How to write ad copy with AI: a process and prompt templates

AI assistants can write ad copy in seconds. The problem is that without a good brief, they write generic, boring text: "Discover our unique product that will change your life." Copy like that doesn't sell. Here's how to get AI copy that works.

Materials first, writing second

AI knows nothing about your business. Before you ask for copy, give it:

• What you sell: product, price, main benefits.
• To whom: who the customer is, what bothers them, what they fear.
• Why you: how you differ from competitors.
• Proof: guarantee, reviews, number of customers (true ones only).
• Tone: friendly, expert, witty, luxurious.

Save these materials. In Claude you can put them in a project so they apply to every future prompt.

Prompt template #1: Facebook and Instagram ad

"Write 5 different Instagram ad texts for [product]. The customer is [who] and struggles with [problem]. Start each text with a different attention-grabbing opening line. Maximum 3 short paragraphs, no emoji at the start, with a clear call to action at the end. Tone: [tone]."

Prompt template #2: Google Ads headlines

"Suggest 15 short headlines (max 30 characters) for a Google ad for [product/service] in [city]. Use different angles: price, speed, quality, guarantee, location. No superlatives without proof."

Prompt template #3: ChatGPT ad

"Someone asks ChatGPT: [customer question]. Write 5 versions of a short headline and a one-sentence description for an ad that follows on from this question and offers [product] as the solution. Factual tone, concrete benefit."

Prompt template #4: short video script

"Write a script for a 20-second video for [product]. Structure: hook (2 s), problem, solution, proof, call to action. Also suggest what should be on screen for each line."

How to improve the copy

The first version is rarely right. Keep the conversation going:

• "Make it simpler, for someone who knows nothing about this."
• "Add a more concrete example."
• "It sounds too salesy; write it like a friend would."
• "Cut it in half."

Mistakes to avoid

• Copying without editing. Always read the text and adapt it to your voice.
• Made-up claims. AI sometimes invents numbers or reviews. Nothing untrue belongs in an ad.
• One text for everything. Different platforms need different copy.
• No testing. You won't pick the best copy by gut feeling. Run several versions and let the results decide.

Summary

AI is a great help with ad copy if you give it good materials and a clear brief, then edit and test the results. Use the templates above as a starting point. If you'd like our team to write and test your ads, see our services.