---
name: writing-ad-copy
description: Creates platform-specific ad copy for paid campaigns with A/B variants. Use when the user asks about ad copy, PPC ads, Google Ads, Facebook ads, LinkedIn ads, or paid campaign copy.
---

# Ad Copy Generator

## When to use this skill

- User asks to write ad copy
- User needs Google Ads headlines
- User wants Facebook/Instagram ad copy
- User mentions LinkedIn ads
- User needs A/B testing variants

## Workflow

- [ ] Identify platform and campaign goal
- [ ] Gather offer and audience details
- [ ] Generate headline variants
- [ ] Write description/body copy
- [ ] Create A/B test variations
- [ ] Validate character limits

## Instructions

### Step 1: Identify Platform Requirements

| Platform           | Headlines      | Description                | Character Limits           |
| ------------------ | -------------- | -------------------------- | -------------------------- |
| Google Search      | 3 headlines    | 2 descriptions             | H: 30 chars, D: 90 chars   |
| Google Display     | 1-5 headlines  | 1-5 descriptions           | H: 30 chars, D: 90 chars   |
| Facebook/Instagram | 1 primary text | 1 headline + 1 description | Primary: 125, H: 40, D: 30 |
| LinkedIn           | 1 intro text   | 1 headline                 | Intro: 150, H: 70          |
| Twitter/X          | 1 ad copy      | —                          | 280 chars total            |
| TikTok             | 1 ad text      | —                          | 100 chars                  |
| Microsoft Ads      | 3 headlines    | 2 descriptions             | H: 30 chars, D: 90 chars   |
| Pinterest          | 1 title        | 1 description              | T: 100, D: 500             |

### Step 2: Campaign Goal Selection

| Goal          | Focus              | CTA Style            |
| ------------- | ------------------ | -------------------- |
| Awareness     | Brand, reach       | Learn more, Discover |
| Consideration | Features, benefits | See how, Find out    |
| Conversion    | Action, urgency    | Buy now, Get started |
| Lead gen      | Value exchange     | Download, Get free   |
| App install   | Features, ratings  | Install, Try free    |
| Traffic       | Curiosity, value   | Read more, Visit     |

### Step 3: Headline Formulas

**Google Ads headlines (30 characters max):**

| Formula                 | Example                     |
| ----------------------- | --------------------------- |
| [Benefit] + [Timeframe] | "Lose 10 Pounds in 30 Days" |
| [Action] + [Product]    | "Try TaskFlow Free Today"   |
| [Number] + [Result]     | "50% More Leads Guaranteed" |
| [Question hook]         | "Still Using Spreadsheets?" |
| [Problem solver]        | "End Invoice Chaos Now"     |
| [Social proof]          | "Join 10,000+ Happy Users"  |
| [Urgency]               | "Sale Ends Tonight"         |
| [Price/offer]           | "Plans Starting at $9/mo"   |

**Facebook/Instagram headlines (40 characters):**

| Formula                       | Example                         |
| ----------------------------- | ------------------------------- |
| [Outcome] Made Easy           | "Email Marketing Made Easy"     |
| The [Adjective] Way to [Goal] | "The Fastest Way to Learn Code" |
| [Number] [Audience] Love This | "50K Marketers Love This Tool"  |
| Stop [Pain], Start [Gain]     | "Stop Guessing, Start Growing"  |
| Finally, [Solution]           | "Finally, Affordable Design"    |

**LinkedIn headlines (70 characters):**

| Formula                            | Example                               |
| ---------------------------------- | ------------------------------------- |
| [Result] for [Audience]            | "Pipeline Growth for B2B Sales Teams" |
| How [Company Type] [Achieve Goal]  | "How Agencies Scale Without Hiring"   |
| The [Industry] Guide to [Topic]    | "The Enterprise Guide to AI Adoption" |
| [Number]+ [Audience] Trust [Brand] | "5,000+ CFOs Trust Our Platform"      |

### Step 4: Body Copy Templates

**Google Ads descriptions (90 characters max):**

```markdown
**Template 1: Benefit-focused**
[Key benefit]. [Supporting feature]. [CTA] today.
Example: "Save 10+ hours weekly on reports. Auto-sync from 50+ sources. Start free trial today."

**Template 2: Problem-solution**
[Pain point]? [Solution]. [Proof point]. [CTA].
Example: "Tired of missed deadlines? TaskFlow keeps teams on track. Rated #1 on G2. Try it free."

**Template 3: Offer-focused**
[Offer]. [What you get]. [Urgency/guarantee]. [CTA].
Example: "Get 50% off annual plans. All features included. Cancel anytime. Sign up now."
```

**Facebook/Instagram primary text (125 characters optimal):**

```markdown
**Template 1: Hook + benefit + CTA**
[Attention hook]

[Key benefit in 1-2 sentences]

[CTA with link]

**Example:**
Spending hours on social media with nothing to show for it?

Our tool schedules a month of content in 10 minutes.

👉 Try free for 14 days

---

**Template 2: Problem + solution + proof**
[State the problem]

[Introduce your solution]

[Social proof]

[CTA]

**Example:**
Creating content is exhausting.

ContentAI writes posts that sound like you—in seconds.

Used by 25,000+ creators.

🚀 Get started free
```

**LinkedIn intro text (150 characters optimal):**

```markdown
**Template 1: Professional pain + solution**
[Industry pain point] is costing you [what].

[Your solution] helps [audience] [achieve result].

[CTA with value prop]

**Example:**
Manual reporting is costing your team 15+ hours per week.

DataSync automates dashboards for finance teams—so you can focus on insights.

Download our free ROI calculator →

---

**Template 2: Results-focused**
[Client type] are seeing [specific result] with [solution].

[Brief explanation of how]

[CTA]

**Example:**
B2B SaaS companies are seeing 3x pipeline growth with our outbound system.

We combine AI prospecting with human-written sequences.

Book a demo to see your custom plan →
```

### Step 5: A/B Testing Variants

**Create 3-5 variants per element:**

```markdown
## Headline Variants

**Angle 1: Benefit-focused**

- "Save 10 Hours Every Week"
- "Get Back Your Evenings"
- "Work Less, Achieve More"

**Angle 2: Problem-focused**

- "Stop Wasting Time on Reports"
- "End Spreadsheet Chaos"
- "Tired of Manual Work?"

**Angle 3: Social proof**

- "Join 10,000+ Happy Teams"
- "Rated #1 by Analysts"
- "Trusted by Fortune 500"

**Angle 4: Offer-focused**

- "Start Free—No Card Needed"
- "Try Premium Free for 30 Days"
- "50% Off This Week Only"
```

**Description variants:**

```markdown
## Description Variants

**V1 (Benefit + feature):**
"Automate your workflow and save 10+ hours per week.
Integrates with 100+ tools. Start your free trial."

**V2 (Problem + solution):**
"Stop drowning in manual tasks. Our AI handles the
boring work so you can focus on growth. Try free."

**V3 (Social proof + CTA):**
"Trusted by 25,000+ teams worldwide. See why companies
choose us for workflow automation. Book a demo."

**V4 (Urgency + offer):**
"Limited time: 50% off all plans. Get started in
minutes with our no-code setup. Offer ends Friday."
```

### Step 6: Platform-Specific Templates

**Google Responsive Search Ad:**

```markdown
## Google RSA: [Campaign Name]

### Headlines (15 required, 30 chars each)

1. [Benefit headline]
2. [Feature headline]
3. [Brand + product]
4. [Question hook]
5. [Social proof]
6. [Offer/price]
7. [Urgency]
8. [Action + benefit]
9. [Problem solver]
10. [Outcome focused]
11. [Keyword insertion: {KeyWord:Default}]
12. [Location: {LOCATION(City)}]
13. [Countdown: {COUNTDOWN...}]
14. [Alternative benefit]
15. [CTA focused]

### Descriptions (4 required, 90 chars each)

1. [Full benefit + feature + CTA]
2. [Problem + solution + proof]
3. [Offer + guarantee + CTA]
4. [Differentiator + social proof]

### Pin suggestions:

- Pin brand name to H1 or H2
- Pin primary CTA to D1
```

**Facebook/Instagram Ad:**

```markdown
## Meta Ad: [Campaign Name]

### Primary Text (3 variants)

**V1:**
[Hook question or statement]

[2-3 lines of benefit copy]

[Social proof if available]

[CTA with emoji] [Link]

**V2:**
[Problem statement]

[Solution introduction]

[Key differentiator]

[CTA]

**V3:**
[Story hook]

[Outcome achieved]

[How they can get it too]

[CTA]

### Headlines (5 variants, 40 chars)

1.
2.
3.
4.
5.

### Descriptions (3 variants, 30 chars)

1.
2.
3.

### CTA Button: [Select: Learn More / Sign Up / Shop Now / etc.]
```

**LinkedIn Ad:**

```markdown
## LinkedIn Ad: [Campaign Name]

### Intro Text (3 variants, 150 chars optimal)

**V1 (Problem-solution):**
[Problem] → [Solution] → [CTA]

**V2 (Results-focused):**
[Result achieved] → [How] → [CTA]

**V3 (Question hook):**
[Question] → [Answer teaser] → [CTA]

### Headlines (3 variants, 70 chars)

1.
2.
3.

### CTA: [Select from LinkedIn options]
```

### Step 7: Emotional Triggers

**Power words by emotion:**

| Emotion      | Words                                          |
| ------------ | ---------------------------------------------- |
| Urgency      | Now, today, limited, fast, instant, hurry      |
| Exclusivity  | Secret, insider, VIP, exclusive, members-only  |
| Fear of loss | Don't miss, last chance, before it's gone      |
| Trust        | Proven, guaranteed, certified, secure, trusted |
| Curiosity    | Discover, reveal, unlock, hidden, surprising   |
| Savings      | Free, save, discount, deal, bonus, extra       |
| Results      | Boost, increase, grow, double, transform       |

### Step 8: CTA Best Practices

**CTAs by platform:**

| Platform  | Strong CTAs                                 |
| --------- | ------------------------------------------- |
| Google    | Get Quote, Shop Now, Learn More, Start Free |
| Facebook  | Shop Now, Learn More, Sign Up, Get Offer    |
| Instagram | Shop Now, Learn More, Swipe Up              |
| LinkedIn  | Learn More, Download, Sign Up, Request Demo |
| Twitter   | Learn More, Shop, Sign Up                   |

**CTA formulas:**

| Pattern               | Example                       |
| --------------------- | ----------------------------- |
| Action + benefit      | "Get your free guide"         |
| Action + urgency      | "Claim your spot now"         |
| Action + low friction | "Start free—no card required" |
| Action + specificity  | "Book your 15-min demo"       |

### Step 9: Compliance Checklist

**Before publishing:**

- [ ] No trademarked terms (unless authorized)
- [ ] No superlatives without proof ("best", "fastest")
- [ ] No misleading claims or fake urgency
- [ ] Landing page matches ad promise
- [ ] Proper disclosures for offers/pricing
- [ ] No prohibited content per platform
- [ ] Dynamic insertions have fallback text
- [ ] Character limits respected

**Platform-specific rules:**

| Platform | Key Restrictions                               |
| -------- | ---------------------------------------------- |
| Google   | No exclamation marks in headlines, no ALL CAPS |
| Facebook | 20% text rule for images relaxed but minimized |
| LinkedIn | Professional tone, no clickbait                |
| All      | No deceptive claims, landing page relevance    |

### Step 10: Performance Optimization Notes

**Test priority order:**

1. Headlines (biggest impact)
2. Primary CTA
3. Offer/value proposition
4. Description copy
5. Visual elements (separate from copy)

**Metrics to track:**

| Metric                 | Meaning                        |
| ---------------------- | ------------------------------ |
| CTR                    | Ad relevance and appeal        |
| Conversion rate        | Landing page + offer alignment |
| CPC                    | Auction competitiveness        |
| Quality Score (Google) | Ad relevance + experience      |
| Relevance Score (Meta) | Audience targeting fit         |

## Output Format

```markdown
## Ad Copy: [Campaign/Product Name]

**Platform:** [Google/Facebook/LinkedIn/etc.]
**Goal:** [Awareness/Consideration/Conversion]
**Target audience:** [Who this is for]
**Offer:** [What you're promoting]

---

### Headlines (A/B Variants)

1. [Headline 1]
2. [Headline 2]
3. [Headline 3]
4. [Headline 4]
5. [Headline 5]

### Descriptions / Body Copy (A/B Variants)

**V1:**
[Full copy]

**V2:**
[Full copy]

**V3:**
[Full copy]

### CTA

Primary: [CTA button/text]
Secondary: [If applicable]

---

### Character Count Validation

| Element     | Limit | V1  | V2  | V3  |
| ----------- | ----- | --- | --- | --- |
| Headline    | [X]   | ✓/✗ | ✓/✗ | ✓/✗ |
| Description | [X]   | ✓/✗ | ✓/✗ | ✓/✗ |

### Testing Notes

- Test [element] against [element]
- Primary hypothesis: [What you expect to win]
```

## Validation

Before completing:

- [ ] Character limits met for all elements
- [ ] At least 3-5 headline variants
- [ ] At least 2-3 description variants
- [ ] CTA included and appropriate
- [ ] No policy-violating content
- [ ] Clear value proposition
- [ ] Matches landing page messaging
- [ ] Testing recommendations provided

## Error Handling

- **No platform specified**: Ask which platform(s); provide Google + Meta templates as default.
- **Exceeds character limits**: Shorten while preserving meaning; suggest alternate wording.
- **No clear offer**: Ask what the user wants prospects to do (buy, sign up, download).
- **Generic copy**: Add specific numbers, outcomes, or differentiators.
- **Missing audience**: Ask who the ideal customer is to tailor messaging.

## Resources

- [Google Ads Policies](https://support.google.com/adspolicy) - Compliance guidelines
- [Facebook Ad Library](https://www.facebook.com/ads/library) - Competitor research
- [SparkToro](https://sparktoro.com/) - Audience research
- [Hemingway Editor](https://hemingwayapp.com/) - Readability check