Ad copy that sells follows a simple order: a hook that stops the right person, the problem in their words, what your product changes, proof that it works, the offer, and one clear call to action. Keep it short for cold audiences and a bit longer for people who already know you. Write it for one person, use plain language and numbers in cedis, and test different hooks and angles rather than polishing one ad forever.
The structure
1. Hook (first line)
Make the right person stop. "Bakers in Accra, you're probably undercharging." More: 50 ad hooks.
2. Problem
"You spend all night on a cake, then charge GH₵ 250 because you're scared customers won't pay more."
3. Promise
"This calculator shows exactly what to charge, including your time and gas, in 5 minutes."
4. Proof
"Used by 300+ home bakers. Ama raised her prices by 40% and kept every customer." (Only true numbers.)
5. Offer
"Pricing calculator + 3 price list templates, GH₵ 60. Instant download."
6. Call to action
"Tap Shop now and get it in your email in a minute."
Examples
Short (cold audience, TikTok or Reels caption):
Still guessing what to charge for cakes? 🎂 This calculator does it in 5 minutes. GH₵ 60, instant download. Link in bio.
Medium (Facebook or Instagram feed):
Bakers, you're probably undercharging. Flour, sugar, gas, boxes, your 6 hours… most home bakers forget half of it and work for free. The Cake Pricing Calculator adds it all up and tells you the right price, in 5 minutes. 300+ bakers use it. Ama went from GH₵ 250 to GH₵ 350 per cake and kept every customer. GH₵ 60. Pay with MoMo or card, get it instantly by email. 👉 Tap Shop now.
Video script (30 seconds):
- (0–3s) "If you sell cakes from home, you're probably undercharging."
- (3–10s) Show the ingredients piling up: "Flour, sugar, gas, boxes, your time…"
- (10–20s) Screen recording of the calculator: "Type in what you use and it gives you the price."
- (20–27s) Customer quote on screen.
- (27–30s) "GH₵ 60. Link below."
Writing tips
- One idea per ad. One angle, one problem, one offer.
- Use "you". Talk to one person.
- Numbers beat adjectives. "In 5 minutes" beats "quickly".
- Prices in cedis, MoMo mentioned. Ghanaian buyers want to know they can pay easily.
- Match the landing page. If the ad promises a calculator for GH₵ 60, the page must show exactly that.
- Follow the platforms' rules. Avoid "before/after" claims for health and weight loss that Meta or TikTok may reject, and never make claims you can't prove.
Test, don't guess
Write three versions with different hooks or angles and run them side by side. Keep the one with the lowest cost per purchase. See how to test ad creatives and marketing angles.
Let AI draft, then edit
Paylead's AI can draft product descriptions, sales pages and campaign messages. For ad copy, try the prompts in 15 ChatGPT prompts for selling online, then rewrite in your own voice.
Frequently asked questions
Short or long ad copy?
Short for people who don't know you yet; longer for retargeting and higher prices, where people need more reasons.
Should I use emojis?
A few, if your audience uses them. They help break up text on phones. Don't let them replace words.
Read next: headline formulas and retargeting ads.
