# Persona template for ad teams

> A one-page persona template for ad teams that ends in testable hooks and angles. Fill it from reviews, comments and calls, with a filled-in skincare example.
- **Author**: Marxx
- **Published**: 2026-11-11
- **Category**: Research
- **URL**: https://marxx.ai/library-templates/persona-template-for-ad-teams

---

A persona template for ad teams is a one-page profile of one type of buyer: who they are, what bothers them, what they say and what would make them buy. It is useful only if it ends in hooks and angles you can test.

Copy the template below.

## The template

```
PERSONA: [Short name, e.g. "Oily-skin office worker"]

1. WHO
Age range, city type, work, income band: [ ]
How they shop: [Instagram, marketplaces, shops, WhatsApp groups]

2. WHAT BOTHERS THEM
The problem, in their words: [paste 3 lines from reviews or comments]
What they have tried before: [ ]
What they fear about buying: [price, fake products, returns, side effects]

3. WHAT THEY WANT
The result in one line: [ ]
What would convince them: [proof they would believe]

4. AWARENESS LEVEL
[Unaware / problem-aware / solution-aware / product-aware / most aware]

5. WHERE WE LEARNED THIS
[reviews, ad comments, support chats, interviews, number of each]

6. WHAT TO TEST
Angle 1: [ ]    Hooks: A [ ] B [ ] C [ ]
Angle 2: [ ]    Hooks: A [ ] B [ ] C [ ]
Offer that fits: [ ]
Objection to answer in the ad: [ ]
```

Section 5 matters most. A persona without a source is a guess.

## A filled-in example

Say you sell a INR 549 gel moisturiser. Here is how the sections fill in. The bracketed lines are where your own buyer quotes go.

- **Name:** Oily-skin office worker.
- **Who:** Women 25 to 34, metro cities, long desk days. Buy on Instagram and marketplaces.
- **What bothers them:** Greasy skin by lunch. In their words: [three lines from your reviews]. They have tried blotting papers and mattifying powders. They fear heavy creams and fake products.
- **What they want:** Skin that looks fresh at 3pm without a heavy feel.
- **Awareness:** Solution-aware. They know gel moisturisers exist and are comparing.
- **Source:** [number of reviews read], [number of ad comments], [number of calls].
- **Test:** Angle 1, "stays light all day". Angle 2, "works in humid weather". Offer: INR 150 off the first order. Objection: "Will it feel sticky?"

The persona now gives you two angles, three hooks each and one objection to answer on screen. That is six ads to brief, not one.

## How to fill it from real data

1. **Read your reviews and ad comments.** Copy the exact words buyers use for the problem. Those lines become hooks.
2. **Talk to buyers.** The [customer interview script for ad research](/templates/customer-interview-script-for-ad-research) lists the questions.
3. **Add the awareness level.** It tells you how much to explain. See [the five awareness levels](/glossary/awareness-levels).
4. **Turn each persona into angles.** See [how to come up with ad angles](/guides/how-to-come-up-with-ad-angles) and the [ad angle examples](/templates/ad-angle-examples).

## Tips

- Write three personas at most. More than that and nobody uses them.
- Re-read it every quarter. Buyers change, and so do their words.
- Put the persona's name in the ad's file name, so you can see which persona each ad serves.
- Move from persona to ad ideas with the [creative concept board template](/templates/creative-concept-board-template).

Marxx builds personas from real ad comments and app-store reviews. Read about [audience personas](/features/audience-personas). The template above works without it.

## FAQ

### How many personas do I need?

Two or three that cover most of your buyers. Each should lead to different angles, or it is not a separate persona.

### Is a persona the same as a target audience?

No. An audience is who you pick in Ads Manager. A persona is what you know about the person, so you can write something that speaks to them.

### What should I do if I have no reviews yet?

Interview five buyers or prospects. Use the questions in the interview script, and mark the persona "draft" until real data backs it.

---
- [More Research articles](https://marxx.ai/library-templates/category/research)
- [All articles](https://marxx.ai/library-templates)