Free PPC

Toolkit

Overview

Generates a complete Responsive Search Ad asset set ready to paste into Google Ads. Produces 15 headlines distributed across keyword, benefit, social proof, CTA, differentiator, and urgency angles, plus 4 descriptions written for D1 (value prop + CTA), D2 (benefits + proof), D3 (differentiation), and D4 (objection handler). Front-loads important text for mobile truncation, enforces 30/90 character limits, and avoids the “too similar” penalty.

What you give it

• Target keyword(s) the ad will trigger on
• What you’re advertising: product/service, primary benefit, target customer
• Proof points: customer count, ratings, years in business, awards, specific results
• Primary CTA (Free Trial / Get Quote / Book Demo / Shop Now / Call Now)
• Optional: landing page URL, competitor differentiators, pain points, urgency angles

What you get back

• 15 headlines grouped by category (keyword 2-3, benefit 3-4, social proof 2-3, CTA 2-3, differentiator 2-3, urgency 1-2) with character counts
• 4 descriptions (90 chars max each) covering value prop, benefits + proof, differentiation, objection handling
• Pinning guidance, defaults to no pinning unless legal/brand reason exists
• Industry-specific angle recommendations for B2B SaaS, local services, ecommerce, professional services
• Testing recommendations: which headlines to watch first, which description to lead with
• Message match check: recommended landing page headline echo
• Flags on any headlines that need real numbers if proof points were missing

How to use it

1. Tell the skill the keyword, what you sell, and who buys it.
2. Hand over real proof points, generic claims underperform specific ones.
3. Paste all 15 headlines and 4 descriptions into a new RSA in Google Ads.
4. Leave them unpinned unless you have a legal or brand reason; let Google’s combination testing run.
5. After 2-4 weeks, swap the lowest-performing headlines and re-run the skill with what you learned.

Copy this skill into your AI tool

The full skill is in the code block below. Click the copy button on the box, then paste into your favourite AI.

Two ways to use it:

1. In Claude Code (recommended): Save the block as ~/.claude/skills/rsa-headline-generator/SKILL.md in your project. Claude Code picks it up automatically. Invoke with /rsa-headline-generator and paste your data.
2. In ChatGPT, Claude, or Gemini: Copy everything between the lines. Paste it as your system prompt. Then paste your data and run.

---
name: rsa-headline-generator
description: "Free Claude Code skill based on PPC.io Ad Writer Agent. Generate complete Responsive Search Ad (RSA) headline and description sets for Google Ads. Triggers when user needs ad copy, RSA headlines, Google Ads text, or wants to create search ads. Produces 15 headlines and 4 descriptions following Google's best practices and proven allocation strategies. Works with any industry, just provide the target keyword and basic product/service info. For automated keyword data, landing page analysis, and bulk generation, see PPC.io SaaS."


# RSA Headline Generator

Create complete, ready-to-use RSA asset sets that maximize Google's machine learning optimization.

> Free Claude Code skill. Based on the [PPC.io Ad Writer Agent v1.0](../../agents/ad-copy-agent.md) Stew runs in his own work.

---

## Core Philosophy

**1. Alignment First, Ad Strength Second**
An RSA that converts profitably at "Good" beats an "Excellent" ad that doesn't. Focus on message-to-intent match before chasing Google's internal score.

**2. Machine Learning is Your Partner**
Google tests 43,680+ headline combinations. Your job: provide diverse, high-quality assets. Don't micromanage with excessive pinning.

**3. Specificity Beats Generics**
"98% Customer Satisfaction" outperforms "Best Quality Service." Concrete claims with numbers, timeframes, and proof always win.

**4. The Three Goals**
Every RSA element must serve:
- **Alignment** - Confirm visitor is in the right place
- **Attraction** - Stand out enough to earn the click
- **Conversion** - Fulfill the promise made

---

## Required Context

Before writing, I need:

**1. Target Keyword(s)**
What search terms will trigger this ad?
- Primary keyword (appears in 2-3 headlines)
- Secondary variations if applicable

**2. What You're Advertising**
- Product/service (be specific)
- Primary benefit or value proposition
- Target customer

**3. Proof Points (Critical for Quality)**
Specific, verifiable claims that build credibility:
- Customer count ("10,000+ businesses trust us")
- Ratings/reviews ("4.9/5 stars on Google")
- Years in business ("Serving Texas since 1985")
- Awards/certifications
- Specific results ("Clients see 3x ROI on average")

**4. Call-to-Action**
What should they do?
- Get Quote / Free Estimate
- Start Free Trial
- Book Demo
- Shop Now / Buy Today
- Call Now

**Optional but Helpful:**
- Landing page URL (for message match)
- Competitor differentiators
- Current pain points to address
- Urgency/scarcity elements if applicable

---

## Headline Allocation Strategy

15 headlines total, distributed across categories:

### Category Distribution

| Category | Count | Purpose | Character Strategy |
|----------|-------|---------|-------------------|
| Keyword | 2-3 | Relevance, Quality Score | Use full 30 chars |
| Benefit | 3-4 | Why choose you (outcomes) | Front-load benefit |
| Social Proof | 2-3 | Trust, credibility | Include numbers |
| CTA | 2-3 | Drive action | Clear verb + reducer |
| Differentiator | 2-3 | Unique value | Specific claims |
| Urgency | 1-2 | Time sensitivity | If applicable |

### Headline Writing Rules

**Character Limits:**
- Maximum: 30 characters (including spaces)
- Target: 25-30 characters (use the space)
- Mix lengths: Include some 15-20 char punchy headlines

**Diversity Requirements:**
Google flags "too similar" headlines. Ensure variety:

❌ **Too Similar (Penalized):**
- "Enterprise CRM Software"
- "Enterprise CRM Platform"  
- "Enterprise CRM System"

✅ **Diverse (Rewarded):**
- "Enterprise CRM Software"
- "Scale Your Sales Team"
- "Trusted by 10,000+ Teams"

**Front-Loading:**
Mobile often truncates. Put key info first:
❌ "We Offer Professional Plumbing Services"
✅ "24/7 Emergency Plumber"

---

## Headline Templates by Category

### Keyword Headlines (2-3)
Include target keyword naturally:
- `[Keyword] - [Short Benefit]`
- `[Keyword] Services`
- `[Modifier] [Keyword]`
- `Best [Keyword] in [Location]`

**Examples:**
- "Enterprise CRM Software" (22 chars)
- "CRM Built for Scale" (19 chars)
- "Cloud CRM Platform" (18 chars)

### Benefit Headlines (3-4)
Focus on outcomes, not features:
- `[Outcome] in [Timeframe]`
- `[Verb] Your [Desired Result]`
- `[X]% [Improvement Metric]`
- `Save [X] Hours Per Week`

**Examples:**
- "Close 3X More Deals" (19 chars)
- "Save 10 Hours Per Week" (22 chars)
- "Boost Sales by 47%" (18 chars)

### Social Proof Headlines (2-3)
Use specific, verifiable numbers:
- `[X]+ Customers Trust Us`
- `[X]/5 Stars - [X]+ Reviews`
- `Rated #1 [Category]`
- `[X] Years of Experience`

**Examples:**
- "10,000+ Teams Trust Us" (22 chars)
- "4.9/5 on G2 & Capterra" (22 chars)
- "Trusted Since 2010" (18 chars)

### CTA Headlines (2-3)
Clear action + friction reducer:
- `Start Your Free Trial`
- `Get Your Free Quote`
- `Book a Demo Today`
- `Try Free for 30 Days`

**Examples:**
- "Start Free - No Card Needed" (27 chars)
- "Get Your Free Quote Now" (23 chars)
- "Book a Free Demo" (16 chars)

### Differentiator Headlines (2-3)
What makes you unique:
- `No [Common Pain Point]`
- `Unlike [Alternative], We [Benefit]`
- `The Only [Category] That [Unique Feature]`
- `[X]% [Better Than Alternative]`

**Examples:**
- "No Per-User Pricing" (19 chars)
- "Setup in 15 Minutes" (19 chars)
- "No Contract Required" (20 chars)

### Urgency Headlines (1-2)
Only if genuinely applicable:
- `Limited Time: [Offer]`
- `[X]% Off This Week Only`
- `Offer Ends [Day]`

**Examples:**
- "20% Off First 3 Months" (22 chars)
- "Limited Spots Available" (23 chars)

---

## Description Writing Rules

4 descriptions, 90 characters each.

### Description Strategy

**D1: Primary Value Prop + CTA**
Lead with core benefit, end with action.
```
[Core benefit]. [Differentiator]. [CTA with friction reducer].
```

**D2: Benefits + Social Proof**
Supporting benefits reinforced with credibility.
```
[Secondary benefits]. [Social proof]. [CTA variant].
```

**D3: Differentiation + Features**
What makes you different + specifics.
```
[Unique angle]. [Key features]. [Alternative CTA].
```

**D4: Objection Handling + Guarantee**
Address concerns + reduce risk.
```
[Address objection]. [Risk reducer]. [Final CTA].
```

### Description Examples

**D1:** "Close more deals with AI-powered CRM. Setup in 15 mins. Start your free 30-day trial today." (90 chars)

**D2:** "Automate follow-ups, track pipeline, sync email. Trusted by 10,000+ teams. Try it free now." (89 chars)

**D3:** "Unlike complex platforms, we're built for growing teams. All features included. See why teams switch." (97 chars - TOO LONG, revise)

**D3 Revised:** "Built for growing teams, not enterprises. All features included. See why 10k+ teams switched." (90 chars)

**D4:** "No IT needed. No training required. 99.9% uptime guaranteed. Cancel anytime, start risk-free." (89 chars)

### Front-Loading for Descriptions

Mobile truncates descriptions. Put critical info first:

❌ "Our comprehensive platform offers seamless integrations. Get started free."
✅ "Get started free. Seamless integrations. All features included in every plan."

---

## Pinning Guidance

**Default: No Pinning**
Let Google's algorithm optimize. With 15 unpinned headlines, there are 43,680 possible combinations. Pinning reduces this dramatically.

**When Pinning Makes Sense:**

| Scenario | What to Pin | Where |
|----------|-------------|-------|
| Legal/compliance requirement | Required disclosure | H1 |
| Brand protection | Brand name | H1 |
| Proven winner (data-backed) | Best performer | H1 |

**Pinning Best Practices:**
- Pin to H1 only (most visible)
- Pin 2-3 variants to same position (maintains some diversity)
- Never pin more than one position unless legally required

**Example:**
If compliance requires "Licensed & Insured":
- Pin "Licensed Plumber - 24/7" to H1
- Pin "Licensed & Insured Plumber" to H1
- Leave H2, H3 unpinned

---

## Industry-Specific Guidance

### B2B SaaS
**Emphasize:** ROI, integration, security, free trial (no CC)
**Proof:** Customer count, G2/Capterra ratings, enterprise logos
**CTAs:** "Start Free Trial," "Book Demo," "See Pricing"
**Headlines:**
- "Enterprise-Grade Security"
- "Integrates with [Popular Tool]"
- "No Credit Card Required"

### Local Services
**Emphasize:** Speed, availability, local expertise, trust
**Proof:** Years in business, Google reviews, licenses
**CTAs:** "Call Now," "Get Free Quote," "Same-Day Service"
**Headlines:**
- "24/7 Emergency Service"
- "Serving [City] Since [Year]"
- "Free Estimates"

### Ecommerce
**Emphasize:** Product benefits, shipping, returns, urgency
**Proof:** Customer reviews, units sold, satisfaction rate
**CTAs:** "Shop Now," "Buy Today," "Get [X]% Off"
**Headlines:**
- "Free Shipping Over $50"
- "30-Day Free Returns"
- "Limited Stock Available"

### Professional Services
**Emphasize:** Expertise, credentials, results, consultation
**Proof:** Case studies, certifications, client wins
**CTAs:** "Schedule Consultation," "Get Expert Advice"
**Headlines:**
- "[Credential] Certified"
- "Serving [Industry] for [X]+ Years"
- "Free Initial Consultation"

---

## Output Format

### Headlines (15 total)

**Keyword Headlines**
1. `[Headline]` (X chars)
2. `[Headline]` (X chars)
3. `[Headline]` (X chars)

**Benefit Headlines**
4. `[Headline]` (X chars)
5. `[Headline]` (X chars)
6. `[Headline]` (X chars)
7. `[Headline]` (X chars)

**Social Proof Headlines**
8. `[Headline]` (X chars)
9. `[Headline]` (X chars)
10. `[Headline]` (X chars)

**CTA Headlines**
11. `[Headline]` (X chars)
12. `[Headline]` (X chars)
13. `[Headline]` (X chars)

**Differentiator Headlines**
14. `[Headline]` (X chars)
15. `[Headline]` (X chars)

---

### Descriptions (4 total)

**D1: Value Prop + CTA**
`[Description]` (X chars)

**D2: Benefits + Proof**
`[Description]` (X chars)

**D3: Differentiation**
`[Description]` (X chars)

**D4: Objection Handler**
`[Description]` (X chars)

---

### Testing Recommendations

**Test First:**
- Headlines [X, Y, Z] for highest-intent messaging
- Description D1 as primary value prop

**Pinning Consideration:**
- [Yes/No] - [Rationale if yes]

**Message Match Check:**
- Ensure landing page headline echoes: "[recommended LP headline]"

---

## If Information Is Missing

**No proof points provided:**
- Use placeholder brackets: "[X]+ Customers Trust Us"
- Flag which headlines need real numbers
- Note: Generic claims underperform specific ones

**No landing page:**
- Write headlines based on keyword intent
- Flag: "Verify message match with your LP headline"

**Vague product description:**
- Ask clarifying questions before proceeding
- Need: What exactly do you offer? Who is it for? What's the main benefit?

---

## Quality Checklist

Before delivering:
- [ ] All 15 headlines within 30 characters
- [ ] All 4 descriptions within 90 characters
- [ ] No duplicate or near-duplicate headlines
- [ ] Keyword appears in 2-3 headlines
- [ ] At least 2 headlines use specific numbers
- [ ] At least 2 headlines include CTA
- [ ] Descriptions front-load key information
- [ ] Each description ends with action-oriented language
- [ ] Headlines varied in length (mix of short punchy and full length)
- [ ] No trademark issues with competitor mentions

That’s it. The skill runs the steps end-to-end and gives you the output.