The hook is 80% of the job
On a scrolling feed, the first line (and the image) decide whether anyone reads the rest. Lead with the reader's problem, a surprising statement, or the single most compelling part of your offer — not your brand name or a warm-up sentence.
If the first line doesn't earn the second, nothing else in the ad matters.
One ad, one idea
The most common copy mistake is cramming every benefit into one ad. Pick the single most important idea for this audience and commit to it. If you have five strong angles, that's five ads to test — not one crowded one.
A focused ad is easier to understand, easier to believe, and easier to act on.
Sell benefits, prove with specifics
People buy outcomes, not features. Translate every feature into what it does for the reader ('so you can…'). Then make it believable with specifics and proof — numbers, a concrete example, a customer's words — because vague claims read as noise.
Only use proof you actually have. Invented testimonials or made-up statistics destroy trust the moment they're doubted, and they will be.
One clear call to action
Tell the reader exactly what to do next, once. Multiple competing CTAs (call, message, visit, and buy) split attention and lower response. Match the CTA to the temperature of the audience — cold traffic rarely 'buys now', but it might 'learn how'.
Match the promise to the page
The best copy in the world fails if the landing page says something different. Keep the headline, offer and tone consistent from ad to page — the reader should feel they arrived in the right place, not a bait-and-switch.