits harder than “more leads.”
Keep one clear call-to-action. “Book a call” or “Shop now” — not both.
Refresh your creative often. What stops the scroll today might flop next month.
Final Thought
Good ad copy doesn’t sound like an ad — it sounds like a conversation that makes someone go, “Yep, that’s me.”
When you get your message right, everything else clicks into place: your cost per lead drops, your ROI climbs, and your brand finally feels like it’s being seen by the right people.
Stop boosting. Start connecting. That’s how you win in 2025.
