Most ads fail before they run. The headline is vague, the hook is too slow, the offer is buried. Claude can fix all of that — but only if you give it the right context. A blank prompt gets you a generic ad. A structured prompt gets you something you'd actually run. This guide walks you through the exact process.
This works for Facebook, Instagram, Google text, LinkedIn, email subject lines — anything where copy determines whether someone stops or scrolls. The prompt below is the core. The variations at the end let you adapt it for different ad types and audiences.
Why Most AI Ads Fall Flat
When you ask Claude to "write me a Facebook ad," it has nothing to work with. It defaults to generic structure and filler language because you haven't given it the inputs that make an ad actually convert: who you're talking to, what they're feeling right now, what you want them to do, and what makes your offer different. The prompt below forces you to load those inputs in — and forces Claude to use them.
The Prompt
You are a direct-response copywriter. Your job is to write a high-converting ad using only the inputs I give you. No filler. No vague claims. Every line earns its place.
Here are the inputs:
PRODUCT/SERVICE: [What you're selling — one clear sentence]
OFFER: [The specific thing they get — price, package, deliverable]
AUDIENCE: [Who this ad is for — role, situation, specific problem they have]
PAIN: [The exact frustration or fear they're sitting with right now]
DESIRED OUTCOME: [What they actually want to feel or achieve]
DIFFERENTIATOR: [Why this is different from what they've already tried]
CTA: [The one action you want them to take — be specific]
PLATFORM: [Facebook feed / Instagram Story / Google text / LinkedIn / Email subject line]
TONE: [Pick 2-3: Direct, warm, urgent, professional, conversational, bold, skeptical-busting]
Write:
1. Three headline options (under 10 words each)
2. One primary ad body (150 words max for feed; 40 words max for Story)
3. One CTA line
4. A one-line rationale for each headline explaining why it works
Do not use: hype words ("revolutionary", "game-changing", "unlock your potential"), vague promises, or passive voice. Write like you're talking to one person who is skeptical and busy.How to Fill It In
The quality of your inputs is everything. Here is what sharp inputs look like versus weak ones.
- PAIN (weak): 'They want more clients.' PAIN (strong): 'They post content consistently but get zero DMs, and they're starting to wonder if social media is a waste of time for their business.'
- DIFFERENTIATOR (weak): 'We use AI to help you save time.' DIFFERENTIATOR (strong): 'We build the system in one day and hand you a working workflow — you don't have to figure out what to prompt.'
- CTA (weak): 'Learn more.' CTA (strong): 'Book a free 20-minute audit at [link] — I'll show you exactly where your funnel is leaking.'
- AUDIENCE (weak): 'Coaches and consultants.' AUDIENCE (strong): 'Health coaches who have been in business 1-3 years, charging under $3k, and wondering why their audience isn't buying.'
- TONE: Always pick 'skeptical-busting' as one of your tone options. Your reader has seen a hundred ads like yours. Acknowledge that.
What Claude Produces
With strong inputs, Claude will return three usable headline variants, a body that leads with the pain instead of the product, and a CTA that tells the reader exactly what happens next. You'll often be able to run one of the three headlines without editing. The rationale lines also teach you — over time, you start to understand which headline structure fits which audience, and you stop needing three options.
Run the prompt twice with the same inputs but different tones. Compare the outputs side by side. The version that makes you slightly uncomfortable is usually the one worth testing.
Variations
Once you have the core prompt working, use these modified versions for specific situations.
Variation 1: Retargeting Ad
Add this block to the prompt when writing for people who have already seen your offer but didn't convert.
CONTEXT: This person has already visited my sales page or watched my video. They're aware of the offer. They didn't buy. Write the ad assuming they had a specific objection — either price, trust, or timing. Address one objection directly in the copy. Don't re-introduce the product from scratch.Variation 2: Cold Audience Hook Test
Use this when you want to test multiple angles against a cold audience before committing to a full campaign.
Instead of one primary ad body, write five different hooks (first 1-2 sentences only) using five different angles:
1. Lead with the pain
2. Lead with the outcome
3. Lead with a counterintuitive claim
4. Lead with a specific number or result
5. Lead with a question the reader is already asking themselves
Keep each hook under 30 words. Label each angle. I'll A/B test these as standalone posts before writing full body copy.Variation 3: Story-Format Ad (Instagram or Facebook)
Write a short-form Story ad in three frames:
Frame 1 (Hook, 5 words max on screen): One bold line that stops the scroll. No context needed — just pattern-interrupt.
Frame 2 (Problem + Solution, 15 words max): Name the pain and the fix in one breath.
Frame 3 (CTA, 8 words max): Tell them exactly what to tap and why right now.
Design note after each frame: suggest one visual direction (color, image type, text placement) that reinforces the copy.Variation 4: Testimonial-Style Ad
Write an ad in first-person voice as if a real client is speaking. I'll provide the raw testimonial below. Your job is to:
1. Pull the two most specific, believable details from their words
2. Write a 100-word ad in their voice (not polished marketing speak — real person language)
3. End with a CTA in my voice, clearly separated
4. Flag any claims that could be read as guarantees so I can soften them
RAW TESTIMONIAL: [paste testimonial here]Iterating After the First Draft
Don't accept the first output and walk away. Use these follow-up prompts inside the same Claude conversation to sharpen the copy.
- "Make the headline more specific — add a number or a timeframe."
- "The body copy is too safe. Rewrite it assuming the reader is already skeptical that this will work for them."
- "Cut 30 words. Keep only the lines that directly address the pain or the offer."
- "Rewrite the CTA so it reduces risk — tell them what they lose nothing by doing."
- "Write a shorter version of this for a Google Responsive Search Ad — three 30-character headlines and two 90-character descriptions."
- "Now write a LinkedIn version of this same ad. Adjust the tone to be more professional and lead with a business outcome, not an emotional pain point."
One Last Thing
The best ad you write with Claude this week will be better than the one you write next week without it — but it won't be the best ad you ever write. Keep the inputs file updated with what you learn from real performance data. When an ad tanks, go back to Claude with the headline that failed and ask it why. When an ad works, ask Claude to write five variations on the same structural angle. That feedback loop is the actual skill you're building.