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Copywriting
May 19, 2026 8 min read7 Ad Copy Frameworks That Convert (with Real Meta Ad Examples)
PAS, AIDA, BAB, FAB and four more — when to use each, with example copy lifted from long-running Meta ads.
AE
AdScrape Editorial
Copy
Great ad copy is mostly pattern recognition. After reading thousands of long-running ads in the Facebook Ad Library, the same seven copy frameworks come up repeatedly.
1. PAS — Problem, Agitate, Solution
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2. AIDA — Attention, Interest, Desire, Action
Works for considered-purchase products with multiple benefits.
3. BAB — Before, After, Bridge
Before: 30 minutes of crunches for nothing. After: visible core in 6 weeks. Bridge: 8-minute EMOM the app builds for you.
4. The 4 Cs — Clear, Concise, Compelling, Credible
A checklist. Apply it to anything you write.
5. Question, Promise, Action
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6. FAB — Features, Advantages, Benefits
Mandatory for SaaS. Always end on benefit.
7. The Story arc
Hero → conflict → discovery → transformation. The shape of every 2-minute video ad.
Copywriting
Frameworks
Conversion
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