Great ad copy is the difference between a campaign that flops and one that generates millions in revenue. But writing compelling copy that converts isn't about creativity alone—it's about following proven formulas that tap into human psychology.
In this guide, you'll learn 15 battle-tested copywriting formulas used by the world's top advertisers. These formulas work for Facebook ads, Google ads, landing pages, and any marketing message. Best of all, you can start using them today.
Upload your ad to get an instant AI-powered analysis of your copy quality and conversion potential.
Grade My Ad Copy →The AIDA formula is the grandfather of all copywriting frameworks. It's been used for over 100 years because it works.
How it works:
Example:
Attention: "Your Facebook Ads Are Wasting Money"
Interest: "Most businesses lose 60% of their ad budget to poor targeting and weak copy."
Desire: "Imagine cutting your cost per acquisition in half while doubling your conversions."
Action: "Get your free ad analysis at Gradelytix.com"
Best for: Long-form ads, landing pages, email campaigns
PAS is perfect for pain-point marketing. You identify a problem, make it worse, then present your solution as the hero.
How it works:
Example:
Problem: "Spending $5,000/month on ads with no results?"
Agitate: "Every day you wait, your competitors are stealing your customers. That's $166 wasted per day."
Solution: "Gradelytix shows you exactly what's wrong with your ads in 60 seconds. Fix them today."
Best for: Facebook ads, pain-point products, urgent offers
BAB paints a picture of transformation. Show the before state, the after state, and how your product bridges the gap.
How it works:
Example:
Before: "Tired of guessing why your ads aren't working?"
After: "Imagine knowing exactly what to fix to double your ROI."
Bridge: "Gradelytix's AI analyzes your ads and gives you a step-by-step action plan. Try it free."
Best for: Transformation products, coaching, software
Every great headline scores high on these four dimensions. Use this formula to craft irresistible headlines.
How it works:
Example:
"Get Your Facebook Ad Score in 60 Seconds (Free AI Analysis Ends Friday)"
✅ Useful: Get ad score
✅ Urgent: Ends Friday
✅ Unique: AI analysis
✅ Ultra-Specific: 60 seconds, Free
Best for: Headlines, subject lines, ad hooks
See how your headlines score on the 4 U's framework with our free ad grader.
Test My Headlines →Most ads focus on features. Great ads focus on benefits. This formula helps you translate features into compelling benefits.
How it works:
Example:
Feature: "AI-powered ad analysis"
Advantage: "Analyzes 10+ criteria in seconds"
Benefit: "Know exactly what to fix to increase ROI without hiring an expensive agency"
Best for: Product descriptions, B2B ads, technical products
This formula creates a complete persuasive argument in four steps.
How it works:
Example:
Picture: "Imagine cutting your ad costs in half while doubling conversions."
Promise: "Our AI finds the exact weaknesses killing your ad performance."
Prove: "Used by 10,000+ marketers. Average ROI increase: 156%."
Push: "Grade your first ad free at Gradelytix.com"
Best for: Sales pages, video scripts, webinars
QUEST is perfect for longer copy where you need to build trust before asking for the sale.
How it works:
Best for: Long-form sales letters, educational content, high-ticket offers
When in doubt, keep it simple. This formula ensures your copy is easy to understand and hard to ignore.
How it works:
Example:
❌ "Utilize our sophisticated algorithmic analysis system to optimize your advertising campaign performance metrics"
✅ "Fix your ads. Increase sales. Simple."
Best for: Short ads, mobile ads, busy audiences
People love stories. This formula uses storytelling to make your ad memorable and persuasive.
How it works:
Example:
Star: "Sarah was spending $10K/month on Facebook ads with zero results."
Story: "She tried everything—new images, different audiences, more budget. Nothing worked."
Solution: "Then she used Gradelytix. It showed her 3 critical mistakes. She fixed them and tripled her ROI in 30 days."
Best for: Case studies, testimonials, emotional products
Similar to AIDA but with an extra focus on understanding and belief.
How it works:
Best for: Complex products, educational marketing, B2B
Address objections before they arise. This formula anticipates and eliminates doubts.
How it works:
Example:
"Too expensive? It's free to try."
"Too complicated? Get results in 60 seconds."
"Not sure it works? 10,000+ marketers trust Gradelytix."
Best for: High-ticket items, skeptical audiences, competitive markets
Create curiosity by hinting at valuable information without revealing everything.
How it works:
Example:
"The #1 mistake killing your Facebook ads (and how to fix it in 5 minutes)"
"What 99% of advertisers get wrong about ad targeting"
"The secret metric top marketers track (hint: it's not CTR)"
Best for: Click-driven campaigns, content marketing, lead magnets
Leverage the power of social proof to build instant credibility.
How it works:
Example:
"Join 10,000+ marketers using Gradelytix"
"⭐⭐⭐⭐⭐ 'Increased my ROI by 200%' - John D."
"Featured in Marketing Weekly"
Best for: New products, trust-building, competitive markets
Show how you're different (and better) than alternatives.
How it works:
Example:
"Old way: Hire expensive agency ($5K/month)"
"New way: AI analysis (Free)"
"Same results. Zero cost."
Best for: Disruptive products, price-sensitive markets, innovation
Remove all risk by offering an irresistible guarantee.
How it works:
Example:
"If Gradelytix doesn't find at least 3 ways to improve your ads, we'll give you $100."
"Try it free. No credit card. No risk. Just results."
Best for: Overcoming skepticism, premium products, competitive markets
Test your ad copy against these proven formulas. Get instant feedback and improvement suggestions.
Analyze My Copy →With 15 formulas to choose from, how do you pick the right one? Here's a quick decision guide:
Great copywriting isn't magic—it's a skill you can learn by following proven formulas. These 15 frameworks have generated billions in revenue for businesses worldwide. Now it's your turn to use them.
Remember:
Ready to level up your ad copy? Use Gradelytix's AI-powered ad grader to analyze your copy quality, identify weaknesses, and get specific recommendations based on these proven formulas. Try it free today.