Ad Copy & Design

Your ads are written and designed by us, in your voice, about your business. This page explains what goes into them and how we keep them improving.

What we write

• Headlines and descriptions. Each ad group gets a full responsive search ad: up to 15 headlines and 4 descriptions that Google mixes and matches, written around the service that ad group is about and the result you told us matters (a call, a quote, a booking, a sale).
• Calls to action. The line that asks for the click. A clear, specific call to action is often the difference between a campaign that works and one that does not, so every ad gets one that fits the service and the page it leads to.
• Extensions. Sitelinks to your key pages, callouts for the things that set you apart, structured snippets listing your services, and a call button when phone enquiries count as a result. They make the ad bigger and give people more reasons to click.
• Negative keywords. Not copy, but part of the same job: the searches we do not want the ad to show for, so the budget stays on the people you can actually help.

Where the words come from

The brief you send during setup is the starting point: what to promote, what to leave out, what you do and for whom, and who your ideal customer is. We read your website alongside it, so the ads talk about your real services, areas and offers.

A few rules we always follow:

• Only claims your site or brief supports. No invented prices, guarantees, awards or years in business.
• Your name and your voice. The ads never mention us or any agency.
• Google's limits are hard limits, so a phrase that does not fit is rewritten shorter, never cut off mid-word.
• No shouting: no words in capitals, no stacks of exclamation marks, no emoji.

Images and creative

Search ads are text, so most campaigns need no images. For Performance Max and Display campaigns we need pictures and a logo. If you have brand assets, add them on the Brand Assets tab of your project (optional): each image is checked for size, shape and suitability when you upload it, you see the verdict next to the file, and the ones that pass are prepared in the sizes Google needs and used in your next draft or added to your existing Performance Max campaign (straight away while it is paused for your review, offered to our team first once it is live). Without uploads we source images from your website. Video campaigns need YouTube videos on your account and are built by hand once those are in place.

Reviewing and changing the copy

Everything is built paused in your account first, so you read the ads before anyone else does. If a headline is wrong, a service is missing or the tone is off, say so in your project chat and we fix it before launch.

After launch, copy keeps changing on purpose. Each week we look at which headlines and descriptions Google is favouring and which ones are being ignored, retire the weak lines and test new ones. You can ask for specific wording at any time, and the AI agent in your project chat can show you the current ads and propose the edit for the team to apply.

Google Ad Grants

Running a Google Ad Grants account for a nonprofit? Tick the Ad Grants option in the brief. The campaign is built within the Grants rules (Search only, the Grants budget, the required quality standards) and the copy is written for the programme's audience.