Goal
Write primary text that hooks in line 1, says what happens after the tap, and matches the page.
Why it matters
Every Meta ad has words around the picture: the above it, and a headline and a button below it. A lot of local ads waste them on “Quality work. Free estimates. Call today.” The picture stops the scroll. The words decide who taps, and what they expect when they do. Get them right and the person who taps is waiting for your call.
In the full lesson
- Step 1 · Know what shows and what hides
- Step 2 · Write two versions: long and short
- Step 3 · Build the long version in order
- Step 4 · End on the ask, and match the page
- Step 5 · Write the headline and the short version
This lesson is in The Ultemir Playbook.
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