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.

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

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

Character Limits

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

Messaging Diversity

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

Pinning

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

Quality Check

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

Meta / Facebook Ads Checklist

Character Limits

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

Copy Structure

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

Creative Alignment

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

Compliance

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

Universal Checks (Both Platforms)

  • [ ] <strong>Spelling and grammar.</strong> Obvious, but often missed. Read the copy aloud.
  • [ ] <strong>Numbers over words.</strong> "50% off" not "fifty percent off." "4.8 stars" not "almost five stars."
  • [ ] <strong>Specificity over vagueness.</strong> "Rated 4.8 by 2,000 customers" beats "highly rated."
  • [ ] <strong>Benefits before features.</strong> Lead with the outcome the customer gets.
  • [ ] <strong>One clear CTA per ad.</strong> 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. <strong>Would I click this?</strong> If you wouldn't, your audience won't either.

2. <strong>Is the promise deliverable?</strong> Does the landing page match what the ad says?

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

Skip the Manual Checking

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