Google Ads Copy

Generate Responsive Search Ad (RSA) copy for B2B SaaS campaigns. Structured around the 5-pillar campaign model. Enforces Google Ads character limits. Outputs in TSV format ready for Google Sheets or Google Ads Editor import.

Doctrine inherited (Step 7 — 0626 rollout, locked 2026-06-04)

Output complies with:

• output-tenets.md, output-simplicity.md
• Step 6 calibration: see [[feedback_execution_doctrine_refinements_step6]]

Refinements applied to this skill:

Code	Refinement	How it lands in google-ads-copy
R1	Source placement	RSA copy is end-customer-facing. No source tags.
R3	Product-update tone	Headlines + descriptions frame as "[Product] does X" not "introducing."
R5	Blog as voice anchor	When campaign has anchor blog, RSA headline 1 mirrors blog opener (within character limit).
R6	CTA hierarchy	Display URL + final URL → trial / sign-up primary. "Learn more" only when intent is research-stage.
R9	Action-oriented section names	Headline + description structures verb-led.

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Triggers

Run this skill when:

• Paid-campaign-strategy is locked and Google Ads RSA copy is the next step
• A client wants competitor / brand / high-intent / problem-aware / remarketing copy
• Existing RSAs have low Ad Strength or CTR and need a refresh
• A new competitor enters scope and a dedicated campaign needs copy

Do NOT run when:

• Strategy isn't locked — run /paid-campaign-strategy first
• Target channel is LinkedIn — use /linkedin-ads-copy
• Ad extensions (sitelinks, callouts, structured snippets) are the ask — separate workflow

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RSA constraints — voice-locked

Element	Limit	Count
Headlines	≤30 characters each	Up to 15
Descriptions	≤90 characters each	Up to 4
Display URL path	≤15 characters each	2 paths
Pinning	Optional	Max 3 headlines per position

Critical rules:

• Headlines must work independently and in any combination
• Google shows 2-3 headlines and 1-2 descriptions per impression
• Never use Dynamic Keyword Insertion on competitor campaigns
• Ad strength target: "Good" or "Excellent"
• Include at least 4 ad extensions per ad group (handled separately)

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The Iron Law — voice-locked

EVERY CHARACTER COUNT MUST BE VERIFIED.

Google Ads will reject any headline over 30 characters or description over 90 characters. There is no "close enough." Count every character including spaces and punctuation.

No exceptions:

• "It's only 1 character over" → Google rejects it. Trim it.
• "Can we use the full 150 chars?" → Google RSA limits are 30/90. Not 150.
• "These headlines need to go together" → RSA headlines display in ANY combination. Each must work alone.
• "Use Dynamic Keyword Insertion" → NEVER on competitor campaigns (trademark risk).

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5-pillar invariants — voice-locked

• One ad group per competitor. Mixing competitors in one ad group inflates CPCs and confuses match-type matching.
• Each competitor campaign attacks a different weakness. Recycling the same attack across competitors wastes budget.
• Brand campaign always runs. Even if low-volume, it protects branded search from competitor encroachment.
• Remarketing audiences progress through warmth. Educational (1-7d) → case study (7-30d) → demo CTA (30-90d). Don't lead with demo CTAs to fresh visitors.
• Headline diversity across categories — attack (3-5) + benefit (4-6) + proof (2-3) + CTA (2-3). Skewed sets produce Poor Ad Strength.

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Inputs

Input	Description	Required
paid-campaign-strategy	Campaign architecture, keywords, audiences	Required
competitor-research	Competitor weaknesses for attack headlines	Recommended (required for competitor campaigns)
product-messaging	Value props, proof points, differentiators	Recommended
icp-behavioural	Customer language, pain phrasing	Recommended

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Process

Four-phase flow: Campaign-type selection → Headline generation (15 per ad group, 4 categories) → Description generation (4 per ad group, D1-D4 framework) → Verification + TSV output. Full flowchart, 5-pillar campaign types, headline strategy, description framework, pinning rules, negative keyword seed list, and budget guidance in the premium reference.

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Anti-Hallucination Guardrails

1. Never invent customer counts, awards, or rankings. If not in product-messaging or proof points, mark [NOT AVAILABLE] and remove the headline.
2. Never approximate character counts. Count every char including spaces; one over = trim or rewrite.
3. Never use DKI on competitor campaigns. Trademark risk; Google will pause the campaign.
4. Never put a competitor's name in the display URL or final URL. Same trademark issue.
5. Never repeat an attack headline across competitors. Each competitor campaign needs its own weakness, not a paraphrase.

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Quality

Self-evaluation checklist (char compliance, no DKI on competitor, headline independence, diversity, no invented proof), worked example (ClientCo vs Saturn campaign), anti-examples (31-char headlines, mixed competitor ad groups, paraphrased attacks, generic verbs), failure-mode triage in the premium reference.

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Integration with Other Skills

Upstream (consumes)

Skill	What it provides	Required?
paid-campaign-strategy	Campaign architecture + keywords	Required
competitor-research	Competitor weaknesses for attacks	Required for competitor campaigns
product-messaging	Value props + proof points	Recommended
icp-behavioural	Customer language + pain framing	Recommended

Downstream (feeds into)

Skill	How output is used
ad-creative-brief	Source headlines + descriptions for visual brief
paid-ads-audit	Baseline reference for RSA Ad Strength + CTR review

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Final ship gate

Run /premortem --output before ship. See /premortem skill for the 5 execution domains (will-it-resonate / will-it-convert / will-it-stay-on-brand / will-stakeholder-push-back / will-it-degrade-over-time) and output template.

Trivial-case escape: ## Premortem\nNo failure modes — trivial change satisfies the contract for genuinely trivial outputs.

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Persuasion & stickiness pass

Output complies with persuasion-and-stickiness.md — Cialdini's 7 persuasion levers + Heath's SUCCESs. Deploy the 1-2 Cialdini levers that fit the reader's barrier (never all seven; every lever must be TRUE), run the SUCCESs diagnostic (Simple / Unexpected / Concrete / Credible / Emotional / Stories) over the near-final draft, then the rule's pre-ship gate.

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