SEM / Paid Search

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

Built for UK owner-led businesses competing in British 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 the UK.

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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 the UK
  • Same ad copy across unrelated ad groups and intents in the UK
  • No testing plan, just random edits when results dip in the UK
  • Claims that promise too much, so visitors leave the page straight away in the UK
  • 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 the UK.

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 the UK.
  • 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 the UK.
  • 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 the UK.
  • Extension Alignment: Extra links and short selling points under the ad repeat the same promise as the ad in the UK.

Testing Methodology & Analysis

  • Single-Variable Tests: We change one headline idea at a time, so any improvement can be traced to that change in the UK.
  • Asset Performance Labels: Each month we replace the lines Google rates as weak and move the best ones to other ad groups in the UK.
  • 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 the UK.
  • Cross-Platform Adaptation: Winning Google ads are adapted for Bing, which has different length limits in the UK.

Our Ad Copywriting Process

01

Message & ICP Research

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

02

Angle Matrix Creation

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

03

Initial RSA Build

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

04

Extension Setup

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

05

Testing Calendar

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

06

Winner Scaling

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

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

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

FAQ

Common questions

Answers for businesses in the UK.

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 the UK.
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 the UK.
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 the UK.
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 the UK.
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 the UK.
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 the UK.
How often should ad copy be refreshed? expand_more
Monthly asset reviews minimum. Full angle refresh quarterly or when offers change in the UK.
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 the UK.
Do you write Bing ad copy separately? expand_more
Adapted, not duplicated. Character limits and audience response differ. We test Bing-specific variants in the UK.
What about compliance in regulated industries? expand_more
We work within platform policies and your legal requirements. Disclaimers pinned where needed in the UK.
Do you create ad extensions too? expand_more
Yes. Sitelinks, callouts, structured snippets, price extensions, and call extensions mapped to conversion paths in the UK.
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 the UK.
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 the UK.
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 the UK.
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 the UK.

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

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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 the UK.

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 the UK.

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What $500 a month covers

  • Pages

    Included

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

  • Search and ads

    Included

    Search and ads aimed at people ready to enquire in the UK.

  • Tracking

    Included

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

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 the UK.

Martin, Founder, strategy and audits in the UK

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 the UK.

Yoana, Social and app development in the UK

Yoana

Social and app development

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

Mike, SEO in the UK

Mike

SEO

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

Robert, Paid media in the UK

Robert

Paid media

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

Elmer, Analytics in the UK

Elmer

Analytics

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

Dino, Design in the UK

Dino

Design

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

Certified and experienced

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

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

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