Most ad copy fails at the concept stage, not the execution stage. Running more budget behind an ad that uses the same angle the competitor has been running for two years does not produce different results. The problem is not that the writing is bad -- it is that the message has nothing new to say.
Ad copy starts with angles: the specific emotional entry point, belief, fear, desire, or objection that a particular subset of the audience holds, and that the ad needs to address in order to earn a click from that person. A single ad set with five angle variations will outperform five ads written from the same angle, even when the production value on the five-same-angle ads is higher.
We write ad copy for Google Search (responsive search ads and expanded text), Meta Ads (Facebook and Instagram -- primary text, headlines, and descriptions), LinkedIn Ads (sponsored content and message ads), and YouTube pre-roll (15- and 30-second scripts). Platform-specific formatting and character limits are applied automatically.
Each project includes a minimum of five distinct creative angles, with three to five copy variations per angle. We identify the angle hypothesis for each variation so your media buyer can evaluate results against the intended message rather than just by click-through rate.
E-commerce brands, SaaS companies, B2B service firms, and marketing teams running or scaling paid media across multiple platforms.