RSA Ad Copy Generator — Performance Marketing Agentic Workflow

schema_version: 1
version: "1.0.0"
id: ad_copy_generator
title: "RSA Ad Copy Generator"
description: "Generate Responsive Search Ad headlines and descriptions from a product/offer brief. Outputs 15 headlines and 4 descriptions per ad group following proven frameworks."
overview: |
  Given a structured brief for a product, offer, ad group theme, and proof points, this workflow drafts a complete Responsive Search Ad set: fifteen headlines and four descriptions per ad group. The headlines are distributed across proven frameworks — keyword match, benefit lead, social proof, CTA — so the resulting asset library gives Google Ads genuine combinations to test.

  Character limits are respected, Google Ads policy checks are applied, and pin recommendations are produced alongside extension suggestions. Use it when launching a new campaign, refreshing an underperforming ad group, or preparing a swap during seasonal promotions.

category:
  level: task
  domain: marketing
  reusable: true
params:
  product_brief: string
  ad_group_theme: string
  target_audience: string
  key_benefits: string
  proof_points: string
  offer: string
steps:
  - type: llm.generate
    prompt: |
      You are a paid search copywriter creating Responsive Search Ads (RSAs).

      **Product/Service:** {{product_brief}}
      **Ad Group Theme:** {{ad_group_theme}}
      **Target Audience:** {{target_audience}}
      **Key Benefits:** {{key_benefits}}
      **Proof Points:** {{proof_points}}
      **Offer:** {{offer}}

      Generate exactly 15 headlines (max 30 characters each) and 4 descriptions (max 90 characters each).

      **Headline distribution:**
      - Headlines 1-3: Include the ad group theme keyword naturally
      - Headlines 4-6: Lead with a key benefit or outcome
      - Headlines 7-8: Include social proof (numbers, awards, ratings)
      - Headlines 9-10: Call-to-action focused
      - Headlines 11-12: Offer or pricing detail
      - Headline 13: Brand name + category
      - Headline 14: Dynamic keyword insertion {KeyWord:Default}
      - Headline 15: Unique differentiator

      **Description distribution:**
      - Description 1: Primary benefit + CTA
      - Description 2: Key feature + proof point
      - Description 3: Trust signal + differentiator
      - Description 4: Offer detail + urgency or CTA

      **Rules:**
      - Every headline must be ≤30 characters (COUNT CAREFULLY)
      - Every description must be ≤90 characters (COUNT CAREFULLY)
      - No exclamation marks in headlines (Google policy)
      - No ALL CAPS words
      - Vary sentence structure across headlines
      - Use specific numbers over vague claims
      - Include the primary keyword in at least 3 headlines

      **Output format:**
      ## Headlines
      | # | Type | Text | Chars |
      |---|------|------|-------|
      [15 rows]

      ## Descriptions
      | # | Type | Text | Chars |
      |---|------|------|-------|
      [4 rows]

      ## Pin Recommendations
      [Which headlines to pin to positions 1/2, if any, and why]

      ## Extension Suggestions
      - Sitelinks: [4 suggestions]
      - Callouts: [4 suggestions]
      - Structured snippets: [1 header + 3 values]
    as: ad_copy

  - type: variable.set
    name: result
    value: "{{ad_copy}}"