Good ad copy does three jobs fast: it stops the right person, says what they get and asks for one clear action. The editor on this page is Social media studio's AI Writer, set to the ad copy task, which works for search, social, display or newsletter ads. Describe your offer, your audience and where the ad will run, set a tone and length if you like, and compare up to three suggestions. You need a signed-in Social media studio account, and each generation uses AI caption credits from your plan or trial.
Fit the copy to the ad format
Every ad platform sets its own limits, and the format should shape the copy before you write a word. Google's responsive search ads take 3 to 15 headlines of up to 30 characters and 2 to 4 descriptions of up to 90 characters, then mix and match them, so each line has to make sense on its own. Meta's Ads Guide recommends 50 to 150 characters of primary text and about 27 characters for a Facebook Feed headline. LinkedIn suggests about 150 characters of introductory text and about 70 for a headline to avoid truncation.
This task has no platform picker, so name the format in your brief: "Google search ad, five headlines under 30 characters, two descriptions under 90". Then check each line's length before you paste, because the AI doesn't count characters exactly.
Headline patterns worth testing
A few headline shapes keep working because they speak to what the reader wants. A question that names the problem: "Tired of slow checkouts?" A specific result, using a figure you can prove: "Cut [task] to [time]". An outcome promise: "Launch your store this weekend". A loss frame: "Stop losing carts at checkout".
Generic claims such as "Best in class", lists of features and a bare brand name rarely give anyone a reason to click. To compare shapes, ask for them in the brief, for example "one question headline, one with a number, one outcome promise". Each generation returns up to three suggestions, so run another one when you want more angles.
Calls to action that get clicks
Specific calls to action tend to beat generic ones. "Get my SEO audit" says more than "Learn more", and "Book a 15-minute call" says more than "Contact us".
Three rules help. Use a low-friction verb such as get, try, see or start rather than submit or register. Name the thing people receive: the audit, the guide, the trial, the quote. And make the landing page deliver exactly what the ad promised. If the ad offers a trial, the page should show the trial straight away, not a pricing table. A mismatch wastes the click, and on Google, landing page experience is one of the parts of Quality Score.
Test copy the way the platforms already do
Change one thing at a time, such as the headline or the call to action, so you know what made the difference. Let each version collect enough clicks and conversions to compare before you pick a winner, because a handful of clicks is noise.
The big platforms handle much of the rotation for you. Google's responsive search ads combine your headlines and descriptions automatically and report how each asset performs. Meta lets you add several text options to one ad and can show each person the combination it predicts they'll respond to. Give those systems a varied set of lines rather than near-duplicates, then retire the ones that keep losing. When results slide over time, write fresh copy, since audiences tire of seeing the same ad.