Your RSAs are headline soup. Google can't optimize what you didn't think through.
The angle-based system behind 400+ account audits and $184M+ in managed ad spend. 8 chapters. Every framework documented. One protocol that turns "write some headlines" into a machine.
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The Real Cost of "Just Write Some Headlines"
You're spending $15K, $25K, maybe $50K a month on Search. Google asks you for 15 headlines. You write 6, maybe 8. You recycle the same ones across every ad group because who has time to write 45 unique headlines per cluster?
So you end up with "Professional [Service] - Call Today" in every ad group. Your competitor has the exact same headline. And the competitor after that. Google's algorithm looks at your 3 RSAs and sees 3 copies of the same ad. Nothing to optimize. Nothing to test. No signal, all noise.
This is what we see in 90% of audits. Not 50%. Not "some accounts." Nine out of ten. Three generic headlines recycled everywhere. Descriptions that could belong to literally any business in the vertical. No strategic differentiation between RSAs. No system for quality.
The numbers are painful. We've measured it across 400+ accounts. Accounts running generic headline soup average 1.8x ROAS. Accounts running the angle-based system we teach here average 3.4x. Same products. Same markets. Same budgets. The only difference is how the ad copy is structured.
Your CPC is higher than it needs to be because your Quality Score is lower than it should be. Quality Score rewards tight keyword-to-ad alignment - but when every ad group says the same thing, there's no alignment. You're paying a tax on lazy copy every single click.
And here's what really stings: Google is actively downgrading your RSAs. When asset labels say "LOW" on your headlines, it's not a suggestion. Google is telling you those headlines are hurting your performance. But most advertisers have never even checked their asset labels.
Every month you run generic copy, your competitors with better headlines eat more of your impression share. The gap compounds.
How the A.R.S.E. Protocol Works
Angle
Map your keyword angles. One angle = one messaging theme. Instead of "running shoes" as a keyword group, you have "injury prevention," "race performance," "daily comfort," and "value comparison" as angles. Each gets completely different headlines because each represents a different reason to buy. Takes 2-3 hours with the included templates.
Research
Extract emotional truth before writing a single word. Five questions that reveal what your customer actually feels - not what you think they should feel. "Mark, 42, stays up until 2am trying to figure out why his Google Ads aren't working" is more useful than "targets small business owners." This step transforms your headlines from benefit lists to emotional triggers.
Score
Overgenerate 25 headline candidates per RSA. Score all 25 against a 6-criteria rubric (3-Rule Filter: 30pts, Keyword Relevance: 20pts, Clarity: 15pts, Proofability: 15pts, Uniqueness: 10pts, CTR Potential: 10pts). Only headlines scoring 70+ make the cut. If fewer than 15 qualify, switch types and generate more. Every headline earns its spot.
Execute
Format everything in the 26-column CSV that Google Ads Editor accepts. Set match types (Phrase default, Exact for high-volume). Build a 5-tier negative keyword architecture. Generate extensions. Upload and launch. From strategy to live campaigns in one afternoon.
The Search Ad Copy Blueprint
8 chapters. 400+ accounts' worth of patterns. Every framework, formula, and filter documented.
This is the exact A.R.S.E. Protocol we run on every search campaign we manage. Same angle-mapping process. Same emotional truth extraction. Same overgenerate-and-score pipeline. Same 3-Rule Filter. The only difference is you're running it instead of us.
You'll go from "I need 15 headlines and I can think of 4" to a systematic process that produces 45 unique, strategically differentiated headlines per keyword cluster - each one scored, filtered, and proven to earn its spot. And you'll have an AI agent that does the heavy lifting for you.
Before and After the A.R.S.E. Protocol
Before
- 3 generic headlines recycled across all ad groups
- "Professional [Service] - Call Today" everywhere
- 1.8x ROAS average (400+ account benchmark)
- Quality Score of 4-5 (keyword-to-ad mismatch)
- No idea which headlines actually perform
- 40-60% irrelevant traffic from Broad Match
- Same ad copy as every competitor
After
- 45 unique headlines per cluster, each strategically differentiated
- Angle-specific copy that matches each searcher's motivation
- 3.4x ROAS average using the angle-based system
- Quality Score of 7-8+ (tight message match)
- Asset labels tracked, LOW performers replaced systematically
- Phrase + Exact only, 5-tier negative architecture blocking waste
- Headlines that pass the Unique test - only YOUR brand could run them
What Happens When You Fix Your RSAs
“We had the same 3 headlines across every ad group. Ran the A.R.S.E. Protocol, built 6 angle clusters with 3 RSAs each. 30 days later: ROAS went from 1.8x to 3.4x. CTR up 47%. The emotional truth extraction alone changed how we think about ad copy.”
“The 3-Rule Filter exposed our entire ad account. Every headline we had failed the Unique test - a competitor could've run every single one. After the rewrite, our impression share jumped from 18% to 31%. Same budget.”
“We eliminated Broad Match and built the 5-tier negative keyword system. Irrelevant traffic dropped 73%. Same $12K budget now generates 2.3x more leads. CPA went from $85 to $37.”
“I used to write 6 headlines and call it done. The overgenerate-and-score protocol forces you to write 25 and pick the best 15. The difference in quality is obvious. Headlines I would've published as 'good enough' scored 40/100. The ones that made the cut are genuinely better.”
“Our search ads and Shopping were cannibalizing each other. The companion RSA strategy fixed that - search now drives brand recognition that boosts Shopping CTR. Combined ROAS improved 38%.”
“The emotional truth extraction changed everything. We went from 'Buy Quality Skincare' to 'Stop Dreading the Mirror.' CTR jumped from 2.1% to 3.8%. CPA dropped 34%. Same product, different words.”
“We'd been writing RSAs for 4 years and thought we were good at it. Scored our 'best' headlines against the rubric - average score was 38 out of 100. Rewrote everything using the protocol. Two weeks later, Quality Score went from 5 to 7 on our top 20 keywords. CPC dropped 22%.”
“The 26-column CSV format alone saved us 6 hours per campaign launch. We used to manually enter RSAs one by one. Now we generate, score, export, and bulk upload. Our team runs the A.R.S.E. Protocol on every new campaign as standard operating procedure.”
What's Inside
You've Seen the System
8 chapters. The A.R.S.E. Protocol. The 3-Rule Filter. The overgenerate-and-score pipeline. An AI agent that does the heavy lifting.
Bonuses
Bonus 1: 50 RSA Headline Templates by Industry
Pre-scored headline formulas for e-commerce, SaaS, home services, B2B, health & wellness, and 5 more verticals. Each template includes the headline type, which of the 3 rules it prioritizes, and a fill-in-the-blank structure. Plug in your specifics and you have a scored headline in 30 seconds.
Bonus 2: Keyword Match Decision Tree
A one-page flowchart that answers "Phrase or Exact?" for any keyword in under 10 seconds. Includes the scoring formula pre-built into a spreadsheet so you paste your keywords and get scores instantly.
Bonus 3: RSA Performance Grader (Google Sheets)
Paste your existing RSA headlines and descriptions. The grader scores each one against the 6-criteria rubric, flags 3-Rule Filter violations, and highlights which headlines to replace first. See exactly where your current ads stand before you rewrite anything.
Bonus 4: Emotional Truth Worksheet
The 5-question extraction process as a fillable template. One worksheet per angle. Includes example answers for 6 different industries so you see what "good" looks like. Complete this before writing any headlines - it takes 15 minutes and transforms your copy.
Bonus 5: 3-Rule Copy Filter Scorecard + Banned Phrase Checklist
The complete checklist with every banned phrase, replacement suggestions, and a scoring system you can run on any piece of ad copy. Includes the auto-fail phrase list and the "instead of X, write Y" substitution guide. Originally developed as a standalone product - now included as a bonus.
What This Is (and Isn't)
What This Is
- A complete RSA writing system with frameworks, templates, and an AI agent
- Battle-tested across 400+ accounts and $184M+ in managed spend
- Immediately actionable - start your first angle audit today
- Applicable to any industry, product, or service on Google Search
- A living document with lifetime updates as the protocol evolves
What This Isn't
- A beginner's introduction to Google Ads (you need active search campaigns)
- A general copywriting course (this is RSA-specific with character limits and structure)
- A "set it and forget it" automation tool (you review and iterate)
- A guarantee of specific ROAS numbers (results depend on your product, market, and execution)
Is This For You?
This is for you if:
- You're spending $3K+/month on Google Search and want better returns from the same budget
- You've been recycling the same 3-5 headlines across your ad groups
- You've never heard of angle-based clustering or the overgenerate-and-score approach
- You want a system, not tips - a repeatable process you can run every time you build a campaign
- You're willing to spend a weekend implementing the protocol for your top campaigns
This is NOT for you if:
- You haven't launched Google Search campaigns yet (learn the platform basics first)
- You're looking for someone to write your ads for you (check our DFY services)
- Your total ad spend is under $1K/month (the ROI math doesn't justify the time investment at that scale)
- You only run Shopping or PMax campaigns with no Search component
What You Get
The Guarantee
30-Day Implementation Guarantee
Run the A.R.S.E. Protocol on one keyword cluster. Score your existing headlines against the 6-criteria rubric. If the protocol doesn't reveal at least 5 headlines scoring below 70 that you'd want to replace - meaning your current ads are already this good - email me the completed scorecard and I'll refund every cent.
Your RSAs Are Either an Asset or a Tax
Every month you run generic copy, Google charges you a Quality Score premium. Your CPC is higher. Your impression share is lower. Your competitors with better headlines take your clicks.