Write Ads

---
name: write-ads
description: Write a paid ad — the hook and body that earn the click and set the promise the landing page must keep. Owns the ad's own hook; loads one platform reference per invocation. TRIGGER when a piece is a paid placement (a Meta or Google ad). DO NOT TRIGGER for an organic feed post with no paid placement (write-social-posts), a page the ad lands on (the write-page skills), or a spoken video script (write-vsl, write-video-script).
---

# Write Ads

One Process: paid placement buys the impression; the copy earns the click and keeps the promise — write the ad's own hook and body, and match the page it lands on word for word.

Write under the plan's Reader.md, Brief.md, and Proof.md, and the product's Voice.md, which names the WHO speaking; the ad speaks in that voice. Never assume an offer mechanism the owner has not approved, and never invent a number, result, or testimonial.

## 1. Load the platform reference

Brief.md names the platform; load exactly one:
- Meta / social feed ad → [references/meta.md](references/meta.md)
- Google / search ad → [references/google.md](references/google.md)

## 2. Lead with the hook that matches where the reader's head is

The hook carries roughly 80% of performance — lead with the angle, not the brand. Match it to awareness: on search, meet the exact query; on a cold feed, lead with the problem, never the offer. The ad owns its own hook; it does not borrow the page's headline.

## 3. Keep the promise the page keeps

Whatever the ad says, the page it lands on must open on the same words — message match. An ad that wins the click on a promise the page does not keep is the worst money in marketing. In a campaign, read the promise from the campaign's shared Brief.md and the ad's Timeline line in Campaign.md — the line names the page the ad sends the person to. State that page's exact promise, and confirm the page continues it. cro-review checks the ad-to-page continuity again at the final pass.

## 4. Hold the bar

Fifth-grade words, one read. No metaphors, no metaphorical verbs. Be specific — every figure traces to a fact or graded source. Punctuate for consumption. Never narrate the reader — reference the reader only through a first-person carried question, a subordinate time clause of visit-proven behavior, a generic subject, or the approved possessives.

## 5. Deliver options on the hook

Give 2-3 distinct hook options, each labeled with the awareness stage and angle it plays to. Options diverge on angle, not wording. Record the picked hook in the piece's `options/` file and carry it into the draft, so the option the owner picks is the one the draft ships.

Verification: one platform reference is loaded; the hook matches the reader's awareness on that platform; the ad's promise is the page's exact promise; no unpermitted fact appears.