Official skill · Marketing

Ad copy variants with a test matrix

v1.0.1 · Updated 4 November 2026

Writes Google Search, Meta and LinkedIn ad variants within character limits, one angle per variant, with a test matrix for each. Use it when you're launching a paid campaign and need variants to test.

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When to use it

You're launching a paid campaign and need variants to test
An ad is tiring and you want new angles with a clear hypothesis

What you give it

Product, audience and the one action
Landing page or offer
Platforms
Proof you can cite

What you get

Variants per platform with character counts, a test matrix, and a list of claims to verify.

How it works

Pick 3 to 5 angles (our default) Choose from: pain (what goes wrong without it), outcome (the result in numbers), proof (customers, ratings), objection (price, effort, switching), speed (time to first result), identity (who it's for). One angle per variant; label it.
Fix the constants Same offer, same CTA, same landing page across variants. If the user wants to test the offer too, make that a separate row in the matrix, never mixed with an angle change.
Write to the limits Count characters, including spaces: - Google Search (responsive search ads): 3 to 15 headlines of up to 30 characters, 2 to 4 descriptions of up to 90, and 2 display-URL paths of up to 15. Japanese, Chinese, and Korean characters count as 2. Headlines and descriptions can show in any order, so each must make sense alone. Put a keyword in headlines. Our default: write at least 8 headlines and all 4 descriptions. - Meta (Feed image ads): Meta's Ads Guide recommends primary text of 50 to 150 characters and a headline of 27 or fewer. Longer text is cut off, so the opening line must work alone. The guide gives no description length; our default is 25. - LinkedIn (single image ads): intro text 150 characters and headline 70 characters to avoid truncation. Platforms change these numbers; if a count looks off, check the platform's current spec page.
Put the specific word first Lead with a number, the audience's job title, or the pain in their words. Cut "Discover", "Introducing", "The best way to".
Check policy traps Meta bars ads that assert or imply the viewer's personal attributes such as health, religion, or vulnerable financial status ("Are you bankrupt?"); describe the service instead. Google's editorial policy bars capitalization, punctuation, or repetition that isn't used for its normal purpose ("FREE!!!"). Flag any "#1", "best", or number that needs proof.
Build the test matrix One row per variant: angle, what it isolates, hypothesis, metric to judge (CTR for headlines, conversion rate for offers). Our default minimum before calling a winner: 1,000 impressions and 30 clicks per variant, or say "[check: volume]" if the budget can't reach it.

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