How to write good copy for Meta ads
On Facebook and Instagram people are not searching for anything. They scroll, and your image or video has to stop them first. The text then explains why the ad is worth a click, so it should support the creative, not repeat it.
Meta recommends about 125 characters for the primary text, 40 for the headline and 25 for the description in most placements, and says the primary text should take one to three lines at most. These are recommendations, not limits. Longer text is accepted, but people see only the start until they tap for more.
- Start with the benefit or the problem, not with your company name.
- Keep one message per ad. If you have two offers, make two ads.
- Use the headline for the offer or the clearest benefit, in a few words.
- Pick the call to action button that matches the next step, for example Shop now for a shop or Book now for appointments.
- Write the way your customers talk. Short sentences, plain words, no jargon.
How to write good copy for Google search ads
A responsive search ad is built from parts. You write at least 3 and up to 15 headlines of up to 30 characters, and at least 2 and up to 4 descriptions of up to 90 characters. Google then combines them and shows different combinations for different searches.
- Put at least one of your keywords in the headlines, as Google recommends. A keyword cannot be split across two headlines, so keywords longer than 30 characters belong in the descriptions.
- Write as many different headlines as you can: the benefit, the offer, the price, delivery, a question, your brand. Google recommends unique headlines, because they give it more to combine.
- Pin a headline to a position only when it really has to be there, for example a legal notice. Google says pinning is not recommended for most advertisers, because it leaves fewer combinations.
- Use the two paths to show where the click leads, for example /leather-bags/laptop. They do not have to exist on your site.
- Make sure the landing page keeps the promise from the ad: the same offer, the same price, the same words.
Common mistakes
- Fifteen headlines that all say the same thing in different words. Google has less to combine and you learn nothing.
- Breaking Google’s editorial rules: repeated punctuation like “!!”, words in all caps (brand names and a few other cases are exceptions), emoji or a phone number in the ad text. The checks in the tool warn you about these.
- The same text on Meta and on Google. On Google people are already searching, on Meta you interrupt their scrolling, so the copy needs a different start.
- An offer without conditions. If the discount lasts until Friday or delivery is free above a certain amount, say so.
- Claims you cannot prove, like “the best” or “number one”. Ad platforms can reject them, and customers rarely believe them.
How to import the CSV into Google Ads Editor
- Open Google Ads Editor and get the recent changes for your account, so the campaign and the ad group from the file are there.
- Open the Account menu, choose Import, then From file, and pick the downloaded CSV. The menu names are from the English version of Editor.
- Check that the column names in the preview are right, then click Import. The file is saved as Unicode text (UTF-16) with tabs between columns, as the Editor help recommends, so letters like č and ž stay correct.
- Click Review imported changes, then Keep proposed changes. The new ad is still only in Editor. It goes live when you post the changes to your account.
FAQ
Is this copy written by AI?
No. The generator puts your answers into templates written by people, directly in your browser. Nothing is sent to a server or an AI service. That is why the copy is a starting point and needs your own touch.
Why are some Google headlines empty?
The generator only fills a headline when the result fits the limit. Long product names or keywords leave fewer options. Write the rest yourself: short benefits, prices, delivery terms or a question work well.
Does the counter count exactly like Google?
Almost. The counter follows Google’s rule that double width characters, such as Chinese, Japanese and Korean, count as two. Letters like č, ć, š, ž and đ are not double width, so the counter counts them as one. Google Ads and Ads Editor have the final word, so check the count there too.
Can I write the ads in Serbian?
Yes. Choose Serbian as the language of the ads and write your answers in Serbian. The templates place your words after a colon or at the start of a sentence, so the basic form (nominative) works best. The counter counts letters like č, ć, š, ž and đ as one character.
Is anything saved or sent?
No. Everything happens in your browser and disappears when you close the page. The CSV file is created on your computer and goes only where you save it.
Sources: Google Ads Help, about responsive search ads, display URL paths, ad strength and best practices, Google Ads editorial policy, Google Ads Editor CSV columns, importing a CSV file, Meta Business Help, ad text length, Meta Ads Guide, Facebook Feed image and Meta Marketing API, ad creative. Checked in October 2026. Everything runs in your browser, nothing is sent or stored.