Write Google search ads

Kite builds every search ad from two inputs: the keyword the ad group targets and evidence of what your customers actually say. The keyword tells Kite what the searcher asked for. The customer evidence tells it what will make that searcher pick you.

Customer words make better ad copy because they're specific in ways a copywriter rarely invents. A review that says "she comes to our driveway, and my anxious rescue actually stays calm" gives a mobile dog groomer two strong headlines: one about the driveway and one about calm dogs. Neither would come out of a brainstorm about "convenient, professional grooming."

Before writing, Kite looks for that evidence in several places:

• reviews and testimonials, in your team's knowledge base or pasted into the conversation
• quotes from sales calls and customer surveys
• results your customers have reported, such as time or money saved
• your own past ads that performed well, read through your connected Google Ads account

Kite also checks what your competitors already say on Google. Its built-in ad research shows a competitor's current Google ads, including the copy and the landing pages. If you connect Semrush, Kite can also read the keywords a competitor buys, the ad copy Semrush has observed for that domain, and twelve months of its ad history. When three competitors all lead with "fast and affordable," that tells Kite which angle is crowded and where your ad can say something the others don't. Your competitors' claims stay theirs. Kite uses them to find contrast, not to borrow lines.

When Kite can't find any customer evidence, it tells you what it searched and what would help, such as a few reviews pasted into the conversation or approval to research what customers say about you in public. If you ask it to write from your positioning alone, it will, and it marks every line so you know no customer evidence backs the batch.

An angle is a reason to click, and Kite picks three to five of them before it writes any copy. Each angle comes from a different insight in the evidence, so the ad tests different ideas rather than different synonyms for the same one.

The angles Kite chooses from include:

• the problem your customer was living with
• the outcome they got
• proof, such as a customer result or a specific number a customer reported
• a comparison with the usual way of doing things or with an alternative
• who the product is built for
• an objection answered
• a contrarian view your customers share

An offer or deadline angle only appears when you have a real, dated offer. Within each angle, Kite varies the wording, how specific the line is, and its form, so some lines make a statement, some ask a question, and some tell the reader what to do. That variety gives Google real choices to test.

Write every headline so it makes sense alone and next to any other headline, because Google picks which three to show and in what order. Kite follows that rule for each ad it writes. No headline continues another, and no two headlines say the same thing in different words.

Each ad Kite writes includes:

• At least one headline with the target keyword. It shows the searcher they found what they asked for, and it helps Google see that the ad matches the search.
• At least one headline that states a benefit. This is where the customer's own words usually go.
• At least one headline that asks for the click. It names the next step, such as booking, getting a quote, or starting a trial.
• Descriptions that add something new. A description gives proof or answers an objection rather than repeating a headline in longer form.
• Display paths when they help. These two short fields after your domain, such as "dog-grooming/book," tell the searcher where the click goes.

Kite writes between 3 and 15 headlines and between 2 and 4 descriptions for each ad, and it gives Google more choices when the evidence supports them. It doesn't pin lines by default. Pinning tells Google to always show a line in one position, and that narrows what Google can test. Kite pins a line only when your brand or legal requirements need it in a fixed spot, and it tells you which line and why.

Here's what part of an ad might look like for a mobile dog groomer in Austin, built for the keyword "mobile dog grooming" and from the review quoted above:

• Keyword headline: Mobile dog grooming in Austin (29 characters)
• Benefit headline: Grooming in your own driveway (29 characters)
• Proof headline: Calm grooming for anxious dogs (30 characters)
• Action headline: Book a driveway appointment (27 characters)
• Description that adds proof: Our van parks at your home, so your dog skips the car ride and the crowded waiting room. (88 characters)
• Description that answers an objection: "My anxious rescue actually stays calm." One groomer, one dog, and no barking kennel. (85 characters)

Any three of those headlines read well together in any order, and either description works under any of them. In a real batch, each line would also name the review, call note, or past ad it came from, so your team can check every claim before it runs.

Fit the message by giving each line one idea and counting with a tool rather than by eye. Google's limits for responsive search ads are 30 characters for each headline, 90 for each description, and 15 for each of the two display paths. They're hard limits, so a line that's one character over doesn't run as written.

Thirty characters is about five words. That's enough for one clear idea, such as the keyword with a place name, or one benefit in the customer's words. It isn't enough for the keyword, the benefit, and the call to action at once, and that's why the ad spreads those jobs across separate headlines. The 90-character descriptions are where the proof and the detail go.

Kite runs every line through a checker before you see the batch. The checker counts each line's characters against its field's limit, counts characters in languages such as Chinese, Japanese, and Korean as two the way Google does, and flags any line that runs over. It also flags an ad with too few or too many headlines or descriptions, a line repeated within the same ad, a line without a source, and curly quotation marks. Kite fixes what the checker finds and runs it again until every line passes.

Kite writes every line in sentence case with straight quotation marks, even though many search ads use Title Case. Sentence case reads like a person talking, and it follows the brand voice in your knowledge base rather than a borrowed ad style.

Kite delivers the copy for your team to review, choose from, and launch. The batch arrives in the conversation with the angles explained, every line and its source listed, and the checker's results attached. The same lines come in a file your team can paste from.

Your team adds the ads to the right ad groups in Google Ads, sets the final URL, and launches them there. Kite doesn't create, edit, or launch ads, campaigns, or budgets in your Google Ads account, because a live ad spends your money in public under your name. If you'd rather upload in bulk, give Kite your campaign names, ad group names, and final URL, and it prepares a copy of the batch in the layout your import needs, with the checked text unchanged.

An ad is only as strong as the page behind it. If the keyword is "invoicing software for contractors" and the ad sends people to a general homepage, the searcher has to hunt for what the ad promised. When the right page doesn't exist yet, Kite can write and build a landing page for that keyword's audience. It publishes the page on a site Kite hosts once you approve it, or through a supported content system such as Webflow.

Search ads need regular refreshes. Competitors change their copy, and some of your angles will earn clicks and conversions while others don't. With your Google Ads account connected, Kite reads each ad's lines and results over a period you choose, then uses them to write the next round.

Kite sorts your current ads into the angles that earned results and the ones that didn't, judging by the measure you care about, such as cost per lead or conversion rate. The winning angles get fresh wording. The losing ones are retired. One or two new angles go in to test. Lines that haven't had enough impressions to judge stay marked as untested, so a small sample doesn't kill a good idea. Kite never describes a line as tested when there's no performance data behind it.

Your Google Ads account also shows Kite your keywords' Quality Scores, including the part Google calls ad relevance. When ad relevance is below average for a keyword, the copy doesn't speak to that search closely enough, and Kite writes new lines that do. Kite records each round in your team's knowledge base: the period it looked at, which angles won, which it retired, and which are now being tested. Each new batch starts from everything the earlier ones taught it.