---
name: google-ads-copy
description: >
  Write high-converting ad copy for Google Search Ads (RSA headlines + descriptions) AND Meta/Instagram
  ads (primary text, headlines, descriptions) for B2B SaaS companies. Use this skill whenever the user
  asks to write, improve, or audit ad copy for any of these platforms — even if they just say "write me
  some ads", "write me Meta ads", "create Instagram copy", "here's my messaging doc", or "turn this call
  analysis into ads". Also trigger when the user provides a conversation-intelligence report, a call
  summary, a landing page URL, product brief, keyword list, or positioning document and wants ad copy
  built from it. Produces platform-specific output for Google, Meta, Instagram, or all three in one pass.
---

# Ad Copy Skill — Google Search + Meta/Instagram

Writes platform-specific, conversion-focused ad copy for B2B SaaS.  
Covers Google RSAs, Meta Feed/Story ads, and Instagram placements from a single input.

---

## Step 1: Clarify Platform Scope

If the user has not specified which platform(s) they want, ask:

> "Which platform(s) should I write copy for — Google Search, Meta/Instagram, or all three?"

If they say "all" or it's implied by context, produce all three outputs in one pass.  
If they specify only one platform, skip the others entirely.

---

## Step 2: Assess Available Inputs

Before writing any copy, identify what inputs are present. Multiple inputs can be combined — a CI report plus a keyword list, for example. Use everything available.

---

### Input A — Conversation Intelligence Report _(highest signal for copy angles)_

A CI report is the output of the `conversation-intelligence` skill. It contains structured findings from real sales calls or email threads. When present, it is the most direct source of copy intelligence available — it tells you exactly what language real buyers use, what stops them, and what moves them.

Extract the following and map to copy strategy:

| CI Section | What to extract | How to use it in copy |
|---|---|---|
| **Pain Points** | The specific problems customers named | Use verbatim customer language in headlines and primary text hooks — this is voice-of-customer gold |
| **Objections** | What created hesitation or pushback | Each objection becomes a description variant or a Meta ad that pre-empts the doubt |
| **Desired Outcomes** | What "success" looks like to the buyer | Use as outcome-first headline and value prop copy |
| **Positive Reactions** | What generated enthusiasm in the conversation | These are conversion accelerators — use them as hooks in warm/retargeting ads |
| **Unresolved Questions** | What the buyer asked but didn't get answered | Use in Google descriptions and Meta cold copy to answer the question before it becomes a barrier |
| **Deal Risks** | What could stall or derail the deal | Inform the objection-handling description layer for Google, and retargeting copy for Meta |
| **Commitment Signals** | Forward momentum indicators | Use the language around these signals for warm audience Meta ads — mirror what they're already interested in |

**CI Report Copy Rules:**
- Use the customer's actual words wherever possible — don't sanitize their language into marketing-speak
- Mark copy assets sourced from the CI report with `[CI-sourced]` in the rationale
- If multiple calls are represented in the report, look for patterns across calls — a pain point that appeared in three calls is a headline, not a footnote
- Do not invent proof points — if the CI report references a stat or outcome ("cut scheduling time by 80%"), use it. If it doesn't, don't fabricate one.

---

### Input B — Messaging & Positioning Document

Extract from the doc:
- **Core value proposition** — foundation for all value prop copy
- **Target personas** — reflect their language, pain points, job titles
- **Key differentiators** — use as proof points and competitive angles
- **Proof points / stats** — always use specific numbers ("reduce labor costs by 20%")
- **Brand tone and voice** — match formality, energy, and language style

> When both a CI report and a messaging doc are present, use the messaging doc for brand positioning and tone, and the CI report for specific angles, objection handling, and buyer language. They complement each other.

---

### Input C — Keyword List _(Google only)_

- Group semantically related keywords into ad groups
- Write a separate RSA per ad group
- Mirror the primary keyword in H1 of each ad
- Reflect keyword intent (informational / commercial / transactional) in tone and CTA
- If a CI report is also present, match keyword intent to the pain points and desired outcomes from the report

---

### Input D — Topic / Brief Only _(fallback)_

Ask:
1. What product or feature is this ad for?
2. Who is the target audience?
3. What action should the ad drive (demo, trial, contact)?
4. Which platform(s)?

---

## PLATFORM 1: Google Search Ads (RSA)

### Ad Structure

| Element | Quantity | Limit |
|---|---|---|
| Headlines | 12–15 | 30 characters each |
| Descriptions | 3–4 | 90 characters each |

Google selects and combines assets dynamically — more variety = better ML optimization.

### The 4 Headline Jobs

Every RSA set must cover all four roles:

| Job | Purpose | Example |
|---|---|---|
| **Keyword Match** | Mirror the search query | "Restaurant Scheduling Software" |
| **Value Prop** | Lead with outcome, not feature | "Schedule Your Team in Minutes" |
| **Differentiator** | Competitive angle or trust signal | "Trusted by 500+ Operators" |
| **CTA** | Low-friction next step | "Get a Free Demo" |

### Headline Rules

- Lead with the keyword or pain point in H1
- One idea per headline — never cram multiple benefits
- Use specific numbers: "Save 30%" beats "Save Money"
- Test pain-first vs. outcome-first variants in every set
- Pin H1 only when brand/keyword consistency is critical
- **Avoid:** generic openers ("Welcome to"), all caps, vague adjectives ("powerful," "seamless")

### The 3-Layer Description Formula

| Job | What it does | Example |
|---|---|---|
| **Expand the promise** | Prove the headline claim with specifics | "Automate scheduling and cut labor costs by up to 20% — no spreadsheets needed." |
| **Handle the objection** | Address the #1 B2B buyer hesitation | "No long-term contract. Cancel anytime. Setup takes less than a day." |
| **Social proof + CTA** | Credibility + specific next step | "Trusted by 500+ restaurants across North America. Book a 15-min demo today." |

### Description Rules

- Never restate the headline verbatim
- Be specific: "15-min demo" beats "Contact us today"
- Use all 90 characters — maximize real estate
- **Avoid:** passive voice, vague language, missing CTA

### Google RSA Output Format

```
AD GROUP: [Name]
TARGET KEYWORD: [Primary keyword]
MESSAGING SOURCE: [Messaging doc / Brief / Keywords only]

HEADLINES (12–15):
H1: [copy] — [char count] — [Job: Keyword / Value Prop / Differentiator / CTA]
H2: [copy] — [char count] — [Job]
...

DESCRIPTIONS (3–4):
D1: [copy] — [char count] — [Job: Expand / Objection / Proof+CTA]
D2: [copy] — [char count] — [Job]
...

PINNING NOTES:
- Pin H1 to Position 1: [Yes/No + reason]

RATIONALE: [1–2 sentences on strategic angle. Note which assets were CI-sourced vs. inferred from brief.]
```

---

## PLATFORM 2: Meta Ads (Facebook + Instagram)

Meta ads are **interruption-based** — the person didn't search for you. Copy must earn attention before asking for anything.

### Audience Context Affects Tone

Before writing, identify the audience temperature:

| Audience | Who they are | Copy approach |
|---|---|---|
| **Cold** | No prior brand exposure | Lead with pain or curiosity. Don't assume awareness. |
| **Warm** | Visited site, engaged with content | Reference the benefit they already showed interest in. |
| **Retargeting** | Started trial, viewed pricing, abandoned | Address hesitation directly. Be specific. Create urgency. |

If the user hasn't specified, ask — or default to Cold and note it.

---

### Feed Ads (Facebook + Instagram Feed)

| Element | Limit | Notes |
|---|---|---|
| Primary Text | 125 chars visible; up to 500 accepted | First 125 chars appear before "See more" — lead with the hook |
| Headline | 40 characters | Appears below the image/video |
| Description | 30 characters | Optional; appears below headline in some placements |

#### Primary Text Rules

- **Hook in the first line** — the first sentence must stop the scroll. Options: bold claim, provocative question, specific stat, or direct callout of the ICP.
- Write 3 primary text variants per ad set: one pain-led, one outcome-led, one social proof-led
- Use line breaks for readability — walls of text get skipped
- For cold audiences: no jargon, no assumed context
- For warm/retargeting: reference what they've already seen or done
- End with a clear CTA tied to the offer ("Book a 15-min demo," "Start your free trial")
- **Avoid:** clickbait, all caps, excessive emoji, passive voice

#### Headline Rules (Meta Feed)

- The headline sits below the creative — it's the **last thing read**, not the first
- Use it to reinforce the primary text CTA or deliver the core value prop in one line
- Outcome beats feature: "Cut Scheduling Time by 80%" beats "Advanced Scheduling Features"
- **Avoid:** repeating the first line of primary text

#### Description Rules (Meta Feed)

- Supporting line — use it for a proof point, secondary benefit, or urgency nudge
- 30 characters is tight: "No credit card required" / "500+ businesses trust us"
- Can be left blank if the headline is strong enough

#### Meta Feed Output Format

```
AUDIENCE: [Cold / Warm / Retargeting]
FORMAT: Feed
OFFER / CTA: [What action you're driving]

— VARIANT 1: Pain-Led —
PRIMARY TEXT:
[Hook line]
[Supporting body — 2–3 lines]
[CTA line]

HEADLINE: [copy] — [char count]
DESCRIPTION: [copy] — [char count]

— VARIANT 2: Outcome-Led —
PRIMARY TEXT: ...
HEADLINE: ...
DESCRIPTION: ...

— VARIANT 3: Social Proof-Led —
PRIMARY TEXT: ...
HEADLINE: ...
DESCRIPTION: ...

CREATIVE DIRECTION NOTE: [1–2 sentences on what visual or video concept would complement this copy]
CI SOURCING NOTE: [Which variants or lines came directly from CI report findings, and from which section]
```

---

### Story / Reels Ads (Instagram + Facebook)

| Element | Limit | Notes |
|---|---|---|
| On-screen text | 2–3 lines max | Overlaid on visual — keep it punchy |
| Voiceover / caption line | 1 sentence | Optional; supports the visual |
| CTA button text | Platform-provided | "Learn More," "Book Now," "Sign Up" — suggest the best fit |

#### Story/Reels Copy Rules

- Copy is **subordinate to the visual** — less is more
- Lead with the hook in the first 3 seconds (on-screen text line 1)
- Line 2: one specific benefit or proof point
- Line 3: CTA or brand name
- Write for no-sound viewing: the text alone must carry the message
- Tone can be more direct and punchy than Feed

#### Story/Reels Output Format

```
FORMAT: Story / Reels
AUDIENCE: [Cold / Warm / Retargeting]

ON-SCREEN TEXT:
Line 1 (Hook): [copy]
Line 2 (Benefit/Proof): [copy]
Line 3 (CTA): [copy]

VOICEOVER LINE (optional): [copy]
CTA BUTTON: [Suggested: Learn More / Book Now / Sign Up / Get Started]

CREATIVE DIRECTION NOTE: [What the visual should show to complement this text]
```

---

### Carousel Ads

| Element | Limit | Notes |
|---|---|---|
| Primary Text | 125 chars visible | Same rules as Feed — hook in line 1 |
| Per-card headline | 40 characters | Each card has its own headline |
| Per-card description | 20 characters | Optional supporting line per card |

#### Carousel Logic

- Each card should advance a single narrative: problem → solution → proof → CTA
- Alternatively, each card can feature a distinct use case or feature
- Card 1 headline: lead with the biggest benefit or boldest claim
- Final card: always end with the CTA

---

---

## CI Report → Platform Routing

When a CI report is the primary input, use this mapping to decide which platform gets which insights:

| CI Finding | Best platform | Why |
|---|---|---|
| High-frequency objection (appeared in multiple calls) | Google Search | Buyers are actively searching — intercept with a direct answer |
| Strong positive reaction to a specific feature | Meta warm/retargeting | They already know the category — remind them of the moment that landed |
| Unresolved question about integration or security | Google Search description | Answer it before the buyer goes looking |
| Pain point with emotionally charged language | Meta cold Feed | Hook copy should use their exact words |
| Desired outcome ("I want it to just handle it") | Both platforms | Outcome-first headline for Google; primary text hook for Meta |
| Deal risk (competitor evaluated, IT sign-off) | Meta retargeting | Remove friction for buyers who stalled |

---

## B2B SaaS-Specific Notes (All Platforms)

- **CTAs must be low-friction:** demos, trials, walkthroughs — not purchases
- **Use specific numbers wherever possible:** "80% less time" beats "saves time"
- **Pain-first often outperforms benefit-first** in cold audiences — test both
- **Competitor angles:** "vs [Category]" or "Switch from [Tool]" variants work on both Google and Meta
- **Google post-launch:** Monitor asset performance after 30 days — cut "Low" rated assets, double down on "Best"
- **Meta post-launch:** Kill underperforming variants at 1,000 impressions minimum; test one variable at a time
- **Restaurant/shift-based operators:** Match tone to mid-funnel awareness, not impulse buying