version: "1.0.1" name: ad-copywriting description: "Google Ads copywriting expertise. Covers Responsive Search Ad (RSA) best practices, headline formulas, description frameworks, and character limits. Load this skill when generating text ads, headlines, or ad copy."

Ad Copywriting Skill

Google Ads Responsive Search Ad (RSA) Format

You MUST output ads in this exact JSON structure:

{"headlines": ["H1", "H2", "H3"], "descriptions": ["D1", "D2", "D3"]}

Character Limits (STRICT)

• Headlines: max 30 characters each
• Descriptions: max 90 characters each

Headline Rules (3 required)

1. Headline 1 — Primary Hook: Lead with the strongest benefit or the brand

name. This headline shows most often.

1. Headline 2 — Value Proposition: Differentiate from competitors. What

makes this product unique?

1. Headline 3 — Call-to-Action or Social Proof: Drive urgency or trust

("Shop Now", "Award-Winning", "Free Shipping").

Headline Formulas That Convert

• [Benefit] + [Product] → "Ultra-Clear 4K Security"
• [Brand] + [Category] → "SecureVision Smart Cameras"
• [Number] + [Benefit] → "24/7 AI-Powered Protection"
• [Question] → "Need Smarter Security?"
• [Action] + [Benefit] → "See Everything, Miss Nothing"

Description Rules (3 required)

1. Description 1 — Expand the Hook: Elaborate on the primary benefit with

specifics.

1. Description 2 — Features + Benefits: 2-3 key features tied to outcomes.
2. Description 3 — CTA + Trust Signal: Clear action + reason to act now.

Description Frameworks

• PAS (Problem-Agitate-Solve): State problem → amplify pain → present

solution

• BAB (Before-After-Bridge): Current state → desired state → product as

bridge

• 4U (Urgent, Unique, Ultra-specific, Useful): Every description should hit

at least 2

Quality Checklist

• [ ] Brand name appears in at least 1 headline
• [ ] No headline exceeds 30 chars
• [ ] No description exceeds 90 chars
• [ ] Each headline is distinct (no repetition)
• [ ] At least 1 CTA in descriptions
• [ ] No invented product features
• [ ] Tone matches target audience segment
• [ ] If persona is set, copy resonates with that customer type

Read references/headline-examples.md for proven headline patterns by industry.