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When it comes to cold audiences that might not have seen your brand or heard about your product before, it is important to cover most aspects of your market and product.

We want the ad copy to be as clear and complete as possible, so that the viewer 100% understands what you do and how it benefits them.

To aid us in the process, we are going to use the open source framework for product marketing made by the guys at FletchPMM.

A general rule of thumb when it comes to messaging and ad copy, different people care about different things. Even if they work at the same company you are targeting. 

A universal message will not be as effective as a message tailored to a specific persona and their problems.

We want to target the main message to those closest to the use case for your product, the users & champions.

Always start with a strong, clear headline that communicates the main value proposition and who it is for.

market / product ad copy

1. Understanding the <span style="background-color: #CDE074;">Persona</span>

Job titles/roles:

Identify specific job titles or roles that your product targets. For example, if your product is a project management tool, focus on roles like Project Managers, Team Leads, or Operations Heads.

Psychological insights:

Understand the decision-making patterns of these personas. For instance, Project Managers often value efficiency and clarity. Use language and imagery that resonates with these values.

2. Specify <span style="background-color: #FFF4C0;">Company type</span>

Industry-specific needs:

Tailor your ad to address industry-specific challenges. For example, a software targeting the healthcare industry, emphasize compliance and data security.

3. <span style="background-color: #292929; color: #ffffff;">Context / alternative / competitor</span>

Before-after approach:

Paint a clear picture of the current challenges faced by the persona. Use real-world scenarios, like the struggle to manage multiple projects simultaneously.

Specific challenges:

Enumerate specific problems, like “difficulty in remote team collaboration.”

Emotional connect:

Use emotional triggers. Stress on feelings of frustration or inefficiency that your target persona might be experiencing.

Behavioral approach:

Use the principle of 'loss aversion' to highlight what they are potentially losing by not using your product.

4. Highlighting <span style="background-color: #E59793;">Problems and Pain Points</span>


Focus on issues like difficulty in forecasting sales and managing customer relationships.

Emotional connect:

Discuss the stress and inefficiency caused by current methods. Use language that connects emotionally, addressing fears, aspirations, or frustrations.

5. <span style="background-color: #BEA6C9;">Product Category</span> Clarity

Clear categorization:

Ensure that the product is easily identifiable in its category. For example, if it’s a CRM tool, make that clear.


Highlight what sets your product apart within its category, perhaps through a unique feature or capability.

6. Explaining <span style="background-color: #F3B682;">Capabilities</span>

Showcase applications:

Provide examples of how the features translate into real-world applications. For example, show how a feature simplifies a complex process.


Use quotes or case studies from current users about these capabilities.

7. Detailing <span style="background-color: #AFC643;">Features</span>

Technical specifications:

List key features but avoid jargon and buzzwords that might confuse or generalize - keep it simple.

Visual demonstrations:

Use images or diagrams to show how these features work in a real-world setting.

8. Articulating <span style="background-color: #91CDF6;">Benefits</span>

Quantifiable outcomes:

Use data and statistics to demonstrate the value, like “reduces project delivery time by 30%.”

Emotional benefits:

Highlight how it makes the user's job easier, less stressful, or more enjoyable.

Call to Action:

Make the call to action (CTA) clear, actionable, and easy to find.

9. Building <span style="background-color: #F1C232;">Trust and Credibility</span>

Social proof / credibility:

Use client names, logos, testimonials, expert endorsements and numbers/statistics from case studies.


Be clear about features, pricing, and any limitations.

So how would it look in practice?

Example 1: My client Trivec

"Restaurant owners and managers: <span style="background-color: #CDE074;">[Persona]</span> <span style="background-color: #FFF4C0;">[Company Type/Industry]</span>. It's time to move away from old siloed <span style="background-color: #E59793;">[Problems]</span> POS systems <span style="background-color: #BEA6C9;">[Product Category]</span> that hinders growth, to an efficient way to manage orders, payments and reporting <span style="background-color: #292929; color: #ffffff;">[Context]</span>.

Trivec offers the one of the most versatile POS system <span style="background-color: #BEA6C9;">[Product Category]</span> designed to meet the high demands of the restaurant industry. <span style="background-color: #FFF4C0;">[Company Type/Industry]</span>

Our POS offers:

- Easy table and payment management <span style="background-color: #F3B682;">[Capabilities]</span> with handheld POS devices <span style="background-color: #AFC643;">[Features}</span>

- Accurate order taking and checkout <span style="background-color: #F3B682;">[Capabilities]</span> with our integrated QR solutions <span style="background-color: #AFC643;">[Features}</span>

- Custom made integrations <span style="background-color: #F3B682;">[Capabilities]</span> with finance, personell and loyalty systems <span style="background-color: #AFC643;">[Features}</span>

- Real-time reporting <span style="background-color: #F3B682;">[Capabilities]</span> through our web interface <span style="background-color: #AFC643;">[Features}</span>

These tools help increase table turnover, gain valuable insights, and happier guests. <span style="background-color: #91CDF6;">[Benefit/Value]</span>

Trivec is trusted by over 8000+ premium restaurants <span style="background-color: #F1C232;">[Trust and Credibility]</span>. Our POS system is not just a tool; it's a partner in enhancing your restaurant's performance, revenue and growth <span style="background-color: #91CDF6;">[Benefit/Value]</span>.

Ready to try out our POS? [CTA]."

Example 2: My own B2B Paid Ads Business

"Hey CMOs and Marketing Managers! <span style="background-color: #CDE074;">[Persona]</span> Tired of unengaged agencies, low-quality leads and stagnant campaigns? <span style="background-color: #292929; color: #ffffff;">[Context</span> & <span style="background-color: #E59793;">Pain Points]</span>

It's time for a change - scale your B2B startup or scaleup <span style="background-color: #FFF4C0;">[Company Type/Industry]</span> with paid marketing that actually delivers. <span style="background-color: #BEA6C9;">[Product/Service Category]</span>

With my expertise in PPC and CRO, I will turn your paid marketing into a lead-generating machine working for you 24/7. <span style="background-color: #AFC643;">[Features</span> & <span style="background-color: #F3B682;">Capabilities]</span>

I specialize in Google- and LinkedIn Ad campaigns <span style="background-color: #BEA6C9;">[Product Category]</span> developed specifically for the long and complex customer journeys in B2B. <span style="background-color: #E59793;">[Pain Points]</span>

I have worked closely and long-term with over 30+ successful B2B companies benefiting from tailored, high-impact paid marketing strategies. <span style="background-color: #F1C232;">[Trust and Credibility]</span>

My approach isn't just about creating ad campaigns - it's about creating a sustainable pipeline of real customers. <span style="background-color: #91CDF6;">[Benefit/Value]</span>

Are you ready for real growth? Book Your Free Consultation Today [CTA]"

Example 3: My client Bitlog

"Streamline Your Warehouse with Bitlog WMS <span style="background-color: #BEA6C9;">[Product Category]</span>

For warehouse managers and logistics coordinators <span style="background-color: #CDE074;">[Persona]</span> looking for a smart solution: Bitlog WMS offers a cloud-native system perfect for businesses of all sizes, from small warehouses to large-scale operations. <span style="background-color: #FFF4C0;">[Company Type/Industry]</span>

Address warehouse challenges like inefficient space utilization, complex order management, and error-prone manual entry systems. <span style="background-color: #292929; color: #ffffff;">[Context</span> & <span style="background-color: #E59793;">Pain Points]</span> Bitlog WMS is designed to tackle these issues by providing seamless integration and real-time inventory visibility.

With features like automated picking and restocking, order integration, and mobile device accessibility <span style="background-color: #AFC643;">[Features]</span>, Bitlog WMS simplifies your warehouse operations and allows easy scalability for growing businesses. <span style="background-color: #F3B682;">[Capabilities]</span>

Achieve significant improvements in space optimization, accuracy in order fulfillment, and a marked increase in overall operational speed. <span style="background-color: #91CDF6;">[Benefit/Value]</span> Our users report over 40% increase in picking and packing speed! <span style="background-color: #91CDF6;">[Benefit/Value]</span>

Join companies like Care-of-Carl and Nordic Nest who have optimized their logistics with Bitlog WMS. <span style="background-color: #F1C232;">[Trust and Credibility]</span>

Learn more about Bitlog WMS and how it can grow your business. [CTA]"


Alex Rangevik

I am Alex Rangevik and I help marketing leaders in B2B companies with digitizing their sales funnels and develop an effective system for generating leads. I have been building converting lead funnels since 2013 full time for hyper growth startups and established enterprises.

Feel free to contact me if you need any help scaling up your B2B business with Google Ads and/or LinkedIn ads.

I'm a native Swede, and speak Swedish, English, Norwegian and Danish - and can manage your ads in those languages.

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