PPC Ad Copy Optimisation
Two ads for the same search can perform completely differently. The right words earn more clicks, better quality scores and cheaper sales.
Backed by experience and constant testing, we write ads that speak to what your customers care about and lead them to a landing page that delivers on the promise.
Let the Data Pick the Winner
We always run more than one ad, testing different angles: benefits against features, price against quality, proof against urgency. Tests run until the results are statistically reliable, not just for a few days.
The winning ad becomes the new control, and a fresh challenger takes on the loser. Over months, small gains in click-through and conversion rate add up to a much lower cost per sale.
Small Gains That Compound
How click-through rate typically improves across a programme of ad testing.
Click-through rate
%, by testing round, illustrative
View the data as a table
| Round | Click-through rate |
|---|---|
| Start | 3.1% |
| Test 1 | 3.8% |
| Test 2 | 4.3% |
| Test 3 | 4.6% |
| Test 4 | 5% |
| Test 5 | 5.3% |
| Test 6 | 5.6% |
One Story from Search to Sale
Someone searching for wide fit walking boots wants to see wide fit walking boots, in the ad and on the page they land on. When the search, the ad and the landing page match, Quality Score rises, costs fall and more visitors buy.
We review landing pages alongside the ads and recommend changes, or point ads at better pages, so the promise in the ad is kept on the site.
Get a Free PPC AuditHow We Optimise Ad Copy
A continuous cycle, not a one-off rewrite.
- 01
Research
Customer reviews, competitor ads and search terms show what people care about.
- 02
Write
Several ad variations per ad group, each testing a clear idea.
- 03
Test
Run each test until the result is statistically reliable.
- 04
Iterate
Keep the winner, write a new challenger, and repeat.
What Makes a High-Performing Ad
Keyword Relevance
The searcher’s words in the headline, so the ad feels like the answer.
Clear Benefits
What the customer gets, not just what you sell.
Proof
Reviews, ratings and numbers that build trust before the click.
Strong Call to Action
A clear next step: book, buy, call or get a quote.
Rich Assets
Sitelinks, callouts, prices and images that take up more space.
Landing Page Match
The page continues exactly where the ad left off.
Questions
It depends on traffic. High-volume ad groups can produce a reliable result in a couple of weeks; smaller ones take longer. We do not call a winner on too little data.
Yes. Google mixes headlines automatically, but the headlines and descriptions you give it still decide performance. We test themes and pin key messages where needed.
We review landing pages as part of ad optimisation and recommend changes. Through our web team we can also build or improve landing pages for you.
Google’s 1 to 10 rating of how relevant your keyword, ad and landing page are. Higher scores usually mean better positions at a lower cost per click.
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