How to write better ads using AI - Intermediate

This is part of a series of posts, you can find the previous issue here.

Now that you understand the basics of AI-generated ad copy, it’s time to refine your approach. At the intermediate level, the focus shifts from simply generating text to crafting persuasive, high-converting ad copy with AI. This involves optimizing tone, style, and intent, as well as leveraging AI for A/B testing variations and dynamic personalization to improve ad performance.

Enhancing AI-Generated Ad Copy for Better Conversions

AI can generate multiple versions of an ad, but human oversight is key to making copy truly good. Instead of simply relying on AI to create ads from scratch, you should use it to refine, improve, and test different messaging approaches.

Step 1: Adjusting Tone

Tone in copywriting refers to the emotional and stylistic quality of your message. It shapes how your audience perceives your brand and can significantly impact engagement. AI tools can generate ad variations in different tones, allowing you to tailor your message more effectively.

Common tones in advertising include:

🎓 Professional – Formal, authoritative, and business-like (ideal for B2B and premium brands) 💬 Friendly – Conversational, warm, and engaging (great for B2C and lifestyle brands) ⏳ Urgent – Creates a sense of urgency and time sensitivity (effective for limited-time offers) 🎉 Playful – Lighthearted and fun (useful for younger audiences and casual brands) 🌟 Inspirational – Motivational and uplifting (common in health, wellness, and personal development industries) 💖 Empathetic – Caring and understanding (important for healthcare, insurance, and social impact campaigns) 😏 Witty/Sarcastic – Clever and humorous (popular for brands with a bold or edgy personality)

By testing different tones, you can discover which resonates most with your audience and enhances ad performance.

Example: Google Search Ads for a Luxury Skincare Brand

✅ Professional Tone:

• Headline: "Luxury Skincare, Science-Backed Results"

• Description: "Our dermatologist-approved formulas deliver radiant, youthful skin. Experience the power of high-performance skincare today."

✅ Friendly Tone:

• Headline: "Glow Like Never Before – Treat Your Skin!"

• Description: "Say hello to radiant skin! Our ultra-hydrating formulas keep your skin soft, smooth, and youthful. Try it today!"

✅ Urgent Tone:

• Headline: "Limited Offer: Get 20% Off Premium Skincare!"

• Description: "Time is running out! Claim 20% off our luxury skincare line and reveal your best skin yet. Shop now before the deal ends!"

🎯 Test multiple tones in your ad campaigns to see which resonates best with your audience.

Step 2: Adjusting Style

Style in copywriting refers to the unique way your message is written, including sentence structure, word choice, and overall flow. The right style ensures your ad copy aligns with your brand personality and resonates with your audience. Some brands benefit from a refined, structured approach, while others thrive with a more playful or direct style.

Common styles in advertising include:

• 📖 Formal – Structured, professional, and precise (ideal for finance, legal, and B2B industries)

• 🗣 Conversational – Friendly and relaxed, mimicking everyday speech (great for lifestyle brands and social media ads)

• 🔬 Technical – Focused on data, specifications, and facts (useful for SaaS, engineering, and tech industries)

• 🎭 Storytelling – Engages through narratives and personal experiences (effective for emotional brand connections)

• ⚡ Direct & Punchy – Short, impactful sentences that grab attention (works well for fast-paced social media ads)

• 🤣 Humorous – Uses wit and humor to entertain and engage (best for playful, bold brands)

• 🎨 Creative & Metaphorical – Leverages imaginative language and unique phrasing (ideal for artistic and luxury brands)

AI allows you to experiment with different styles to match your brand identity and audience preferences.

Example: Google Search Ad for an Online Learning Platform

✅ Formal Style:

• Headline: "Advance Your Career with Expert-Led Courses"

• Description: "Gain in-demand skills with accredited courses from industry professionals. Enroll today and enhance your career prospects."

✅ Conversational Style:

• Headline: "Learn New Skills & Level Up Your Career!"

• Description: "Want to boost your career? Our fun and easy online courses help you learn real-world skills fast. Sign up now!"

🎯 Align your style with your target audience—formal for B2B professionals, conversational for younger or lifestyle-focused audiences.

Step 3: Test Different Angles

Angles in copywriting refer to the unique perspective or approach you take when presenting your message. Different angles highlight various aspects of your product or service to appeal to different audience segments.

Common angles in advertising include:

• 🎭 Emotional Appeal – Evokes feelings like happiness, fear, nostalgia, or excitement.

• 📊 Logic-Driven Messaging – Focuses on facts, statistics, and rational benefits.

• 🌍 Social Proof – Highlights testimonials, case studies, or user-generated content.

• 💰 Cost Savings – Emphasizes discounts, affordability, or long-term value.

• ⌛ Convenience – Showcases ease of use, time-saving features, or hassle-free experience.

• 🎁 Exclusivity – Appeals to VIP status, limited availability, or early access.

• 🛡 Risk Aversion – Reduces fears by offering guarantees, safety, or security.

A/B testing different angles can improve click-through rates (CTR) and conversions.

Example: Facebook Ad for a Meal Kit Subscription

✅ Version A – Convenience Focus: "No time to cook? We’ve got you covered. Get chef-designed meals delivered straight to your door—fresh ingredients, easy-to-follow recipes, and zero stress."

✅ Version B – Affordability Focus: "Delicious, home-cooked meals—without the high cost! Get restaurant-quality meals at a fraction of the price, with fresh ingredients delivered weekly. Try your first box for just $9.99!"

🎯 Run both variations and measure performance to determine whether your audience responds better to a convenience or affordability message.

Step 4: Test Different CTAs

Your call to action (CTA) is one of the most critical elements of your ad copy. A CTA is a prompt that tells users what action to take next, guiding them toward conversion. It should be clear, compelling, and aligned with the user's intent.

Common types of CTAs include:

• 🚀 Action-Oriented – Encourages immediate action (e.g., "Start Your Free Trial Today!")

• ⏳ Urgency-Based – Creates a sense of urgency (e.g., "Limited Time Offer – Sign Up Now!")

• 💰 Value-Driven – Highlights a benefit or incentive (e.g., "Get 50% Off – Join Now!")

• 🔍 Curiosity-Driven – Sparks interest and encourages exploration (e.g., "Discover the Secret to Better Sleep")

• 👥 Social Proof-Based – Leverages credibility (e.g., "Join 10,000+ Satisfied Customers!")

• 🛡 Risk-Free – Reduces hesitation (e.g., "Try It Free – No Credit Card Required!")

• 📦 Product-Focused – Reinforces product features (e.g., "Shop Our Bestsellers Today!")

AI allows you to quickly test different CTAs to find which drives the most engagement and conversions.

Example: Google Search Ad for an Online Fitness Program

✅ Action-Oriented CTA: "Start Your Transformation Today – Join Now!"

✅ Urgency-Based CTA: "Limited Spots Available – Sign Up Before It’s Too Late!"

✅ Value-Driven CTA: "Get Fit for Less – Your First Month Only $9.99!"

🎯 Rotate different CTAs in your campaigns and analyze performance metrics to see which drives the highest engagement and conversions.

Step 5: Tailoring Ads for Each Audience & Dynamic Personalization

This approach to ad creation has two key components.

First, Audience-Specific Tailoring enables AI to create customized ad copy for different audience segments. This is done by analyzing customer lists and remarketing audiences, interest-based segments, behavioral patterns, and demographics.

Second, Dynamic Personalization leverages Google and Meta's capabilities to deliver real-time copy adjustments based on user behavior, automated testing of different variations, and personalized messaging that adapts to individual user characteristics.

Here's how to implement both approaches:

For Audience Tailoring: Use the same fitness app example, creating specific messages for different audience segments:

• Beginners: "Start Your Fitness Journey – Easy Workouts!"

• Regular Gym-Goers: "Stay Consistent – Personalized Fitness Plans!"

• Returning Customers: "Welcome Back! Your Next Challenge Awaits!"

For Dynamic Personalization: Set up dynamic ad components that automatically adjust based on:

• User location

• Time of day

• Previous interactions with your brand

• Current browsing behavior

🎯 Combine both approaches by creating audience-specific templates that can be dynamically personalized for individual users within each segment.

Best Practices

1️⃣ Master Tone Variations – Create a tone guide for your brand with 2-3 approved tones. Test these consistently across campaigns to establish what works best for different audience segments.

2️⃣ Mix Styles Strategically – Combine different copywriting styles (e.g., technical details with storytelling) to create more compelling ads that appeal to both emotional and rational decision-making.

3️⃣ Build an Angle Matrix – Create a framework matching different angles (emotional, logical, social proof, etc.) with specific audience segments and campaign objectives.

4️⃣ Create CTA Libraries – Develop and maintain a collection of proven CTAs categorized by intent (urgency, value, curiosity, etc.) to streamline your testing process.

5️⃣ Document Performance Patterns – Keep track of which combinations of tone, style, angles, and CTAs perform best for different audience segments and campaign types.

6️⃣ Maintain Brand Voice – While testing variations, ensure AI-generated copy stays within your brand's established voice guidelines.

7️⃣ Progressive Optimization – Start with broad tests of different approaches, then progressively refine the best-performing combinations with more specific variations.

Prompt Template

Use this template to structure your AI-generated ad copy effectively:

Campaign Brief:

- Product/Service: [product/service name]
- Primary Objective: [e.g., conversions, leads, awareness]
- Target Audience Segments: [list primary audience segments]
- Current Performance Metrics: [e.g., CTR, conversion rate, CPA]

Tone & Style Requirements:

1. Tone Variations (select 2-3):
   - Professional: [formal, authoritative]
   - Friendly: [conversational, warm]
   - Urgent: [time-sensitive]
   - Playful: [fun, casual]
   - Inspirational: [motivational]
   - Empathetic: [understanding, caring]
   - Witty: [humorous, clever]

2. Writing Style (choose primary):
   - Formal: [structured, precise]
   - Conversational: [relaxed, natural]
   - Technical: [data-focused]
   - Storytelling: [narrative-based]
   - Direct & Punchy: [short, impactful]
   - Creative: [metaphorical, artistic]

3. Messaging Angles (select 2-3):
   - Emotional Appeal: [specific emotion to evoke]
   - Logic-Driven: [key statistics/facts]
   - Social Proof: [testimonials/case studies]
   - Cost Savings: [value proposition]
   - Convenience: [ease of use/time-saving]
   - Exclusivity: [VIP/limited access]
   - Risk Aversion: [guarantees/safety]

4. CTA Categories (choose primary):
   - Action-Oriented: [specific action]
   - Urgency-Based: [deadline/limitation]
   - Value-Driven: [benefit/incentive]
   - Curiosity-Driven: [discovery hook]
   - Social Proof-Based: [community size]
   - Risk-Free: [guarantee/trial]
   - Product-Focused: [feature highlight]

Audience Segmentation & Dynamic Elements:

1. Audience Segments:
   - Segment 1: [description + tailored message]
   - Segment 2: [description + tailored message]
   - Segment 3: [description + tailored message]

2. Dynamic Variables:
   - Location: [location-specific elements]
   - Time: [time-of-day variations]
   - User Behavior: [previous interaction adaptations]
   - Custom: [other dynamic elements]

Generate for each audience segment:
- 3 Headlines (max 30 characters)
- 2 Descriptions (max 90 characters)
- 2 CTAs
- Dynamic element variations

Example Output Format:

Segment 1: [Audience Name]
Headlines:
1. [Tone 1 + Angle 1]
2. [Tone 2 + Angle 2]
3. [Tone 1 + Angle 3]

Descriptions:
1. [Style 1 + Primary Angle]
2. [Style 2 + Secondary Angle]

CTAs:
1. [Primary CTA type]
2. [Secondary CTA type]

Dynamic Variations:
- Location: [variant]
- Time: [variant]
- Behavior: [variant]
- Description: [Generated description]

Next Steps

At this stage, you should be comfortable generating and optimizing AI-powered ad copy.

I’m building the “ultimate guide to creating ads with AI”, advanced AI techniques, such as dynamic customization for different audiences, personalized retargeting copy, and advanced prompt engineering for high-performing ads. 🚀

I’ll link it here as soon as it’s public.

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