GoogleCloudPlatform 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)
- Headline 1 — Primary Hook: Lead with the strongest benefit or the brand name. This headline shows most often.
- Headline 2 — Value Proposition: Differentiate from competitors. What makes this product unique?
- 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)
- Description 1 — Expand the Hook: Elaborate on the primary benefit with specifics.
- Description 2 — Features + Benefits: 2-3 key features tied to outcomes.
- 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.