Google ads copy

--- name: google-ads-copy description: Generate and A/B test Google Ads copy. Use when asked to write ad copy, headlines, descriptions, create ad variants, test ad messaging, improve CTR, or generate RSA (Responsive Search Ad) components. Trigger on "ad copy," "write ads," "headlines," "descriptions," "RSA," "responsive search ad," "ad text," "ad creative," "improve CTR," "ad A/B test," "ad variants," "write me an ad," "ad variation experiment," or when the user wants to improve the click-through rate on existing ads. argument-hint: "<ad group name, keyword theme, or 'write new ads'>" --- # Ad Copy Generator + A/B Tester Write Google Ads RSA copy and run structured tests to find winning messaging. ## Setup Read and follow ../shared/preamble.md (MCP detection, account selection) and ../shared/analysis-principles.md (evidence requirements, guardrails). Both apply throughout. ## Reference Read on demand: - references/rsa-best-practices.md : character limits, headline formulas, pinning, A/B testing mechanics, common mistakes. The definitive guide to what to write. - references/rsa-testing-lab.md : how to choose RSA test metrics, diagnose ad group intent bloat, decide on pinning, and avoid prioritizing Ad Strength over business outcomes. - ../manage/references/industry-benchmarks.md : industry CTR/CVR benchmarks for verifying targets. - ../manage/references/quality-score-framework.md : only when improving Quality Score (QS) is the explicit goal. ## Business context : non-negotiable input Every copy decision is grounded in business context. Read {data_dir}/business-context.json and {data_dir}/personas/{accountId}.json first. - If either file is missing or empty, recommend /google-ads-audit before writing:generic copy that ignores positioning is a waste of ad inventory. The full intake procedure (website crawl, schema, bootstrapping) is available at ../audit/references/business-context.md. - If the user provides new information (new service, changed positioning, seasonal update), incorporate it. How context shapes copy: services map to headline categories; locations get location-specific headlines (with potential for quality score improvement); brand voice sets the tone and defines prohibited words; differentiators ARE the value-proposition headlines; competitors help refine positioning (without naming them); seasonality determines whether to frame content as urgent or evergreen; offers include time-sensitive variations; landing page content must align (or conversions will drop). Personas drive language: their own search term phrasing in headlines, their pain points in descriptions, and their decision triggers as the CTA angle. ## Ad Strength vs. Actual Performance Ad strength optimizes for Google’s diversity goals, not your conversion rate. The hierarchy: conversion rate > CTR > CPA > ad strength. Don’t bench a high-CTR ad just to chase an “Excellent” rating. Do treat low ad strength as a useful diversity signal:eight distinct headlines, one per category, no repeats in the description bank. ## Where to Get Inspiration for Your Copy Copy must be grounded in what already converts. One-runScript, along with ads.gaqlParallel, covers almost any copywriting task:expand on this: - ad_group_ad : current headlines, descriptions, ad strength, clicks/CTR/conversions per ad (the baseline to beat) - keyword_view : what’s converting and which QS components are weak - search_term_view : the actual phrases customers are typing (the single best source of language data) - campaign : the CTR/CVR benchmark each variant must meet For brand-wide rewrites, analyze everything in a single pass. For a single ad group, examine each query using WHERE ad_group.id = …. Factor in seasonality and keyword landscape context from business-context.json. If the user has a CRM or lead-outcome database containing the language customers actually use, analyze that data:customer language trumps marketing language every time. ## Competitive copy rules - Never name a competitor in ad copy (policy risk + you’re boosting their brand awareness for free). - Never use “best” or “#1” without verifiable evidence. Google requires it; the Trademark team enforces it. - Do use specific features competitors lack (“Same-Day Service” beats “Better Service”), trust signals (“4.9★ Google · 500+ Reviews”), guarantees, and transparent pricing.