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At a glance
What it is
Advertising copy creation for Google Ads, Facebook/Instagram, LinkedIn, and other platforms, including copywriting formulas, audience targeting alignment, A/B test variations, compliance guidelines, performance metrics, and retargeting ad copy.
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SKILL.md
559 lines · 2,732 words
Gather requirements. Ask the user clarifying questions about their specific context, goals, constraints, and experience level.
Analyze the situation. Review the information provided and identify key factors, challenges, and opportunities relevant to ad copy generator.
Advertising copy creation for Google Ads, Facebook/Instagram, LinkedIn, and other platforms, including copywriting formulas, audience targeting alignment, A/B test variations, compliance guidelines, performance metrics, and retargeting ad copy.
Nothing. It ships with Murage, which is open source. Your bots run on the AI plan you already have.
Yes. Open it in Settings → Skills to read, edit or duplicate it. Skill Guard scans it again after every edit.
Download the app, connect the AI you already pay for, and tell your Chief of Staff what needs doing. Plan on about ten minutes from install to a working team.
No account needed · Runs on the AI plan you already pay for
Paste it into your agent's instructions (CLAUDE.md, AGENTS.md or a custom GPT), or add it to a bot in Murage.
Ask Ember for the bot, then switch the skill on in its settings.
Step 1
Send your Chief of Staff this message. It proposes the bot and its role first, and creates it when you say go.
Send this to Ember
“Create a bot that uses the Ad Copy Generator skill, and show me the plan first.”
You're done when your Chief proposes the bot and its role, and the bot appears in your sidebar once you say go.
Step 2
You're done when you see the bot’s skills and the library.
Step 3
You're done when the skill shows as on for that bot.
Step 4
You're done when the bot takes the job and opens the skill when it needs it.
Prefer to do it yourself? Choose + in the sidebar, then New Bot.Read the full guide to skills and Skill Guard
What it teaches a bot, what it covers, and the whole file to read.
What it covers
When to Use
Process
Questions to Ask the User First
Step 1: Google Ads Copy
Step 2: Facebook/Instagram Ad Copy
Step 3: LinkedIn Ad Copy
Step 4: Ad Copywriting Formulas
Step 5: A/B Test Variations
Step 6: Retargeting Ad Copy
Step 7: Compliance Guidelines
Step 8: Performance Metrics
Output Checklist
Output Format
Example
Edge Cases
Develop the framework. Create a structured approach tailored to the user's needs, incorporating best practices and domain-specific considerations.
Deliver actionable output. Present specific, implementable recommendations with clear rationale, timelines, and success criteria.
Address edge cases. Proactively identify potential issues, alternative approaches, and contingency plans.
Use this skill when:
User needs guidance on ad copy generator
User asks about ad copy generator best practices or techniques
User wants a structured approach to ad copy generator
Do NOT use this skill when:
A more specialized skill exists for the specific subtopic
The request is outside the scope of ad copy generator
What platform(s) are you advertising on? (Google, Facebook, Instagram, LinkedIn, TikTok, YouTube)
What is your product/service?
Who is your target audience? (Demographics, interests, behaviors, job titles)
What is your campaign objective? (Awareness, traffic, leads, sales, app installs)
What is your primary offer? (Free trial, discount, content download, product)
What is your unique selling proposition?
What is your budget? (Daily/monthly)
What landing page will ads link to?
Do you have any brand guidelines or restrictions? (Tone, words to avoid)
What has worked or not worked in past ads?
GOOGLE RESPONSIVE SEARCH AD TEMPLATE
You provide up to 15 headlines and 4 descriptions.
Google tests combinations automatically.
HEADLINES (max 30 characters each):
Benefit headlines:
H1: "{{Primary Benefit in 30 chars}}"
H2: "{{Secondary Benefit}}"
H3: "{{Third Benefit}}"
Keyword-focused headlines:
H4: "{{Primary Keyword Match}}"
H5: "{{Long-tail Keyword Variation}}"
H6: "Best {{Category}} for {{Audience}}"
Urgency headlines:
H7: "Limited Time: {{Offer}}"
H8: "{{Discount}}% Off -- Ends {{Day}}"
H9: "Get Started Today"
Social proof headlines:
H10: "Trusted by {{Number}}+ {{Audience}}"
H11: "Rated {{Rating}}/5 Stars"
H12: "{{Number}}+ 5-Star Reviews"
CTA headlines:
H13: "Try {{Product}} Free"
H14: "Start Your Free Trial"
H15: "Get {{Product}} Now"
DESCRIPTIONS (max 90 characters each):
D1: "{{Full value proposition with primary keyword and CTA}}"
D2: "{{Specific benefit with social proof element}}"
D3: "{{Overcome primary objection + differentiator}}"
D4: "{{Urgency or scarcity + CTA}}"
GOOGLE ADS COPY RULES:
- [ ] Include primary keyword in at least 2 headlines
- [ ] Each headline should make sense standalone
- [ ] No excessive capitalization (Title Case is OK)
- [ ] No exclamation marks in headlines
- [ ] No misleading claims
- [ ] Include at least one CTA
- [ ] Pin most important headline to position 1
- [ ] Include price or promotion if applicableAD EXTENSIONS (now called Assets)
SITELINK EXTENSIONS (4-6 recommended):
Sitelink 1: {{page_name}} -- Link: {{url}}
Description: {{brief_description}}
Sitelink 2: {{page_name}} -- Link: {{url}}
Description: {{brief_description}}
Sitelink 3: {{page_name}} -- Link: {{url}}
Sitelink 4: {{page_name}} -- Link: {{url}}
CALLOUT EXTENSIONS (4-6 phrases):
"Free Shipping"
"24/7 Support"
"No Credit Card Required"
"30-Day Money Back Guarantee"
"{{Custom_callout}}"
STRUCTURED SNIPPETS:
Header: {{Types/Brands/Features/Services/etc.}}
Values: {{value_1}}, {{value_2}}, {{value_3}}
CALL EXTENSION:
Phone: {{phone_number}}
Hours: {{business_hours}}
PRICE EXTENSION:
{{Product/Service 1}}: ${{price}} -- {{qualifier}}
{{Product/Service 2}}: ${{price}} -- {{qualifier}}
{{Product/Service 3}}: ${{price}} -- {{qualifier}}
PROMOTION EXTENSION:
Occasion: {{sale_event}}
Discount: {{percent_or_amount}}
Promo code: {{code}} (optional)
Dates: {{start}} - {{end}}FACEBOOK/INSTAGRAM AD COPY TEMPLATES
FORMAT 1: SINGLE IMAGE/VIDEO AD
Primary Text (125 chars visible before "See more"):
Hook: "{{Stop-the-scroll first line}}"
Body: "{{Problem statement or benefit expansion}}"
CTA: "{{Click link/tap below/comment YES}}"
Character limit: 125 visible, 2200 max
Hook formulas:
"Stop {{doing_thing_wrong}} and start {{doing_thing_right}}."
"{{Number}}% of {{audience}} are making this mistake."
"What if you could {{desirable_outcome}} in {{timeframe}}?"
"This is the {{product}} every {{audience}} needs."
Headline (under ad image, 40 chars optimal):
"{{Primary Benefit or Offer}}"
Description (under headline, 30 chars optimal):
"{{Supporting detail or urgency}}"
CTA Button: Shop Now / Learn More / Sign Up / Get Offer / Download / Book Now
FORMAT 2: CAROUSEL AD (3-10 cards)
Card 1: Hook/Problem
Image: {{attention_grabbing_visual}}
Headline: "{{Problem_statement_or_main_hook}}"
Card 2-4: Benefits/Features
Image: {{product_feature_visual}}
Headline: "{{Benefit_statement}}"
Description: "{{Supporting_detail}}"
Card 5: CTA/Offer
Image: {{product_or_offer_visual}}
Headline: "{{CTA_with_offer}}"
Description: "{{Urgency_or_risk_reducer}}"
FORMAT 3: STORY/REEL AD
Visual: {{Video or image, 9:16 ratio}}
Text overlay: {{5-10 words max, large font}}
CTA: Swipe Up / Shop Now / Learn More
Story ad rules:
- [ ] First 3 seconds must hook (no logo intro)
- [ ] Text overlay is brief (supplements visual, not the point)
- [ ] Sound on (but design for sound off with captions)
- [ ] 15-30 seconds optimal for Stories
- [ ] Under 60 seconds for Reels ads
- [ ] CTA appears in first 5 seconds for short adsAD COPY BY FUNNEL STAGE
TOP OF FUNNEL (Cold audience, awareness):
Goal: Stop the scroll, create interest
Tone: Educational, curiosity-driven
Offer: Free content, tools, guides
Template:
"{{Surprising statistic or bold claim}}.
Most {{audience}} think {{common_belief}}. But the truth is {{contrarian_insight}}.
We put together a free {{resource}} that shows you exactly how to {{desirable_outcome}}.
Tap the link below to get it free."
MIDDLE OF FUNNEL (Warm audience, consideration):
Goal: Build trust, overcome objections
Tone: Proof-driven, testimonial-heavy
Offer: Case studies, demos, webinars, free trials
Template:
"{{Customer_name}} was struggling with {{problem}}.
After trying {{product}}, they {{specific_result}} in just {{timeframe}}.
'{{Direct customer quote}}' -- {{Name}}, {{Title}}
Want the same results? Start your free trial today."
BOTTOM OF FUNNEL (Hot audience, conversion):
Goal: Close the sale, create urgency
Tone: Direct, urgent, offer-focused
Offer: Discounts, limited-time offers, final CTAs
Template:
"You have been looking at {{product}}. Here is your sign.
For the next {{timeframe}}, get {{offer}} when you {{action}}.
{{Number}} people claimed this offer today.
Do not miss out. Tap below."LINKEDIN AD FORMATS AND TEMPLATES
FORMAT 1: SPONSORED CONTENT (Single Image)
Primary text (150 chars visible, 600 max):
Hook: "{{Industry insight or data point}}"
Body: "{{How your solution addresses this}}"
CTA: "{{Download/Register/Learn more}}"
Headline (70 chars max, 50 optimal):
"{{Benefit-focused headline for professionals}}"
Description (100 chars):
"{{Supporting detail}}"
FORMAT 2: MESSAGE AD (InMail)
Subject: {{Under 60 chars, personalized}}
"{{Name}}, a resource for {{their_role}}/{{their_challenge}}"
Body (under 500 words):
"Hi {{name}},
I noticed you are {{observation_about_their_role_or_company}}.
We recently published {{resource}} that has helped
{{similar_companies}} {{achieve_result}}.
{{1-2 sentences on what the resource covers}}
Would this be valuable for you?
{{CTA_button_text}}"
FORMAT 3: LEAD GEN FORM AD
Offer headline: "{{What they get}}"
Offer detail: "{{Why it is valuable, 1-2 sentences}}"
Form fields: Minimize (name, email, company, job title -- only what you need)
Privacy policy: Required link
Thank you message: "{{Confirmation + next step}}"
LINKEDIN AD COPY RULES:
- [ ] Professional tone (not consumer-marketing language)
- [ ] Lead with data or industry insight
- [ ] Speak to job titles and professional challenges
- [ ] Avoid clickbait (LinkedIn audience is sophisticated)
- [ ] Include company credibility (customers, results, awards)
- [ ] CTA is clear and professionalUNIVERSAL AD COPY FORMULAS
FORMULA 1: PROBLEM-SOLUTION
"Tired of {{problem}}? {{Product}} {{solves it}} in {{timeframe}}."
FORMULA 2: IF-THEN
"If you {{audience_identifier}}, then you need {{product}}."
FORMULA 3: SOCIAL PROOF
"{{Number}}+ {{audience}} use {{product}} to {{benefit}}. Join them."
FORMULA 4: QUESTION
"What would you do with {{extra_time/money/result}}?"
FORMULA 5: FEAR OF MISSING OUT
"{{Number}} {{audience}} already {{action}}. Are you next?"
FORMULA 6: BEFORE-AFTER
"Before {{product}}: {{painful_state}}. After: {{desired_state}}."
FORMULA 7: TESTIMONIAL
"'{{Short_customer_quote}}' -- See how {{product}} helped {{customer}}."
FORMULA 8: DIRECT BENEFIT
"Get {{specific_benefit}} with {{product}}. {{Risk_reducer}}."
FORMULA 9: CURIOSITY
"The {{topic}} secret that {{impressive_claim}} (it is not what you think)."
FORMULA 10: COMPARISON
"Stop using {{old_way}} for {{task}}. {{Product}} is {{better_by_X}}."AD A/B TESTING FRAMEWORK
WHAT TO TEST (one variable at a time):
1. HEADLINE TESTS:
A: Benefit-focused: "Save 10 Hours a Week"
B: Problem-focused: "Stop Wasting Time on {{Task}}"
C: Social proof: "Join 50,000+ Happy Customers"
2. PRIMARY TEXT TESTS:
A: Short copy (1-2 sentences)
B: Medium copy (paragraph + bullets)
C: Long copy (story format, 200+ words)
3. CTA TESTS:
A: "Learn More"
B: "Get Started Free"
C: "See How It Works"
D: "Claim Your Discount"
4. OFFER TESTS:
A: Free trial
B: Discount percentage
C: Dollar amount off
D: Bonus/added value
E: Free shipping
5. ANGLE TESTS:
A: Time-saving angle
B: Money-saving angle
C: Quality/results angle
D: Social proof angle
E: Urgency angle
6. FORMAT TESTS:
A: Image vs Video
B: Carousel vs Single image
C: Square vs Portrait (9:16) vs Landscape
TEST PROTOCOL:
Budget per variation: ${{daily_budget}} x {{days}}
Minimum spend before judging: ${{min_spend}} or {{impressions}} impressions
Primary metric: {{CTR / CPA / ROAS / Conversion rate}}
Statistical significance: Wait for 95% confidence
Winner determination: {{metric}} improvement of {{pct}}%+ is meaningful
TEST TRACKING LOG:
| Test # | Variable | Version A | Version B | Winner | Metric Lift | Date |
|--------|----------|-----------|-----------|--------|-------------|------|
| 1 | Headline | {{}} | {{}} | {{}} | {{}}% | {{}} |
| 2 | CTA | {{}} | {{}} | {{}} | {{}}% | {{}} |
| 3 | Image | {{}} | {{}} | {{}} | {{}}% | {{}} |RETARGETING AD COPY STRATEGY
AUDIENCE: Website visitors who did not convert
RETARGETING SEGMENT 1: Homepage/General Visitors
Message: Reinforce value proposition
Template:
"Still exploring {{product_category}}? Here is why {{number}}+
{{audience}} chose {{product}}:
1. {{benefit_1}}
2. {{benefit_2}}
3. {{benefit_3}}
{{CTA}}"
RETARGETING SEGMENT 2: Product Page Visitors
Message: Address objections, provide social proof
Template:
"You were checking out {{product}}. Great choice.
Here is what {{customer_name}} said:
'{{testimonial}}'
Ready to try it? {{Offer}} for a limited time. {{CTA}}"
RETARGETING SEGMENT 3: Cart Abandoners
Message: Urgency + incentive
Template:
"You left items in your cart. Good news -- they are still there.
Complete your order today and get {{discount}} off with code {{code}}.
Offer expires in {{hours}} hours. {{CTA}}"
RETARGETING SEGMENT 4: Free Trial Users
Message: Upgrade prompt
Template:
"How is your {{product}} trial going?
Upgrade to a paid plan and unlock {{premium_feature}}.
{{Social_proof}}.
Upgrade now and save {{discount}}. {{CTA}}"
RETARGETING SEGMENT 5: Past Customers
Message: Upsell or cross-sell
Template:
"Thanks for being a {{product}} customer.
Did you know we also offer {{related_product}}?
As a loyal customer, get {{exclusive_offer}}.
{{CTA}}"
RETARGETING RULES:
- [ ] Exclude people who already converted
- [ ] Set frequency caps (3-5 impressions per week max)
- [ ] Refresh creative every 2-3 weeks (ad fatigue)
- [ ] Use burn pixels to stop showing ads after conversion
- [ ] Decrease bid/budget as time from visit increasesAD COMPLIANCE CHECKLIST
GOOGLE ADS POLICIES:
- [ ] No misleading or deceptive claims
- [ ] No superlatives without proof ("best", "fastest", "#1")
- [ ] No excessive punctuation or symbols
- [ ] No phone numbers in ad text (use call extension)
- [ ] No trademarks you don't own (unless authorized)
- [ ] Landing page matches ad content (no bait-and-switch)
- [ ] Prohibited categories respected (alcohol, gambling, healthcare vary by region)
- [ ] Correct use of dynamic keyword insertion
FACEBOOK/INSTAGRAM ADS POLICIES:
- [ ] No before/after images implying transformation (health/fitness)
- [ ] No personal attributes ("Are you overweight?" is banned)
- [ ] No misleading health claims
- [ ] No discriminatory targeting (housing, employment, credit)
- [ ] Ad image < 20% text (guideline, not hard rule now)
- [ ] Landing page functions correctly (no broken links)
- [ ] No sensational or fear-mongering content
- [ ] Proper use of "Sponsored by" disclosures
LINKEDIN ADS POLICIES:
- [ ] Professional and accurate content
- [ ] No profanity or offensive material
- [ ] Targeting restrictions for certain categories (jobs, housing)
- [ ] Clear attribution for statistics and claims
- [ ] Privacy policy linked for lead gen forms
GENERAL COMPLIANCE:
- [ ] FTC disclosure: If using testimonials, include typical results
- [ ] FTC disclosure: If using influencers, they must disclose #ad or #sponsored
- [ ] All claims substantiated with evidence
- [ ] Terms and conditions for offers are accessible
- [ ] Privacy policy is current and accessible from landing pageAD PERFORMANCE DASHBOARD
KEY METRICS BY PLATFORM:
| Metric | Google Search | Facebook/IG | LinkedIn | Benchmark |
|-----------------------|-------------|-------------|-----------|-------------|
| Click-through rate | {{pct}}% | {{pct}}% | {{pct}}% | 2-5% search, 0.5-1.5% social |
| Cost per click (CPC) | ${{}} | ${{}} | ${{}} | $1-5 search, $0.50-3 social |
| Conversion rate | {{pct}}% | {{pct}}% | {{pct}}% | 3-5% search, 1-3% social |
| Cost per acquisition | ${{}} | ${{}} | ${{}} | Varies by industry |
| ROAS | {{ratio}}x | {{ratio}}x | {{ratio}}x| 3x+ is healthy |
| Quality Score | {{1-10}} | N/A | N/A | 7+ is good |
| Relevance Score | N/A | {{1-10}} | N/A | 7+ is good |
| Frequency | N/A | {{count}} | {{count}} | < 3 per week |
| Impression share | {{pct}}% | N/A | N/A | > 70% for brand |
OPTIMIZATION ACTIONS BY METRIC:
LOW CTR:
- Test new headlines / primary text
- Improve ad-to-keyword relevance (search)
- Test new creative (image/video)
- Narrow audience targeting
HIGH CPC:
- Improve Quality Score (Google)
- Test new audiences (broader or different)
- Adjust bid strategy
- Improve landing page experience
LOW CONVERSION RATE:
- Audit landing page (message match, speed, CTA)
- Check audience targeting alignment
- Ensure offer is compelling
- Test different conversion paths
HIGH CPA:
- Reduce CPC (see above)
- Improve conversion rate (see above)
- Pause underperforming ad sets
- Scale winning ad sets
REPORTING CADENCE:
Daily: Spend, impressions, clicks, conversions (quick health check)
Weekly: CTR, CPC, CPA, ROAS, A/B test results
Monthly: Full performance review, budget reallocation, creative refresh
Quarterly: Strategy review, channel mix optimization, audience expansionAd copy follows platform-specific character limits and guidelines
Copy uses proven formulas appropriate to the funnel stage
Headlines are benefit-driven and keyword-relevant (search)
CTAs are clear and action-oriented
A/B test variations are prepared for key elements
Retargeting copy is segmented by audience behavior
Compliance with platform advertising policies is verified
Landing page message matches ad copy
Performance metrics are tracked and optimization actions are defined
Creative refresh schedule is established (every 2-3 weeks)
Deliver the response as a structured document with clear headings and actionable content. Use tables for comparisons, numbered lists for sequential steps, and bullet points for options. Include specific examples where applicable.
[Ad Copy Generator deliverable]
1. Context and objectives
2. Analysis or framework
3. Specific recommendations with rationale
4. Action items with timelineInput: "Help me with ad copy generator for a mid-size project."
Output: A complete ad copy generator framework tailored to the specific context, with actionable steps, relevant considerations, and measurable outcomes.
Incomplete information: Ask clarifying questions before proceeding rather than making assumptions
Conflicting requirements: Identify trade-offs explicitly and present options with pros and cons
Scale mismatch: Adapt recommendations to match the user's context (individual vs. team vs. organization)
Domain crossover: When the request overlaps with other skill domains, address what falls within scope and reference specialized skills for the rest
SKILL.md
559 lines · 2,732 words
The text of SKILL.md is shown as it downloads, under the Apache-2.0 license, by Ferrox Labs. The license is the one in the file's own frontmatter.
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