Ad copy checker

What makes good ad copy?

Good ad copy answers the search in front of it. Someone typing "emergency plumber" wants to know you can come now, what it costs and why to pick you. Put the service and the place in the headline, one concrete reason to choose you (a fixed price, a response time, a guarantee you actually offer), and a clear next step. Lines that every competitor could also write, like "quality you can trust" or "look no further", take up space without saying anything about your business, so the checker flags them as generic. That's a style check, not a guess about who wrote them.

Google ad copy examples

Two made-up examples, before and after the checks.

An emergency plumber in Leeds, keyword "emergency plumber":

• Before: "BEST Plumbers!!" (capitals and repeated punctuation: likely disapproved) and "Unlock seamless plumbing solutions" (generic).
• After: "Emergency Plumber in Leeds" (26), "Emergency Plumber in 60 Min" (27) and "Fixed £95 Call-Out" (18), with the description "Fixed £95 call-out, evenings included. Gas Safe registered. Call or book online." (80).

The keyword is in two headlines and every line fits Google's limits. The price and the 60-minute promise tell the searcher something a generic line can't. The checker still lists the £95 as worth a look: the landing page should show the same price.

A small online shop selling linen bedding, keyword "linen duvet cover":

• Before: "Elevate Your Sleep Today" and "World-Class Bedding" (both generic: any bedding shop could say them).
• After: "Linen Duvet Cover, Washed Soft" (30) and "Linen Duvet Cover in 12 Colours" (30), with "Stonewashed European linen. Free UK delivery over £60, 100-night returns." (73).

How to write ad copy that passes review

Google's responsive search ads take 3 to 15 headlines of up to 30 characters and 2 to 4 descriptions of up to 90; Chinese, Japanese and Korean characters count as 2 (responsive search ads guide). Google's editorial rules disapproverepeated or gimmicky punctuation such as "!!",capitals used for emphasis,phone numbers in the ad text (use a call asset), generic calls to action like "click here", andodd spacing. Claims such as "best" or a guarantee aren't banned, but your site should back them up. In health and weight-loss ads, Google requires a clear refund policy if you guarantee results.

Checking Facebook and Instagram ads

Meta's text lengths are recommendations, not limits: about 125 characters of primary text and a headline of 27 to 40, depending on where the ad shows. The bigger risk is Meta's rule onpersonal attributes: an ad can't say or imply something about the reader's health, financial situation, age, religion, sexual orientation or criminal record. Meta's own example: "Do you have diabetes?" isn't allowed, but "New diabetes treatment available" is. The checker also flags before-and-after wording, which Meta restricts in weight-loss ads, and Facebook or Instagram's names, which Meta only lets you use, spelled out in full, tosay where the ad leads. Looking for a competitor's ads instead? Meta'sAd Library shows the ads a Page is running. This checker is for your own ad text, before it runs.

What to do next

Check that the page the ad sends people to says the same thing with thelanding page checker; it can compare your headlines with the page. Google can also write extra ad text for you: turn off automatically created assets explains how to see and stop it, and the free SpendCanary scan shows the text Google wrote and showed in your account. For how ad wording affects your costs, seeGoogle Ads Quality Score explained.