writing-ad-copy

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