You will produce a set of search, feed and video ads for one offer, each paired with a page.
Most people write ads one at a time, when a campaign needs one, under some time pressure. The result is a single ad that carries the whole campaign, and when it underperforms there is nothing to compare it with. Writing a small set at once, for one offer, across the formats you might use, is faster and gives you material to test.
In this exercise you will draft six ads for one offer: two search ads, two feed ads and two short video scripts, each paired with the page it leads to. Use the single offer, proof and action you wrote in lesson 5.3, One offer, one proof, one action. If you have not done that yet, do it first. Allow about forty minutes.
Pick one keyword theme, a group of searches that share a meaning, such as P5 maths tuition in Tampines or breathable work blouses. Lesson 7.1, Find the keywords buyers actually type, goes deeper into choosing themes; for now, pick the one closest to your offer.
Write two responsive search ads for that theme, following lesson 5.2, Search ad text that matches what people typed. Each ad needs a set of headlines and a couple of descriptions. Put the searcher's words in at least two headlines, and give specific reasons to choose you in the rest. The two ads can share some headlines but should differ in emphasis. One might lead on the offer, the other on the proof.
Check the current headline and description limits in Google Ads help before you finish, and cut anything that runs over.
A feed ad on Meta, or an image ad elsewhere, is an image or short carousel with a line or two of text and a button. Write two for the same offer, each with a different hook. That gives you a natural test later in module nine.
Hooks usually come from either the problem or the result, as lesson 5.1, Ads that look like the feed, not like ads, explained. Try one of each. Write the text that appears above the image, a short headline, the button label, and a one-line description of the picture.
Script two short vertical videos, each under a minute, that you could film yourself on a phone this week. For each, write what appears in the opening moment, in picture and on-screen text, then the proof shot by shot, then the offer and the action at the end. Note who appears on camera and where you will film.
Keep the scripts plain enough to film in one session. A script that needs a studio, actors or a drone will stay a script.
For each of the six ads, write the landing page it leads to and what that page must show above the fold for the ad's promise to hold. Use the check from lesson 5.4, The landing page finishes the ad's job. If a promise in an ad cannot be found on its page, either change the ad or note the page change needed.
Here is Priya's set for her free P5 maths trial class in Tampines. Her proof is the six-student class limit and a parent's comment, and her action is to book a trial online.
Search ad 1 leads on the offer, with headlines such as Free P5 maths trial in Tampines and Book a trial class online, and sends clicks to the P5 trial booking page. Search ad 2 leads on the proof, with headlines such as Max 6 students per P5 class and Evening classes until 9pm, to the same page. Feed ad 1 opens on the problem: a photo of a P5 worksheet with a fraction question circled, and the line stuck on P5 fractions at 9pm. Feed ad 2 opens on the result: a child explaining a model drawing to the class, and the line six children, one tutor, every question answered. Video 1 opens with a tutor writing a hard problem sum on the whiteboard, then solving it step by step with a student, then the trial offer on screen. Video 2 opens with a parent, filmed with permission, saying her daughter dreaded maths before the first class, then a short tour of the classroom, then the offer.
All six lead to the P5 trial booking page. Its headline repeats free P5 maths trial in Tampines, it shows the class size and evening timetable on the first screen, and the booking form asks only for a name, phone number and preferred slot. Priya noted one change needed: the page did not mention evenings near the top, and two of her ads did.
When you finish, you have six drafts for one offer, each written in its format, and a list of six landing pages with what each must show. Every claim in every ad can be found on its page. Two ads in each format give you a pair to test. These drafts feed the campaigns you build in modules six and seven.
Choose your offer and keyword theme now. The activity below asks you to write the full set of six ads and their landing pages.
Write two search ads, two feed ads and two video scripts for one offer, and list the landing page for each.
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