The article argues that AI-written Google Ads should be engineered to drive qualified phone calls instead of vanity clicks by using strict, structured prompts. It outlines a four-part framework—persona, task, context, and format—to produce RSA-compliant copy that is urgent, clear, and relevant for trades like HVAC, plumbing, and electrical. Advanced techniques include laddered iteration, hypothesis-driven A/B variants, and example-based prompts, reinforced by negative constraints to avoid fluff, policy issues, and unqualified leads. It concludes with a step-by-step refinement workflow and urges measuring success by booked jobs rather than CTR, noting a quick consideration of manual vs. automated bidding for local contractors.

Stop Letting AI Write Fluff: Prompt Google Ads for Calls, Not Clicks

TL;DR If you want AI to produce ad copy that drives the phone, not vanity clicks, give it a strict prompt: persona, task, context, and format. Add negative constraints, iterate in steps, and always do a human pass. Test like a contractor—measure booked jobs, not CTR.

AI can help you crank out Google Ads copy fast. But speed without control just amplifies noise. In the trades, sloppy copy means wasted budget on price shoppers and DIYers. The fix is simple: smarter prompts that force the model to write like a seasoned dispatcher—clear, urgent, and relevant.

Here’s how I engineer prompts that get phones ringing for HVAC, plumbing, and electrical—plus a quick call on manual vs. automated bidding for local contractors.

The four-part prompt framework that actually works

Every prompt I use has four pieces. Skip one and you’ll get mush.

• Persona: Who’s speaking and to whom. Example: “You are a no-BS PPC copywriter for a local HVAC company targeting homeowners, not landlords or renters.”
• Task: What to produce and why. Example: “Write Responsive Search Ad headlines and descriptions to drive calls for same-day AC repair.”
• Context: What matters operationally. Include service area, hours, unique value props, promos, and qualifying language. Example: “Serving Phoenix, 24/7, licensed/insured, trucks fully stocked, 0% APR promo, senior/military discount, upfront pricing.”
• Format: Enforce character limits and count. Example: “15 headlines (max 30 chars), 4 descriptions (max 90 chars). Include ‘Call Now’ and ‘Same-Day Service.’ Avoid repeating the brand name.”

Yes, RSAs “auto-optimize,” but Google still needs solid inputs. Force the AI into RSA-safe lengths and you’ll avoid truncation and policy headaches.

Advanced prompting that moves the needle

• Persona prompts: Set tone like a pro dispatcher: urgent, direct, trustworthy. “Write for anxious homeowners with a broken AC at 7pm.”
• Ladder prompts: Start broad, then narrow. Step 1: list pain points. Step 2: draft 20 headline angles. Step 3: compress to 30 chars. Step 4: add urgency and proof. Step 5: remove duplicates.
• A/B testing prompts: Ask for variations tied to hypotheses. “Version A: price transparency. Version B: speed/availability. Version C: social proof. Maintain consistent CTAs.”
• Example-based prompts: Feed anonymized competitor angles and ask for distinct alternatives, not clones: “Avoid using their wording; produce legally safe, differentiated copy.”

Tell the AI what not to do (negative constraints)

Constraint beats creativity when money’s on the line. Add lines like:

• “No jargon, no puns, no emojis, no exclamation spam.”
• “Do not mention ‘free’ unless tied to real offer; avoid bait pricing.”
• “Exclude renters, DIYers, landlords; target owner-occupied homes.”
• “No superlatives without proof (e.g., ‘Over 1,200 5-star reviews’).”

Iterate like a pro: step-by-step refinement

1. Generate raw angles from pain points and proof.
2. Trim to character limits and remove repetition.
3. Inject qualifiers: service area, hours, licensing, financing.
4. Add compliance checks: no restricted claims or misleading promos.
5. Map assets to ad groups (repair vs. install) and pin critical lines sparingly.

Treat each step as a mini QA until every piece supports the campaign objective: qualified calls.