---

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):

**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):

**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):

**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:

## 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:

## 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:

## 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:

## 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:

## 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

## 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 - Compliance guidelines
• Facebook Ad Library - Competitor research
• SparkToro - Audience research
• Hemingway Editor - Readability check