Martin
Founder, strategy and audits
Writes every audit and takes every first call. On your account from day one, running growth for SMEs since 2010.
SEM / Paid Search
Ad Copywriting & Testing
Continuous A/B Testing That Lifts CTR and Conversion Rate.
Responsive search ads built to pre-qualify clicks, improve Quality Score and match the landing page promise, in English and Arabic.
We test headlines and descriptions systematically - not random rewrites - so you know which angles drive qualified traffic.
Get a Free Ad Copy Audit arrow_forward+42%
Avg CTR Lift
+28%
Landing Page CVR
15+
Tests Per Quarter
8pt
Avg Quality Score Gain
Why Ad Copy Is Your First Conversion Filter
Common Issues We Fix
- Generic RSAs with no clear offer or differentiation
- Same ad copy across unrelated ad groups and intents
- No testing framework - random edits when performance dips
- Claims that overpromise and increase bounce rate post-click
- Ad extensions missing or pointing to wrong pages
Our Philosophy
Ad copy sets expectations. Misaligned copy attracts wrong clicks and wastes budget. We write for intent: problem-aware, solution-aware and ready-to-buy angles tested against each other. In Dubai that often means a clear call or WhatsApp prompt, plain English for a mixed-nationality audience, and Arabic copy that reads naturally. Every winning line gets documented and scaled.
How We Write & Test Ads - Technical Details
Copy Frameworks & RSA Structure
- Intent-Matched Angles: Pain, proof, offer, urgency and objection-handler headlines rotated per ad group intent.
- Description Depth: Feature-benefit-outcome structure with clear CTA and qualification language, such as AED pricing context or VAT notes where useful.
- Pinning Discipline: Pin only when legally required or for brand terms. Otherwise let Google optimise combinations.
- Extension Alignment: Sitelinks, callouts and snippets reinforce the same promise as RSAs.
Testing Methodology & Analysis
- Single-Variable Tests: Change one headline theme at a time so performance lifts are attributable.
- Asset Performance Labels: Replace low-rated RSA assets monthly. Promote best performers to other ad groups.
- Ad Strength vs Performance: Ad Strength is a guide, not a goal. We optimise for CTR, CVR and CPA.
- Cross-Platform Adaptation: Google RSA winners adapted for Bing with platform-specific character limits.
Our Ad Copywriting Process
01
Message & ICP Research
Interview stakeholders, review sales calls and WhatsApp chats, and analyse competitor ad copy.
02
Angle Matrix Creation
Map headline and description themes to each ad group intent.
03
Initial RSA Build
Launch 12 to 15 headlines and 4 descriptions per ad group with varied angles, with Arabic variants where the audience searches in Arabic.
04
Extension Setup
Configure sitelinks, callouts, snippets and calls aligned to offers.
05
Testing Calendar
Schedule monthly asset refreshes and document hypotheses.
06
Winner Scaling
Roll proven copy patterns across related ad groups and platforms.
Copy testing is on the page, not in a deck in the UAE
FAQ
Common questions
What to know before you get started.
Do you write all ad copy or do we provide brand guidelines?
We write full drafts based on your brand voice and guidelines. You approve before launch. We can also work from your existing copy and optimise it.
How many RSA variations do you test per ad group?
12 to 15 headlines and 4 descriptions at launch. Monthly refreshes replace underperformers with new angles, and Arabic and English sets are tracked separately.
What makes ad copy pre-qualify clicks?
Clear offer, qualification language (for example, for companies with a mainland licence or a free zone setup) and pain-specific hooks that repel bad fits before they click.
How do you measure copy test winners?
CTR for attention, conversion rate and CPA for business impact. Asset performance labels in Google Ads plus landing page behaviour.
Should we pin headlines in RSAs?
Only for legal disclaimers, brand terms or required offers. Over-pinning limits Google's optimisation ability.
Do you write ad copy for Performance Max?
Yes. Headlines, long headlines and descriptions for asset groups. Creative themes aligned with search intent segments.
How often should ad copy be refreshed?
Monthly asset reviews at minimum. Full angle refresh quarterly or when offers change, such as before the summer slowdown or around Ramadan.
Can better ad copy really lower CPC?
Yes. Higher CTR and relevance improve Quality Score, which reduces CPC for the same position.
Do you write Bing ad copy separately?
Adapted, not duplicated. Character limits and audience response differ. We test Bing-specific variants.
What about compliance in regulated industries?
We work within platform policies and your licensing needs. Disclaimers pinned where needed. Wording is agreed with you first.
Do you create ad extensions too?
Yes. Sitelinks, callouts, structured snippets, price extensions and call extensions mapped to conversion paths.
How do you align ad copy with landing pages?
Same headline promise on the landing page H1. Message mismatch is a top reason for high bounce and low Quality Score.
What if our current ads have high CTR but low conversions?
Often an overpromise problem. We tighten copy to attract qualified clicks even if CTR dips slightly.
Do you test dynamic keyword insertion?
Selectively in tightly themed ad groups where DKI improves relevance without awkward phrasing.
How do we get started?
Request a free ad copy audit. We review your RSAs, extensions and landing alignment, then propose a testing roadmap.
Ready for ad copy that attracts buyers, not browsers?
Get My Free Ad Copy Audit arrow_forwardOur team
The same people on the audit and on the work
Martin writes every audit and takes the first call. The same team stays on the account. 160+ businesses since 2010.
Yoana
Social and app development
Shapes social strategy and builds practical app experiences that turn attention into action.
Mike
SEO
Owns technical, local and content SEO so the right buyers find you when demand is highest.
Robert
Paid media
Plans and manages paid search and social campaigns around qualified leads.
Elmer
Analytics
Connects tracking, attribution and reporting so decisions are based on revenue-quality data.
Dino
Design
Creates clear brand and conversion-focused design across landing pages, campaigns and product experiences.
Certified and experienced
Certified where it matters. Accountable for the outcome.
Verified platform knowledge, 25+ years of hands-on experience, and an operating track record since 2010.
Google AdsCertified
✓Google AnalyticsCertified
✓Google Tag ManagerCertified
✓Operating since 2010Proven experience
✓