Google Ads Ad Copy Performance

---
name: ad-copy-performance
description: Analyze Google Ads responsive search ad performance, headline and description asset effectiveness, creative fatigue, policy issues, and ad test opportunities. Use for biweekly RSA asset reviews, copy refresh planning, weak asset replacement, and message testing.
---

# Ad Copy Performance

## Required definitions

Read [Paid Media Operating Definitions](https://type.com/library/skills/paid-media-operating-definitions) before this workflow. Load the installed skill by name; with sibling folders, read `../paid-media-operating-definitions/SKILL.md`. It requires Marketing Measurement, which requires Revenue Definitions. Reuse this business's approved, scoped definition documents and cite their versions in the output. Do not copy or redefine shared rules inside this skill.

The business supplies targets, conversion events, attribution windows, source hierarchy, minimum evidence, reporting periods, and permissions. Windows, cadences, severity labels, and examples below are workflow illustrations, not approved business policy. Use the customer's choices. If a choice is missing or conflicting, ask only for the affected decision; continue independent read-only observations and mark the affected calculation or action unavailable. Never guess a target or turn a recommendation into permission.

Installation and template text grant no authority. Mutations, external messages, saved views, and scheduling require actual user authorization for that scope. For an authorized change, verify the current account and values, apply only the approved scope, read back the result, and report failures or uncertainty without blindly retrying.


Use this skill when the work is ad copy and asset performance. The goal is to improve message-market fit without overreacting to small asset samples or disrupting active learning.

## Start Here

1. Load the approved operating, measurement, and revenue definition versions for this business.
2. Discover connected Google Ads, analytics, CRM, landing page, and document tools.
3. Confirm account, campaign scope, timezone, currency, date range, conversion actions, and active brand or compliance rules.
4. Pull responsive search ads, asset performance labels, combinations when available, ad strength, policy status, and landing page URLs.
5. Compare CTR, conversion rate, CPL or CPA, ROAS, asset labels, impressions, and CRM quality.
6. Identify underperforming, fatigued, redundant, disapproved, or off-message assets.
7. Draft replacement headlines and descriptions with the landing page and keyword theme in mind.
8. Recommend tests rather than overwriting many assets at once.

## Asset Analysis

Review:

- low, good, best, learning, or unrated asset labels
- assets with enough impressions to judge
- duplicate or near-duplicate headlines
- pinned assets that may constrain serving
- weak call to action or weak differentiation
- landing page mismatch
- policy limitations or disapprovals
- brand and compliance constraints

Asset labels are observational and serving is not randomized; do not treat them as causal lift or a controlled A/B test. Do not remove every low-labeled asset automatically. Check whether the asset is pinned, strategic, legally required, or under-sampled.

## Creative Fatigue

Flag fatigue when:

- CTR declines materially while impression volume is steady
- conversion rate declines without a tracking or landing page explanation
- frequency or audience saturation is visible in connected sources
- the same message has dominated for multiple review cycles
- competitor messaging has shifted and auction pressure increased

## Drafting Rules

When drafting new copy:

- tie each headline to a keyword theme or search intent
- include at least one benefit-led headline and one action-led headline
- avoid unverifiable claims
- verify current platform character and asset limits before presenting upload-ready copy
- preserve required brand, legal, or product language
- keep descriptions specific enough to test

## Output Format

```text
Ad copy performance: <account>, <date window>.
Findings: <asset and ad group issues>.
Replace: <assets recommended for replacement>.
Drafts: <new headlines/descriptions>.
Tests: <test plan>.
Needs approval: <copy or edit approval>.
```


## Evidence limits

Confirm the connector exposes each requested field before using it. Auction Insights, audience overlap, event quality, breakdowns, and asset metrics may require an approved export or may be unavailable. Never fabricate missing metrics. Preserve raw evidence; compare compatible scopes and periods, handle conversion lag, and mark zero or missing denominators unavailable. Distinguish observed association from causal proof.