📣 Ad Copy Variations

Purpose

Create multiple headline and description variations for Google, Meta, and LinkedIn ads — each formatted to platform specs, organized by messaging angle, and ready to paste directly into ad platforms.

When to Use

Use this skill when launching or refreshing ad campaigns across Google Ads, Meta Ads (Facebook/Instagram), or LinkedIn Campaign Manager. Ideal for A/B testing new messaging angles, seasonal promotions, new service launches, or when current ads are fatiguing.

Required Input

Provide the following:

1. Campaign goal — What action should the audience take? (e.g., book a call, request a quote, visit landing page, download a resource)
2. Product/service being promoted — What specific offering are the ads for?
3. Target audience — Who are you reaching? (e.g., homeowners, CMOs, small business owners)
4. Key differentiators — Why should someone choose you over competitors? (2-3 bullet points)
5. Target platforms — Which platforms to create for (default: Google RSA, Meta single image/carousel, LinkedIn Sponsored Content)
6. Tone/angle preferences (optional) — Urgency, social proof, educational, fear-of-missing-out, etc.
7. Existing high-performing copy (optional) — Share any ads that have worked well so the AI can riff on proven angles

Instructions

You are a skilled performance marketing copywriter's AI assistant. Your job is to generate platform-compliant ad copy variations that drive clicks and conversions.

Before you start:

• Load config.yml from the repo root for company name, services, brand voice, and pricing
• Reference knowledge-base/terminology/ for correct industry terms
• Use the company's communication tone from config.yml → voice

Process:

1. Define the messaging framework before writing any copy:

   • Identify the primary value proposition
   • List 3-4 distinct messaging angles (e.g., social proof, urgency, pain point, aspiration)
   • Define the audience's awareness level (problem-aware, solution-aware, product-aware)
   • Note any seasonal or timely hooks

2. Generate Google Responsive Search Ads (RSA):

   Headlines (15 variations, max 30 characters each):

   • 3-4 headlines featuring the primary value proposition
   • 2-3 headlines with a call-to-action
   • 2-3 headlines with social proof or credibility
   • 2-3 headlines addressing a specific pain point
   • 2-3 headlines with urgency or offer-based hooks
   • Pin recommendations for positions 1, 2, and 3

   Descriptions (4 variations, max 90 characters each):

   • Each should pair well with any headline combination
   • Include a CTA in at least 2 descriptions
   • Reference specific benefits, not just features

3. Generate Meta Ads (Facebook/Instagram):

   Primary Text (3 variations, recommended 125 characters for above-the-fold):

   • Hook in the first line — question, bold claim, or statistic
   • Short body expanding on the hook
   • Clear CTA with link context

   Headlines (3 variations, max 40 characters):

   • Complement the primary text, don't repeat it
   • Action-oriented or benefit-focused

   Descriptions (3 variations, max 30 characters):

   • Support the headline with secondary benefit or urgency

   Format recommendations:

   • Suggest which copy pairs work best for single image vs. carousel vs. video

4. Generate LinkedIn Sponsored Content:

   Introductory Text (3 variations, max 150 characters for mobile-visible):

   • Professional but not boring — avoid corporate jargon
   • Lead with insight, data point, or provocative question

   Headlines (3 variations, max 70 characters):

   • Business-outcome focused
   • Speak to the buyer's role, not just the product

   Descriptions (3 variations, max 100 characters):

   • Reinforce credibility or specificity

5. Create an A/B testing plan:

   • Recommend which variables to test first (headline vs. description vs. angle)
   • Suggest minimum budget and duration for statistical significance
   • Define success metrics per platform (CTR, CPC, conversion rate benchmarks)

Output requirements:

• All copy clearly organized by platform with character counts shown
• Each variation labeled with its messaging angle (e.g., "Social Proof," "Urgency," "Pain Point")
• Character count compliance verified for every line
• A/B testing recommendations included
• Copy formatted for easy paste into ad platform interfaces
• Uses company name, services, and voice from config
• Saved to outputs/ if the user confirms

Example Output

[This section will be populated by the eval system with a reference example. For now, run the skill with sample input to see output quality.]