“Why One-Liner Ad Copy Fails at the Top of Funnel (And What To Do Instead) With Hugo Patrão”

Hugo Patrão is the Director of Creatives at Spotlight Social Advertising, a results-driven agency that helps brands scale with high-converting social media campaigns. He specializes in crafting ad copy and creative strategies that align with each stage of the marketing funnel. With over seven years of experience writing Facebook, Instagram, and email marketing copy, Hugo has tested thousands of variations to find what truly drives clicks and conversions. He also integrates AI tools into his workflow to streamline research and spark fresh creative ideas.

Here’s a glimpse of what you’ll learn:

[3:46] Hugo Patrão explains why client-written ad copy often fails at the top of funnel
[5:19] The myth that “no one reads ad copy anymore” and why it’s untrue
[8:44] How Hugo approaches writing multiple ad copy variations based on avatars and budget
[13:12] Using AI tools like ChatGPT and Claude to create brand briefs and spark headline ideas
[19:40] Common mistakes clients make with ad copy formatting and readability
[23:48] Collaborating with Spotlight Social’s design team to align copy with visuals for stronger ads

In this episode…

One-liner ad copy might seem like the quickest way to grab attention, but does it really work when you’re trying to attract new customers at the top of the funnel? Many brands assume that short and punchy is always better, yet their results often tell a different story. So why do these simple one-liners fail to convert when it matters most?

According to Hugo Patrão, a seasoned copywriter with years of experience testing thousands of ad variations, one-liners fail because they don’t match the customer’s stage in the buying journey. He highlights that top-of-funnel ads need to introduce the brand, establish credibility, and set it apart from competitors rather than focusing immediately on overcoming objections. This mismatch often leads to plummeting click-through rates and wasted ad spend. He explains that strong ad copy should combine brand storytelling, clear calls to action, and structured formatting, ensuring the audience connects with the message before being prompted to act.

In this episode of Truth About Social Ads, host Jason Smith sits down with Hugo Patrão, Director of Creatives at Spotlight Social Advertising, to talk about why one-liner ad copy fails at the top of funnel. They discuss how to craft copy that fits each stage of the funnel, the dangers of ignoring data-driven results, and the role of AI in shaping better headlines and ideas. Hugo also shares his process for aligning ad copy with visuals to create cohesive, high-converting campaigns.

Resources mentioned in this episode

Quotable Moments:

“It wasn’t good for the stage of the funnel that we were going to run ads for.”
“People do read. But you need to get the right hook in the right place.”
“I’m all for testing, so I don’t mind testing the copy that the client sends us.”
“Although we can’t guess what’s going to work, we have a pretty good idea of what has the best chance of working.”
“Bullet points make everything easier to read because it just makes it easier to identify information.”

Action Steps:

Match ad copy to the funnel stage: Aligning messaging with where the customer is in the journey increases relevance and boosts conversions.
Test multiple ad copy variations: Running five to six variations provides data on what resonates, helping avoid wasted spend on ineffective messaging.
Use AI for research and brainstorming: Leveraging tools like ChatGPT or Claude speeds up research and sparks headline ideas without replacing strategy.
Format copy for readability: Breaking text into shorter paragraphs or bullet points keeps attention and improves performance on mobile-heavy platforms.
Collaborate across creative and design teams: Aligning ad copy with visuals ensures cohesive, high-impact campaigns that communicate a unified brand message.

Sponsor for this episode

Spotlight Social Advertising is a results-driven digital marketing agency that helps businesses scale with powerful Facebook and Instagram advertising. Their expert team crafts highly targeted campaigns that attract the right audience, boost engagement, and drive real conversions.

Whether you’re a startup looking to build brand awareness or an established company aiming for higher ROI, Spotlight leverages data-backed strategies to maximize every ad dollar.

Ready to grow your business with expert social media advertising? Contact Spotlight Social Advertising today to get started.