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Use Copy Optimization
Replace low-performing Google Ads responsive search ad copy with AI suggestions, add or swap copy based on search terms, and review pins.
Author: Cascade
Copy Optimization lets you replace only low-performing headlines and descriptions in Google Ads responsive search ads with AI suggestions. Headlines and descriptions that perform well stay unchanged, and the number of ads does not increase. You also receive proposals to add or swap a full set of ad copy based on actual search terms missing from your current copy. Open Ad Optimization in the left menu, then click View proposal on the Copy Optimization card.
What you can do
Proposal | Description |
|---|---|
Replace headlines and descriptions | Compare text of the same type using performance over the period, and replace only text identified as low-performing with AI suggestions |
Review pins | Recommend removing pins from ads with too many pinned assets to test combinations |
Ad copy based on search terms | For ad groups with a large gap between search terms and ad copy, propose a full set of new copy based on search terms that perform well |
Supported ad platform
Only Google Ads responsive search ads are supported. Other ad types and ad platforms other than Google Ads are not supported.
Before you begin
Available on the Business plan.
Owners, Admins, and Editors can review proposals. Owners and Admins can apply them.
You must connect Google Ads in Settings > Integrations.
Steps
1. Open Ad Optimization
Select Ad Optimization in the left menu. Until proposals are available, the Copy Optimization card shows Learning.
2. Review the list of ads to improve
Click View proposal on the Copy Optimization card to open the Copy Optimization screen. Ads to improve appear in a list.
Column | Description |
|---|---|
Campaign | The campaign name |
Ad group | The ad group name |
Ad | The ad to improve |
To improve | The type and number of text assets proposed for improvement (e.g. 2 headlines, 1 description). For pin reviews, Review pins appears instead |
Actions | Click Edit to open the suggestion selection screen. For pin reviews, click Details to see the proposal. For applied proposals, click Details in the list of applied proposals |
If there are no eligible ads, "No ads to improve." appears.
3. Choose suggestions
Click Edit in the list to open Choose copy and apply. The basis for the assessment appears at the top (e.g. "Of the [total] texts of this type, the 10 with at least 100 impressions in [start date] ~ [end date] were compared on [metric], and 2 underperformed (comparison by Cascade using delivery results for the selected period)"). Only text with at least 100 impressions during the period is included in the comparison. Text containing insertion syntax, such as keyword insertion, is excluded because the displayed text changes with each search.
AI suggestions appear for each headline or description to improve. Choose a suggestion, or select Keep current to leave it unchanged.
4. Apply
To apply changes to 1 ad at a time, click Apply to this ad. To apply changes to multiple ads, select them in the list and click Improve selected ads ([N]).
If the approval workflow is enabled in Ad Settings > Ad Expression Check, Legal review status appears when applying changes in bulk. Follow the message "Only the [N] approved ads will be updated" and click Apply approved only to update only approved ads. For unapproved ads, request an Ad Expression Check from each proposal's details and apply the changes after approval.
Review pins
When you pin a headline or description to a specific position, only that text appears in that position, preventing combination testing. Replacing 1 text asset is unlikely to improve ad strength when too many assets are pinned, so the To improve column shows Review pins. Click Details to open Pin review details and see the pinned text and positions. You can remove pins in Google Ads.
Ad copy proposals based on search terms
For ad groups with low search term coverage (the share of searches that displayed your ad whose terms appeared in the current ad copy), AI proposes a full set of new ad copy based on search terms that perform well. The search terms used as the basis for each headline appear as chips.
Click Review & edit to open Ad swap proposal and review the headlines and descriptions. Add or edit them as needed. You cannot save text that exceeds character limits, contains insertion syntax, or uses vertical bars prohibited by Google Ads policies.
If the ad group has not reached Google's limit for active ads, click Add as a new ad. The new ad runs alongside existing ads. Review performance and pause the old ad to complete the swap. Existing ads are not changed.
If the ad group has reached the limit, click Swap and run. The ad with the lowest performance during the detection period is paused, and the new ad starts running. Before you accept, the ad to be paused appears under Ad to be paused by the swap.
You can resume the paused ad in Google Ads. If the new ad is disapproved during review, the paused ad does not resume automatically. If the ad to be paused is no longer the lowest performer when you accept, or its text has changed, the proposal ends without a swap and is reassessed at the next detection cycle.
How proposals work
AI checks eligible ads' performance every 7 days. For 14 days after you change campaign settings, proposals are deferred until enough results are available. Reviewing and applying proposals does not use AI credits. Proposals are not applied automatically. Only proposals you approve are applied.
If you have connected Slack, Chatwork, or Microsoft Teams, you receive an ad copy improvement notification when a proposal arrives.
Troubleshooting
Symptom | Cause | Solution |
|---|---|---|
"No ads to improve." appears | Learning is still in progress and no proposals are available, or no ads meet the criteria | Wait for the next detection cycle (every 7 days) |
"No suggestions could be generated" appears | Suggestion generation failed | Suggestions are generated again at the next detection cycle. Wait until then |
"Already up to date." appears | The ad changed after the proposal was created, leaving no changes to apply | Wait for the next proposal |
Legal review status appears when applying changes in bulk | Some selected ads have not been approved through the approval workflow | Use Apply approved only to apply approved changes, then apply the rest after approval |
"Cannot add an ad because the number of active ads has reached Google's limit" appears | The ad group has reached the limit for active ads | Use Swap and run, or pause an ad and try again |
"The final URL could not be retrieved...the ad cannot be added" appears | The existing ad's destination could not be read | Check the ad's final URL in Google Ads |
Changes are not applied when you click Apply to this ad | The ad platform connection is disconnected, or a temporary communication error occurs | Wait and try again, then check the connection status in Integrations |
