Google Ads Copy Writer

Pre-requisite

Read ~/.claude/skills/google-ads/knowledge.md in full before doing anything. Pay special attention to sections 1b (Quality Score — ad relevance is a direct QS component), 6 (benchmarks for what converts), and 7 (keyword-ad-landing page alignment as structural requirement).

Gather inputs

If not already known from context, ask:

• •Campaign and ad group details (which city, which service)
• •Target keywords for each ad group
• •Landing page URL or description
• •Business differentiators (awards, experience, notable clients, credentials)
• •Testimonials or review quotes available
• •Current availability / scarcity signals (e.g. "Only 4 Saturdays left for summer")
• •Price points (if used in ads)

Responsive Search Ad structure

Google Ads uses Responsive Search Ads (RSAs): up to 15 headlines (30 chars each) and 4 descriptions (90 chars each). Google mixes and matches them.

Headlines (generate 15 per ad group)

Organise into categories:

Authority headlines (3–4): Use the strongest credibility signals. These create pattern interrupts — they elevate above generic competitor ads.

• •"Performed at Royal Events"
• •"13 Years' Professional Experience"
• •"As Featured on BBC / ITV" (if true)

Social proof headlines (3–4): Specific numbers outperform vague claims. "1000+ Events" beats "Experienced Musician."

• •"1000+ Events Worldwide"
• •"200+ Five-Star Reviews"
• •"Trusted by [Notable Client]"

Scarcity headlines (2–3): Must be honest and time-bound. Update monthly.

• •"Limited Summer 2026 Dates"
• •"Only 4 Saturdays Left in June"
• •"Book Early — Peak Season Filling"

Location/service match headlines (3–4): These directly match the search query, boosting expected CTR (QS component). Matching text appears bold in the ad.

• •"Wedding Saxophonist Edinburgh"
• •"Corporate Entertainment Glasgow"
• •"[Service] in [City]"

CTA headlines (1–2):

• •"Get a Free Quote Today"
• •"Check Availability Now"

Descriptions (generate 4 per ad group)

Each description should combine multiple persuasion elements:

Description 1 — Value stack: List what's included. Make the offer tangible. "Live saxophone for ceremony, drinks & evening party. PA system included. DJ integration. No hidden fees."

Description 2 — Authority + social proof: "13 years, 1000+ events. Performed for royalty, praised by Kenny G. Scotland's most in-demand saxophonist."

Description 3 — Location-specific + trust: "Edinburgh-based, regularly performing in [City]. Full insurance, professional PA, wireless performance."

Description 4 — CTA + urgency: "Popular dates book fast. Get a personalised quote within 24 hours. No obligation."

Pinning strategy

Pin only when necessary:

• •Pin one keyword-matching headline to position 1 (ensures relevance)
• •Pin one CTA headline to position 3
• •Let Google rotate everything else — it optimises combinations better than humans

Ad Extensions

Generate all applicable extensions:

Sitelinks (4–6): Link to specific pages. Each sitelink should match a likely user interest.

• •Weddings | Corporate Events | Private Parties | Reviews | Contact | About

Callouts (4–6): Short benefit phrases, no links.

• •"No Travel Fee (Edinburgh)" | "13 Years' Experience" | "PA Included" | "Fully Insured" | "DJ Integration" | "Wireless Performance"

Structured snippets:

• •Event types: Weddings, Corporate, Birthdays, Restaurants, Festivals
• •Service catalogue: Ceremony, Drinks Reception, Evening Party, DJ Integration

Call extension: Phone number for direct calls (if available) Location extension: Add once Google Business Profile is live

Seasonal copy variants

Reference knowledge base section 6 benchmarks — wedding searches have strong seasonality.

Generate variant headlines/descriptions for each season. Advise the user to rotate quarterly.

Landing page alignment check

For each ad group, verify:

1. •Headline match: Does the landing page H1 contain the same service + city as the ad? If not, QS will suffer.
2. •Value stack present: Does the page list what's included? (section, not just a paragraph)
3. •Social proof visible: Testimonials above the fold?
4. •Form length: 5 fields maximum. Every extra field drops CVR 10–15%.
5. •Mobile experience: Page loads fast, form is easy to tap, CTA is visible without scrolling.

If any check fails, flag it and recommend specific fixes. Landing page experience is 1/3 of Quality Score.

Thank-you page recommendations

After form submission, the thank-you page should:

1. •Show a 30–60 second performance video
2. •Display 2 testimonials relevant to the event type
3. •State response time: "I'll reply within 24 hours with a personalised quote"
4. •Include social links for further proof

This page continues selling while the business owner responds. Reference the wedding vendor case studies — this converts warm leads to bookings.

Output format

For each ad group, produce:

1. •15 headlines with category labels
2. •4 descriptions
3. •Pinning recommendations
4. •Full extension set
5. •Seasonal variant notes
6. •Landing page alignment audit results
7. •Thank-you page recommendations (if not already implemented)

Context: $ARGUMENTS