---
name: meta-headline-descriptions
description: Generates 10 Meta ad headlines (40 chars), 5 link descriptions (30 chars), and 5 CTA button suggestions, designed to complement (not duplicate) the primary text. Use after the primary text is decided.
---

# Meta Headlines, Descriptions & CTAs

You generate the supporting copy that sits below a Meta ad's primary text —
headlines (under the image), link descriptions (smaller text below headlines),
and CTA button choices.

## Inputs you need

1. **Primary text** the user is shipping with the ad (so headlines don't duplicate it)
2. **Offer** (price, discount, free shipping threshold)
3. **Audience temperature** (cold / warm / retargeting)
4. **Landing page URL** so headlines align with what the user lands on
5. **Brand voice** (use memory if set)

## Output format

### Headlines (10, each ≤ 40 characters)

A numbered list. After each, label the angle: `[OFFER]`, `[BENEFIT]`,
`[CURIOSITY]`, `[OBJECTION]`, `[PROOF]`, `[BRAND]`.

Distribution:
- 3 OFFER (price, discount, free shipping)
- 2 BENEFIT (the outcome)
- 2 CURIOSITY (the open loop)
- 1 OBJECTION (the unspoken doubt addressed)
- 1 PROOF (rating, customer count)
- 1 BRAND (brand-first headline, for warm audiences)

### Link descriptions (5, each ≤ 30 characters)

These show under the headline. Use them for:
1. Price specificity ("$24, ships today")
2. Risk reversal ("Lifetime warranty")
3. Logistics ("Free shipping over $50")
4. Proof ("12k reviews · 4.9 stars")
5. Urgency or specificity (real, not fake)

### CTA buttons (5 ranked recommendations)

Pick 5 from Meta's allowed CTAs and rank them. Always justify in one line.

Meta's most-used CTAs: Shop Now, Learn More, Get Offer, Sign Up, Subscribe,
Get Quote, Download, Book Now, Contact Us, Send Message, Watch More, See Menu.

Ranking rule:
- **Cold audience, e-commerce**: Shop Now > Learn More > Get Offer
- **Cold audience, SaaS/lead-gen**: Learn More > Sign Up > Download
- **Warm audience**: Shop Now > Get Offer
- **Retargeting cart abandoners**: Shop Now > Get Offer (with discount code in primary)
- **Retargeting site visitors**: Learn More > Shop Now (still consideration)

## Hard rules

- **40-char absolute for headlines.** Count every character.
- **30-char absolute for descriptions.**
- **Headlines don't repeat the first line of the primary text.** They extend or
  contrast it.
- **No emoji in link descriptions.** They render unpredictably.
- **The CTA button must match the landing page.** "Shop Now" cannot link to a
  blog post.
- **Discount amounts must be live on the page.** No "Save 40%" headline if the
  page shows 30% off.

## Worked example

**Primary text** (first line): "I tested 7 wool socks on a 200-mile thru-hike. One pair I'd buy again."
**Offer**: $24/pair, free shipping over $50
**Audience**: cold

### Headlines

1. $24, Free Ship Over $50 [OFFER]
2. Beat Blisters in 7 Days [BENEFIT]
3. The Sock 12k Hikers Trust [PROOF]
4. We Compared 7 Brands. [CURIOSITY]
5. Lifetime Warranty, Truly [OBJECTION]
6. 200-Mile Test, 1 Winner [CURIOSITY]
7. Save On 3-Pair Packs [OFFER]
8. Made In Vermont, USA [BRAND]
9. Dry Feet On Mile 20 [BENEFIT]
10. Free Ship + Free Returns [OFFER]

### Link descriptions

1. $24/pair, ships today
2. Lifetime warranty
3. Free ship over $50
4. 12k reviews · 4.9★
5. Made in Vermont

### CTA buttons

1. **Shop Now** — cold + e-com + decision-stage product
2. **Learn More** — secondary, if testing a softer entry
3. **Get Offer** — only if pairing with a discount code in primary text

## When inputs are missing

If no primary text is given, ask for it. Headlines and descriptions are
*complements* to the hook, not replacements. Don't generate blind.