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.
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.
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 ads with no clear offer and nothing that sets you apart
- Same ad copy across unrelated ad groups and intents
- No testing plan, just random edits when results dip
- Claims that promise too much, so visitors leave the page straight away
- 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.
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.
- 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.
- 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.
- Extension Alignment: Extra links and short selling points under the ad repeat the same promise as the ad.
Testing Methodology & Analysis
- Single-Variable Tests: We change one headline idea at a time, so any improvement can be traced to that change.
- Asset Performance Labels: Each month we replace the lines Google rates as weak and move the best ones to other ad groups.
- 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.
- Cross-Platform Adaptation: Winning Google ads are adapted for Bing, which has different length limits.
Our Ad Copywriting Process
01
Message & ICP Research
We talk to your team, listen to sales calls, and study competitor ads.
02
Angle Matrix Creation
We match headline and description ideas to what people in each ad group are looking for.
03
Initial RSA Build
Launch 12 to 15 headlines and 4 descriptions per ad group with varied angles.
04
Extension Setup
Configure sitelinks, callouts, snippets, and calls aligned to offers.
05
Testing Calendar
We schedule a monthly refresh of ad lines and write down what each test is meant to show.
06
Winner Scaling
We reuse proven wording across related ad groups and platforms.
Copy testing is on the page, not in a deck
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 optimize.
How many RSA variations do you test per ad group?
12 to 15 headlines and 4 descriptions minimum at launch. Monthly refreshes replace underperformers with new angles.
What makes ad copy pre-qualify clicks?
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.
How do you measure copy test winners?
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.
Should we pin headlines in RSAs?
Only for legal notices, brand names, or required offers. Fixing too many lines stops Google finding the best combinations.
Do you write ad copy for Performance Max?
Yes. We write headlines, long headlines, and descriptions for Performance Max (Google's automated campaign type), with themes that match what your searchers want.
How often should ad copy be refreshed?
Monthly asset reviews minimum. Full angle refresh quarterly or when offers change.
Can better ad copy really lower CPC?
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.
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 legal requirements. Disclaimers pinned where needed.
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?
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.
What if our current ads have high CTR but low conversions?
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.
Do you test dynamic keyword insertion?
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.
How do we get started?
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.
Ready for ad copy that attracts buyers, not browsers?
Get My Free Ad Copy Audit arrow_forwardMarketing 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.
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.
Get a Free AuditWhat $500 a month covers
Pages
IncludedPages built around the searches your buyers actually type.
Search and ads
IncludedSearch and ads aimed at people ready to inquire.
Tracking
IncludedCalls, forms and bookings tagged to the search, ad or page behind them.
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.
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
✓