Meta Ads Copywriting: 5 Frameworks That Stop the Scroll (2024)

People don't read ads. They read what interests them. Sometimes, it's an ad. Your Primary Text has one job: To get them to look at the Creative, or to get them to click the Headline.

Here are the 5 Frameworks we rotate in every 3:2:2 test.

1. The "Problem-Agitate-Solution" (PAS)

Best for: High-pain problems (Health, B2B, Finance).

• Problem: "Tired of waking up with back pain?"
• Agitate: "It ruins your whole day. You can't focus. You feel 10 years older."
• Solution: "The CloudPillow aligns your spine..."

2. The "Short & Punchy" (Twitter Style)

Best for: Visual products (Ecommerce).

"The last pair of Gym Shorts you'll ever buy. ✅ Squat Proof ✅ Zipper Pockets ✅ Anti-Odor

Shop the drop 👇"

• Why it works: Mobile users scan. They don't read paragraphs.

3. The "Founder Story" (Long Form)

Best for: Trust-heavy purchases (Supplements, Cosmetics).

"I started [Brand] because I was sick of..." [Tell the origin story. The struggle. The discovery.] "That's why we formulated X..."

• Why it works: People buy from people. It feels like a blog post, not an ad.

4. The "Press/Social Proof" Stack

Best for: Skeptical audiences.

"⭐⭐⭐⭐⭐ 'The best investment I made this year' - John D. As seen in Forbes, GQ, and Men's Health. Over 50,000 satisfied customers can't be wrong."

5. The "Us vs. Them" (Comparison)

Best for: Competitive markets.

"Other CRM Tools: ❌ Clunky ❌ Expensive ❌ No Support

Our CRM: ✅ 1-Click Setup ✅ Flat Pricing ✅ 24/7 Chat

Switch today and save 20%."

Part 6: The "See More" Button

Meta cuts off your text after ~3 lines (125 chars). Your Hook must exist in the first sentence.

• Bad: "Hello everyone, today we..." (Hidden).
• Good: "Stop wasting money on..." (Visible).

Summary

Copywriting is testing. In your 3:2:2 test, always run:

1. Option A: Short & Punchy (Bullets).
2. Option B: Long Form (Story). Let the data decide which one your audience prefers.