Platform-native ad copy for Meta (Facebook/Instagram), Google Search, LinkedIn, TikTok, and YouTube with character-limit compliance, audience targeting notes, and creative briefs.
Platform-native ad copy for Meta (Facebook/Instagram), Google Search, LinkedIn, TikTok, and YouTube with character-limit compliance, audience targeting notes, and creative briefs.
Invoke whenever the user says "ad copy", "Facebook ads", "Google Ads", "LinkedIn ads", "TikTok ads", or runs `/market ads <product>`.
Respects platform policies.
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SKILL.md
Market Ads — Platform-Native Ad Copy
Write ads that follow each platform's character limits, creative norms, and policy rules. Ads that break limits get rejected; ads that fit platform conventions perform better.
Platform Character Limits (2024+)
Meta (Facebook / Instagram)
Element
Limit
Primary text
125 chars recommended (2,200 max, truncates)
Headline
27 chars recommended (40 max)
Description
27 chars recommended
Link URL
Must be valid and match destination
Google Search (Responsive Search Ads)
Element
Limit
Count
Headline
30 chars
3–15
Description
90 chars
2–4
Final URL
—
1+
Path (display URL)
15 chars
2
Sitelinks, callouts, structured snippets are separate extensions.
LinkedIn
Element
Limit
Intro text
150 chars recommended (600 max)
Headline
70 chars
Description
100 chars
LinkedIn audiences read; headlines can be longer than Meta.
TikTok Ads
Element
Limit
Ad text
100 chars (no emoji in some regions)
Display name
40 chars
Video
5–60s, 9:16 vertical
YouTube
Element
Limit
Headline (in-stream)
15 chars headline, 70 description
Discovery ads
25 char headline, 35 char descriptions (x2)
Creative Frameworks
The Hook-Insight-Offer structure (Meta / TikTok)
Hook (line 1): pattern interrupt, specific pain, or bold claim
Insight (line 2): why this matters / the turn
Offer (line 3): what to do next with a specific incentive
The Match-the-Intent structure (Google)
The ad must match the search query. If someone searches "crm for small business":
Headline 1 includes "crm for small business"
Headline 2 = differentiator
Headline 3 = CTA or offer
Description = proof + benefit
The B2B structure (LinkedIn)
Intro: name the audience, name the outcome
Headline: specific result
Description: proof + CTA
Output Format (per platform)
## [Platform] Ad Set — [Product / Campaign]
**Audience:** [targeting notes]
**Offer:** [incentive]
**Landing page:** [url]
### Variant A — [Angle name]
- **Primary text / Intro:** "[copy]" (X/125 chars)
- **Headline:** "[copy]" (X/27 chars)
- **Description:** "[copy]" (X/27 chars)
- **Angle:** [what this variant is testing — pain, status, curiosity, social proof]
### Variant B — [Different angle]
...
### Variant C — [Different angle]
...
### Creative brief
- Visual: [describe — single image, carousel, UGC-style video, animated]
- Hook second: [first 3s of video or headline of static]
- CTA button: [Shop Now / Learn More / Sign Up / Download]
Always ship at least 3 variants per platform testing different angles. Ad platforms learn fastest when fed multiple creatives.
Testing Matrix
Variable
Test
Audience
Broad vs lookalike vs interest vs retargeting
Angle
Pain vs outcome vs identity vs status
Hook type
Question vs claim vs story vs stat
Creative
Static vs video vs UGC vs animated
CTA button
Learn More vs Sign Up vs Get Offer
Only test one variable at a time — changing creative and audience together gives you no learning.
Policy Checklist (review before shipping)
No unsupported health / financial / dating claims
No personal attributes ("are you depressed?") — Meta will reject
No before/after photos (Meta health policy)
No all-caps or excessive punctuation
No "you" targeting implications ("Hey Single Moms in Dallas")