Advertising Copywriting
Helping your ads earn attention and move people towards a decision
“We’re paying for ads, but they don’t really seem to work.”
That’s usually how this conversation starts.
The ads are live. Clicks trickle in. A few forms get filled. Checkouts are abandoned.
But when you step back, it’s hard to say what’s actually happening or whether any of it is worth the spend.
So budgets get tweaked, headlines get swapped, new ads get launched with crossed fingers.
And nothing really changes.
Why advertising fails more often than people expect
Most ads don’t fail because of targeting, bidding, or platforms.
They fail because the message isn’t clear enough to earn attention or trust.
✅ If the ad doesn’t immediately connect with a real problem, people scroll past.
✅ If the landing page doesn’t continue the conversation, they leave.
✅ If the follow-up email doesn’t add clarity, nothing happens next.
Advertising only works when every step helps the buyer move forward.
When it doesn’t, you’re just paying to interrupt people.
Do any of these sound familiar?
If you’ve said more than one of those out loud, the issue usually isn’t the platform.
It’s the message being carried through it.
“We’re getting clicks, but not many enquiries.”
“The ads sound fine, but they don’t stand out.”
“Our landing page explains what we do, but people still drop off.”
“We’re sending sales emails, but hardly anyone clicks through.”
What advertising is actually meant to do
Whether it’s Google Ads, Meta ads, landing pages, or sales emails, the principle stays the same.
Each piece should do one clear job and pass the baton cleanly to the next.
Ads aren’t there to explain everything. They exist to...
Get Attention
By highlighting the reader's problem and the consequences of not solving it.
Show Relevance Quickly
Gain their confidence that you are the one to solve that problem.
Take Action
Remove friction and make it easy for them to buy.
What changes when the message is clear?
Ads feel more intentional, not experimental.
Landing pages make sense without rereading.
Emails feel worth opening instead of easy to ignore.
You spend less time guessing and more time understanding what’s working.
Advertising stops feeling like a gamble and starts feeling like a system you can actually improve.
If you've been thinking:
“We’re spending money on ads, but not getting any return...”
The basic messaging and target audience definition are usually wrong or missing.
If you want to talk through what’s not working, book a call and tell me what’s going on.
No pressure. A simple chat to work out what your content should be doing.
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