Free PDF Bonus Resources
Strong ad copy and high-converting landing pages are part of the foundation of a successful eCommerce marketing strategy. That’s why we’ve created two free, high-value resources to help you optimize your campaigns and drive more conversions.
✅ Winning Ad Copy Formulas – Learn proven frameworks like PAS (Problem, Agitation, Solution) and AIDA (Attention, Interest, Desire, Action) to craft compelling, high-performing ads. Get real-world examples, tested headlines, and CTA strategies that drive results.
✅ Landing Page Optimization Checklist – Ensure your landing pages are fast, user-friendly, and built to convert. This checklist covers everything from headline clarity to trust signals and mobile optimization, helping you reduce bounce rates and improve sales.
These tools will help you write better ads, improve your landing pages, and maximize every dollar spent on customer acquisition.
(The Landing Page Checklist is below the Winning Ad Copy Formulas)
Winning Ad Copy Formula
Winning copy is the key component that drives the click.
Yes, you have your creative that creates the pattern interrupt, stoping the user from doom scrolling on instagram.
But, when is the last time you have clicked on an ad that had no description?
Or better yet, when’s the last time you clicked on a Google search ad with no description? (Literally impossible to run)
I’ll answer for you. NEVER!
Copy is essential and what brings the user from “This is cool” to “I need it!”
So here’s two winning formulas to drive the sale using your copy;
PAS (Problem, Agitation, Solution)
Problem, Agitation, Solution is a very powerful marketing tool. It encompasses showing people the problem they deal with, agitating the issue to show them how bad the problem is, and then offer the solution. (Your Product!)
It is so powerful because it brings the issue front of mind, and makes the customer go “yeah, they’re right, I have that problem too!”, and then you make sure they understand the understand how big the issue is, and they now see your product as the solution to their problems.
If your product solves a problem, this is how to use this strategy:
Problem: Identify your customers problem (e.g. Their hiking shoes get wet when they’re hiking)
Agitate: Make the customer feel the emotions they feel when they experience the problem (e.g. make a part about how annoying wet shoes are)
Solution: Now explain how your product solves their problem in detail (e.g. tell them about your waterproof hiking shoes and why they’re the best)
Example:
Headline: Never have wet wet hiking shoes again!
Body: We’ve all been there, you’re an hour into your hike and you step in a puddle. Even worse, you wore your favourite socks and now they’re all ruined with mud and water! If you’re tired of ruining your favourite socks and wet squeeky shoes on your hikes, you need the Waterproof Hiking Shoes! With our patented waterproofing technology, you’ll never have the nuisance of wet, muddy, squeaky hiking shoes again! Available in all sizes, we help everyone enjoy their hike! Click below to secure your pair today!
AIDA (Awareness, Interest, Desire, Action)
Awareness, Interest, Desire, Action works in about the same way as PAS, but with a different twist and an extra step.
When we look at which formula to use, we think first about whether the procut is trying to solve a problem or whether it is more of a vanity product.
AIDA is more for the vanity “nice to have” types of product. The TikTok products flooding the For You Page all use this strategy.
Most people when they use AIDA, use the headline as awareness, and group the other three in the body text.
But we like to use it another way, especially when running ads.
First though, when we look at AIDA from a copy prospective, here’s how it breaks down.
Awareness: Create some awareness around your product (e.g. I have this cologne and it exists!)
Interest: Pique the customers interest to keep reading (e.g. Mention something great about the product)
Desire: Make it known why the customer needs this product (e.g. Make a section why it will improve their life)
Action: Tell the customer the action you want them to take (e.g. Give them the call to action)
Example:
Headline: My Girlfriend Won’t Leave Me Alone Anymore After Buying This Cologne!
Body: I bought this cologne from “X company”, and now my girlfriend won’t get off of me! “X Cologne” uses pheromones infused into the amazing scents they have to make you irresistible to women. The colognes come in 5 different scents, so you’ll always find one you like. Click the link below to get yours 15% off for a limited time only!
When using AIDA, the power comes from combining the elements. This headline not only uses awareness, but it also uses interest and desire to make it even stronger and have a greater pull. Then the body uses Awareness, Interest, Desire, and Action, making the pull so strong the customer is forced to buy it. The real power in AIDA comes from combining the elements to craft gravitational content that forces the customer to check your store out.
Also, a tip is to use scarcity (For a limited time only!) to create urgency in the buying process that makes the customer buy now instead of wait a day but then forget to buy. But don’t lie about this, lying just tarnishes your reputation, make sure you use it in an ethical way.
Landing Page Checklist
Before you run ads, you need to have a landing page that’s dialed in or else nothing is going to sell.
Your landing page will be your second first impression that will either win your customer over or have them click off as soon as they reach your site. It’s like when you meet someone online then go on a first date with them, same concept.
In other words, you need to make sure your landing page is setup properly to maximize your return on ad spend (ROAS) and be able to scale your ads effectively over time.
Use this checklist to make sure your landing page is setup:
1. First Impressions & Clarity
✔ Clear, Compelling Headline – Communicates the main value proposition in 5-10 words
✔ Engaging Hero Section – High-quality images or videos showcasing your product/service
✔ Subheadline Reinforces the Offer – Provides additional context and supports the main headline
✔ Strong Call-to-Action (CTA) – Visible, action-oriented, and above the fold (e.g., “Shop Now,” “Get Started”)
2. Mobile & Page Speed Optimization
✔ Mobile-Responsive Design – Page adapts well to all screen sizes and is easy to navigate
✔ Fast Load Speed – Loads in under 3 seconds (check with Google PageSpeed Insights)
✔ Lazy Loading Enabled – Images and videos load only when needed to improve speed
✔ Minimized Pop-Ups on Mobile – Avoid intrusive pop-ups that frustrate users
3. Content & Messaging
✔ Concise & Benefit-Driven Copy – Focus on how the product/service solves the customer’s problem
✔ Easy-to-Read Layout – Use bullet points, short paragraphs, and clear headings
✔ Trust Signals Displayed – Include security badges, money-back guarantees, and customer reviews
✔ Urgency & Scarcity (If Applicable) – Highlight limited-time offers or low stock notifications to drive action
4. User Experience (UX) & Navigation
✔ Minimal Distractions – Remove unnecessary links or navigation that could take users off the page
✔ Seamless Scroll & Readability – No excessive scrolling; content flows naturally
✔ Sticky CTA Button (Optional) – Keeps the primary call-to-action visible while scrolling
✔ Live Chat or FAQ Section – Provides instant support to answer common objections
5. Social Proof & Credibility
✔ Customer Reviews & Testimonials – Feature real feedback to build trust
✔ User-Generated Content (UGC) – Display customer photos and videos using the product
✔ Case Studies or Success Stories – If applicable, highlight results from past customers
6. Conversion & Checkout Optimization
✔ Simple, 1-2 Step Checkout – Reduce friction and unnecessary form fields
✔ Multiple Payment Options – Include major credit cards, PayPal, Apple Pay, etc.
✔ Guest Checkout Available – Avoid forcing account creation before purchasing
✔ Clear Shipping & Return Policies – Display them upfront to avoid confusion
7. A/B Testing & Performance Tracking
✔ Test Multiple CTA Variations – Experiment with different wording and placements
✔ Monitor Key Metrics – Track bounce rate, conversion rate, and time on page using Google Analytics or Hotjar
✔ Test Different Images & Layouts – Swap out visuals and page formats to find what works best
✔ Heatmap Analysis – Use Hotjar or Crazy Egg to see how users interact with the page
Final Check: Before You Launch 🚀
✅ Does your landing page clearly communicate the offer within the first few seconds?
✅ Is your CTA easy to find and compelling enough to encourage action?
✅ Does your page load fast and look great on mobile?
✅ Are trust signals (reviews, security badges, policies) visible?
If you checked all the boxes, your landing page is ready to convert!
Stop Losing Clicks—Turn More Visitors Into Buyers
Crafting the perfect ad and optimizing your landing page doesn’t have to be a challenge. With the Winning Ad Copy Formula Guide, you now have proven frameworks like AIDA (Attention, Interest, Desire, Action) and PAS (Problem, Agitation, Solution) to create compelling, high-converting ads. And with the Landing Page Optimization Checklist, you can ensure that every visitor has a seamless experience that drives more conversions and lowers your CAC.
But if you want to skip the trial and error and have an expert team do it for you, we’re here to help. Book a free 30-minute consultation and let’s dive into your ads, landing pages, and overall marketing strategy. We’ll identify quick wins, uncover hidden opportunities, and build a roadmap to help you scale—profitably.
Click below to book your free consultation now! 🚀