Ad copy

Make the ad say the thing your site already proved.

Good ad copy usually starts with evidence the business already has: an offer, a guarantee, a service area, a brand relationship, a tenure claim, a review signal. The audit finds what the current ads are not using.

Get the audit See the proof

What this covers

Turn existing proof into better ads.

The page often has better copy than the ad account does.

Offer echo. Discounts, estimates, emergency service, and financing claims.

Trust echo. Reviews, years in business, brands, guarantees, and local proof.

Keyword fit. Ads that speak to the query instead of the whole business.

Extension use. Sitelinks, callouts, snippets, and assets that carry proof.

Competitor contrast. What competing ads say that yours does not.

Landing-page match. Whether the click lands on the promise the ad made.

What breaks

Generic ads waste proof the business already earned.

The homepage leads with an offer the ads never mention.
The ad says 'quality service' while the site has specific proof.
Every ad group uses the same broad copy.
Assets exist but do not carry the best trust signals.
Competitors make clearer promises on the same search.
The ad promise and landing page promise do not line up.

How it proves itself

The audit ties copy advice to public evidence.

Proof

Site proof. The source claim is visible on the business site.

Proof

Ad comparison. The live ad either uses it or does not.

Proof

SERP context. Competitor messaging shows the standard on that query.

Proof

Rewrite direction. The fix points to an ad, asset, or landing-page match.

Proof

Repeat check. Strong findings come from patterns, not one impression.

How I think about it

Ad copy is a matching problem before it is a writing problem.

I do not start by trying to sound clever. I start by finding the strongest true thing the business can say for that query. Then the ad has one job: carry that proof into the search result without making the landing page feel like a bait-and-switch.

The labels are technical. The decisions are not.

Signal	What it tells you	Why it matters
Site proof	The strongest public claim	Keeps ad copy grounded in something true.
Current ad	What the searcher sees now	Shows whether the proof is being used.
Search intent	What the query implies	Prevents generic copy from serving every ad group.
Rewrite target	Where the fix should land	Turns critique into an executable change.

Want to know what your ads should be saying?

Free audit first. I will compare your ads against your site and the live search result, then show the copy gaps worth fixing.

Get the audit