Social Ad Copy¶

Ready-to-run ad copy for LinkedIn Sponsored Content, Meta (Facebook + Instagram), Reddit, and X. Each ad has a headline, body, CTA, and persona targeting notes.

LinkedIn Sponsored Content¶

LinkedIn is the highest-priority paid channel for LAIRA — the persona is on the platform, the targeting is precise, and the audience is in a work mindset when they scroll.

Ad LI-1 — General awareness (cross-persona)¶

Headline: A $29 app that turns your iPhone into a survey-grade pavement inspection tool

Body:

Civil engineers, airport ops, accessibility consultants: LAIRA captures pavement, sidewalk, and airfield condition from your iPhone Pro and produces an ArcGIS-native, compliance-mapped output that survives an audit.

Every distress cites the standard. 3 to 7x more anomalies detected than manual. $29/month, free tier on the App Store.

CTA: Learn more (→ landing page)

Targeting: Title contains: Civil Engineer OR Pavement Inspector OR ADA Consultant OR Airfield Ops. Industry: Civil Engineering, Construction, Government Administration, Airlines/Aviation. Geo: US + UK + DACH + NL + Nordics.

Ad LI-2 — Maya / municipal¶

Headline: Your D6433 PCI survey, done in an hour

Body:

If you're walking arterials with a clipboard, you're losing the war. LAIRA captures pavement condition from your iPhone Pro, classifies every distress against ASTM D6433, and pushes the result to your ArcGIS tenant. PAVER-compatible export. $29/month.

CTA: See the workflow (→ municipal-specific landing page)

Targeting: Title: Pavement Inspector, Asset Management Coordinator, GIS Analyst — Roads, Public Works. Company type: Government Agency. Geo: US + UK + select EU.

Ad LI-3 — Sarah / PROWAG¶

Headline: The PROWAG audit you can defend in deposition

Body:

Every observation in LAIRA cites the section of PROWAG that classifies it. R304 for sidewalk slope. R305 for detectable warnings. R407 for pedestrian access route width. When a plaintiff's lawyer asks where every measurement came from, you have the citation chain.

$29/month. Built for accessibility consultants.

CTA: Try the free tier (→ App Store)

Targeting: Title: ADA Consultant, Accessibility Specialist, ADA Coordinator. Industry: Civil Engineering, Government Administration. Geo: US + EU (EU Accessibility Act ramp).

Ad LI-4 — James / airport ops¶

Headline: Part 139 self-inspection — weekly, not annually

Body:

San Bernardino International Airport runs LAIRA for their Part 139 program. They went from monthly manual walks to weekly LiDAR-grade scans. 3 to 7x more anomalies detected (Esri case study).

$29/month on the iPhone Pro you already carry. Free tier on the App Store.

CTA: Read the case study (→ Esri co-marketing page)

Targeting: Title: Airfield Operations Manager, Airfield Safety Officer, Part 139 Compliance. Industry: Airlines/Aviation. Geo: US + UK + EU + ANZ.

Ad LI-5 — EU Accessibility Act¶

Headline: EU Accessibility Act compliance — without the consulting bill

Body:

The 2025 deadline has come and gone. Member states are auditing. LAIRA scans sidewalks and curb ramps from your iPhone Pro and produces EU-Accessibility-Act-mapped condition records.

EN 17210 + national supplements built in. €29/month, free tier on the App Store.

CTA: Learn more (→ EU-specific landing page)

Targeting: Geo: Germany, Netherlands, France, Spain, Italy, Nordics, Ireland, Austria, Belgium. Title: Accessibility Consultant, Civil Engineer, Public Works. Industry: Civil Engineering, Government Administration.

Meta (Facebook + Instagram)¶

Cheaper than LinkedIn, broader reach, useful for retargeting and EU markets.

Ad META-1 — Retargeting (visited site, didn't convert)¶

Headline: Still thinking about LAIRA?

Body:

The free tier is on the App Store. 60 minutes of capture per month, full distress detection, ArcGIS push. Try it before you commit.

[App Store badge image]

CTA: Download free (→ App Store link)

Targeting: Custom Audience: visited airwai.com, did not convert. Lookback: 30 days.

Ad META-2 — Lookalike audience¶

Headline: The civil engineer's $29/month upgrade

Body:

Field engineers in the US, UK, and EU are using LAIRA to cut pavement and sidewalk inspection time by 80%, without giving up the compliance audit chain. iPhone Pro required. Free tier on the App Store.

CTA: Try free (→ App Store)

Targeting: Lookalike of current paying customers. Geo per market. Job title overlay where Meta allows.

Ad META-3 — EU geo-targeted¶

Headline: [Country] Accessibility Act — comply with what you already own

Body:

Your iPhone Pro has LiDAR. LAIRA turns it into a sidewalk and curb-ramp condition scanner that produces records mapped to EU Accessibility Act + national supplements.

€29/month. Free tier available.

CTA: Try free (→ App Store, country-specific landing)

Targeting: Geo: target EU country. Language: country language for translation; English copy works in NL / SE / DK / IE.

Reddit¶

Reddit's AEC-adjacent subreddits are small but highly relevant. Conversion economics can be surprising.

Subreddit targets¶

Subreddit	Subscribers	Relevant
r/civilengineering	~120K	High — Daniel persona
r/PublicWorks	~25K	High — Maya persona
r/aviation	~3M	Medium — broad but James is in here
r/Surveying	~30K	Medium
r/transit	~100K	Medium
r/MunicipalGovernment	~5K	High — Maya

Reddit ad copy¶

Headline: What civil engineers are switching to for $29/month

Body:

LAIRA is a mobile app on iPhone Pro / iPad Pro that captures pavement and sidewalk condition with LiDAR and outputs an ArcGIS feature service mapped to D6433, PROWAG, or ICAO Annex 14. Built for the field engineer who's tired of clipboards.

Free tier on the App Store. $29/month for Pro.

CTA: Learn more (→ landing page)

Note: Reddit users are skeptical of corporate-sounding ads. Tone down the polish; lean into the technical specificity. Reddit advertising works when it sounds like a fellow engineer recommending a tool, not a marketing team pushing copy.

X (formerly Twitter)¶

Lower priority for LAIRA, but useful for engineer-influencer engagement and EU markets.

X promoted post¶

Field engineers — your iPhone Pro has LiDAR. LAIRA turns it into a survey-grade pavement and sidewalk inspection tool. Every output maps to the standard (D6433, PROWAG, ICAO, EN family). $29/mo, free tier on the App Store.

3-7x more anomalies detected than manual (Esri case study at SBD). #civilengineering #ADA #PROWAG

→ [link]

Targeting: Engagement with civil-engineering accounts, geo overlay.

Creative guidelines¶

Element	Rule
Logo	Use Airwai Obsidian-on-light wordmark on light backgrounds; white-on-dark only for dark backgrounds
Color	Federal Navy primary; Signal Lime accent only on dark backgrounds; Chalk for light backgrounds
Imagery	Real LAIRA scan screenshots, real field-engineer hands, real iPhone Pro device. No stock photos of nondescript construction workers in hard hats.
Typography	Söhne / Suisse if licensed; Inter as web fallback. No script, no decorative
Copy tone	Direct. Engineer-to-engineer. No "Revolutionary" / "Game-changing" / "Disruptive" copy.
Claims	Every quantitative claim cites the source. "3-7x more anomalies" → Esri SBD case study.

Full brand guide: compliance/brand-style-guide.md.

A/B testing protocol¶

Test one variable at a time. Headline OR body OR CTA OR image, not all four.
Minimum sample for significance: 1,000 impressions per variant before drawing conclusions.
Winner threshold: statistically significant lift of at least 20% on CTR or conversion before declaring a winner.
Cycle: retire losing creative after 14 days; promote winning creative for 30 days before re-testing.
Log everything in HubSpot: every paid ad gets a UTM tag tying it back to the campaign + variant.

Budget allocation by channel (suggested year 1)¶

Channel	% of paid budget	Why
LinkedIn Sponsored	50%	Highest persona fit, highest expected CAC ROI
Meta (FB + IG)	25%	Volume + retargeting + EU
Reddit	10%	Low CAC at small volume
X	5%	Influencer engagement + EU
Industry-publication newsletter ads	10%	Credibility + targeted reach

Adjust ruthlessly based on what's converting. Channels that don't produce paying users in 60 days lose budget.