Short answer
Good conversational ad copy answers the next question a buyer has in the conversation, in the buyer's own words, with one specific and provable claim, and links to a page that continues the same topic. In ChatGPT, keep titles within 50 characters and descriptions within 100.
Five rules
- Answer the next question, not the first one: price, integration, fit for a team size
- Use the words buyers use in their prompts, not your internal product names
- Make one specific claim you can prove on the landing page
- Match the landing page to the topic of the ad group
- Avoid comparative claims about competitors unless you can substantiate them
Examples by buyer topic
Examples for a fictional finance software company, Ledgerline:
| Buyer topic | Title (≤50) | Description (≤100) |
|---|---|---|
| Category | Month-end close software for mid-size teams | Close in 5 days, not 10. Built for finance teams of 20–200 people. |
| Integration | Close software that works with NetSuite | Two-way NetSuite sync, set up in a day. See how it connects. |
| Pricing | Close software pricing, published | Plans from 10 users with prices on the page. No sales call needed. |
| Comparison | Comparing close tools? See the table | Features, prices and setup time side by side, updated monthly. |
| Problem | Still closing the month in spreadsheets? | Replace reconciliations in spreadsheets with checklists and audit trails. |
Write context hints alongside the copy
In ChatGPT the copy is only half of the relevance signal. Context hints describe when the ad is useful, in natural phrases such as "close management tool that integrates with NetSuite for a 300-person finance team". They are not keywords and don't guarantee delivery.
Questions
How many ads should each ad group have?
Several, so the system can compare them. We start with 3–6 ads per ad group and replace the weakest monthly.
Should the ad mention our brand name first?
Only if buyers already know it. For new categories, lead with the buyer's problem or question.
Facts checked against the sources below on 13 October 2026. Platforms change quickly: if something here no longer matches what you see, tell us and we will update it.
