Ad Copy

Ad copy and the cost of bad words

Every pound and euro spent on ad budget is being spent against the copy in that ad. Bad copy does not just underperform, it makes the entire campaign more expensive by lowering click-through rates, increasing CPCs, and wasting the budget that drives traffic to a page that does not convert anyway.

Good ad copy is direct, specific to the audience it targets, and engineered to produce a click, not just an impression. There are three jobs it has to do in that order: stop the scroll, earn the click, and set up the next page to convert.

Platforms we write for

Meta (Facebook and Instagram): longer body copy, strong emotional hooks, specific audience language. Google Search: tight, keyword-aware headlines, benefit-forward descriptions, and extensions. LinkedIn Ads: higher-stakes B2B offers requiring credibility signals and specific role targeting. We adapt structure and tone per platform because what works on Meta does not work on LinkedIn.

Why variations matter

We write variations, not a single version, because ad copy without testing is a guess. We produce angle-driven variations: a problem-first angle, a result-first angle, a social-proof angle, and a curiosity angle. These give your media buyer something to test rather than something to hope for.