Meta Ads & Advertorial Copywriting

Facebook & Instagram Ad Copywriter for DTC Brands

Meta ad copy, UGC scripts and long-form advertorials for e-commerce and DTC brands: new angles, scroll-stopping hooks and copy built to test.

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On Meta, the creative is the targeting. Your copy decides who sees the ad as much as whether they buy, so fresh angles matter more than another round of button-colour tests.

I write ad copy, UGC scripts and advertorials for DTC brands in skincare, haircare, jewellery and other e-commerce categories, built around angles your customers already care about.

What I write

Ad angles and hooks

A bank of angles from customer research, each with several hooks ready to test.

Ad copy

Primary text, headlines and descriptions for static, video and carousel ads.

UGC and video scripts

Scripts and briefs for creators, with hook variations and shot notes.

Advertorials and landing pages

Long-form pre-sell pages and product pages that continue the ad’s promise.

How a project works

Customer research
Mine reviews, comments, support tickets and surveys for real desires and objections.
Angle map
Choose the angles worth testing and the order to test them in.
Write
Ad copy, scripts and pages delivered as a testing batch, not single ads.
Iterate
Review results with you and write the next batch from what won.

ICECARTEL: Turning moissanite skepticism into confident checkouts

Ad and product-page copy for a moissanite jewellery brand selling chains, pendants and Cuban links to buyers who doubted lab-made stones.

Read the case study Case study · DTC haircare · Direct-response ads

Vita Hair: Turning hair-loss confessions into an ad angle people trust

Ad creatives, advertorials and UGC scripts for a Batana oil hair-care product.

Read the case study Case study · DTC skincare · Advertorial and paid social

Skinobi Tokyo: Bridging Japanese fermentation and clinical skinimalism

Long-form advertorials and paid-social copy for a fermented barrier-repair skincare launch.

Read the case study

From the blog

Ad Copy · 2 min read

Meta Ad Copy for DTC Brands: Hooks, Angles and What to Test First

How to write Facebook and Instagram ad copy for DTC brands: find angles, write scroll-stopping hooks, and test in an order that teaches you something.

Read article

Questions clients ask

How many ad variations do you deliver?

It depends on your spend and testing setup, but a typical batch covers several angles with multiple hooks each, so you can test angles first and hooks second.

Do you write UGC scripts for creators?

Yes. I write scripts and creator briefs with hook variations, talking points and shot notes, so creators sound natural and still hit the selling points.

What’s an advertorial and do I need one?

An advertorial is a long-form, article-style page that warms cold traffic before it reaches your product page. It helps most when the product is new, unfamiliar, or needs a story to make sense.

Do you manage the ad account?

No. I focus on copy and scripts and work alongside your media buyer or agency, using their results to write each new batch.

Let’s talk about your project

Tell me a little about your offer and who it’s for, and I’ll reply with how I’d approach it.