# Worked Facebook ad copy worksheet: CrewLedger

**Fictional teaching example.** CrewLedger, its product, its page, and its copy below are invented. This is a complete writing exercise, not a real customer story, product screenshot, or measured campaign.

## 1. Buyer and offer

- Buyer role and work situation: Construction superintendent recording a jobsite change order from a phone.
- Problem or decision: The superintendent needs a photo, job, and approval request in one record.
- Product: Fictional change-order log called CrewLedger.
- Supplied product actions: Attach a photo, choose a job, and send an approval request from a phone. The sample log shows those details.
- Offer: View a sample change-order log.
- Destination: Fictional sample-log page; the page opens with a “See sample log” action. No public URL exists.
- Platform button: Learn more.

## 2. Claim check

| Claim to use | Source and exact supporting passage | Scope | Status |
| --- | --- | --- | --- |
| Attach a photo, choose a job, and send an approval request from a phone | Fictional exercise input: “a superintendent can attach a photo, choose a job, and send an approval request from a phone” | Fictional product workflow only | Supplied for this exercise |
| Sample log shows those details | Fictional landing-page input: “The sample log shows the photo, job, and approval request. See sample log.” | Fictional landing page only | Supplied for this exercise |
| Saves money or hours | No evidence supplied | No approved scope | Excluded |

## 3. Before and after

**Weak draft:** “Stop losing money on change orders. Our revolutionary platform saves your team hours. Book a demo today.”

It claims a money and time result without a source. “Revolutionary” gives the buyer no action to picture. “Book a demo” conflicts with the sample-log destination.

**Revised primary text**

> A change order starts in the field. CrewLedger lets a superintendent attach a photo, choose the job, and send an approval request from a phone. See how those details appear in a sample log.

**Headline:** “See a change-order log”

**Optional link description:** “Follow a photo, job, and approval request through one sample record.” This describes the fictional page; verify that the selected placement displays it.

**Image words:** “Photo → job → approval request”

**Visual job:** Show a clearly labeled fictional sample log with those three steps. Do not present a made-up screen as an actual product screenshot.

**Platform button:** Learn more

**Destination and first screen:** Fictional sample-log page, first action “See sample log.”

The opening names when the task happens. The second sentence lists supplied actions. The headline and button lead to the sample log, while the image gives the sequence at a glance. No conversion or savings result is implied.

## 4. Handoff check

- Claim support: Only the fictional supplied actions are used.
- CTA match: “Learn more” leads to the sample-log action, not a demo request.
- Native preview: Pending because this is a fictional exercise, not a loaded ad.
- Ownership and date: Fictional exercise; no launch approval.