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How RankGrep Ads writes ads

Where a written ad's words come from, the rules every line is checked against, how "Write another" treats your note, and what approving one changes.

Updated 17 Oct 20264 min read

On this page
  1. Where the words come from
  2. The rules every line is checked against
  3. Write another
  4. What approving changes
  5. Ads pointing at an address that redirects
  6. What it costs

Three findings become a written ad: an ad Google refused, an ad Google rates poor or average, and an ad group with no ad that can show. When the next import turns one into a proposal, RankGrep writes a complete responsive search ad for it, checks every line, and dry-runs it with Google before you see it.

Where the words come from

The writer is given only facts about your business:

  • the page the ad sends people to, as your site's own audit read it: its title, main heading, description, opening paragraph and subheadings;
  • the ad group's keywords, so the ad speaks to the searches it will show on;
  • the searches in that ad group that converted, in the words your customers actually used;
  • the ad being replaced or improved, so what worked in it is kept;
  • your business name and where you work.

It is told to use only facts the page or the evidence states. It does not invent prices, years in business, response times, guarantees, awards or certifications. When a current ad makes a claim the page does not support, the new draft leaves it out and says so.

The rules every line is checked against

The writer is told these rules, and then every line it returns is checked against them. A line that breaks one is dropped. If too little is left, the draft goes back to the writer once with what was wrong.

  • Google's limits: at most 30 characters a headline and 90 a description. RankGrep asks for 10 to 15 headlines and 3 or 4 descriptions, well above Google's minimum, so the ad has room to rate well.
  • Claims Google refuses without proof: "#1", "number one", "the best", "cheapest", "lowest price", and guarantees of either.
  • Things Google does not allow in the text: phone numbers (a call asset shows your number as a button instead), web addresses, exclamation marks in headlines, more than one in a description, repeated punctuation, emoji and symbols, and "click here".
  • Capitals: words of four or more letters in capitals read as shouting. Real acronyms of a trade (COC, PIRB, SABS, CCTV and similar) are allowed.
  • Relevance: at least two headlines must use the words of the ad group's keywords.
  • No repeats: two lines that say the same thing are kept once.

Each headline and description is shown with its character count, so you can see the limits being kept.

Write another

Write another asks for a new draft. You can add a note, or leave it empty for a different angle.

Your note is split into separate asks, and each is sorted:

  • Followed: tone ("friendlier", "more urgent"), what to mention ("mention geyser repairs", "name Randburg"), and what to drop ("drop 'East Rand'"). A phrase you ask to drop is checked for in the new draft, not just requested.
  • Not done, with the reason: anything that would get the ad refused. Asking to be called "#1", to add your phone number, to use capitals, or to put an exclamation mark in a headline is declined, and the draft says why and what to do instead.

The new draft shows which asks it followed and which it did not. The drafts you turned down are passed to the writer, so it does not offer the same ad again.

What approving changes

  • A refused ad: the new ad is added and the refused one is paused, not deleted. Undo removes the new ad and turns the old one back on.
  • A weak ad, or a group with no ad: the new ad is added beside the ones already running. Google shows the stronger ad more often, so there is no need to remove the old one.

Either way RankGrep reads the account back to confirm the ad exists, and the next import shows Google's review of it.

Ads pointing at an address that redirects

When the site audit finds an ad's final URL redirects, RankGrep follows the redirect to where it ends up, staying on your own site. Google does not let an ad's address be edited, so approving re-creates the ad with exactly the same words at the final address and pauses the old one. Undo reverses both. If the address now redirects to another site, or ends at an error, nothing is proposed and the finding says why.

What it costs

Writing an ad is an AI call, and is charged to your monthly data credits like the SEO side's AI writers: usually one call, two when a draft needs correcting.