What is the PAS Framework?
PAS stands for Problem – Agitate – Solve — a timeless copywriting technique used to persuade by walking users through three key stages:
- Problem – State the pain point your audience is facing.
- Agitate – Highlight the consequences or emotional impact of not solving it.
- Solve – Offer your product or service as the solution.
This approach works especially well on Facebook, where grabbing attention fast is essential.
Why PAS Works in Facebook Ads
Facebook is filled with distractions. If your ad doesn’t connect emotionally in seconds, it gets ignored.
PAS helps you:
- Hook users with relatable problems
- Build urgency by stirring emotion
- Convert faster by clearly positioning your offer as the answer
It’s simple, effective, and easy to adapt to different industries—from eCommerce to SaaS.
Example of PAS in Facebook Ad Copy
Let’s break it down with a real-world example:
Product: Natural sleep spray
Problem:
“Tired of tossing and turning every night?”
Agitate:
“Lack of deep sleep ruins your mood, focus, and energy—day after day.”
Solve:
“Discover our best-selling natural sleep spray that helps thousands fall asleep in minutes. Try it risk-free.”
Short, emotional, and clear.
How to Apply PAS in Your Facebook Ads
1. Problem (Line 1 – Hook)
Lead with a pain point your audience is already aware of.
- “Spending too much on ads with little return?”
- “Can’t manage all your ad accounts efficiently?”
Pro Tip: Make the problem ultra-specific to your target audience.
2. Agitate (Line 2 – Amplify Emotion)
Exaggerate the frustration or risk of not solving it.
- “Wasting hours switching tabs and losing track of budgets?”
- “Missing out on global engagement because you can’t manage time zones?”
Use emotional language to deepen the pain.
3. Solve (Line 3 – CTA & Benefit)
Present your product or service as the clear, simple solution.
- “With Adsspeed, manage all your accounts in one clean dashboard—fast, easy, and secure.”
- “Say goodbye to chaos. Say hello to clarity.”
Make sure your CTA is confident and benefit-driven.
Tips to Maximize PAS Impact in Facebook Ads
Use bullet points for longer copy versions
Pair with eye-catching creatives that illustrate the problem
A/B test emotional intensity in the “agitate” section
Add social proof to strengthen the “solve” part (e.g., reviews or numbers)
Tools like ads check speed and Adsspeed can also help identify which PAS version performs best across regions or audiences.
🔹 Google Chrome Store: Search “Ads Check Speed | adsspeed.com”
https://chromewebstore.google.com/detail/ads-check-speed-adsspeedc/bhfahbbgppclfpeapkaebjbcffjnahcd
🔹 IOS Download : https://apps.apple.com/vn/app/adscheckspeed/id6742325139
🔹 Android Download : https://play.google.com/store/apps/details?id=com.dev.fbadsspeedv2&hl=vi
Final Thoughts
The PAS framework turns your Facebook Ads into more than just promotions—it makes them feel personal, urgent, and helpful. When used right, it speaks directly to your audience’s struggles and positions your offer as the hero.
