Ad Copy Verification Standard

Ad Copy Verification Standard

Purpose: Mandatory verification requirements for ALL ad copy creation (RSAs, extensions, callouts, etc.).

Type: Universal skill — auto-invoked for any ad copy generation task

Status: MANDATORY — All ad copy must follow this standard

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Core Principle

ABSOLUTE REQUIREMENT: Only create ad copy based on EXPLICITLY VERIFIED information from the business's website.

NEVER create ad copy based on:

• ❌ "Common industry practices"
• ❌ "What most businesses do"
• ❌ Assumptions about services offered
• ❌ Template libraries used as source of truth
• ❌ Generic best practices without verification
• ❌ Generic placeholders or unverified ratings/counts

CRITICAL: This verification requirement applies to ALL ad copy elements - headlines, descriptions, CTAs, flexible headlines, and ALL other copy. No exceptions.

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Universal Verification Rules

Rule 1: Website Verification is MANDATORY

Before creating ANY ad copy (headlines, descriptions, callouts, structured snippets):

1. Scrape the website using Firecrawl
2. Extract explicit claims, services, features, credentials
3. Document source for each claim (which page, exact wording)
4. Only use verified information in ad copy

Rule 2: Source Citation Required

Every piece of ad copy must have a source citation:

✅ CORRECT:
Headline: "ASE-Certified Technicians"
- Source: About page states "Our ASE-certified master technicians"
- Verified: YES

❌ WRONG:
Headline: "ASE-Certified Technicians"
- Reason: Most auto shops have ASE certification
- Verified: NO (ASSUMPTION)

Rule 3: When Website Scraping Fails

If Firecrawl cannot access the website OR website has limited content:

DO:

• State limitation clearly to user
• Only use existing account data (current ads, extensions)
• Suggest manual website review by user
• Create generic structural improvements only

DO NOT:

• Guess at services/features
• Use industry templates as content source
• Make assumptions about business offerings
• Recommend unverified claims

Rule 4: Template Usage Guidelines

Templates are for FORMATTING, not CONTENT:

✅ Correct Use:

• Website says "family owned since 1986"
• Template suggests format: "Family-Owned Since 1986" (proper capitalization)
• Result: Use template formatting for verified claim

❌ Incorrect Use:

• Template has "Open Saturdays"
• Website doesn't mention Saturday hours
• Result: DO NOT add "Open Saturdays" just because template has it

Rule 5: "Free" Exclusion Rule

EXCLUDE any copy referring to "Free" - even if verified on the website:

❌ Prohibited (even if on website):

• "Free Estimates"
• "Get Your Free Quote Today!"
• "Free Diagnostics"
• "Free Inspections"
• "Free Consultation"

✅ Alternative Copy:

• "Get Your Quote Today!"
• "Request A Quote!"
• "Call For Your Estimate!"
• "Schedule Your Inspection!"

Reason: Targeting premium customers, not price-sensitive shoppers. "Free" copy attracts wrong customer avatar regardless of whether claim is true.

Application: This filter applies AFTER verification - first verify the claim exists on website, then exclude if it contains "Free".

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Ad Copy Types - Specific Requirements

Responsive Search Ads (RSAs)

Headlines (15 max):

• Each headline must cite website source
• No generic headlines without verification ("Great Service", "Quality Work")
• Use actual business differentiators from website

Descriptions (4 max):

• Must reference verified services/features
• No generic value propositions without evidence
• Include verified CTAs only

Example Verification Process:

WRONG Approach:
"Let's add these common auto shop headlines:
- Expert Auto Repair (generic - no verification)
- Open 7 Days a Week (unverified assumption)
- Free Estimates (violates Rule 5 - no 'Free' copy)
- Rated 5★ By Happy Customers (generic placeholder - no source)"

RIGHT Approach:
"Website scrape results:
- Page: About - 'ASE-certified technicians since 1986'
- Page: Services - 'Specializing in diesel repair'
- Page: Contact - 'Monday-Friday 8AM-6PM'
- Page: Homepage - Customer testimonial: 'Best shop in town'

Verified Headlines:
- ASE-Certified Since 1986 (Source: About page)
- Diesel Repair Specialists (Source: Services page)
- Open Weekdays 8AM-6PM (Source: Contact page)
- \"Best Shop In Town\" - Customer (Source: Homepage testimonial)"

Callout Extensions

Requirements:

• Maximum 25 characters
• Every callout must have website source
• No industry standard callouts without verification

Forbidden Without Verification:

• "Same Day Service"
• "Open Saturdays"
• "Lifetime Warranty"
• Any hours/amenities/services not explicitly stated

Forbidden Even WITH Verification (Rule 5):

• Any copy containing "Free" (estimates, quotes, diagnostics, etc.)

Structured Snippets

Service catalog header:

• Only include services explicitly listed on website
• Do NOT add "common" services without verification
• Minimum 3 services (from website only)

Brands header:

• Only include brands explicitly mentioned on website
• Do NOT infer brands from "all makes/models" language
• Need specific brand names stated

Types header:

• Only include vehicle types if explicitly mentioned
• Can infer basic types (Sedans, SUVs, Trucks) from "all vehicles" ONLY IF defensible
• Flag as "inferred" if not explicit

Sitelinks

Requirements:

• Link text must match actual page/service on website
• Description must reference verified content
• Landing page URL must exist and be relevant

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Verification Workflow

Step 1: Website Discovery

Get the business website URL — either from the Google Ads account (query ad_group_ad.ad.final_urls) or from the user directly.

Step 2: Website Scraping

Scrape the site using Firecrawl, Jina Reader, or any scraper that returns clean markdown. The goal is structured claims you can cite.

Output includes:

• Services offered (explicit list)
• Credentials (ASE, BBB, NAPA, AAA, etc.)
• Features (shuttle, WiFi, loaner cars, warranties)
• History (established year, family-owned)
• Hours (operating schedule)
• Specializations (diesel, import, fleet, etc.)

Step 3: Extract Verified Claims

Review Firecrawl JSON output and extract:

{
  "verified_claims": [
    {
      "claim": "ASE-Certified Technicians",
      "source": "About page",
      "exact_wording": "Our ASE-certified master technicians",
      "confidence": "verified"
    },
    {
      "claim": "Open Weekdays 8AM-6PM",
      "source": "Contact page",
      "exact_wording": "Monday-Friday: 8:00 AM - 6:00 PM",
      "confidence": "verified"
    }
  ],
  "inferred_claims": [
    {
      "claim": "All Makes & Models",
      "source": "Services page",
      "inference": "States 'domestic, foreign, and diesel' - implies all makes",
      "confidence": "inferred"
    }
  ]
}

Step 4: Create Ad Copy

Only use verifiedclaims for ad copy. Flag inferredclaims for user review.

Step 5: Document Sources

Present ad copy with source citations:

=== PROPOSED HEADLINES ===

1. "ASE-Certified Technicians"
   ✅ Source: About page - "Our ASE-certified master technicians"

2. "Serving [City] Since 1986"
   ✅ Source: Homepage - "Family owned and operated since 1986"

3. "Diesel Repair Specialists"
   ✅ Source: Services page - "Specializing in diesel truck repair"

=== EXCLUDED ===

4. "Open 7 Days a Week"
   ❌ NOT FOUND on website - Violates Rule 1 (verification required)

5. "Free Estimates"
   ❌ FOUND on website BUT excluded - Violates Rule 5 (no "Free" copy)

6. "Rated 5★ By Happy Customers"
   ❌ Generic placeholder - Violates Rule 1 (no verified source for rating/count)

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Quality Assurance Checklist

Before submitting ANY ad copy to user:

• [ ] Website scraping completed successfully
• [ ] Every claim has source citation (including flexible headlines and all copy)
• [ ] No assumptions or "industry standards" used
• [ ] No generic placeholders (e.g., "Happy Customers", "Rated 5★" without verified count)
• [ ] Template library used for formatting only (not content)
• [ ] All copy containing "Free" has been excluded (Rule 5)
• [ ] Inferred claims clearly flagged as such
• [ ] User notified of any limitations (website unavailable, etc.)

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Error Handling

Website Unavailable

⚠️ WEBSITE SCRAPING LIMITATION

Website: [URL]
Status: Unable to access / Heavy JavaScript / No content

IMPACT:
- Cannot verify services, features, or credentials
- Recommendations limited to existing account data only
- No new claims or differentiators can be suggested

RECOMMENDATION:
Please manually review [URL] and provide:
- Services offered
- Credentials (ASE, BBB, etc.)
- Unique features (shuttle, warranty, etc.)
- Operating hours
- Any specializations

Then I can create verified ad copy based on your input.

Partial Website Access

⚠️ LIMITED WEBSITE DATA

Successfully scraped: Homepage, Contact page
Unable to access: Services page, About page

VERIFIED CLAIMS:
- [List what was found]

CANNOT VERIFY:
- Detailed service list
- Credentials
- Company history

RECOMMENDATION:
Proceeding with verified claims only. Suggest manual review
of [URL]/services and [URL]/about for additional content.

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Examples by Ad Copy Type

Example 1: Responsive Search Ad Creation

User Request: "Create RSAs for [auto repair shop client]"

Correct Workflow:

1. ✅ Scrape the business website
2. ✅ Extract verified claims:

• "Established 1978" → Headline: "Serving You Since 1978"
• "AAA-Approved" → Headline: "AAA-Approved Repair Shop"
• "36 months/36,000 miles warranty" → Description: "36-month warranty on all repairs"

1. ✅ Document sources for each headline/description
2. ✅ Present to user with verification status

Incorrect Workflow:

1. ❌ Look at RSA best practices templates
2. ❌ Add generic headlines: "Expert Auto Repair", "Quality Service"
3. ❌ Add assumed features: "Same Day Service", "Free Estimates"
4. ❌ No website verification

Example 2: Callout Extension Audit

User Request: "Add callouts for [auto repair shop client]"

Correct Workflow:

1. ✅ Scrape the business website
2. ✅ Find: "BBB accredited", "Financing available", "Fleet services"
3. ✅ Create callouts:

• "BBB Accredited Business" (Source: Homepage)
• "Financing Available" (Source: Services page)
• "Fleet Service Available" (Source: Services page — "fleet service department")

1. ✅ Do NOT add: "Open Saturdays" (not on website)

Incorrect Workflow:

1. ❌ Use callout template library
2. ❌ Add "common" callouts without verification: "Same Day Service", "Open Saturdays"
3. ❌ Add "Free Estimates" even if on website (violates Rule 5)
4. ❌ No verification from actual website

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Integration with Agents

Any agent that creates ad copy must:

1. Import this skill at start:

``markdown Before creating any ad copy, review the ad-copy-verification-standard skill for mandatory requirements. ``

1. Follow verification workflow:

• Website scraping → Claim extraction → Source documentation → User review

1. Never skip verification:

• Even for "simple" or "obvious" claims
• Even when user seems to be in a hurry
• Even when template seems perfect

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Code Implementation Requirements

CRITICAL: When writing code that generates ad copy, these rules MUST be enforced in the code itself:

No Fallbacks Rule

# ❌ WRONG - Using fallbacks when data is missing
if not social_proof:
    headlines.append("5-Star Reviews")  # Generic placeholder

# ✅ CORRECT - Empty string when data is missing
if not social_proof:
    headlines.append("")  # Leave empty, do not fabricate

Policy: Empty > Inaccurate

Better to have an empty headline field than an unverified claim.

• If website data is missing → use empty string
• If review data is missing → use empty string
• If warranty not found → use empty string
• NEVER substitute generic placeholders

Code Must Reference This Skill

All RSA generation scripts should include a header reference:

"""
MUST FOLLOW: ad-copy-verification-standard

Key rules:
  - NO generic placeholders
  - NO fallbacks when data missing
  - Empty string > unverified claim
"""

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Enforcement

This standard is MANDATORY for:

• ✅ Responsive Search Ad creation
• ✅ Callout extension recommendations
• ✅ Structured snippet recommendations
• ✅ Sitelink creation
• ✅ Any ad copy generation task

Agents that must comply:

• Any RSA creation agent
• Any ad copy generation agent
• Any portfolio audit agent that surfaces copy recommendations

Non-compliance consequences:

• User will request removal of unverified claims
• Creates cleanup work and wastes time
• Damages trust in AI-generated recommendations

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Success Criteria

Ad copy creation is successful when:

1. ✅ Every claim is verified from website scraping
2. ✅ Every claim has documented source
3. ✅ No assumptions or "industry standards" used
4. ✅ User can trust all recommendations are factual
5. ✅ Cleanup/removal work is not needed post-creation

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Related Skills in This Repo

• [mutation-safety](../mutation-safety/) — Two-step approval protocol that prevents writing unverified copy to live accounts
• [investigation-methodology](../investigation-methodology/) — Hypothesis-driven framework for diagnosing ad copy issues

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Built by Kurt Henninger. More free skills: github.com/fourteenwm/ppc-ai-skills

Source & license

This open-source skill is cataloged on AgentStack and links to its original source — we do not rehost the code.

• Author: fourteenwm
• Source: fourteenwm/ppc-ai-skills
• License: MIT

Install and usage instructions live in the source repository linked above.