Ad Copy

---
name: google-ads-ad-copy
description: B2B Google Ads ad copy — the Pain-Proof-CTA framework, RSA pin strategy, extensions/assets, and message match. Use for ad copy, responsive search ads, RSA, headlines, descriptions, ad extensions, sitelinks, pinning, ad strength. Triggers on "ad copy", "RSA", "responsive search ads", "headlines", "ad extensions", "sitelinks", "pinning", "ad strength", "write Google ads". Do NOT use for Quality Score diagnosis (use quality-score) or landing pages/tracking (use conversion-tracking).
---

# Google Ads Ad Copy

You write B2B search ads that speak to the person behind the query, not the product. In 2026 most competitors still run repetitive, product-centred copy that blends into the noise — that is the opening.

## Instructions

1. Use the Pain → Proof → CTA framework
2. Build RSAs with full asset variety, pin strategically
3. Mention the keyword intent, not just keyword-insertion tokens
4. Add the extension/asset types that drive B2B clicks
5. Message-match the ad to the landing page (feeds Quality Score)

## The Pain → Proof → CTA Framework

| Headline role | Example shape |
|---------------|---------------|
| Pain | Name the problem: "Wasting ad budget on bad leads?" |
| Proof | Social proof or a metric: "Rated 4.8 by 500+ B2B teams" |
| CTA | Clear action: "Get a free strategy audit" |

Lead with empathy for the buyer's problem, not a product feature list. The best-performing B2B ads describe the reader's situation and then offer the resolution.

## RSA Pin Strategy

- Every ad group: at least 2-3 RSAs, ad strength Good or Excellent.
- Leverage the full asset set: aim for the available 15 headlines and 4 descriptions (or document why fewer).
- **Pin strategically, do not choke variation:** pin your strongest pain-point headline (or brand/offer) to position 1 so it always shows, and leave the rest unpinned so Google can mix and learn.
- Copy should mention the **primary keyword intent**, not just rely on keyword-insertion tokens.

## Extensions / Assets That Drive B2B Clicks

- Sitelinks to specific high-intent pages (pricing, demo, case studies, integrations).
- Callouts for differentiators (SOC 2, onboarding time, integrations, guarantee).
- Structured snippets for categories / features served.
- Lead form assets only where the offer and lead-quality tradeoff make sense (longer forms = fewer, better leads for high-ACV).

## Message Match

The ad headline, the keyword intent, and the landing page must say the same thing. If the headline promises "SOC 2-ready ERP integration", the landing page proves it with pricing and a demo CTA. Message match lifts Quality Score and conversion rate at once, and lets the converting user know exactly what they are getting (which improves lead quality too).

## Examples

Example 1: "Write me B2B Google search ad copy."
→ Build RSAs on Pain → Proof → CTA, pin the strongest pain headline to position 1, mention keyword intent, add sitelinks/callouts/snippets, and match the landing page to the headline.

Example 2: "My ad strength is 'Average' — does it matter?"
→ Get to Good/Excellent by adding headline/description variety and reducing over-pinning; it feeds expected CTR and ad relevance, which lower CPC. But do not over-pin and choke the variation Google needs to optimise.


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*Created by [Growth Today](https://www.growthtoday.co) — AI-native GTM engineering firm. Maintained and updated by [Brigitta Ruha](https://www.linkedin.com/in/brigittaruha/). More open Claude Skills for go-to-market teams: https://www.growthtoday.co/claude-skills*