Google Ads — Assets (shared creative)
One creative generator used by every builder, so copy rules and voice live in one place. Reads
account-context.yaml (voice, brand, offers, vertical) and the data source (best sellers, real prices).
Operating rules
- Pull voice/positioning/offers from context — no generic filler, no off-brand claims.
- Enforce character limits and policy/trademark rules. Never put a competitor trademark in ad text.
- Use REAL product names/prices/stock from the data source; don't invent.
Model dispatch (run cheap, decide expensive) — see ${CLAUDE_PLUGIN_ROOT}/references/model-tier-dispatch.md
- Scout (
haiku) — pulling real product names/prices/stock from the data source; the Google-accurate char-count + ready-to-copy wrapping pass.
- Judge (main session) — all copywriting (headlines, descriptions, long headlines, search themes, sitelinks, briefs), voice/positioning, policy/trademark safety, pin discipline. Creative is the one thing that never goes to a cheap tier; only the inputs (product facts) and the validation (char count) do.
STEP 1 — RSA (Search / Branded)
Per ad group: up to 15 headlines (≤30) and 4 descriptions (≤90), themed to the ad group's intent.
Mix angles: keyword/intent · offer (shipping, selection, in-stock) · qualifier (professional/wholesale/
bulk or value, per vertical) · best-seller names · trust/social proof · CTA. Pin only must-include/legal
claims (over-pinning kills RSA flexibility). Aim for Good/Excellent ad strength.
STEP 2 — PMax asset-group copy
Per asset group: 15 headlines (≤30), 5 long headlines (≤90), 5 descriptions (≤90; #1 ≤60), and
up to 50 search themes (raised from 25 in 2025; distinct per AG, no overlap). Use the angle mix in
${CLAUDE_PLUGIN_ROOT}/references/pmax-best-practices.md.
STEP 3 — Demand Gen briefs
Image + video briefs by spec (sizes + shot list + CTA). Combined image+video outperforms video-only.
Provide concrete direction (subject, context, composition, lighting, on-screen text/CTA) per format.
STEP 4 — Extensions
Sitelinks (text ≤25; two descriptions ≤35 each; live URL), callouts (≤25), structured snippets (value ≤25).
Level depends on campaign type: in PMax these attach at the campaign level (spec.extensions),
never the asset group. In Search, they may be campaign- or ad-group-level (ad-group only when groups
differ enough to warrant distinct links). See builder-pmax STEP 7b.
Validation
Count characters the Google way (NFC-normalized, CJK/full-width = 2, no trailing/hidden whitespace) per
${CLAUDE_PLUGIN_ROOT}/references/google-ads-formatting.md — not naive len(), which lets copy pass here but get rejected on
entry. Flag off-brand/banned phrasing or competitor trademark in text; confirm product references are real
(in stock, correct price). Keywords/negatives come back ready-to-copy wrapped ([exact] / "phrase" /
broad). Return assets keyed by campaign type + group for the builder to drop into campaign-spec.json.
To build / refine later
1---2name: google-ads-assets3description: Generates Google Ads creative assets shared across campaign types: responsive search ad headlines and descriptions, Performance Max asset-group copy and search themes, Demand Gen image/video briefs, and sitelinks/callouts. Enforces character limits, brand voice from account-context.yaml, and policy/ trademark safety. Use when the user says "ad copy", "headlines", "descriptions", "assets", "creative", "rsa", "asset group copy", "sitelinks", "callouts".4---56# Google Ads — Assets (shared creative)78One creative generator used by every builder, so copy rules and voice live in one place. Reads9`account-context.yaml` (voice, brand, offers, vertical) and the data source (best sellers, real prices).1011## Operating rules12- Pull voice/positioning/offers from context — no generic filler, no off-brand claims.13- Enforce character limits and policy/trademark rules. Never put a competitor trademark in ad text.14- Use REAL product names/prices/stock from the data source; don't invent.1516## Model dispatch (run cheap, decide expensive) — see `${CLAUDE_PLUGIN_ROOT}/references/model-tier-dispatch.md`17- **Scout (`haiku`)** — pulling real product names/prices/stock from the data source; the Google-accurate char-count + ready-to-copy wrapping pass.18- **Judge (main session)** — **all copywriting** (headlines, descriptions, long headlines, search themes, sitelinks, briefs), voice/positioning, policy/trademark safety, pin discipline. Creative is the one thing that never goes to a cheap tier; only the *inputs* (product facts) and the *validation* (char count) do.1920## STEP 1 — RSA (Search / Branded)21Per ad group: up to **15 headlines (≤30)** and **4 descriptions (≤90)**, themed to the ad group's intent.22Mix angles: keyword/intent · offer (shipping, selection, in-stock) · qualifier (professional/wholesale/23bulk or value, per vertical) · best-seller names · trust/social proof · CTA. Pin only must-include/legal24claims (over-pinning kills RSA flexibility). Aim for Good/Excellent ad strength.2526## STEP 2 — PMax asset-group copy27Per asset group: **15 headlines (≤30)**, **5 long headlines (≤90)**, **5 descriptions (≤90; #1 ≤60)**, and28up to **50 search themes** (raised from 25 in 2025; distinct per AG, no overlap). Use the angle mix in29`${CLAUDE_PLUGIN_ROOT}/references/pmax-best-practices.md`.3031## STEP 3 — Demand Gen briefs32Image + video briefs by spec (sizes + shot list + CTA). Combined image+video outperforms video-only.33Provide concrete direction (subject, context, composition, lighting, on-screen text/CTA) per format.3435## STEP 4 — Extensions36Sitelinks (text ≤25; two descriptions ≤35 each; live URL), callouts (≤25), structured snippets (value ≤25).37**Level depends on campaign type:** in **PMax** these attach at the **campaign** level (`spec.extensions`),38never the asset group. In **Search**, they may be campaign- or ad-group-level (ad-group only when groups39differ enough to warrant distinct links). See `builder-pmax` STEP 7b.4041## Validation42**Count characters the Google way** (NFC-normalized, CJK/full-width = 2, no trailing/hidden whitespace) per43`${CLAUDE_PLUGIN_ROOT}/references/google-ads-formatting.md` — not naive `len()`, which lets copy pass here but get rejected on44entry. Flag off-brand/banned phrasing or competitor trademark in text; confirm product references are real45(in stock, correct price). Keywords/negatives come back **ready-to-copy wrapped** (`[exact]` / `"phrase"` /46broad). Return assets keyed by campaign type + group for the builder to drop into `campaign-spec.json`.4748## To build / refine later49- [ ] Optional AI image generation hook for Demand Gen / PMax visuals.50- [ ] Shared char-limit/policy validator reused by builders.
chanktb