Pull asset performance data from your Google Ads account and write a complete RSA set with headlines, descriptions, pinning recommendations, and ad strength assessment.
Specify the campaign and ad group. Juma pulls asset performance ratings, the search terms report, and current copy from your Google Ads account, identifies what to keep and what to replace, then writes the full replacement set. No account connected? Share keywords and a landing page URL and Juma writes RSAs from scratch.
A complete RSA set from this flow includes up to 15 headlines and 4 descriptions in a downloadable document, each with character counts, role labels (benefit, feature, CTA, social proof), and pinning recommendations. For existing accounts, the document shows which assets were retained based on BEST and GOOD performance ratings and which are new replacements, with the rationale for each swap. Dynamic keyword insertion headlines are included where appropriate, and the document closes with an ad strength assessment for the full asset set.
Google rates each headline and description as BEST, GOOD, LOW, or UNRATED based on how often it serves and converts. Writing new copy without checking those ratings means replacing assets that were working or keeping ones that weren't. The search terms report adds a second layer: it shows which actual queries triggered the ads, surfacing keyword themes that aren't in the asset set yet. Those gaps are where new headlines tend to have the most impact.
Same campaign, different ad group. Juma carries over the client context and pulls fresh asset performance data for the new group.
Now pull the asset performance for the "LEGO Technic" ad group and do the same — keep what's working, replace what's not.
The RSAs are done. Now add sitelink and callout extensions that complement the ad copy and improve click-through rate.
Write sitelink extensions and callout extensions for this campaign. Use the landing page and our existing headlines for context.
After the new assets have had time to gather performance data, pull the ratings again to see what's improved and what needs another round.
Pull the asset performance report again for the LEGO sets for adults ad group. How are the new headlines performing? Anything to replace?
Use the search terms report to spot keyword themes worth building new ad groups around.
Based on the search terms report, suggest new keyword themes we should build ad groups around. Include search volume estimates.
Search ad copy gets refreshed every cycle, but the brand rules, approved messaging, and current offers stay relatively stable. A Juma project keeps that foundation in one place so every round of RSAs starts from the client's actual voice and positioning, not from a blank brief. If the client project already exists, add these items to it.
Brand Voice and Messaging Rules
Tone, approved language, words to avoid, and any legal disclaimers. With this in the project, every round of ad copy stays on-brand without re-explaining the rules.
Approved Value Propositions
Which messaging angles are current and which have been retired. Keeps copy consistent across campaigns and prevents the AI from reinventing the positioning each refresh.
Offer and Pricing Details
Current promotions, pricing tiers, and seasonal offers. A living document the team updates as offers change, so the ad copy always matches what's live.
Competitive Positioning
Differentiation points and what to say against specific alternatives. Keeps messaging consistent across ad groups and campaign cycles.
Add a short description to each knowledge item in the project's info field so Juma knows what each file contains and when to use it. For example:
