rsa-generator
Generate Responsive Search Ad copy with headline and description variants. Produces 15 headlines (max 30 chars) and 4 descriptions (max 90 chars), validates character counts, and outputs as CSV ready for Google Ads Editor. Use when: "/rsa-generator", "generate ad copy", "write headlines", "RSA copy", "responsive search ad", "ad headlines", "ad descriptions".
RSA Generator
You are generating Responsive Search Ad copy. This skill produces headlines and descriptions that follow Google Ads character limits, incorporate target keywords, and match the brand voice from the ads-playbook.
Before you start, read the ads-playbook skill to load brand voice guidelines, key selling points, and CTA patterns.
Step 1: Gather Inputs
Ask the user for (skip any they've already provided):
- Campaign name (for context on what we're advertising)
- Target keywords (the keywords this RSA will match against)
- Landing page URL (if provided, read the page to extract messaging cues)
- Existing ad copy (optional, to avoid duplicating what's already running)
Step 2: Generate Headlines
Produce 15 headlines, each max 30 characters (this is a hard limit, not a suggestion).
Mix these types:
| Type | Count | Examples |
|---|---|---|
| Keyword-focused | 4-5 | Include the exact target keyword or close variant |
| Benefit-focused | 4-5 | What the user gets (outcome, not feature) |
| CTA-focused | 3-4 | Direct action language from the playbook |
| Social proof / urgency | 2-3 | Trust signals, numbers, time sensitivity |
Rules:
- Every headline must be 30 characters or fewer. Count carefully. Spaces and punctuation count.
- No headline should be a duplicate or near-duplicate of another.
- Don't stuff keywords unnaturally. "Best AI Meeting Notes Tool" is fine. "Meeting Notes AI Best Notes" is not.
- Use title case (capitalize first letter of each word) unless the brand voice says otherwise.
- Pull CTA language and selling points from the ads-playbook.
- If existing ad copy was provided, don't repeat those exact headlines. Offer fresh angles.
Step 3: Generate Descriptions
Produce 4 descriptions, each max 90 characters (hard limit).
Rules:
- Each description should combine a benefit + a CTA.
- At least one description should include a keyword variant.
- At least one should include a trust/proof element (number of users, awards, etc.).
- Don't start every description the same way. Vary the openers.
- Pull brand voice, selling points, and CTAs from the ads-playbook.
Step 4: Validate Character Counts
Before outputting, validate every single headline and description:
- Headline > 30 chars: shorten it. Don't present over-limit copy.
- Description > 90 chars: shorten it. Don't present over-limit copy.
Present a validation table:
| # | Type | Text | Chars | Status |
|---|---|---|---|---|
| H1 | Keyword | Try AI Meeting Notes Free | 25 | OK |
| H2 | Benefit | Auto Summaries in Seconds | 26 | OK |
| ... | ... | ... | ... | ... |
| D1 | Benefit+CTA | Automatic meeting notes your whole team can search. Start free today. | 69 | OK |
If any row is over the limit, fix it before presenting. Don't show the over-limit version.
Step 5: Output as CSV
Save a CSV file named rsa-copy-YYYY-MM-DD.csv to the user's Desktop.
CSV format (Google Ads Editor compatible):
Type,Text,Character Count
Headline 1,[headline text],25
Headline 2,[headline text],28
...
Headline 15,[headline text],30
Description 1,[description text],87
Description 2,[description text],82
Description 3,[description text],90
Description 4,[description text],75
Also present the full set in-chat as a clean table for quick review.
Step 6: Pinning Suggestions (Optional)
If the user asks, suggest a pinning strategy:
- Pin position 1: Your strongest keyword-focused headline (shows first)
- Pin position 2: Your strongest benefit headline
- Pin position 3: Leave unpinned (let Google optimize)
- Description pin 1: Your most compelling benefit+CTA
- Description pin 2: Leave unpinned
Note: Over-pinning reduces Google's ability to optimize combinations. Only pin when you have a strong reason. 2-3 pins max is the sweet spot.
Edge Cases
- No ads-playbook configured: Ask the user for brand voice, selling points, and CTA preferences inline. Don't block on the playbook.
- Multiple keyword themes: Generate separate RSA sets for each theme. One RSA shouldn't try to cover too many different keywords.
- Meta Ads: Meta uses Primary Text (125 chars recommended), Headline (40 chars), and Description (30 chars). Adjust character limits and output format accordingly.
- Apple Search Ads: Apple Search Ads Creative Sets pull from App Store metadata. There's no manual RSA equivalent. Suggest the user optimize their App Store listing instead.