Search Ad Copy and RSA Assets Without Ad Strength Theatre

Ad Strength is not a ranking signal and we do not write for it. Google's asset-level reporting, which labels individual headlines Low, Good or Best once they have collected enough impressions, is the only feedback in this interface worth acting on. A responsive search ad carrying nine genuinely different headlines and two deliberate pins routinely beats one rated Excellent on fifteen rewordings of the same promise. What you get: Responsive search ads written per ad group, with headlines that make different arguments rather than different arrangements of the same words: the offer, the objection, the proof, the mechanism, the switch, the risk reversal. Descriptions written to the full ninety characters where the ad group earns them and short where the query does not. Sitelinks with both description lines populated, callouts, structured snippets with a header chosen because it fits your inventory rather than because it sat first in the dropdown, and price and promotion assets where a feed can support them. Pinning: We pin sparingly. Pinning position one to a single headline removes most of the combinations the format exists to test, and pinning all three turns a responsive ad into an expanded text ad with worse reporting. The exceptions are real: a legally required line, a brand line the client must lead with, a claim that is only true when it appears next to its qualifier. Those get pinned, with the reason recorded in the handover, so whoever inherits the account in eighteen months knows why it is there and does not quietly unpin it. Ad customizers and feeds: Where price, stock or a deadline genuinely varies, we set up business data feeds and customizer attributes rather than rewriting ads by hand, and countdown customizers point only at dates that exist. We do not use dynamic keyword insertion. It hands your ad copy to whoever types the query, which in practice means competitor names, misspellings and phrasing you would never sign off, in exchange for a relevance gain you can get by structuring the ad group properly. Performance Max: Asset groups written per theme, with search themes and audience signals documented, brand exclusion lists set, and copy written in the knowledge it can surface on Display and in Gmail rather than only on a results page. If the account is running one asset group for the entire catalogue, the copy is not the first problem and we will say so before taking the brief. What is not included: No account management, bid strategy or budget work. We write, hand over documented, and brief your media team or agency. No keyword research sold as a separate deliverable, though we read the search terms report before writing because that is where the customer's own language lives. No landing page work. Where page and ad disagree we flag it and the recommendation changes, because quality score follows the page and no headline repairs a mismatch. Who this is not for: Accounts under roughly ten thousand euros a month in search spend. At that level there is not enough volume to read asset-level results honestly, the reporting stays ambiguous for months, and you are better served by fixing structure and negatives first. We will tell you that rather than sell a rewrite that cannot be evaluated. It is also not for anyone who wants the account rebuilt around a fashionable structure. Single keyword ad groups, hagakure, whatever the current name is. We write inside the structure you have, or alongside the person changing it. How it runs: We take a read-only account link, export the search terms and asset-level reports, and interview whoever answers the phone when a customer calls. Draft ads come back in a sheet formatted for direct upload through Google Ads Editor, annotated with the argument each headline is making and which pins are deliberate.