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Review and edit ad copy

The ad copy step, the third step of the wizard, generates the responsive search ad for your campaign. Hero Marketer drafts the headlines and descriptions from your product context and the keywords in the cluster you picked. Your job is to review them, tighten what's weak, and approve.

What the ad copy step generates​

The ad has:

  • Headlines. Up to 15 short headlines, each up to 30 characters.
  • Descriptions. Up to 4 longer descriptions, each up to 90 characters.
  • A final URL. The landing page you set on the targeting step.
  • A display path. Two short URL fragments shown next to your domain in the ad.

Google rotates through the headlines and descriptions and assembles the live ad in real time. The combination a viewer sees changes based on their query, device, and Google's prediction of what will perform best, which is why you supply many headlines rather than one fixed ad.

Read the variations​

For each headline and description, check:

  • Does it name a real job your customer cares about? If it reads like marketing copy with no substance, rewrite it.
  • Does it match what someone searching these keywords actually wants? A query for "alternative to Jira" needs copy that addresses why your product is the alternative, not generic positioning.
  • Are the claims defensible? Anything specific, "trusted by 5,000 teams", "free for 14 days", has to be true. Google rejects ads with unverifiable claims.
  • Is the call to action clear? "Try free", "Get a demo", "Start trial", pick what fits your funnel.

Edit headlines and descriptions in place​

Click any headline or description to edit it. Character counts update as you type. If you go over the limit, the field highlights and Google won't accept the campaign until you're back under.

A few editing tips:

  • Keep at least one of every key idea. If you remove every mention of pricing, no ad will ever show pricing.
  • Avoid all caps and exclamation marks. Google rejects ads that use them excessively.
  • Don't write three nearly identical headlines. Google won't show them together, so they fill space without adding lift.

Reorder headlines​

Headlines have an order you can change by dragging. Google treats order as a soft signal: earlier headlines are more likely to show first, but the algorithm may still pick a later one when it expects better performance.

For headline 1, pick something that works for almost any query. Headlines 2 and 3 can be more specific.

Pin a headline to a fixed position​

If a specific headline must always appear in a specific position, for compliance, for example, use the pin action. Pinning constrains the algorithm but guarantees the headline shows where you pinned it.

Use pinning sparingly. Pinning more than two or three headlines reduces the algorithm's ability to optimize the ad.

Regenerate if the angle is off​

If the first set isn't right, click Regenerate. Hero Marketer creates a new set with different angles.

Before regenerating, ask whether the problem is the copy or the input. If the keywords were off, going back to fix the cluster produces better copy than a regeneration. If the product context was thin, fix that and try again.

The ad copy step also shows the sitelinks and other extensions that will run with this campaign. See Add sitelinks and Add other extensions for what each one does.

Create the campaign​

When you're satisfied, click Create campaign. Hero Marketer creates the campaign in Google Ads and routes you to a confirmation screen. Credits are charged dynamically during the AI generation steps as you go, not when you submit, so clicking Create campaign doesn't spend additional credits.

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