Ad copywriting

Variants that test messages, not synonyms

A responsive search ad accepts fifteen headlines of 30 characters each. Most accounts fill those slots with near-duplicates: "Fast Delivery", "Quick Delivery", "Speedy Shipping". The platform tests them, finds no meaningful difference and teaches you nothing. Meanwhile the account never learns whether buyers care more about price, speed, range or reassurance.

We start with angles. Three to five distinct reasons someone would click, agreed with you before writing, such as the problem stated plainly, the price, a proof point, the guarantee and the alternative they are comparing you with. Each headline and each social ad is labelled with its angle, so when results come in you can see which message won, not just which wording.

Limits, policies and the page after the click

Every platform has its own limits, and copy that ignores them gets cut off mid-word. Google search headlines stop at 30 characters and descriptions at 90. Meta truncates primary text after roughly 125 characters on most placements, so the point has to land before the "See more" link. We count every line against the format it will run in.

Policy is the other trap. Health, finance, employment and housing ads face strict rules. Meta rejects copy that implies it knows something personal about the reader, such as "Struggling with your debt?". Unprovable superlatives and some trademark uses get disapproved on search. We check copy against those rules before it leaves us.

Finally, an ad is a promise the landing page has to keep. If the ad says "free delivery over 50 euros" and the page does not mention it, the click is wasted. Each ad set comes with notes on what the landing page needs to repeat.