dojo.md 0.1.0

package/courses/ad-copy-google-ads/scenarios/level-1/rsa-description-writing.yaml

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+meta:
+  id: rsa-description-writing
+  level: 1
+  course: ad-copy-google-ads
+  type: output
+  description: "Write compelling RSA descriptions that complement headlines and drive conversions"
+  tags: [google-ads, rsa, descriptions, beginner]
+
+state: {}
+
+trigger: |
+  RSA descriptions (90 characters each, up to 4) must work with
+  ANY headline combination Google selects. Each description should
+  stand alone while adding unique value.
+
+  Write RSA descriptions for 5 ad groups:
+
+  Ad group 1: CRM software for small businesses ($49/month)
+  Keywords: "CRM software," "customer management tool," "sales CRM"
+  Task: Write 4 descriptions covering benefits, features, social
+  proof, and CTA
+
+  Ad group 2: Personal injury lawyer (contingency fee)
+  Keywords: "personal injury lawyer," "accident attorney"
+  Task: Write 4 descriptions covering no-fee promise, track record,
+  urgency, and consultation offer
+
+  Ad group 3: Home security system ($199 + $29/month monitoring)
+  Keywords: "home security system," "smart home security"
+  Task: Write 4 descriptions covering protection, technology,
+  ease of install, and value proposition
+
+  Ad group 4: Online grocery delivery (same-day)
+  Keywords: "grocery delivery," "online grocery shopping"
+  Task: Write 4 descriptions covering speed, selection, savings,
+  and convenience
+
+  Ad group 5: SaaS project management tool (freemium)
+  Keywords: "project management software," "team collaboration tool"
+  Task: Write 4 descriptions covering free tier, team features,
+  integration, and productivity gains
+
+  For each set of 4 descriptions:
+  1. Verify each is 90 characters or fewer
+  2. Ensure each description works independently with any headline
+  3. Include a CTA in at least 2 descriptions
+  4. Avoid repeating information already covered in typical headlines
+  5. Explain the strategic purpose of each description
+
+assertions:
+  - type: llm_judge
+    criteria: "Descriptions respect the 90-character limit and use most of the available space — not too short to waste opportunity, not exceeding the constraint"
+    weight: 0.25
+    description: "Character limit compliance and utilization"
+  - type: llm_judge
+    criteria: "Each description works independently — any single description paired with any headline creates a coherent, compelling ad without redundancy or contradiction"
+    weight: 0.30
+    description: "Independent description functionality"
+  - type: llm_judge
+    criteria: "Descriptions cover diverse angles — benefits, features, social proof, CTAs, and objection handling rather than repeating the same message four times"
+    weight: 0.25
+    description: "Strategic diversity across descriptions"
+  - type: llm_judge
+    criteria: "CTAs are specific and action-oriented — use concrete verbs and clear next steps rather than generic phrases"
+    weight: 0.20
+    description: "Specific action-oriented CTAs"

package/courses/ad-copy-google-ads/scenarios/level-1/rsa-headline-writing.yaml

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+meta:
+  id: rsa-headline-writing
+  level: 1
+  course: ad-copy-google-ads
+  type: output
+  description: "Write effective RSA headlines within Google Ads character limits and best practices"
+  tags: [google-ads, rsa, headlines, beginner]
+
+state: {}
+
+trigger: |
+  Responsive Search Ads (RSAs) are now the standard Google Ads
+  search format. Each RSA allows up to 15 headlines (30 characters
+  each) and 4 descriptions (90 characters each). Google's AI tests
+  different combinations to find the best performers.
+
+  Write RSA headlines for 5 businesses:
+
+  Business 1: Online accounting software ($29/month)
+  Target keyword: "small business accounting software"
+  Task: Write 10 headlines covering value prop, benefit, CTA,
+  social proof, and keyword variations
+
+  Business 2: Emergency plumber (serves metro area)
+  Target keyword: "emergency plumber near me"
+  Task: Write 10 headlines emphasizing urgency, availability,
+  trust signals, and local relevance
+
+  Business 3: Online MBA program ($15,000 total)
+  Target keyword: "online MBA program"
+  Task: Write 10 headlines covering accreditation, flexibility,
+  career outcomes, and affordability
+
+  Business 4: Organic dog food subscription ($45/month)
+  Target keyword: "organic dog food delivery"
+  Task: Write 10 headlines mixing health benefits, convenience,
+  quality ingredients, and pet-specific emotional appeals
+
+  Business 5: Commercial cleaning service (B2B)
+  Target keyword: "office cleaning service"
+  Task: Write 10 headlines covering reliability, health/safety,
+  professionalism, and business benefits
+
+  For each set of 10 headlines:
+  1. Confirm every headline is 30 characters or fewer
+  2. Include the target keyword naturally in at least 2 headlines
+  3. Vary headline types: benefit, feature, CTA, social proof,
+     urgency, question, and problem-solution
+  4. Explain which headlines you would pin to Position 1, 2, or 3
+     and why
+  5. Identify which headlines should NOT be pinned for maximum
+     AI optimization
+
+assertions:
+  - type: llm_judge
+    criteria: "All headlines respect the 30-character limit — no headline exceeds this constraint, and most use close to the full character count for maximum impact"
+    weight: 0.30
+    description: "Character limit compliance"
+  - type: llm_judge
+    criteria: "Headlines show genuine variety — includes benefit-focused, CTA-driven, social proof, urgency, and keyword-rich variations rather than repetitive messaging"
+    weight: 0.30
+    description: "Headline variety and diversity"
+  - type: llm_judge
+    criteria: "Pinning strategy is sound — explains why specific headlines are pinned to specific positions and acknowledges the tradeoff between control and AI optimization"
+    weight: 0.20
+    description: "Strategic pinning recommendations"
+  - type: llm_judge
+    criteria: "Headlines are compelling and specific — uses concrete numbers, specific benefits, and clear language rather than vague or generic claims"
+    weight: 0.20
+    description: "Compelling specific headlines"

package/courses/ad-copy-google-ads/scenarios/level-1/search-intent-matching.yaml

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+meta:
+  id: search-intent-matching
+  level: 1
+  course: ad-copy-google-ads
+  type: output
+  description: "Align Google Ads copy with search intent types for maximum relevance and CTR"
+  tags: [google-ads, search-intent, relevance, keyword-alignment, beginner]
+
+state: {}
+
+trigger: |
+  Google Ads success depends on matching ad copy to the user's
+  search intent. The four intent types are:
+  - Informational: "how to," "what is," "guide to"
+  - Commercial investigation: "best," "review," "vs," "top"
+  - Transactional: "buy," "price," "discount," "order"
+  - Navigational: brand names, specific products
+
+  Write intent-matched ads for 5 keyword sets:
+
+  Keyword set 1 (Informational): "how to fix a leaky faucet"
+  Business: Plumbing service company
+  Task: Write an ad that meets the informational need while
+  positioning the business as the solution
+
+  Keyword set 2 (Commercial): "best project management tools 2026"
+  Business: SaaS project management platform
+  Task: Write an ad that acknowledges the comparison mindset while
+  positioning as the top choice
+
+  Keyword set 3 (Transactional): "buy standing desk under $500"
+  Business: Online furniture retailer
+  Task: Write an ad that matches the ready-to-buy intent with
+  price, availability, and urgency signals
+
+  Keyword set 4 (Navigational): "Salesforce alternatives"
+  Business: Competing CRM platform
+  Task: Write an ad that captures brand-adjacent traffic without
+  trademark violations
+
+  Keyword set 5 (Mixed): "wedding photographer"
+  Business: Local wedding photography studio
+  Task: Write an ad that works for both informational (researching)
+  and transactional (ready to book) searchers
+
+  For each keyword set:
+  1. Identify the primary search intent
+  2. Write the complete RSA (5 headlines, 4 descriptions)
+  3. Explain how the copy matches the identified intent
+  4. Write a version that MISMATCHES intent (as a contrast example)
+  5. Predict the CTR difference between matched vs mismatched
+
+assertions:
+  - type: llm_judge
+    criteria: "Intent identification is accurate — correctly classifies each keyword set's primary search intent and acknowledges mixed-intent scenarios"
+    weight: 0.25
+    description: "Accurate search intent identification"
+  - type: llm_judge
+    criteria: "Intent-matched ads align messaging to user mindset — informational ads educate, commercial ads compare, transactional ads sell, navigational ads redirect"
+    weight: 0.30
+    description: "Messaging aligned to user mindset"
+  - type: llm_judge
+    criteria: "Mismatched examples clearly demonstrate the problem — the contrast version shows how wrong intent targeting wastes spend and reduces CTR"
+    weight: 0.25
+    description: "Clear mismatch contrast examples"
+  - type: llm_judge
+    criteria: "Mixed-intent handling is practical — provides copy that accommodates multiple intents without being too generic to convert anyone"
+    weight: 0.20
+    description: "Practical mixed-intent handling"

package/courses/ad-copy-google-ads/scenarios/level-2/ab-testing-ad-copy.yaml

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+meta:
+  id: ab-testing-ad-copy
+  level: 2
+  course: ad-copy-google-ads
+  type: output
+  description: "Design and execute A/B tests for Google Ads copy with proper methodology"
+  tags: [google-ads, ab-testing, optimization, methodology, intermediate]
+
+state: {}
+
+trigger: |
+  A/B testing Google Ads copy requires proper methodology: test
+  one variable at a time, reach statistical significance (30+
+  conversions per variant, 2-4 weeks minimum), and measure the
+  right metrics.
+
+  Design A/B tests for 5 scenarios:
+
+  Scenario 1: Headline emotional tone
+  Business: Online therapy platform ($65/session)
+  Test: Empathetic tone ("Feeling Overwhelmed?") vs Professional
+  tone ("Licensed Therapists Online")
+  Task: Write both complete RSAs and the test plan
+
+  Scenario 2: CTA specificity
+  Business: SaaS analytics tool (free trial)
+  Test: Generic CTA ("Get Started") vs Specific CTA ("Start Your
+  14-Day Free Trial")
+  Task: Write both RSAs with only CTA elements changed
+
+  Scenario 3: Social proof type
+  Business: E-commerce skincare ($45 product)
+  Test: Star rating proof ("Rated 4.8/5 Stars") vs Volume proof
+  ("50,000+ Happy Customers")
+  Task: Write both RSAs with only social proof elements changed
+
+  Scenario 4: Benefit framing
+  Business: Cloud storage ($9.99/month)
+  Test: Positive framing ("Access Files Anywhere") vs Negative
+  framing ("Never Lose a File Again")
+  Task: Write both RSAs with only benefit framing changed
+
+  Scenario 5: Price positioning
+  Business: Online course ($299)
+  Test: Price in ad ("Only $299 - Enroll Now") vs No price
+  ("Enroll Now - Transform Your Career")
+  Task: Write both RSAs and predict which approach generates
+  higher-quality leads
+
+  For each test:
+  1. Write both A and B versions (complete RSAs)
+  2. Define the primary metric (CTR, conversion rate, or CPA)
+  3. Calculate the required sample size and test duration
+  4. Predict the winner with reasoning
+  5. Explain what you'd test next based on results
+
+assertions:
+  - type: llm_judge
+    criteria: "Tests isolate a single variable — each A/B pair differs only in the tested element, making results attributable to that specific change"
+    weight: 0.30
+    description: "Single-variable test isolation"
+  - type: llm_judge
+    criteria: "Methodology is sound — includes statistical significance requirements, sample size considerations, and appropriate test duration"
+    weight: 0.25
+    description: "Sound testing methodology"
+  - type: llm_judge
+    criteria: "Predictions are reasoned — winner predictions are based on advertising principles and audience psychology, not random guesses"
+    weight: 0.25
+    description: "Reasoned winner predictions"
+  - type: llm_judge
+    criteria: "Follow-up tests build logically — the next test recommendation builds on the current test's insights to create iterative optimization"
+    weight: 0.20
+    description: "Logical follow-up test design"

package/courses/ad-copy-google-ads/scenarios/level-2/competitor-bidding-copy.yaml

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+meta:
+  id: competitor-bidding-copy
+  level: 2
+  course: ad-copy-google-ads
+  type: output
+  description: "Write Google Ads copy for competitor keyword bidding campaigns"
+  tags: [google-ads, competitor, bidding, conquesting, intermediate]
+
+state: {}
+
+trigger: |
+  Competitor keyword bidding means bidding on a competitor's brand
+  name as a keyword. Google allows this, but you CANNOT use
+  competitor trademarks in your ad copy (headlines or descriptions).
+  You must differentiate without directly naming competitors.
+
+  Write competitor bidding campaigns for 5 scenarios:
+
+  Scenario 1: CRM challenger vs Salesforce
+  Your product: Simpler CRM for SMBs ($29/month vs Salesforce's
+  $300+/month)
+  Competitor keyword: "Salesforce CRM"
+  Task: Write ads that capture Salesforce searchers without using
+  the word "Salesforce"
+
+  Scenario 2: Email marketing tool vs Mailchimp
+  Your product: Better automation, lower price ($19/month)
+  Competitor keyword: "Mailchimp email marketing"
+  Task: Write ads positioning as the better alternative
+
+  Scenario 3: Fitness tracker vs Fitbit
+  Your product: Superior health metrics, longer battery ($149)
+  Competitor keyword: "Fitbit fitness tracker"
+  Task: Write ads that appeal to Fitbit shoppers comparing options
+
+  Scenario 4: Accounting software vs QuickBooks
+  Your product: Built for freelancers ($12/month vs $30/month)
+  Competitor keyword: "QuickBooks for freelancers"
+  Task: Write ads targeting users frustrated with QuickBooks complexity
+
+  Scenario 5: Hotel booking vs Booking.com
+  Your product: Direct hotel booking with loyalty rewards
+  Competitor keyword: "Booking.com hotels"
+  Task: Write ads emphasizing direct booking benefits
+
+  For each scenario:
+  1. Write the complete RSA (8 headlines, 4 descriptions) — NO
+     competitor name in any copy
+  2. Use comparison language that implies superiority without naming
+  3. Address likely switching objections
+  4. Include a compelling differentiation hook
+  5. Explain the legal boundaries of competitor bidding
+  6. Recommend the landing page strategy (comparison page, feature
+     page, or standard landing page)
+
+assertions:
+  - type: llm_judge
+    criteria: "No competitor trademarks appear in ad copy — strictly avoids using any competitor brand name in headlines, descriptions, or display URLs"
+    weight: 0.30
+    description: "Trademark-free competitor copy"
+  - type: llm_judge
+    criteria: "Differentiation is clear and compelling — ads communicate why searchers should consider the alternative without relying on competitor name recognition"
+    weight: 0.30
+    description: "Clear compelling differentiation"
+  - type: llm_judge
+    criteria: "Switching objections are addressed — copy handles the 'why switch' barrier that competitor-keyword searchers naturally have"
+    weight: 0.20
+    description: "Switching objection handling"
+  - type: llm_judge
+    criteria: "Legal boundaries are correctly explained — accurately describes what's allowed (bidding on competitor keywords) vs prohibited (using trademarks in copy)"
+    weight: 0.20
+    description: "Correct legal boundary explanation"

package/courses/ad-copy-google-ads/scenarios/level-2/display-ad-copy.yaml

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+meta:
+  id: display-ad-copy
+  level: 2
+  course: ad-copy-google-ads
+  type: output
+  description: "Write responsive display ad copy optimized for the Google Display Network"
+  tags: [google-ads, display, responsive-display, gdn, intermediate]
+
+state: {}
+
+trigger: |
+  Responsive Display Ads serve across the Google Display Network
+  (GDN) — reaching 90%+ of internet users. They use up to 5
+  headlines (30 chars), 5 descriptions (90 chars), a long headline
+  (90 chars), and a business name (25 chars). Google combines
+  these with your images for different placements.
+
+  Unlike search ads, display ads interrupt users who aren't
+  actively searching — requiring different copywriting approaches.
+
+  Write responsive display ad copy for 4 campaigns:
+
+  Campaign 1: Brand awareness for a new fintech app
+  Audience: 25-40, tech-savvy, interested in personal finance
+  Goal: App downloads
+  Task: Write 5 headlines, 1 long headline, 5 descriptions,
+  business name. Focus on curiosity and value proposition.
+
+  Campaign 2: Retargeting for e-commerce (cart abandoners)
+  Audience: Users who added items but didn't purchase
+  Goal: Return to complete purchase
+  Task: Write display ad copy that reminds without being creepy,
+  using urgency and incentives
+
+  Campaign 3: B2B thought leadership
+  Audience: Marketing directors, VP-level at mid-market companies
+  Goal: Whitepaper downloads
+  Task: Write display copy that positions the brand as an expert
+  and makes the content offer irresistible
+
+  Campaign 4: Local service promotion
+  Audience: Homeowners within 15 miles
+  Goal: Request a quote
+  Task: Write display copy with strong local relevance and
+  trust signals
+
+  For each campaign:
+  1. Write all required text assets within character limits
+  2. Explain how display copy differs from search copy
+  3. Describe the visual context (what type of images would pair
+     with this copy)
+  4. Address the "interruption" challenge — how do you earn attention
+     from someone who wasn't searching?
+  5. Recommend placement targeting (topics, sites, audiences)
+
+assertions:
+  - type: llm_judge
+    criteria: "Copy acknowledges the display context — uses attention-grabbing, curiosity-driven language appropriate for interrupting non-searching users"
+    weight: 0.30
+    description: "Display-context-appropriate copy"
+  - type: llm_judge
+    criteria: "All character limits respected — headlines at 30 chars, long headline at 90, descriptions at 90, business name at 25"
+    weight: 0.25
+    description: "Character limit compliance"
+  - type: llm_judge
+    criteria: "Copy-to-visual pairing is thoughtful — image recommendations complement the text rather than duplicating the same message"
+    weight: 0.25
+    description: "Thoughtful copy-visual pairing"
+  - type: llm_judge
+    criteria: "Retargeting copy is effective but respectful — reminds users of their interest without surveillance-feeling language"
+    weight: 0.20
+    description: "Effective respectful retargeting"

package/courses/ad-copy-google-ads/scenarios/level-2/google-ads-policies.yaml

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+meta:
+  id: google-ads-policies
+  level: 2
+  course: ad-copy-google-ads
+  type: output
+  description: "Write Google Ads copy that complies with advertising policies and avoids disapprovals"
+  tags: [google-ads, policies, compliance, disapprovals, intermediate]
+
+state: {}
+
+trigger: |
+  Google Ads has strict advertising policies. Disapproved ads
+  waste time, reduce account health, and can lead to account
+  suspension. Key policy areas include: misleading claims,
+  restricted content (healthcare, finance, gambling), trademark
+  usage, editorial standards, and destination requirements.
+
+  Review and fix 6 ads with policy violations:
+
+  Ad 1: Healthcare claim violation
+  Business: Supplement company (vitamin D supplement)
+  Current ad: "Cure Your Depression with Vitamin D - Clinically
+  Proven to Eliminate Anxiety. Buy Now & Feel Better Tomorrow."
+  Policy violated: Healthcare claims
+  Task: Rewrite to comply with supplement advertising rules
+
+  Ad 2: Financial promise violation
+  Business: Investment platform
+  Current ad: "Guaranteed 30% Returns - Make $10,000/Month From
+  Home. No Experience Needed. Start Now."
+  Policy violated: Misleading financial claims
+  Task: Rewrite with compliant financial language
+
+  Ad 3: Trademark violation
+  Business: Third-party phone repair shop
+  Current ad: "iPhone Repair - Official Apple Service. Samsung
+  Galaxy Fix - Authorized Dealer."
+  Policy violated: Unauthorized trademark use / implied affiliation
+  Task: Rewrite to reference brands without implying authorization
+
+  Ad 4: Editorial violation
+  Business: E-commerce store
+  Current ad: "BEST DEALS EVER!!! *** FREE SHIPPING *** Click
+  Here NOW!!!! $$$SAVE BIG$$$ >>>>"
+  Policy violated: Editorial standards (excessive punctuation,
+  symbols, capitalization)
+  Task: Rewrite following Google's editorial guidelines
+
+  Ad 5: Alcohol advertising
+  Business: Online wine subscription
+  Current ad: "Get Drunk on Great Wine - Unlimited Wine Delivered.
+  Perfect for Parties. Everyone Loves Wine!"
+  Policy violated: Alcohol advertising restrictions
+  Task: Rewrite complying with alcohol ad requirements
+
+  Ad 6: Destination mismatch
+  Business: Software company
+  Ad headline: "Free Project Management Tool"
+  Landing page: Immediately asks for credit card with $49/month plan
+  Policy violated: Destination experience / misleading ad
+  Task: Rewrite ad to accurately reflect landing page OR recommend
+  landing page changes
+
+  For each violation:
+  1. Cite the specific Google Ads policy being violated
+  2. Explain why Google restricts this type of content
+  3. Rewrite the complete ad to comply
+  4. Identify the line between compliant and non-compliant copy
+  5. Provide a pre-publication checklist for that industry
+
+assertions:
+  - type: llm_judge
+    criteria: "Policy violations are correctly identified — cites the specific Google Ads policy category (healthcare claims, financial services, trademark, editorial standards, alcohol, destination)"
+    weight: 0.30
+    description: "Correct policy violation identification"
+  - type: llm_judge
+    criteria: "Rewrites fully comply — the fixed ads would pass Google's automated and manual review without triggering disapproval"
+    weight: 0.30
+    description: "Fully compliant rewrites"
+  - type: llm_judge
+    criteria: "Compliance boundaries are clear — explains exactly where the line is between acceptable and policy-violating copy for each industry"
+    weight: 0.20
+    description: "Clear compliance boundaries"
+  - type: llm_judge
+    criteria: "Pre-publication checklists are practical — provide actionable steps that prevent policy violations before submission"
+    weight: 0.20
+    description: "Practical pre-publication checklists"

package/courses/ad-copy-google-ads/scenarios/level-2/landing-page-alignment.yaml

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+meta:
+  id: landing-page-alignment
+  level: 2
+  course: ad-copy-google-ads
+  type: output
+  description: "Align Google Ads copy with landing pages for Quality Score and conversion optimization"
+  tags: [google-ads, landing-page, message-match, quality-score, intermediate]
+
+state: {}
+
+trigger: |
+  Landing page experience is one of three Quality Score components.
+  Message match between ad copy and landing page can improve
+  conversion rates by 30% or more. Mismatches increase bounce
+  rates and waste ad spend.
+
+  Optimize ad-to-landing-page alignment for 4 scenarios:
+
+  Scenario 1: Perfect match needed
+  Ad keyword: "affordable web design for small business"
+  Current ad headline: "Professional Web Design"
+  Current landing page headline: "Enterprise Digital Solutions"
+  Problem: Keyword says "affordable" + "small business," ad says
+  "professional," page says "enterprise"
+  Task: Rewrite ad copy AND recommend landing page headline changes
+
+  Scenario 2: Offer consistency
+  Ad keyword: "free trial CRM software"
+  Ad copy: "Start Your Free 30-Day Trial Today"
+  Landing page: Shows pricing page with no visible free trial option
+  (free trial link is buried in footer)
+  Task: Rewrite the ad OR recommend landing page restructuring
+
+  Scenario 3: Feature-to-benefit translation
+  Ad keyword: "best email marketing automation"
+  Ad copy: "Automated Email Sequences - AI-Powered Personalization"
+  Landing page: Lists 47 features in bullet points with no
+  benefit-focused headline
+  Task: Recommend both ad and landing page copy for alignment
+
+  Scenario 4: Local service match
+  Ad keyword: "plumber in Brooklyn"
+  Ad copy: "Licensed Plumber - 24/7 Service"
+  Landing page: Generic nationwide plumbing company page with no
+  Brooklyn-specific content
+  Task: Write ad copy with local signals AND recommend landing
+  page localization
+
+  For each scenario:
+  1. Diagnose the specific alignment gap
+  2. Write improved ad copy (5 headlines, 4 descriptions)
+  3. Write the recommended landing page headline and subheadline
+  4. Explain the "message match" principle for this case
+  5. Predict the Quality Score and conversion rate impact
+
+assertions:
+  - type: llm_judge
+    criteria: "Alignment gaps are accurately diagnosed — identifies the specific disconnect between keyword intent, ad promise, and landing page delivery"
+    weight: 0.25
+    description: "Accurate alignment gap diagnosis"
+  - type: llm_judge
+    criteria: "Ad and landing page recommendations are consistent — the revised ad copy and landing page copy tell the same story with the same language"
+    weight: 0.30
+    description: "Consistent ad-to-page messaging"
+  - type: llm_judge
+    criteria: "Message match principles are clearly explained — describes how keyword intent should flow through ad copy to landing page experience"
+    weight: 0.25
+    description: "Clear message match principles"
+  - type: llm_judge
+    criteria: "Impact predictions are reasonable — Quality Score and conversion improvements are grounded in advertising benchmarks"
+    weight: 0.20
+    description: "Reasonable impact predictions"

package/courses/ad-copy-google-ads/scenarios/level-2/local-search-ads.yaml

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+meta:
+  id: local-search-ads
+  level: 2
+  course: ad-copy-google-ads
+  type: output
+  description: "Write Google Ads copy optimized for local search with location and call extensions"
+  tags: [google-ads, local, location-extensions, call-extensions, intermediate]
+
+state: {}
+
+trigger: |
+  Local search ads appear for "near me" and location-based queries.
+  They integrate with Google Business Profile and use location
+  extensions, call extensions, and local inventory ads to drive
+  foot traffic and phone calls.
+
+  Write local search ad campaigns for 5 businesses:
+
+  Business 1: Auto repair shop (single location, Phoenix AZ)
+  Keywords: "auto repair near me," "mechanic Phoenix," "brake
+  repair Phoenix"
+  Task: Write RSAs + location extension + call extension copy
+
+  Business 2: Multi-location dentist (4 offices in Chicago suburbs)
+  Keywords: "dentist near me," "family dentist [suburb name]"
+  Task: Write a master RSA that works across locations + location-
+  specific ad customizers
+
+  Business 3: Emergency locksmith (24/7, serves metro area)
+  Keywords: "locksmith near me," "emergency locksmith," "locked
+  out of house"
+  Task: Write high-urgency RSAs + call extensions with scheduling
+
+  Business 4: Restaurant (Italian, downtown Austin)
+  Keywords: "Italian restaurant Austin," "best pasta near me,"
+  "dinner reservations downtown"
+  Task: Write RSAs + promotion extension + location extension
+
+  Business 5: Boutique fitness studio (yoga + pilates)
+  Keywords: "yoga studio near me," "pilates classes [neighborhood]"
+  Task: Write RSAs + promotion extension for first-class-free offer
+
+  For each business:
+  1. Write the complete RSA (8 headlines, 4 descriptions) with
+     local signals embedded
+  2. Write location extension copy
+  3. Write call extension with business hours scheduling
+  4. Write promotion extension where applicable
+  5. Explain how local intent differs from general search intent
+  6. Recommend bid adjustments for proximity (closer = higher bid)
+
+assertions:
+  - type: llm_judge
+    criteria: "Local signals are embedded naturally — city/neighborhood names, proximity language, and local trust signals appear in headlines and descriptions without keyword stuffing"
+    weight: 0.30
+    description: "Natural local signal embedding"
+  - type: llm_judge
+    criteria: "Extension strategy is complete — location, call, and promotion extensions are properly configured with correct copy for each business type"
+    weight: 0.25
+    description: "Complete extension strategy"
+  - type: llm_judge
+    criteria: "Multi-location handling is practical — ad customizers or location insertion allows one campaign to serve multiple locations without duplicating everything"
+    weight: 0.25
+    description: "Practical multi-location handling"
+  - type: llm_judge
+    criteria: "Urgency is appropriate to the business — emergency services use strong urgency, restaurants use dining-occasion urgency, fitness uses promotional urgency"
+    weight: 0.20
+    description: "Business-appropriate urgency"