AI Prompts for Google Ads: Headlines and Descriptions
Twenty-six reusable prompts for responsive search ad headlines and descriptions, with step-by-step checks for character length, relevance and claims.
By AI ToolsPedia Editorial TeamUpdated
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A responsive search ad is a tiny writing job with strict rules. Headlines stop at 30 characters, descriptions at 90, and Google shuffles them into combinations you never see in advance. Ask an AI tool to "write Google Ads for my plumbing business" and you get fluffy lines, half of them too long, and none of them tied to what anyone actually searched for.
This guide gives you 26 AI prompts for Google Ads: one master brief, then reusable prompts for headlines, descriptions, paths, ad group structure, search intent and testing. Just as important, it shows you how to check length, relevance and claims on whatever the model gives you, because that is where AI-written ads go wrong. Everything in [square brackets] is a blank for you to fill in.
A few honest notes. These are templates, not proven winners, and no prompt can promise clicks or conversions. The limits come from Google's own help pages, which can change. And you, not the model, are responsible for every claim in the final ad. Any chat assistant can run these prompts, and our ChatGPT review and Claude review cover the two we would start with.
How to Use These Prompts
The best AI prompts for Google Ads start with the master brief below, so paste it at the top of every chat. A search ad lives or dies on matching what someone typed, so the brief carries more than a brand description: it names the keyword theme, the landing page and the facts the model is allowed to use.
A good brief covers six things:
- Business and offer: what you sell, the price and the deadline if there is one.
- Ad group theme and keywords: the small set of searches this ad should answer.
- Landing page: what the page actually says, because the ad must not promise more.
- Real proof: reviews, numbers, accreditations or guarantees you can show on request.
- Tone and banned words: how you talk, and the phrases you never use.
- Location: only the places you genuinely serve.
The Master Brief
Paste this first and fill in the blanks. Every later prompt assumes it is already in the chat.
You are a direct-response copywriter for Google Ads responsive search ads. Here is my brief. Keep it in mind for everything I ask next.
Business: [what you sell, in one sentence]. Offer: [price, discount or free quote, and the deadline if there is one]. Ad group theme: [the one topic this ad group covers]. Keywords: [3 to 10 keywords]. Landing page: [paste the key text of the page]. Service area: [places you genuinely serve].
Proof I can show: [real reviews, numbers, accreditations, guarantees]. Tone: [for example plain, friendly, no hype]. Never use: [banned words]. Never invent facts, prices, awards, reviews or statistics; if you need one that is not here, ask me.
Reply with "ready", plus one question if anything is missing.
Run each prompt in the same chat so the brief stays in context, and always ask for more options than you need. Expect to discard most of them; the value is in the one or two lines you would not have written yourself.
Responsive Search Ad Limits and How Headlines Combine
When you write AI prompts for Google Ads, put the limit inside the prompt. Models will cheerfully write a 45-character headline and call it 30. Google's responsive search ad help page sets the numbers:
| Element | Limit | Notes |
|---|---|---|
| Headline | 30 characters | Up to 15 per ad |
| Description | 90 characters | Up to 4 per ad |
| Path field | 15 characters | Part of the display URL |
Two details from the same page matter for prompting. Every character in a double-width language such as Chinese, Japanese or Korean counts as two. And Google warns that wide letters like "m" can make a headline too wide for the space on some browser sizes, so a headline sitting exactly on the limit can still be cut off.
The bigger point is how the ad is built. Google assembles your headlines and descriptions into multiple combinations, and by default they can appear in any order. So every headline has to make sense on its own and next to any other headline. That is why the prompts below ask the model for standalone lines that do not repeat each other.
Headline Prompts for Google Ads (30 Characters)
Good AI prompts for Google Ads headlines start from the fact that headlines are the lines people notice first, and 30 characters is tight. Ask for the count after every line, then check it yourself using the method further down. Each prompt asks for plenty of options, since a responsive ad takes up to 15 headlines.
Keyword Headlines
Headlines that echo what people typed, with the keyword kept in one piece.
Using the brief, write 15 headlines for the ad group "[theme]", each 30 characters or fewer including spaces. Show the character count after each one.
At least 6 must contain the exact keyword "[keyword]" or a close variant, and the keyword must stay intact inside a single headline. Each headline must make sense on its own.
Benefit Headlines
What the customer gets, in the fewest words.
Write 12 headlines under 30 characters that each state one benefit of [product or service]: [benefit 1, benefit 2, benefit 3]. Show the count after each. Use plain words and no superlatives like "best" or "number one".
Offer and Price Headlines
For sales, free quotes and fixed prices, using only the real deal.
Write 10 headlines under 30 characters that state this offer: [exact offer, price and end date]. Do not round, improve or add to it. Show the count after each one, and mark any that would need the end date to stay accurate.
Proof Headlines
For when you have a real number, accreditation or review worth leading with.
Write 8 headlines under 30 characters that use only this proof: [accreditation, years trading, review score with the number of reviews]. Use the figures exactly as given and do not add any other claim. Show the count after each.
Call-to-Action Headlines
Short action lines that match the goal.
Write 10 call-to-action headlines under 30 characters for [goal: quote, booking, sign-up or purchase]. Make each one specific about what happens next, for example "Get a Quote in 2 Minutes" only if that is true. Show the count after each one.
Location Headlines
Local relevance, limited to places you really serve.
Write 8 headlines under 30 characters that mention only these places: [towns or areas you serve]. Vary the wording so they do not just swap the place name, and show the count after each. Do not mention any other location.
Trust and Reassurance Headlines
Warranties, returns and guarantees, stated exactly.
Write 8 headlines under 30 characters that reassure a nervous buyer using only these facts: [warranty length, return policy, guarantee terms]. Do not stretch them: if the guarantee has conditions, flag the headline so I can check the landing page shows them.
Shortening Headlines to Fit
For when a good line is a few characters too long.
Here are my headlines: [paste]. Rewrite each to 30 characters or fewer without losing the meaning or changing any number, and show the new count. Mark any that cannot be shortened honestly instead of forcing them.
Description and Path Prompts (90 and 15 Characters)
In AI prompts for Google Ads descriptions, the key fact is that descriptions have 90 characters, which is room for a full thought but not a paragraph. Their job is to add what the headline had no space for: the proof, the detail and the next step. Paths are the two small display URL fields, 15 characters each.
Benefit and Call-to-Action Descriptions
The standard description: one benefit and one clear next step.
Write 6 descriptions of 90 characters or fewer for [product or service]. Each should state one benefit and end with a clear next step. Show the count after each, and do not repeat wording from these headlines: [paste headlines].
Objection-Answering Descriptions
Handles the doubt that stops people clicking.
Searchers often hesitate because [objection]. Write 4 descriptions of 90 characters or fewer that answer it honestly using only these facts: [facts]. Show the count after each. Do not dismiss the concern or promise more than the facts allow.
Offer Descriptions With a Date
For sales and time-limited deals.
Write 4 descriptions of 90 characters or fewer for this offer: [offer, price, end date]. State the saving and the deadline plainly, and show the count. If the offer has conditions such as minimum spend, say that the landing page must show them.
Descriptions That Complement the Headlines
Stops the ad from saying the same thing twice.
These are my final headlines: [paste]. Write 4 descriptions of 90 characters or fewer that add information the headlines do not contain. Do not repeat any word that appears in three or more of the headlines. Show the count after each.
When the Keyword Is Longer Than 30 Characters
Google suggests putting an over-long keyword in a description instead.
My keyword is "[long keyword]", which is over 30 characters. Write 4 descriptions of 90 characters or fewer that contain the exact keyword in one piece, read naturally and end with a next step. Show the count after each.
Path Text
The two short fields that appear in the display URL.
Suggest 10 pairs of path text for the display URL of an ad for [product or service], each field 15 characters or fewer, using words people search for. Show the count for each field and use no spaces, so the path reads like a real URL.
Relevance, Intent and Structure Prompts
Relevance is decided before you write a single headline, by which keywords share an ad group and what the searcher wants. These AI prompts for Google Ads do the planning work. Paste real keyword lists or search terms from your account, not invented ones.
Ad Group Split
Groups a long keyword list into tight themes, so each ad can be specific.
Here is my keyword list: [paste]. Group it into ad groups where every keyword in a group could share the same ad and the same landing page. Name each group, list its keywords and flag any keyword that does not fit anywhere.
Search Intent Map
Shows what each search is really asking for.
Here are real search terms from my account: [paste]. For each, label the intent as researching, comparing or ready to buy, and say what a matching headline would need to promise. Flag any term where our offer is not a good answer.
Negative Keyword Ideas
Cuts irrelevant clicks, which is relevance work too.
For [product or service], list 30 search words that signal the wrong intent, for example free, jobs, DIY, repair guides or competitor brand names, grouped by reason. Mark any that might block searches we actually want, so I can decide before adding them.
Variety Audit
Catches headlines that say the same thing in different words.
Review these headlines: [paste]. Group any that repeat the same idea or the same words, and tell me which to keep from each group. Google restricts needless repetition, so flag any repeated phrase across headlines and descriptions. Suggest replacements that cover a missing angle.
Pinning Plan
Decides which lines, if any, should be locked to a position.
Here are my headlines and descriptions: [paste]. Suggest which one or two, if any, must appear in every ad, for example a required legal line or the keyword headline. Explain why and mark everything else as unpinned. Pin as little as possible.
On pinning, Google says it is not recommended for most advertisers because it cuts the number of combinations that can match a search and can affect Ad Strength. If you do pin, its guidance is to pin two or three different lines to a position, or only one or two essential keyword headlines, and let the rest rotate. Anything that must appear in every ad has to be pinned to headline position 1, headline position 2 or description position 1.
Testing and Refresh Prompts
Writing is half the job. Google's Ad Strength rating gives you a quick signal while you build the ad, and Google reports that advertisers who improve Ad Strength from "Poor" to "Excellent" see 15% more clicks and conversions on average. That is Google's own figure, so treat it as a reason to give the system varied assets, not a promise. These two AI prompts for Google Ads handle the follow-up work.
Asset Report Rewrite
Turns performance data into replacement lines.
My responsive search ad has been running for [number of days]. The asset report shows these results: [paste the performance rating or numbers for each headline and description]. Keep the strongest 5 headlines, replace the weakest with new lines under 30 characters, and explain what angle each replacement tries. Say clearly that you are guessing about causes.
Seasonal Refresh
Updates evergreen ads for a date-driven push.
Rewrite 6 of my headlines and 2 of my descriptions for [event or season], keeping the keyword and the offer. Use only this real seasonal detail: [detail]. Keep the headlines under 30 characters and the descriptions under 90, show the counts, and tell me which old lines to remove after the event ends.
How to Check Length Before You Publish
Whichever AI prompts for Google Ads you use, models are poor at counting characters, because they read text in chunks rather than letters. Asking for a count helps, but treat it as a first pass. The reliable method takes about a minute:
- Paste every line into a spreadsheet, one per row.
- Count with a formula. In Google Sheets or Excel,
=LEN(A2)returns the number of characters, including spaces and punctuation. - Flag the overruns. For headlines,
=IF(LEN(A2)<=30,"OK","Over by "&LEN(A2)-30)tells you at a glance. Change 30 to 90 for descriptions and 15 for paths. - Leave a margin on lines that rely on wide letters, since Google warns they can still be cut on narrow screens.
Here is how that looks on real lines for a plumber, shown as an example:
| Headline | Characters | Fits 30? |
|---|---|---|
| Emergency Plumber in Leeds | 26 | Yes |
| 24/7 Emergency Plumber in Leeds | 31 | No, over by 1 |
| Gas Safe Registered Engineers | 29 | Yes |
| Fixed Prices Agreed Before Work Starts | 38 | No, over by 8 |
| Book Online in Two Minutes | 26 | Yes |
Notice that "24/7 Emergency Plumber in Leeds" misses by a single character, which is exactly the kind of near miss a model will report as a pass. Once you have the sheet, you can hand the failures back to the model with the shortening prompt, then recount.
Length Check Table
A first-pass check you still verify in a spreadsheet.
Put these lines in a table with three columns: the text, its character count including spaces, and "fits" or "over by N" against a limit of [30 for headlines, 90 for descriptions, 15 for paths]. Count carefully, letter by letter. Lines: [paste].
Then rewrite only the lines that are over so they fit, without changing any number or fact, and show the new counts.
How to Check Relevance Before You Publish
A headline can fit and still be wrong for the search. Relevance has three parts: the ad matches the keyword, the ad matches the landing page, and the lines work together. Check each one:
| Check | It passes when | If it fails |
|---|---|---|
| Keyword match | Several headlines contain the keyword in one piece | Rewrite with the keyword intact, or move it to a description |
| Landing page match | Every offer, price and promise appears on the page | Change the ad or the page, not just the ad |
| Search intent | The ad answers what the person wants, such as buying or comparing | Split the ad group or add negative keywords |
| Variety | No two headlines make the same point | Replace the duplicates with a new angle |
The landing page check is the one most often skipped. If the ad says "Free Quote in 2 Minutes" and the page asks for a phone call and a three-day wait, you have an unhappy visitor and a possible policy problem. Run this audit on the final set, not on drafts.
Keyword and Landing Page Audit
Compares the finished ad with the keywords and the page it points to.
Audit this ad against my keywords and landing page. Keywords: [paste]. Landing page text: [paste]. Headlines: [paste]. Descriptions: [paste].
For each headline and description, tell me: which keyword it supports (or "none"), whether the landing page backs up everything it says (quote the page line, or say "not found"), and whether it repeats another line. List problems first, then give a short fix for each.
How to Check Claims Before You Publish
With AI prompts for Google Ads, claims are where the real risk sits, because a model fills gaps with plausible-sounding facts. Google's Misrepresentation policy lists, among its examples, making offers that aren't actually available, misleading or unrealistic claims about weight loss or financial gain, and omitting or obscuring billing details. In the US, the Federal Trade Commission Act prohibits unfair or deceptive advertising. Neither is a reason to avoid AI, but both are reasons to check.
The method is to turn every claim into a line you can point to evidence for:
- Underline every fact in the draft: numbers, prices, dates, rankings, accreditations, guarantees and words like "best", "cheapest" or "free".
- Match each one to a source you hold, such as a price list, a certificate or a review page.
- Rewrite what you cannot source. Replace a superlative with a specific, provable detail.
- Check the page shows the conditions, such as the end date, minimum spend or call-out charge.
| Claim in the draft | Evidence you need | Safer wording |
|---|---|---|
| Cheapest plumber in Leeds | A dated price comparison | Fixed prices agreed up front |
| Gas Safe registered | A current registration number | Keep, with the number on the page |
| Rated 5 stars by customers | The review source and count | Rated 4.8 from 212 reviews |
| Free call-out | The real terms | Free call-out on bookings over [amount] |
Those rows are illustrations, not real claims. Google's editorial rules add formatting limits worth running past the model too: no phone number in ad text, no needless repetition, and correct capitalization and punctuation, all described in its editorial policy.
Claims Audit
Lists every claim and what you would need to prove it.
Read these ad lines: [paste]. List every factual or comparative claim, including numbers, prices, dates, rankings, guarantees and words like "best" or "free". For each, say what evidence I would need to support it, mark any you could not support from my brief ("unsupported"), and suggest a safer rewrite.
Do not add any new fact. If a rewrite needs one, write [NEEDS FACT] instead.
Policy Pre-Check
A first filter before you submit. It does not replace Google review.
Review these ads for problems before I submit them. Flag: repeated words or phrases across headlines and descriptions, ALL CAPS words, unusual punctuation or symbols, a phone number in the ad text, offers that might not be available, missing billing or price conditions, unrealistic claims, and anything that contradicts my brief.
Quote each problem line and suggest a rewrite. You are a first filter, not a replacement for Google's review. Ads: [paste].
Keep a simple record of where each number came from. If an ad is ever questioned, that note is worth more than the best prompt.
Which AI Tool to Run These Prompts In
Any capable chat assistant can run these AI prompts for Google Ads, and we have not ranked how each tool handles this exact set. In practice, ChatGPT is the quicker option for a big batch of short variations, while Claude tends to hold a long brief and a consistent voice better across a conversation. Our ChatGPT vs Claude comparison scores both across seven rounds, including writing and long documents.
If you would rather use a tool built around advertising, our guide to the best AI tools for ad copy compares six, and if you also run social ads, the companion guide has AI prompts for Facebook and Instagram ads. Whichever route you take, paste the master brief first, give the model real search terms and reviews, and treat the output as a first draft.
Frequently asked questions
What are the best AI prompts for Google Ads?
There is no single best prompt, but the best AI prompts for Google Ads share a shape: a brief with the keyword theme, landing page and real proof, one clear job, the character limit and a request for many options. Start with the master brief above, then add one task prompt at a time.
What is the character limit for Google Ads headlines and descriptions?
Google's responsive search ad help page sets headlines at up to 30 characters, descriptions at up to 90 characters each and path fields at up to 15 each. Every character in a double-width language such as Chinese, Japanese or Korean counts as two.
How many headlines and descriptions can a responsive search ad have?
Up to 15 headlines and 4 descriptions per ad, according to Google's help page. Google assembles them into combinations and, by default, they can appear in any order, so write lines that make sense on their own.
Can ChatGPT write Google Ads headlines?
Yes. ChatGPT and Claude both handle it well when you give them a brief with keywords, a landing page and real proof. Neither counts characters reliably, so check every line in a spreadsheet with the LEN formula before you publish.
Does Google allow AI-written ads?
Google's ad policies focus on what an ad says and where it leads, and the rules we have read do not turn on who wrote the text. Every ad is still reviewed, and you are responsible for its claims. Read Google's current advertising policies before you publish.
Should I pin headlines in a responsive search ad?
Usually not. Google says pinning is not recommended for most advertisers because it reduces the combinations that can match a search and can affect Ad Strength. If you must pin, pin as little as possible, and use header position 1, header position 2 or description position 1 for anything that has to show in every ad.
How do I check the character count of AI-written ad copy?
Paste each line into a spreadsheet and use =LEN(A2). It counts spaces and punctuation. Compare the result with 30 for headlines, 90 for descriptions or 15 for paths, and keep a small margin on lines with wide letters.