Using AI to Write Google Ads Headlines and Descriptions

The rules AI copy has to fit

Google's About responsive search ads page sets the format. You enter at least 3 and up to 15 headlines and at least 2 and up to 4 descriptions, and Google combines them into ads, showing up to 3 headlines in the headline position. Headlines allow up to 30 characters, descriptions 90 and the two display path fields 15 each. In Chinese, Japanese or Korean, every character counts as two.

Because headlines can appear in any order and next to any description, each one has to make sense on its own. AI tools often write lines that only work in sequence ("Book Today." followed by "Get 10% Off It"), which Google may combine badly.

Google's own AI tools vs drafting in ChatGPT

There are three common routes. They are not exclusive: many advertisers draft in a chat tool, then let Google add variations.

Google's page on the conversational experience says it can't assist with sensitive verticals such as political content, gambling or sexual content, and that "it's your responsibility to ensure that the suggestions you adopt are accurate and relevant before setting your campaign live".

For text customization, formerly called automatically created assets, Google says that starting in September 2026, campaigns using it are automatically upgraded to AI Max. You can preview up to 10 example assets from a landing page before opting in, and a text guidelines pilot lets some advertisers exclude terms and set tone. Our guide to the DSA to AI Max upgrade covers what else AI Max changes.

A prompt that produces usable Google Ads copy

If you draft outside Google Ads, the prompt matters more than the tool. Give the AI the facts it is allowed to use, so it does not invent offers.

1. 1

   Give it the landing page facts

   Paste the service, price or starting price, area served, opening hours, guarantees you actually offer, and your main keywords.

2. 2

   Set the format rules

   Ask for 15 headlines of no more than 30 characters and 4 descriptions of no more than 90, each making sense on its own, with at least 3 headlines containing the main keyword.

3. 3

   Ask for variety by angle

   Request lines on price, speed, location, proof you can show, and a call to action, so Google has different messages to test.

4. 4

   Ban what you cannot prove

   Tell it: no "best", "No.1", "guaranteed" results, cure claims or invented discounts unless listed in the facts.

5. 5

   Count characters yourself

   Chat tools miscount. Paste the lines into a spreadsheet with a length formula, or let the Google Ads editor flag anything too long.

Policy traps in AI-written ad copy

AI tools write persuasive copy, which is exactly what gets ads limited or disapproved. The Google Ads policies most often involved:

• Unreliable claims: Google's unreliable claims policy does not allow inaccurate claims or claims that present an improbable result as the likely outcome, including unproven cures and unrealistic weight loss. Google says it may defer to local regulatory guidelines for health-related claims.
• Misleading claims about results: the false or misleading claims policy gives examples such as guaranteeing top placement in Google results.
• Editorial standards: Google's editorial policy disallows incorrect capitalisation, punctuation or symbols not used for their purpose, and gimmicky repetition, which AI sometimes produces in all-caps or emoji-heavy drafts.
• Regulated sectors: healthcare, financial services, alcohol and others have extra Google rules and Singapore rules. AI drafts do not know either.

Pinning and testing AI-written assets

Pinning fixes a headline or description to a position. Google's help page says content pinned to Headline 1, Headline 2 or Description 1 always shows, while Headline 3 and Description 2 are not guaranteed. Pinning reduces the combinations Google can test and can lower Ad Strength, so Google suggests pinning 2 or 3 alternatives to a position rather than one.

Use pins only for what must appear every time, such as a required disclaimer or your brand name. Then give the ad time: compare assets in the ad-level asset report after it has had enough impressions, replace the weakest lines with new drafts, and change a few at a time so you can see what made the difference.

Do it yourself or get help?

Drafting ad copy with AI is a good use of an hour for any business owner who knows their offer. The account set-up around it, including conversion tracking, keyword structure and negative keywords, is what decides whether that copy turns into enquiries.

IT Sorted is a Singapore-based team of developers with over 10 years of experience. Our Google Ads Setup (S$690) sets up the account in your name with GA4 conversions, keyword research and one Search campaign with up to 3 ad groups, responsive search ads with headline and description variants, sitelinks, callouts and a call asset, and a negative keyword list, followed by a 2-week check-in report. Ad budget is paid by you directly to Google.