20 AI Prompt Ideas & Example Templates For PPC (Easy + Advanced) by SEJ

AI prompts and templates can help to support PPC professionals from campaign planning to paid media reporting. So, we created a list of example prompts for you to use and adapt to your needs.

With the right prompt, tasks like creating negative keyword lists, quick ad copy variations, and summarizing reports for clients can become faster and easier. By using AI as an assistant, you can focus on the strategy and creative decision-making.

These prompt templates serve as starting points to help you scale your PPC workflows. To create an effective prompt, make sure you have:

• Clear input: Assign it a role, be specific about the task, and outline the data you're providing.
• Context: Provide a background so that it understands your overall goal, not just your question.
• Constraints: Set guardrails or structure (outlines, rulebooks, style guides, etc.) so that the result will fall within your expectations and avoid off-target answers.

Here is a list of example prompts curated by our team at Search Engine Journal to help with PPC tasks. We will be updating this on a regular basis.

For all the prompts listed below, please insert your unique information in the prompt example where indicated, e.g., [INSERT …].

Generate themed keyword groups from a seed keyword for campaign structure. The task is to expand the seed keyword into 20-30 related long-tail variations grouped by search intent (informational, commercial, transactional). Include modifiers like "best," "cheap," "near me," and "how to." Prioritize keywords with buyer intent for paid search, and group similar keywords into three to five themed ad groups. 

[Input Data] Seed keyword: [INSERT MAIN KEYWORD OR PRODUCT CATEGORY]

Target location: [INSERT LOCATION OR "NATIONWIDE"]

Campaign objective: [INSERT "TRAFFIC", "LEADS", OR "SALES"]

[Goal Description] Generate themed keyword groups from a seed keyword for campaign structure.

[Task Description] Expand the seed keyword into 20–30 related long-tail variations grouped by search intent (informational, commercial, transactional). Include modifiers like "best," "cheap," "near me," and "how to." Prioritize keywords with buyer intent for paid search. Group similar keywords into 3–5 themed ad groups.

[Output Format] Table with columns:

Ad Group Theme

Keyword List

Estimated Intent 

2. Match Type Strategy Recommender

Assign the right match type to each keyword based on control and volume goals. The task is to recommend whether each keyword should use exact, phrase, or broad match based on competitiveness, intent clarity, and budget. For high-intent terms, favor exact or phrase. For discovery, suggest broad with tight negatives. Explain the tradeoff for each choice. 

[Input Data] Keywords: [INSERT LIST OF 10–15 KEYWORDS] 

Campaign goal: [INSERT "AWARENESS", "CONVERSIONS", OR "ROAS TARGET"] 

Monthly budget: [INSERT BUDGET RANGE]

[Goal Description] Assign the right match type to each keyword based on control and volume goals. 

[Task Description] Recommend whether each keyword should use exact, phrase, or broad match based on competitiveness, intent clarity, and budget. For high-intent terms, favor exact or phrase. For discovery, suggest broad with tight negatives. Explain the tradeoff for each choice. 

[Output Format] Table with columns: Keyword Match Type Reasoning 

2. Match Type Strategy Recommender

Assign the right match type to each keyword based on control and volume goals. The task is to recommend whether each keyword should use exact, phrase, or broad match based on competitiveness, intent clarity, and budget. For high-intent terms, favor exact or phrase. For discovery, suggest broad with tight negatives. Explain the tradeoff for each choice.

[Input Data] Keywords: [INSERT LIST OF 10–15 KEYWORDS]
 Campaign goal: [INSERT "AWARENESS", "CONVERSIONS", OR "ROAS TARGET"] Monthly budget: [INSERT BUDGET RANGE]
 [Goal Description] Assign the right match type to each keyword based on control and volume goals. 
[Task Description] Recommend whether each keyword should use exact, phrase, or broad match based on competitiveness, intent clarity, and budget. For high-intent terms, favor exact or phrase. For discovery, suggest broad with tight negatives. Explain the tradeoff for each choice. 
[Output Format] Table with columns: Keyword Match Type Reasoning 

3. Negative Keyword Starter List

Prevent wasted ad spend by identifying irrelevant search terms upfront. The task is to generate 15-25 negative keywords that would attract non-buyers or irrelevant clicks. Include common wastes like "free," "jobs," "DIY," "tutorial," competitor names, and terms indicating wrong intent. Explain why each negative matters for this campaign. Note that terms like "free" or "cheap" may be part of valid high-intent searches (e.g., "free shipping"), so add negative keywords selectively. The output should recommend whether each negative keyword should be phrase match or exact match.

[Input Data] Product/service: [INSERT CORE PRODUCT OR SERVICE] 
Industry: [INSERT INDUSTRY OR VERTICAL] 
Bidding on: [INSERT KEYWORDS YOU'RE BIDDING ON] 
[Goal Description] Prevent wasted ad spend by identifying irrelevant search terms upfront. 
[Task Description] Generate 15–25 negative keywords that would attract non-buyers or irrelevant clicks. Include common wastes like "free," "jobs," "DIY," "tutorial," competitor names, and terms indicating wrong intent. Explain why each negative matters for this campaign. Note: Terms like "free" or "cheap" may be part of valid high-intent searches (e.g., "free shipping"). Add negative keywords selectively. Match type guidance: Recommend whether each negative keyword should be phrase match or exact match, depending on how tightly the search term should be blocked. 
[Output Format] 
Three-column list: | Negative Keyword | Match Type | Reason to Exclude | 

Ad Copywriting & Testing

4. RSA Asset Generator (Google Ads)

Create diverse responsive search ad assets optimized for testing. The task is to write 10 unique headlines (30 characters max) and four descriptions (90 characters max) that mix emotional hooks, feature callouts, urgency, and social proof. Include at least one headline with a number or stat, and ensure assets can combine in any order without repetition or contradiction. The Google Ads recommendation is to provide at least five unique headlines to reach "Good" Ad Strength.

[Input Data] Product/service: [INSERT PRODUCT/SERVICE NAME] 
Benefits/features: [INSERT TOP 3 BENEFITS OR FEATURES] 
Call-to-action: [INSERT PRIMARY CTA] 
[Goal Description] Create diverse responsive search ad assets optimized for testing.
 [Task Description] Write 10 unique headlines (30 characters max) and 4 descriptions (90 characters max) that mix emotional hooks, feature callouts, urgency, and social proof. Include at least one headline with a number or stat. Ensure assets can combine in any order without repetition or contradiction. Note: Pinning assets can reduce Ad Strength. Pin only when required for compliance. Google Ads Recommendation: Provide at least 5 unique headlines to reach "Good" Ad Strength. Including 10 or more can help increase variation and improve performance. Tip: When appropriate, test Dynamic Keyword Insertion (DKI) to match ads more closely to user search intent. [Output Format] Two sections: Headlines (numbered 1–10) Descriptions (A–D) 

5. RSA Asset Mixer (Google Ads)

Turn features, benefits, and CTAs into testable responsive search ad components. The task is to generate 12 headlines and four descriptions by mixing and matching the provided benefits, features, and CTAs. Vary the messaging style across emotional appeal, logical reasoning, urgency, and social proof. Keep all copy within Google Ads character limits and ensure combinations work together seamlessly. The Google Ads recommendation is to provide at least five unique headlines to reach "Good" Ad Strength.

[Input Data] Product benefits: [INSERT LIST OF 3–5 BENEFITS] Product features: [INSERT LIST OF 3–5 FEATURES] CTAs: [INSERT 2–3 PREFERRED CTAS] [Goal Description] Turn features, benefits, and CTAs into testable responsive search ad components. [Task Description] Generate 12 headlines and 4 descriptions by mixing and matching the provided benefits, features, and CTAs. Vary the messaging style across emotional appeal, logical reasoning, urgency, and social proof. Keep all copy within Google Ads character limits and ensure combinations work together seamlessly. Note: Pinning assets can reduce Ad Strength. Pin only when required for compliance. Google Ads Recommendation: Provide at least 5 unique headlines to reach "Good" Ad Strength. Including 10 or more can help increase variation and improve performance. Tip: When appropriate, test Dynamic Keyword Insertion (DKI) to match ads more closely to user search intent. [Output Format] Two sections: Headlines (numbered 1–12) Descriptions (A–D) 

6. Ad Angle Brainstorming Tool

Discover fresh messaging angles to test against current ads. The task is to generate six alternative ad angles, such as scarcity, authority, pain/solution, comparison, guarantee, or transformation. For each angle, write one sample headline and explain when to use it, avoiding repetition of the current ad's approach.

[Input Data] Current ad copy: [INSERT TOP-PERFORMING AD COPY] Product details: [INSERT PRODUCT OR SERVICE DETAILS] Audience pain points: [INSERT TARGET AUDIENCE PAIN POINTS] [Goal Description] Discover fresh messaging angles to test against current ads. [Task Description] Generate 6 alternative ad angles such as scarcity, authority, pain/solution, comparison, guarantee, or transformation. For each angle, write one sample headline and explain when to use it. Avoid repeating the current ad's approach. [Output Format] Table with columns: Angle Type Sample Headline Best Use Case 

Audiences & Targeting7. Audience Segment Hypothesis Builder

Draft testable audience segments with conversion rationale. The task is to propose four to six audience segments (e.g., in-market, affinity, custom intent, remarketing) with clear definitions. For each, explain why they're likely to convert and suggest initial bid adjustments (raise/lower/neutral). Prioritize audiences with historical relevance if mentioned.

[Input Data] Product/service: [INSERT PRODUCT OR SERVICE OFFERING] Customer data: [INSERT KNOWN DEMOGRAPHICS OR BEHAVIORS] Campaign goal: [INSERT "AWARENESS", "CONSIDERATION", OR "PURCHASE"] [Goal Description] Draft testable audience segments with conversion rationale. [Task Description] Propose 4–6 audience segments (e.g., in-market, affinity, custom intent, remarketing) with clear definitions. For each, explain why they're likely to convert and suggest initial bid adjustments (raise/lower/neutral). Prioritize audiences with historical relevance if mentioned. [Output Format] Table with columns: Audience Name Definition Why It Converts Bid Adjustment 

8. Keyword-To-Funnel Stage Mapper

Align keywords with buyer journey stages for smarter targeting. The task is to categorize each keyword as cold (informational), warm (comparison/research), or hot (ready to buy). The output should recommend which keywords deserve higher bids, tighter targeting, or special landing pages, and flag any keywords that may need remarketing support.

[Input Data] Keywords: [INSERT LIST OF 10–20 PERFORMING KEYWORDS] Customer journey: [INSERT TYPICAL JOURNEY: AWARENESS → DECISION] Conversion goal: [INSERT "LEAD", "SALE", OR "SIGNUP"] [Goal Description] Align keywords with buyer journey stages for smarter targeting. [Task Description] Categorize each keyword as cold (informational), warm (comparison/research), or hot (ready to buy). Recommend which keywords deserve higher bids, tighter targeting, or special landing pages. Flag any keywords that may need remarketing support. [Output Format] Table with columns: Keyword Funnel Stage Bidding Priority Notes 

Bidding & Budget9. Bidding Strategy Selector

Recommend the right automated or manual bidding strategy. The task is to suggest whether to use manual CPC, maximize clicks, target CPA, target ROAS, or maximize conversions, explaining which strategy fits based on data maturity and control needs. Include one caution or condition for each option, noting that Target CPA and Target ROAS work best with around 30-50 recent conversions.

[Input Data] Campaign goal: [INSERT "CLICKS", "CONVERSIONS", OR "ROAS"] Conversion volume: [INSERT DAILY OR WEEKLY CONVERSION NUMBERS] Budget: [INSERT BUDGET SIZE AND FLEXIBILITY] [Goal Description] Recommend the right automated or manual bidding strategy. [Task Description] Suggest whether to use manual CPC, maximize clicks, target CPA, target ROAS, or maximize conversions. Explain which strategy fits based on data maturity and control needs. Include one caution or condition for each option. Note: Target CPA and Target ROAS work best when the campaign has enough recent conversions (around 30–50 in the last 30 days). Low-volume campaigns may not perform well with these automated bidding strategies. [Output Format] Table with columns: Strategy Best For Caution