Ad Copy & Landing Pages

Ad Copy & Landing Page Playbook for DTC Google Ads

Frameworks for writing high-converting ad copy and structuring landing pages with proper tracking, derived from campaigns generating 16,000+ conversions at $330-$360 CPA.

Headline Framework

Performance Max requires up to 15 headlines (30 chars) and 5 long headlines (90 chars). Fill every slot using this formula system.

Short Headlines (30 char max)

Use these formulas, adapting product/offer for the brand:

Key principles:

• Lead with the audience when possible (creates instant relevance)
• Always include price point (specificity converts)
• Include urgency or time element in at least 2 headlines
• Use the offer/coupon name as a branded hook

Long Headlines (90 char max)

Long headlines appear in display placements and should tell a mini-story:

Descriptions (90 char max)

Write 5 descriptions covering these angles:

1. Social proof + urgency: "Join thousands of {audience} using {brand} for a {year} reset. ${price} offers end soon."
2. Call to action + offer: "Ready for a change? Use code {offer} for ${price} {product}. Quick online process."
3. Benefit + price: "Make {year} your year. Get doctor-prescribed {product} for ${price}. Fast online approval."
4. Value prop + savings: "Science-backed {benefit} tailored for {audience}. Save over {X}% and pay only ${price} today."
5. Immediacy + access: "Immediate online application — {audience} get discounted {product} for just ${price} today."

Offer Naming Strategy

Create named offers/coupons that serve as campaign-level brands:

Named offers create continuity across headlines, descriptions, and landing pages.

Landing Page URL Architecture

Every campaign maps to a specific landing page URL with tracking parameters:

URL Structure Pattern

https://{domain}/{page}?page={funnel}&af_source={offer_name}&uid={user_id}&oid={offer_id}&affid={affiliate_id}&sub4={wbraid}&sub5={gbraid}&sub3={gclid}&sub1={campaign_name}

Parameter breakdown:

Domain Strategy

Use multiple domains/subdomains for different funnels:

• medvi.org/special.php — primary conversion page (highest volume)
• glp.medvi.org/special.php — secondary/variant page (phone-excl campaigns)
• medvi.org/?page=dc1 — legacy/alternate funnel
• directmeds.com/dm-offers-stc/ — partner brand offers

Map phone-exclusion campaigns to a different subdomain to track device-level landing page performance separately.

Landing Page Variant Testing

Use the uid parameter to rotate landing page variants:

• uid=50 — Variant A (e.g., long-form with testimonials)
• uid=51 — Variant B (e.g., short-form with urgency)
• uid=76 — Variant C (e.g., quiz-based funnel)
• uid=44 — Variant D (e.g., direct offer page)

Each campaign should point to a specific uid. Compare conversion rates across UIDs to find winners per audience segment.

Negative Keyword Strategy

Protect campaign efficiency with layered negative keywords:

Campaign-Level Negatives

Block these categories at the campaign level:

1. Brand misspellings that indicate different intent — e.g., [medvidi] (different company)
2. Competitor brand names (broad match) — e.g., Mounjaro, Zepbound, semaglutide (prevent spend on competitor searches)
3. Product terms that cannibalize other campaigns — e.g., [glp 1 weight loss] blocked in one campaign to funnel it to another
4. Navigational/existing customer queries — e.g., medvi login, medvi reviews (existing customers, not new acquisition)
5. Low-intent informational terms — e.g., weight loss drugs, oral semaglutide (research intent, not purchase)

Negative Keyword Lists

Create shared lists for terms to block across all campaigns:

• "Competitor Brands" — all major competitor names (broad match)
• "Product Removal" — specific product terms to exclude from certain campaigns (exact match)
• "Brand Navigation" — existing customer navigation queries (broad match)

Search Term Review Cadence

Review search terms weekly. For each new term with 10+ clicks and zero conversions, add as a negative. For terms converting above target CPA, monitor for 2 more weeks before deciding.

Asset Group Strategy for PMax

Each Performance Max campaign should have 2-4 asset groups with:

• Different creative themes (e.g., before/after, testimonial, product-focused)
• Same audience signal (the campaign defines the audience)
• Same landing page (URL with same af_source)
• Varied headlines/descriptions to test messaging angles

Mark asset groups as "Limited by policy" and appeal if necessary — this is common in health/wellness verticals and does not prevent delivery.

Additional Resources

Reference Files

For detailed copy examples and templates, consult:

• references/headline-swipe-file.md — 100+ proven headline templates across DTC verticals
• references/negative-keyword-templates.md — Pre-built negative keyword lists by industry vertical