To Ads

Write ad copy that sells the key message and drives the campaign goal.

1. Read the campaign plan: the key messages, the voice brief, and the goal. Every ad must serve a key message and drive the goal.
2. For each ad, write a headline, a body, and a call to action. The headline grabs, the body convinces, the CTA directs.
3. Fit the placement's ad specs. Check the platform specs for the primary text, headline, and description limits — the visible window, not just the max, is what the audience reads. An ad truncated mid-sentence carries a different message.
4. Vary the angle across ads. Each ad should approach the key message differently — a benefit, a proof, a fear, a question. Do not write the same ad with different words.
5. Keep the voice consistent. Every ad must sound like the same brand, not like different brands.
6. End with a clear, single call to action. An ad with two CTAs has none.

An ad that does not drive the campaign goal is not an ad. If the CTA is unclear, rewrite it.

Record this output in docs/plans/ using the doc system.