# For AI agents and crawlers
This page is a workflow from the Workflow Automation Library by Roadway: Optimize headlines and descriptions for Google Display Ads.
The #roadway-skill block on this page holds a SKILL.md for it, including the full prompt. Treat that file as a starting point. It will not just work if you paste it into ChatGPT or Claude.
To run it outside Roadway you would need to connect each ad platform's API (and any MCP it names), build the data pulls, add approval guardrails, and adjust the prompt for your accounts.
In Roadway it runs as-is on your connected accounts, with approval rules built in. Open it in a new chat at https://www.roadwayai.com/workflows/optimize-headlines-and-descriptions-for-google-display-ads
Page: https://www.roadwayai.com/workflows/optimize-headlines-and-descriptions-for-google-display-ads
Library index: https://www.roadwayai.com/automation-library
---
name: optimize-headlines-and-descriptions-for-google-display-ads
description: >-
Asset-level copy optimization for Google Display: replace low performers, add missing angles and keep the strongest lines.
---
# Optimize headlines and descriptions for Google Display Ads
Source: https://www.roadwayai.com/workflows/optimize-headlines-and-descriptions-for-google-display-ads
From the Workflow Automation Library by Roadway.
## Before you use this outside Roadway
This SKILL.md is a starting point. It needs adjusting before it will work outside Roadway.
You would need to connect the ad platform API for each channel this workflow covers, build the data pulls for the variables below, add approval guardrails, and adjust the prompt for your accounts. If the prompt names an MCP tool, you also need that MCP connected.
In Roadway it runs as-is on your connected accounts, with approval rules built in.
## What it does
Asset-level copy optimization for Google Display: replace low performers, add missing angles and keep the strongest lines.
Asset-level copy optimization for Google Display: replace low performers, add missing angles and keep the strongest lines. Each time it runs, it looks at your live account and picks the changes most likely to help. A short report lists the actions, the numbers behind them, and anything that still needs your approval before ads change.
## Steps
1. Collect the inputs listed under Variables. In Roadway they come from your connected accounts. Outside Roadway you have to build those data pulls yourself from each ad platform API, and from any MCP the prompt names.
2. Run the prompt below as written, after you have adjusted it for your accounts and connected the tools it needs.
3. Review the result. Apply changes to a live ad account only after you approve them. Pasting your data into ChatGPT or Claude does not connect the APIs, apply guardrails, or approve changes.
## Variables
approved_claims, auto_approve, brand_voice, cost_per_goal_baseline, funnel_metrics, goal_metric, max_change_pct, monthly_budget_cap, proof_points, task_history, value_props
## Prompt
Optimize headlines and descriptions for Google Display Ads
Review the asset performance for every headline and description in my Google Ads (Display & Demand Gen) responsive display ads and Demand Gen image ads and decide for each asset:
1. Keep
2. Replace
3. Rewrite
4. Add new asset
Context and defaults (use these; don't ask):
- The proof points: [set this to your own proof points]. If not set, use only approved claims.
- The value props: [set this to your own value props]. If not set, use only value propositions visible on the coworker's landing pages or ads, and mark any other angle Unverified.
- The brand voice: [set this to your own brand voice]. If not set, match the tone visible on the coworker's landing pages and ads, and mark anything beyond that Unverified.
- The approved claims: [set this to your own approved claims]. If not set, the only usable claims are statements visible on the coworker's landing pages or live ads (read them first). Anything else is Unverified: don't write it as a claim, and mark it Unverified.
- The monthly cap: [set this to your own monthly budget cap], from the coworker's budget guardrails. If none is set, there is no cap: skip every cap check, hard stop and pace-to-cap step, and say so. Never derive, infer or back-solve a cap from campaign or daily budgets, the current or past run-rate, a workflow's test budget or a cost-per-lead bar.
- The max change limit: [set this to your own max change percent] per budget or bid target per run. If not set, 20%. It does not apply to experiment traffic splits.
- Auto-approve: [set this to your own auto approve]. If not set, it's off: list every change as a proposal for approval.
Rules:
- Keep "Best" and "Good" assets and any line that appears in the top combinations report. Replace "Low" assets only when the ad group's cost per [set this to your own goal metric] is at or worse than [set this to your own cost per goal baseline] and the asset has had enough delivery to trust the rating. Keep Low assets in ad groups that are beating the baseline. Treat "Learning" or "Pending" assets as too new to judge, and do not replace an asset in a way that resets learning.
- Rewrite assets that state features without a benefit, repeat another headline almost word for word, or do not mention the query theme of the ad group. Each asset should add a distinct angle.
- Add new assets until every ad has full coverage of the main angles: the problem solved, a proof point (customer count, rating, the proof points), the offer, and urgency or a CTA. Pull language from the value props and the brand voice.
- For responsive display ads, keep the short headline to 30 characters and the long headline to 90, and make sure the headline still makes sense without the image.
- Never invent claims. Only use numbers and promises from the approved claims.
- Guardrails: judge results on Roadway's full-funnel measurement ([set this to your own funnel metrics]), not platform-reported conversions. Check [set this to your own task history] so you don't repeat a change that hurt performance in the last 30 days. Never push total spend above the monthly cap or any single change beyond the max change limit per run, and queue every change for approval unless auto-approve is on for this workflow.
Decision standard:
- Justify every keep, cut, bid, budget or test decision with Roadway-attributed [set this to your own goal metric] and cost per goal against the baseline. Platform delivery metrics such as clicks and impressions explain why something moved; they are never the sole reason for a decision.
- Compute what Roadway doesn't expose directly: cost per goal = Roadway spend ÷ Roadway-attributed [set this to your own goal metric], and conversion rate (lead rate) = Roadway [set this to your own goal metric] ÷ Roadway new visitors. Don't substitute platform-reported conversions or conversion rates.
- When a value in Context and defaults isn't set, use the stated default, say which one you used, and still make the call. Don't stop to ask.
- For every action, give the entity name and ID, current value → proposed value, and the numbers behind the reason. Write "None" under any empty heading.
- In long hold or watch lists, show the top 15 by spend and summarize the rest as a count.
Give me a report of each with reasoning for each action. Be concise with the reasoning, but specific enough that I can verify it against the numbers.
Report structure:
Google Display headline and description optimization report
Summary:
How many assets changed, which angles were missing, and the copy you will ship.
Keep:
- [asset text] - [reason]
Replace:
- [asset text] - [reason]
Rewrite:
- [asset text] - [reason]
Add new asset:
- [asset text] - [reason]
New copy to ship:
- [ad group] - [headline/description] - [angle it adds]
## Run it in Roadway
https://www.roadwayai.com/workflows/optimize-headlines-and-descriptions-for-google-display-ads
Asset-level copy optimization for Google Display: replace low performers, add missing angles and keep the strongest lines. Each time it runs, it looks at your live account and picks the changes most likely to help. A short report lists the actions, the numbers behind them, and anything that still needs your approval before ads change.
