Ad Manager - Custom Values in Ad Copy

What is Custom Values in Ad Copy?

Key Benefits of Custom Values in Ad Copy

Custom Values in Ad Copy

For a foundational understanding of how Custom Values work across the platform (outside of Ad Manager), review How to use Custom Values and Custom Values Settings.

Supported Ad Copy Fields and Limitations

If a field doesn't expose the Insert Custom Values icon or merge-field picker, assume Custom Values are not supported in that area and enter information manually.

How to Use Custom Values in Ad Copy

Before building a campaign, decide which pieces of information you reuse across ads and accounts. Common candidates:

• Business Name (e.g., "Summit Dental Studio")
• Primary City or Service Area
• Support Email (e.g., "support@yourdomain.com")
• Main Phone Number
• Offer Name (e.g., "$47 New Patient Special")
• Guarantee/USP (e.g., "Results in 30 days or we work for free")

Using Custom Values for these items means you can update them centrally later if needed (for future campaigns) and keep templates cleaner.

1. In the sub-account, go to Settings → Custom Values.
2. Click + Add Custom Value.
3. Enter a descriptive Name (this becomes the key, such as custom_values.business_name).
4. Enter the Value exactly as you want it to appear in your ads (e.g., "Summit Dental Studio – Downtown").
5. Optionally assign the Custom Value to a folder like "Ad Manager – Client Basics" to keep things organized.
6. Click on Create.

Repeat this for each business detail you'll reference in ad copy.

1. Navigate to Marketing → Ad Manager.
2. Create a new campaign or edit an existing campaign for Meta, Google, or LinkedIn.
3. Proceed through the campaign steps until you reach the Ad level Text & Media / ad copy step (names vary slightly by platform, but this is where you set Primary Text, Headline, Description, and media).
   
   

1. Click into a supported copy field (e.g., Primary Text).
2. Click the Insert Custom Values icon next to the field.
3. Search or browse to find the value you created (e.g., "Business Name", "City", "Main Offer").
4. Click to insert; the merge token is added to the field.
5. Add context around it, such as: "{{custom_values.business_name}} is now accepting new patients in {{custom_values.city}}!" or "Call {{custom_values.phone}} to claim our {{custom_values.offer_name}}."
6. Repeat for any headlines, descriptions, or intro text where you want dynamic values.
   
   

1. After finishing the copy, click Map custom values (typically available near the Review step).
2. Review the detected Custom Value keys and their current values.
3. Fill in or correct any missing, blank, or placeholder values.
4. Save and return to the campaign builder.
   
   

1. Click on the Review button.
2. Verify that all Custom Values have resolved to their actual text (e.g., you see "Austin" instead of {{custom_values.city}}).
3. Check that copy reads naturally and stays within character limits.
4. Make any final adjustments to copy or values as needed.
   
   

1. Once preview looks correct and all validation checks pass, click Publish Campaign Now.
2. HighLevel sends the fully resolved ad copy (with Custom Values replaced) to the ad platform.
3. Your ads go live with the correct business details automatically inserted.

Frequently Asked Questions

No. Custom Values are only supported in text-based ad copy fields like Primary Text, Headlines, and Descriptions. You cannot use them in URL fields, CTA dropdowns, lead form selectors, media uploads, targeting settings, or budget fields.

Built-in validation warns you when Custom Values are missing, blank, or invalid. The campaign builder prevents you from publishing until all Custom Values are properly mapped and resolved, reducing the risk of placeholder text appearing in live ads.

Updating a Custom Value in Settings only affects future campaigns. Live campaigns use the value that was resolved at the time of publishing. To change the ad copy in an active campaign, you need to edit the campaign directly and republish it.

Yes. You can use the same Custom Values in ad copy for all three platforms. The supported fields vary slightly by platform (Primary Text and Headline for Meta, Headlines and Descriptions for Google, Intro Text for LinkedIn), but the underlying Custom Values system works the same way.

The platform validates character limits after resolving Custom Values to their actual text. If the resolved copy exceeds platform limits (e.g., Meta's 125-character headline limit), you'll see a validation warning and need to shorten your copy or Custom Value before publishing.

Yes. When you save a campaign as a template, the Custom Value keys are preserved. You can then map client-specific values per sub-account without rebuilding the entire ad copy structure.

The Review and Preview screens show the fully resolved ad copy with Custom Values replaced by their actual text. This lets you verify exactly what your audience will see before the campaign goes live.

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