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Ad copy is often the most underinvested element of a paid advertising campaign — and one of the most influential. The difference between an ad that gets scrolled past and one that gets clicked is rarely the targeting. It's usually the words.
Ad copywriting produces headlines, descriptions and calls to action that earn the click. Grounded in an understanding of your audience's intent, aligned with the landing page they'll arrive on, and tested to learn what resonates — so your campaigns don't just reach the right people, they actually compel them to act.
Ad copywriting for PPC is the creation of the text content that appears within paid advertisements. This includes writing compelling headlines, descriptive lines and calls to action for search ads, or crafting the primary text, headlines and CTA copy for social and display ads — with each piece written to match the audience’s intent and the platform’s best-practice format requirements.
You need this when you’re running display or video campaigns and your targeting is too broad to be efficient, when you want to re-engage people who have already visited your site or engaged with your brand, or when you want to serve different messaging to people at different stages of the buying journey. Audience management makes paid campaigns more relevant and more cost-effective.
This service includes a review of existing audience segments, development of a targeting strategy across relevant paid channels, creation of custom and lookalike audiences, and ongoing audience performance analysis. Delivered as a structured audience management framework with active implementation across your paid campaigns and regular reporting on audience performance.
Most marketing companies focus on channels and tactics.
We focus on reaction.
Before selecting platforms, formats, or media spend, we define how your audience thinks, feels, and decides. We use behavioural psychology to understand what will capture attention, build trust, and motivate action — then choose the channels that best support that outcome.
Every channel we use has a clear purpose, a defined role, and a measurable objective. Nothing is done “because it’s popular” or “because it’s expected”.
The result is marketing that feels natural to engage with, works across multiple channels, and is designed to deliver meaningful, long-term results.
Want to see how this approach works in practice?
The creation of the headlines, descriptions, calls to action and extensions that form your paid ads — written to attract the right audience, communicate the right message at the right moment and motivate a click from someone who has competing options on the same results page.
Relevance to the search term or audience, a clear and specific benefit or offer, a compelling call to action, differentiation from competitor ads on the same page, and a message that sets accurate expectations for what the landing page will deliver.
It operates under extreme space constraints — headlines of 30 characters, descriptions of 90 characters. Every word must earn its place. The copy must also be precisely matched to the keyword or audience it’s serving, rather than speaking broadly.
For Responsive Search Ads, the more the better — up to 15 headlines and 4 descriptions. More inputs give Google more material to test and find combinations that resonate with specific searches. All inputs should be genuinely strong, not padding.
Yes, and this is fundamental to good account structure. Each ad group targets a specific keyword theme, and the ad copy should reflect that theme precisely. Generic copy used across all ad groups delivers lower quality scores and click-through rates.
A call to action is the instruction that tells the reader what to do next — ‘Get a free quote’, ‘Book your consultation’, ‘Shop now’, ‘Download the guide’. The best calls to action are specific, active and matched to the conversion objective of the campaign.
By reviewing asset performance within Responsive Search Ads (Google rates each headline and description as Low, Good or Best), comparing click-through rates across ad groups and testing specific copy changes with clear hypotheses about what will improve.
Including the search keyword in the headline, where it reads naturally, typically improves relevance and quality score. However, it should only be included when it produces a readable, compelling headline — not at the expense of clarity or benefit communication.
Yes, and specific offers — discounts, free delivery, money-back guarantees — typically improve click-through rates significantly. If an offer is used, it must be accurately reflected on the landing page. Mismatched messaging between ad and landing page increases bounce rate.
As performance data accumulates, underperforming assets should be replaced with new tests. An active review of ad copy performance every one to two months is good practice. Creative refresh is part of ongoing optimisation, not a one-off activity at campaign launch.