ads-copy（广告文案）

Setup

Read and follow ../shared/preamble.md — it handles MCP detection, token, and account selection. If config is already cached, this is instant.

Ad Copy Generator + A/B Tester

Write Google Ads RSA copy and run structured A/B tests to find winning messaging.

Reference Documents

Before generating any copy, read these reference documents for expert-level context:

• references/rsa-best-practices.md — Character limits, headline formulas, pinning strategy, A/B methodology, common mistakes
• Read from ads skill: ../ads/references/industry-benchmarks.md — Industry-specific CTR benchmarks to beat
• Read from ads skill: ../ads/references/quality-score-framework.md — How ad copy impacts Quality Score components

These contain the specific formulas, character counts, and patterns that separate amateur ad copy from expert-level RSAs.

Business Context — Read First, Ask Once

Every ad copy decision depends on understanding the business. Business context is stored in {data_dir}/business-context.json.

On every invocation:

1. Read {data_dir}/business-context.json. If it exists and has content, use it — skip to the next section.
2. If missing or empty, follow the full intake procedure in ../ads-audit/references/business-context.md (website crawl, data bootstrapping, JSON schema). That document is the single source of truth for gathering business context.
3. If the user volunteers new info (new service, changed positioning, seasonal update), merge it into the existing file.

How business context shapes copy

Persona-Informed Copy

Cross-reference {data_dir}/personas/{accountId}.json (created by /ads-audit) and {data_dir}/business-context.json to ground every piece of copy in real customer data.

How personas shape copy decisions

Persona-to-headline mapping

For each ad group, identify which persona(s) it serves:

1. Look at the ad group's keywords and match to persona search_terms
2. Write H1 using the persona's primary_goal language
3. Write value prop headlines using the persona's pain_points (solution framing)
4. Write CTA using the persona's decision_trigger

If an ad group serves multiple personas (common in broad campaigns), create separate ad variants — one optimized per persona — and A/B test which performs better.

Ad Strength vs Actual Performance

Google's ad strength score optimizes for Google's internal ad diversity goals, not your conversion rate. Treat it as a secondary signal, never a primary optimization target.

The hierarchy (most to least important)

1. Conversion rate — does the ad produce customers?
2. CTR — does the ad get clicks from the right people?
3. CPA — what does each conversion cost?
4. Ad strength — does Google think there's enough variety?

Specific rules

When ad strength IS useful

• Ensuring you have 8+ distinct headlines (not minor variations of the same message)
• Ensuring at least 1 headline per category (service, value prop, trust, CTA)
• Flagging when all descriptions say the same thing in different words
• Catching missing keyword insertion opportunities

Competitive Differentiation

Read {data_dir}/business-context.json competitors and differentiators fields. If empty, infer competitors from auction overlap (high impression share keywords where rank-lost IS is elevated suggest active competitors).

Rules for competitive copy

Differentiation angle selection

Based on the competitive landscape, choose the strongest angle:

What to pull before writing

Copy should be grounded in what converts, not guesses. One runScript call with ads.gaqlParallel covers everything you need for almost any copy job — fan out the surfaces below in parallel:

• Existing ads (ad_group_ad) — current headlines, descriptions, ad-strength, per-ad clicks / CTR / conversions. The baseline to beat.
• Keywords with quality info (keyword_view) — what's already converting and which QS components are hurting.
• Search terms (search_term_view) — the actual phrases real customers are typing. The single best source of language for headlines.
• Campaign-level CTR / CVR (campaign) — the benchmark each variant has to beat.

For brand-wide rewrites, correlate everything in one fan-out. For a single ad group, add WHERE ad_group.id = … to each query — the marginal cost is zero. If the user has a database with lead / conversion outcome data, mine it: customer language > marketing language.

Layer on the seasonality and keyword-landscape context from business-context.json. Peak months call for urgency, slow months for evergreen value props. Highly competitive heads need sharper differentiation; long-tail tails need closer intent match.

RSA mechanics

Google RSA: up to 15 headlines (30 chars max) and 4 descriptions (90 chars max). A single character over = rejected. Always count.

The headline formula table (27 formulas across 8 categories) and description formula table (5 formulas) live in references/rsa-best-practices.md — that file is the source of truth for what to actually write.

Pinning strategy:

• Pin 1 Service+Location headline to Position 1 (highest relevance impact)
• Pin 1 CTA headline to Position 3 (Google shows H3 less often — make it count)
• Leave Position 2 unpinned for Google to test value-prop, trust, and differentiator headlines
• Never pin more than 3 total — over-pinning kneecaps Google's optimization

Description ordering:

• D1 = strongest all-around (core value + location). Shows most often.
• D2 = primary differentiator
• D3 = trust / social proof
• D4 = seasonal or offer-based (the slot you swap out when promotions change)
• Every description ends with a CTA verb: Call, Book, Get, Schedule, Request, Visit, Contact
• Punchy at 85 chars beats cramped at 90

A/B testing

When the user wants to test, deploy variants as separate ads in the same ad group (paused, then enabled together). Each variant must test a meaningfully different angle — not word swaps. "Trust & Expertise" vs. "Speed & Convenience" vs. "Price & Value" is a real test; "Call Today" vs. "Call Now" is noise. If the account has multiple personas, create one variant per persona.

Statistical significance thresholds (apply when calling winners):

• <100 clicks per variant → too early to call. Wait.
• 100–200 clicks per variant, <20% relative CTR/CVR difference → functionally equivalent; pick on conversion rate or run a bolder test
• ≥20% relative CTR or CVR delta → real winner
• Either variant with 2× the other's conversion rate → call it immediately, don't wait

Result interpretation matrix:

After a winner is called: pause the loser, then create a new variant to test against the winner. Never stop testing.

Operating principles

1. Business context is non-negotiable. Read {data_dir}/business-context.json and {data_dir}/personas/{accountId}.json first. If they don't exist or are stale, recommend /ads-audit before writing anything generic.
2. Confirm before deploying. Show the exact copy, character counts per asset, and pin positions. Get a yes, then push.
3. Every write returns a changeId. Tell the user it's undoable within 7 days via undoChange (assuming the entity hasn't been modified since).
4. Differentiate, don't imitate. Read the competitors field. Generic copy that could belong to any competitor is a wasted ad slot.
5. Defer to /ads for account management. This skill writes copy and deploys RSAs; bid / budget / keyword work belongs in /ads.