Ad copy frameworks
10 ad copy frameworks that sell
Every winning ad follows a structure. These are the 10 frameworks media buyers use to write ads that stop the scroll and earn the click, each broken down step by step with an example ad.
PAS
3 stepsProblem-Agitate-Solution
Name the problem. Twist the knife. Hand them the fix. The workhorse of paid ads.
Read the breakdownAIDA
4 stepsAttention-Interest-Desire-Action
Grab attention. Build interest. Create desire. Push to action. More than a century old and still standing.
Read the breakdownBAB
3 stepsBefore-After-Bridge
Show life now. Show life after. Bridge the gap with your product. Simple. Visual. Powerful.
Read the breakdownFAB
3 stepsFeatures-Advantages-Benefits
Turn boring specs into buying reasons. Feature to advantage to benefit.
Read the breakdown4 P's
4 stepsPromise-Picture-Proof-Push
Promise big. Paint the picture. Prove it. Push them to act. Built for skeptics.
Read the breakdownStar-Story-Solution
3 stepsStar-Story-Solution
Give them a character. Tell the struggle. Reveal the product. Storytelling that sells.
Read the breakdownQUEST
5 stepsQualify-Understand-Educate-Stimulate-Transition
Filter the wrong people out. Close the right ones. Five steps to pre-qualified buyers.
Read the breakdownThe "So What?" Test
3 stepsThe "So What?" Test
Ask "so what?" until you hit a benefit that matters. The quality check for every ad.
Read the breakdownHook-Story-Offer
3 stepsHook-Story-Offer (Russell Brunson)
Russell Brunson's core formula. Hook them. Tell the story. Make the offer. Works everywhere.
Read the breakdownProblem-Solution
2 stepsSimple Problem → Solution
State the problem. Present the fix. The simplest formula, and often the strongest when the pain is obvious.
Read the breakdownWhich framework should I use?
Start from your offer and your buyer, not from the acronym. Each row links to the full breakdown.
- Your buyer already feels a clear, painful problemPAS
- The problem is obvious and needs no explainingProblem-Solution
- You sell something people want rather than needAIDA
- The change from before to after is easy to pictureBAB
- Your specs genuinely beat the alternativesFAB
- Trust is the main barrier and you have strong proof4 P's
- You have real customer stories to tellStar-Story-Solution
- You pay for broad clicks and need to filter the audienceQUEST
- You want one structure that works on every channelHook-Story-Offer
- You are editing any draft, whatever the frameworkThe "So What?" Test
Turn a framework into finished copy
Tartol's Copywriter writes ad copy from your product and customer research, in a Storytelling, Punchy or Explanation style. To keep a framework's beats, paste an ad that uses it as a reference.