<Previous Chapter All Chapters Next Chapter >

Chapter 18 of LiftKit

Google Ads Strategy

Weak headlines waste your ad budget.
This chapter shows you how to write high-performing Google Ads headlines using AI, CAC math, and funnel logic—so you convert the right audience at the right stage.

What you’ll learn

How to write Google Ads headlines that match search intent

  • Which ad types (RSA, PMAX) work best for your funnel stage

  • How to align campaigns to CAC targets, not guesswork

  • GPT prompts for copywriting, keyword viability, and campaign planning

  • The ad-to-landing-page structure that improves conversion rates

Why headlines matter in Google Ads

The headline is the first—and often only—thing your audience reads.
A 30-character space decides your click-through rate, Quality Score, and cost efficiency.

Most marketers write headlines backwards: from product → user.
This chapter flips it. You'll learn to write headlines based on:

  • Funnel stage (TOF/MOF/BOF)

  • Audience intent

  • Ad type (RSA vs PMAX)

  • Economic viability (CPC, CR, CAC)

📝 Unlocked Prompt: Google Ads Builder

Prompt: Funnel-Aware RSA Generator

What it does:
Generates funnel-aligned, high-converting Google Ads copy using multiple copywriting frameworks. Delivers 15 headlines (≤30 chars) and 6 descriptions (≤90 chars), grouped by angle and matched to funnel stage, CTA, and audience intent.

🔒 Prompt:

You are a direct response strategist generating high-converting Google Ads copy for use in RSA or PMAX campaigns. Build ad copy that reflects funnel stage, search intent, CTA alignment, and economic efficiency.

Input fields:

  • Funnel stage: [TOF / MOF / BOF]

  • Target audience: [job role, segment, or pain point]

  • Product/offer: [solution or hook]

  • Primary benefit: [core transformation or outcome]

  • Objections: [max 2 buyer hesitations]

  • CTA goal: [action user should take, e.g. “Start trial”, “Book demo”]

  • Brand tone: [e.g. direct / premium / witty / authority-led]

Instructions:

  1. Generate 15 Google Ads headlines (≤30 characters each)

  2. Generate 6 description lines (≤90 characters each)

  3. Organize the copy into 3 frameworks:

    • PAS (Problem → Agitate → Solve)

    • 4Ps (Promise → Picture → Proof → Push)

    • FAB (Feature → Advantage → Benefit)

Output formatting:

  • Tag each headline and description with:

    • Framework used

    • Funnel stage alignment (TOF, MOF, BOF)

    • Recommended CTA

  • Flag top 3 combinations to test first based on clarity, promise, and strength of hook

  • Do not exceed character limits

All output must be formatted for direct insertion into a Google RSA or PMAX campaign. Prioritise clarity, specificity, and stage alignment over cleverness.

💡 Frameworks Embedded:

  • PAS – Classic conversion driver, ideal for problem-aware buyers

  • 4Ps – Scales well across TOF/MOF messaging

  • FAB – Perfect for SaaS, DTC, and feature-led tools
    (Optionally extensible to: AIDA, Before–After–Bridge, ACCA)

The 4 types of Google Ads campaigns

RSA (Search)

  • Use case: Text-based keyword ads

  • Best for: Services, SaaS, B2B

Shopping / PMAX

  • Use case: Product feed + visual asset blend

  • Best for: eCommerce and DTC brands

Display

  • Use case: Banner retargeting or low-cost awareness

  • Best for: Re-engagement at scale

YouTube

  • Use case: High CAC, broad reach, brand lift

  • Best for: High-ticket or visual products

This chapter focuses on RSA and PMAX campaigns.

Budget calibration: CAC first, keywords second

To write headlines that work, you need to reverse-engineer from CAC:

  • Your CAC target (from your Pricing & CAC model)

  • Your average funnel conversion rate (from your Funnel Map)

  • Your Google Ads budget allocation (from your Paid Media Budget System)

ChatGPT will calculate:

  • Max CPC = CAC × Funnel CR

  • AdGroup-level daily budgets

  • Cost efficiency thresholds: what to kill or scale

Do not provide numbers. GPT will pull from previous system inputs.

📝 Prompt: Keyword Viability Scanner

Prompt: Keyword Viability Scanner
You are my SEM analyst. Using my CAC target…

🔒 To see the full Keyword Viability Scanner prompt (it’s 73 words long): [Unlock the LiftKit System →]

📝 Prompt: Group Keywords into Campaigns + AdGroups

This GPT prompt helps you structure keywords into funnel-aligned Google Ads campaigns.

Prompt: Campaign Grouping Planner
You are now my SEM campaign planner. Based on my CAC…

🔒 To see the full Campaign Grouping Planner prompt (it’s 66 words long): [Unlock the LiftKit System →]

RSA structure by funnel stage

Top of Funnel (TOF)

  • RSA focus: Awareness / Hook

  • Intent: Broad, generic searches

  • CTA examples: “Learn more”, “See how it works”

Middle of Funnel (MOF)

  • RSA focus: Benefits / Proof

  • Intent: Comparing tools or solutions

  • CTA examples: “Get the details”, “Explore features”

Bottom of Funnel (BOF)

  • RSA focus: Offers / Urgency

  • Intent: Ready to convert

  • CTA examples: “Start trial”, “Buy now”

Shopping + PMAX: asset-led, budget-reliant

PMAX works well when:

  • You have 3+ products with images and prices

  • Budget exceeds $300/month

  • Product margins can absorb CAC fluctuations

📝 Prompt: PMAX Campaign Builder

Prompt: PMAX Campaign Builder
This GPT prompt helps you build a Shopping/PMAX campaign with asset groups, copy, and feed recommendations.
Sample: “Split into 3 asset groups, include 3 headlines and 2 descriptions per group”

🔒 To see the full PMAX Campaign Builder prompt (it’s 137 words long): [Unlock the LiftKit System →]

Map ad to landing page (and stop wasting spend)

Your ad and landing page must match:

  • TOF: Send to blog, quiz, or explainer

  • MOF: Send to product or solution page

  • BOF: Send to conversion page or demo

Your landing page must match the keyword’s funnel intent. Any mismatch damages your Quality Score.

📝 Prompt: Landing Page Intent Auditor

Prompt: Landing Page Intent Auditor
This GPT prompt helps you score your landing pages against your keyword and campaign structure.
Sample: “Match AdGroup to LP, score fit: ✅ Strong | ⚠️ Fix copy | ❌ Mismatch”

🔒 To see the full Landing Page Intent Auditor prompt (it’s 92 words long): [Unlock the LiftKit System →]

Where this Fits in the System

This chapter connects your funnel and CAC logic (Chapters 5–7) to your paid media execution.
You now have the tools to structure search campaigns that hit economic targets—not vanity metrics.

Next up: LinkedIn Ads - Chapter 18.

Want the Full System?

This is just one of 26 LiftKit chapters.
If you want to build a working marketing funnel—ChatGPT-powered and strategy-backed—this is your shortcut.

→ Unlock LiftKit – $99 one-time
Includes all prompts, frameworks, and structured outputs to replace your agency stack—using just GPT.

<Previous Chapter All Chapters Next Chapter >

This chapter helps you optimize Google Ads headlines using AI and funnel strategy. Learn how to write responsive search ad copy matched to buyer intent, CAC targets, and campaign structure.