SEM / Paid Search

Ad Copywriting & Testing
Continuous A/B Testing That Lifts CTR and Conversion Rate.for Australia

Built for Australian owner-led businesses competing in AU search. Google search ads written so the right people click, which also helps your Quality Score (Google's rating of how well your ad and page fit), and so the ad matches what your landing page promises.

We test headlines and descriptions one at a time, not with random rewrites, so you know which messages bring in qualified visitors in Australia.

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+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 ads with no clear offer and nothing that sets you apart in Australia
  • Same ad copy across unrelated ad groups and intents in Australia
  • No testing plan, just random edits when results dip in Australia
  • Claims that promise too much, so visitors leave the page straight away in Australia
  • Ad extensions missing or pointing to wrong pages

Our Philosophy

Your ad sets expectations. If the ad promises the wrong thing, the wrong people click and your budget is wasted. We write for where the customer is: people who know they have a problem, people comparing fixes, and people ready to buy. We test these messages against each other, write down every winning line, and use it more in Australia.

How We Write & Test Ads - The Details

How the Ads Are Written

  • Intent-Matched Angles: Headlines about the customer's problem, proof, your offer, a reason to act now, and answers to common worries, rotated to suit each ad group in Australia.
  • Description Depth: Each description says what you do, why it helps, and what the customer gets, with a clear next step and wording that filters out poor fits in Australia.
  • Pinning Discipline: We fix a line in one position only when the law or your brand requires it. Otherwise Google mixes the lines and finds the best combinations in Australia.
  • Extension Alignment: Extra links and short selling points under the ad repeat the same promise as the ad in Australia.

Testing Methodology & Analysis

  • Single-Variable Tests: We change one headline idea at a time, so any improvement can be traced to that change in Australia.
  • Asset Performance Labels: Each month we replace the lines Google rates as weak and move the best ones to other ad groups in Australia.
  • Ad Strength vs Performance: Google's Ad Strength score is a guide, not the goal. We aim for more clicks, more visitors turning into leads, and a lower cost per lead in Australia.
  • Cross-Platform Adaptation: Winning Google ads are adapted for Bing, which has different length limits in Australia.

Our Ad Copywriting Process

01

Message & ICP Research

We talk to your team, listen to sales calls, and study competitor ads in Australia.

02

Angle Matrix Creation

We match headline and description ideas to what people in each ad group are looking for in Australia.

03

Initial RSA Build

Launch 12 to 15 headlines and 4 descriptions per ad group with varied angles in Australia.

04

Extension Setup

Configure sitelinks, callouts, snippets, and calls aligned to offers in Australia.

05

Testing Calendar

We schedule a monthly refresh of ad lines and write down what each test is meant to show in Australia.

06

Winner Scaling

We reuse proven wording across related ad groups and platforms in Australia.

Copy testing is on the page, not in a deck in Australia

Person researching ad messaging on a laptop in Australia
Landing page wireframe sketches next to a smartphone in Australia
Message match
Marketing team planning paid search campaign structure on laptops in Australia
RSA tests
Team reviewing conversion and attribution metrics together in Australia
What converted

FAQ

Common questions

Answers for businesses in Australia.

Do you write all ad copy or do we provide brand guidelines? expand_more
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 in Australia.
How many RSA variations do you test per ad group? expand_more
12 to 15 headlines and 4 descriptions minimum at launch. Monthly refreshes replace underperformers with new angles in Australia.
What makes ad copy pre-qualify clicks? expand_more
A clear offer, wording that says who it is for (for example, "for businesses with 50+ employees"), and a first line about the customer's real problem. That way poor fits do not click in Australia.
How do you measure copy test winners? expand_more
Click-through rate (how many people who see the ad click it) shows whether the ad gets attention. Conversion rate and cost per lead show whether it helps your business. We also use Google's ratings for each line and watch what visitors do on the landing page in Australia.
Should we pin headlines in RSAs? expand_more
Only for legal notices, brand names, or required offers. Fixing too many lines stops Google finding the best combinations in Australia.
Do you write ad copy for Performance Max? expand_more
Yes. We write headlines, long headlines, and descriptions for Performance Max (Google's automated campaign type), with themes that match what your searchers want in Australia.
How often should ad copy be refreshed? expand_more
Monthly asset reviews minimum. Full angle refresh quarterly or when offers change in Australia.
Can better ad copy really lower CPC? expand_more
Yes. More clicks and a better match between ad and page raise your Quality Score, which lowers your cost per click for the same position in Australia.
Do you write Bing ad copy separately? expand_more
Adapted, not duplicated. Character limits and audience response differ. We test Bing-specific variants in Australia.
What about compliance in regulated industries? expand_more
We work within platform policies and your legal requirements. Disclaimers pinned where needed in Australia.
Do you create ad extensions too? expand_more
Yes. Sitelinks, callouts, structured snippets, price extensions, and call extensions mapped to conversion paths in Australia.
How do you align ad copy with landing pages? expand_more
The landing page's main heading repeats the promise made in the ad. When the two do not match, visitors leave quickly and your Quality Score drops in Australia.
What if our current ads have high CTR but low conversions? expand_more
Often the ad promises too much. We tighten the wording to attract people who will actually buy, even if the number of clicks dips slightly in Australia.
Do you test dynamic keyword insertion? expand_more
Only in tightly themed ad groups. Dynamic keyword insertion puts the searcher's own words into your headline, and we use it where it reads naturally in Australia.
How do we get started? expand_more
Request a free ad copy audit. We review your ads, the extra links under them, and how well they match your landing pages. Then we suggest a testing plan in Australia.

Ready for ad copy that attracts buyers, not browsers in Australia?

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Marketing from $500 USD a month

Month to month, no commitment. One fee covers the pages, the search and ad work and the tracking. Ad spend is separate and stays in your own accounts in Australia.

Starting at

$500 USD per month

Free to cancel with 1 month's notice. Tell us what you sell and where. We come back with what the first month would fix in Australia.

Get a Free Audit

What $500 a month covers

  • Pages

    Included

    Pages built around the searches your buyers actually type in Australia.

  • Search and ads

    Included

    Search and ads aimed at people ready to enquire in Australia.

  • Tracking

    Included

    Calls, forms and bookings tagged to the search, ad or page behind them in Australia.

Our 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 in Australia.

Martin, Founder, strategy and audits in Australia

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 in Australia.

Yoana, Social and app development in Australia

Yoana

Social and app development

Shapes social strategy and builds practical app experiences that turn attention into action in Australia.

Mike, SEO in Australia

Mike

SEO

Owns technical, local and content SEO so the right buyers find you when demand is highest in Australia.

Robert, Paid media in Australia

Robert

Paid media

Plans and manages paid search and social campaigns around qualified leads in Australia.

Elmer, Analytics in Australia

Elmer

Analytics

Connects tracking, attribution and reporting so decisions are based on revenue-quality data in Australia.

Dino, Design in Australia

Dino

Design

Creates clear brand and conversion-focused design across landing pages, campaigns and product experiences in Australia.

Certified and experienced

Certified where it matters. Accountable for the outcome in Australia.

Verified platform knowledge, 25+ years of hands-on experience, and an operating track record since 2010 in Australia.

Google AdsCertified
Google AnalyticsCertified
Google Tag ManagerCertified
Operating since 2010Proven experience