Writing Ads for Facebook, Google & TikTok

A study guide to writing ad copy for Facebook, Google and TikTok. It explains how each platform displays ads, how to write headlines and descriptions within character limits, and how to match the message to the audience and the offer. Ad policies and testing different versions are covered as well.

Levels4

Starting from235 credits

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About this study guide

Every advertising platform has its own format, limits and audience habits, so the same message rarely works everywhere without changes. This study guide covers writing ad copy for Facebook, Google and TikTok. For Facebook, you will write primary text, headlines and descriptions that work alongside an image or video. For Google search ads, it explains responsive headlines and descriptions, keyword relevance and staying within character limits. For TikTok, it covers short scripts and on-screen text that feel native to the feed. Across all three, you will learn to define the audience and offer, write clear benefits without exaggeration, follow each platform's advertising policies and plan simple tests between versions. The guide is split into four levels, Beginner, Intermediate, Advanced and Expert, and each level can be worked through at your own pace. It suits marketers, small business owners and freelance copywriters.

Each level is unlocked on its own

Choose a level

Compare the levels below and add the one that fits you to your cart

Level 1 / 4

Beginner

What you will study

You will study ad formats on each platform, headline and description limits, writing a single clear benefit, simple calls to action, matching ad copy to the landing page and basic advertising policies.

Who this level is for

This level is for anyone writing their first online ads. It explains how Facebook, Google and TikTok display ads differently and why short, clear copy that matches the offer works better than hype.

What you will be able to do

You should be able to write short ad copy for each platform that fits its character limits, states one clear benefit, matches the landing page it links to and follows each platform's basic advertising rules.

Level 2 / 4

Intermediate

What you will study

Topics include audience research, search intent for Google ads, scroll-stopping openings for Facebook and TikTok, short video ad scripts, writing several variations for testing and avoiding claims that break platform policies.

Who this level is for

For learners who have written a few ads, this level focuses on audiences and variations. It helps you write different versions for different people and understand what each platform's users expect.

What you will be able to do

You will be able to write ad variations for different audiences, match Google ads to search intent and script short video ads for Facebook and TikTok that open strongly and stay within platform policies.

Level 3 / 4

Advanced

What you will study

You will study campaign messaging from awareness to decision, structured copy tests, retargeting copy, aligning ads with landing pages and emails, reading performance data sensibly and refreshing copy when results fade.

Who this level is for

Intended for experienced ad writers, this level looks at campaigns rather than single ads. It focuses on structured testing, messaging across the customer journey and reading results carefully before making changes.

What you will be able to do

You should be able to plan campaign messaging from awareness to decision, design fair copy tests, write retargeting copy and use results sensibly to decide which ads to revise, refresh or pause.

Level 4 / 4

Expert

What you will study

Topics include an ad copy style guide, claims and evidence in regulated areas, ethical persuasion, localising ads for different markets, briefing designers and video teams and reviewing a full account to refine messaging.

Who this level is for

The expert level is for writers responsible for advertising across many campaigns or brands. It deals with balancing persuasion and honesty, managing brand voice at scale and handling complex policy questions.

What you will be able to do

You will be able to set clear standards for ad copy, support claims with evidence, write responsibly in regulated areas and keep messaging consistent across markets, platforms and the teams you brief.

Levels are unlocked with credits from your balance. You can buy more credits whenever you need them.