fundamentals · 2026-02-20 · 6 min read

The Complete Ad Copywriting Checklist (Google Ads + Meta Ads)

30-point checklist for writing Google Ads and Meta Ads copy that converts. Character limits, messaging, CTAs, compliance, and quality checks — all in one place.

By Aurimas Paulius Girčys — Founder & CEO, APG MEDIA

Why Use a Checklist?

Ad copy is deceptively simple. Short character limits make it feel easy — until you realize you've written 15 headlines that all say the same thing, forgot to include a CTA, or blew past the character limit on 3 descriptions.

A checklist catches what your brain skips when you're focused on being creative. Use this before submitting any ad.

Google Ads RSA Checklist

Asset Quantity

  • [ ] 15 headlines written — the Google maximum. More headlines = better ad strength.
  • [ ] 4 descriptions written — the Google maximum.
  • [ ] 2 display paths set — relevant to the ad group keyword theme.

Character Limits

  • [ ] Every headline ≤ 30 characters. No exceptions — Google hard-rejects over-limit headlines. Full character limits reference.
  • [ ] Every description ≤ 90 characters.
  • [ ] Each display path ≤ 15 characters.

Messaging Diversity

  • [ ] At least 2 headlines include target keywords. Improves relevance and expected CTR.
  • [ ] At least 3 headlines do NOT include keywords. Prevents repetitive messaging.
  • [ ] At least 2 headlines include a CTA. "Shop Now," "Get a Quote," "Try Free," etc.
  • [ ] At least 1 headline includes social proof. Star ratings, customer count, awards.
  • [ ] At least 1 headline includes a price or promotion. Specificity drives clicks.
  • [ ] No two headlines say essentially the same thing. "Buy Shoes Today" and "Shop Shoes Now" are duplicates.

Pinning

  • [ ] Position 1 pinned (if needed) — with 2–3 variations pinned to the same spot.
  • [ ] Positions 2 and 3 unpinned — unless you have a specific reason.

Quality Check

  • [ ] Every headline makes sense on its own. Google can show any combination.
  • [ ] Each description includes a CTA. "Shop now," "Learn more," "Start your free trial."
  • [ ] Descriptions don't repeat headline messaging. Use descriptions to expand, not echo.
  • [ ] No trademark violations. Don't use competitor brand names in ad copy unless you have permission.
  • [ ] No excessive capitalization. "FREE SHOES NOW" will get flagged. Title case is fine.

Meta / Facebook Ads Checklist

Character Limits

  • [ ] Primary text ≤ 125 characters (recommended). Everything after gets hidden behind "See More." Full Meta limits reference.
  • [ ] Headline ≤ 40 characters (recommended). Truncated on most placements above this.
  • [ ] Description ≤ 125 characters (if used). Often hidden on mobile.

Copy Structure

  • [ ] Hook in the first line. The first sentence must stop the scroll — pain point, bold claim, question, or surprising stat.
  • [ ] Benefit over feature. "Save 10 hours/week" beats "AI-powered automation."
  • [ ] CTA is explicit. Tell people exactly what to do: "Shop now," "Try free," "Book today."
  • [ ] One message per ad. Don't try to communicate 5 benefits. Pick one and commit.

Creative Alignment

  • [ ] Copy matches the visual. If the image shows a product, the copy talks about that product.
  • [ ] CTA matches the button. If the button says "Shop Now," the copy should lead to shopping.
  • [ ] Landing page matches the ad. The page should deliver on whatever the ad promises.

Compliance

  • [ ] No prohibited content. Review Meta's advertising policies for your vertical.
  • [ ] No personal attributes. Don't use "you" in ways that assume personal characteristics (e.g., "Struggling with debt?").
  • [ ] No before/after claims (for health, fitness). Use "results may vary" disclaimers.

Universal Checks (Both Platforms)

  • [ ] Spelling and grammar. Obvious, but often missed. Read the copy aloud.
  • [ ] Numbers over words. "50% off" not "fifty percent off." "4.8 stars" not "almost five stars."
  • [ ] Specificity over vagueness. "Rated 4.8 by 2,000 customers" beats "highly rated."
  • [ ] Benefits before features. Lead with the outcome the customer gets.
  • [ ] One clear CTA per ad. Don't ask people to "learn more, sign up, and shop now" in the same ad.

Pre-Launch Quality Gate

Before publishing any ad, ask these three questions:

1. Would I click this? If you wouldn't, your audience won't either.

2. Is the promise deliverable? Does the landing page match what the ad says?

3. Is this the best use of the character limit? Every character costs money (in CPC). Make each one earn its place.

Skip the Manual Checking

Jupitron AI generates ad drafts with character checks and source-review notes. Use the checklist to review factual claims, offer conditions, and messaging before publishing.

Generate Ad Drafts for Review — Free

Sources

  1. About responsive search ads — Google Ads Help
  2. Creative best practices for text in ads — Meta Business Help Centre

About the author

Aurimas Paulius Girčys is the founder and CEO of APG MEDIA, a performance marketing agency in Vilnius, Lithuania, where he leads a team of SEO and PPC specialists. He has spent more than 15 years running paid search and paid social campaigns, is a Google Certified Trainer, and has taught e-commerce at ISM University of Management and Economics for over five years. He is a TEDx speaker and a regular speaker at digital marketing conferences.