Prompt file imported from toby-vend/vendo-os (.claude/commands/skills/meta-ad-copy.md). Copyright stays with the author.

Meta Ad Copy Writer

Generates primary text, headlines, and CTAs for Meta (Facebook/Instagram) ads. Outputs multiple variants for A/B testing across campaign objectives.

Inputs Required

• Client name — which client?
• Campaign objective — awareness, traffic, leads, or sales/conversions
• Target audience — who are we speaking to?
• Offer / hook — what's the compelling reason to act?
• Landing page URL (optional) — for context on the destination
• Tone — e.g. professional, conversational, urgent, playful, clinical
• Number of variants — default 5
• Ad format — single image, carousel, video, or all

Process

1. Read the client record and any brand guidelines from the brand hub.
2. Review recent Meta ad performance from meta_insights if available — identify what's working.
3. Generate ad copy variants following Meta's best practices and character limits.
4. Output in a structured, copy-paste-ready format.
5. Save to outputs/ad-copy/[client-name]-meta-[date].md.

Platform Specifications

Available CTA Buttons

• Learn More, Shop Now, Sign Up, Book Now, Contact Us, Get Offer, Get Quote, Subscribe, Apply Now, Download, Watch More

Output Format

# Meta Ad Copy: [Client Name]
**Objective:** [objective]
**Audience:** [audience]
**Date:** [today]

---

## Variant 1: [theme/angle name]

**Primary Text:**
[Copy — keep under 125 chars for full visibility. If longer, ensure the hook is in the first line before "See more".]

**Headline:** [27 chars recommended]
**Description:** [27 chars recommended]
**CTA Button:** [from approved list]

**Rationale:** [1 sentence on why this angle works for the audience]

---

## Variant 2: [theme/angle name]
[Same structure]

---

## Variant 3: [theme/angle name]
[Same structure]

---

## Variant 4: [theme/angle name]
[Same structure]

---

## Variant 5: [theme/angle name]
[Same structure]

---

## Testing Recommendations
- **Test variable:** [what differs between variants — angle, CTA, urgency level]
- **Recommended split:** [e.g. equal budget across top 3, then scale winner]
- **Minimum test duration:** 3-5 days with sufficient budget for statistical significance
- **Key metric:** [based on objective — CPL for leads, CTR for traffic, ROAS for sales]

## Carousel-Specific Copy (if applicable)
| Card | Headline | Description | Image Guidance |
|------|----------|-------------|---------------|
| 1 | ... | ... | ... |
| 2 | ... | ... | ... |
| 3 | ... | ... | ... |

Copy Best Practices

• Lead with the benefit or pain point, not the brand name
• Use "you" language — speak directly to the audience
• Include social proof where natural (numbers, outcomes)
• Create urgency without being pushy (for sales/leads objectives)
• Match the tone to the audience and platform placement
• Avoid ALL CAPS for entire sentences (one word for emphasis is fine)
• Avoid excessive emojis — max 1-2 per variant
• Do not use clickbait or misleading claims

Quality Checks

• All variants are genuinely different angles, not minor rewrites
• Character counts verified for each element
• CTA button matches the campaign objective
• No spelling/grammar errors
• Compliant with Meta advertising policies (no prohibited content)
• UK English throughout