This is THE most important step – and one that most agencies skip. 

My team and I will go waaay beyond surface-level data, digging DEEP to fully understand your prospect – along with their deep-seated pain points, motivations, hesitations in the hiring process. 

This might include: 

• Interviewing 3-5 of your clients (if possible) to extract real, voice-of-customer insights that highlight what truly matters to them

• Mining online communities (like Reddit, Facebook, etc) where your ideal clients vent frustrations, ask for advice, and reveal buying objections

• Analyzing your testimonials to pinpoint common themes in what clients appreciate most—and how we can amplify those strengths

• Reviewing intake forms, surveys, and past communications with clients to understand recurring pain points, decision-making patterns, and deal-breakers 

• Listening in on sales or support call recordings (if available) to hear prospects' objections, questions, and concerns in their own words 

• Assessing competitor positioning to identify gaps in the market and craft messaging that sets you apart

This deep-dive research ensures that our ad strategy and copy is built on real data—not guesswork.

Next, we’ll comb through all the research, pulling together any trends and sticky copy. Then, we’ll pull everything together into your very own two-part Conversion Copy Playbook. With that, you’ll get everything you need to craft high-converting copy. You’ll walk away with:  

✅ A complete guide to positioning your service and offer in a way that resonates deeply with your ideal clients

✅ A comprehensive analysis of your target audience (to ensure your messaging hits the mark)

Based on the VOC research, we’ll determine the most effective ad strategy and funnel for your campaign. Taking into account things like: 

• What platform(s) will be most effective 

• When the ads should appear

• What keyword strategy to use (likely a mix of high-intent, long-tail, and branded keywords to target searchers at different stages of the hiring journey) 

• The type of ad formats to prioritize (ie: text, video, carousel, or responsive ads) 

• Targeting criteria (defining our audience based on demography, geography, and behavior) 

• Budget allocation and bid strategy (setting the right daily budgets and bid strategies to optimize ad spend and performance) 

Once we determine the ad strategy, then we’ll know what deliverables we need for the campaign.

For example, maybe we’ll decide that Google is the best platform to advertise on since there are leads actively searching for your solution. Based on that, we’ll come up with landing pages that are tailored to what people are searching for. 

Let’s say you’re a personal injury attorney. If we find that people are searching for things like “slip and fall attorney near me ” then we can create a landing page tailored to that specific audience.

Next I’ll take charge of crafting allllll the messaging for the funnel. Which will include: 

• Ad copy designed to grab attention, speak to your ideal prospect’s pain points, and drive high-intent traffic 

• Landing page copy that encourages website visitors to fill out that form/schedule a consultation 

• Email sequence (if applicable) that builds trust, handles objections, and encourages prospects to pick up the phone when you call

Each piece of messaging for the funnel will take into account things like: 

✅ Voice-of-customer research that we’ve done (so we can mirror your audience’s pain points, dream states, hesitations and motivations back to them) 

✅ Messaging hierarchy – Determining the most effective order of the messages on the page based on what’s most important to our reader, how they process information and where they are in the decision-making journey 

✅ Persuasion techniques that move reader to the “yes” (tactics like urgency/scarcity, open loop, value stacking, reliability, objection-crushing, storytelling, loss aversion and social proof… to name a few) 

✅ Formatting & readability – Structuring the page so that it’s easy to consume. With:

• Short, scannable sections

• Strategic use of bolding, bullet points, and white space

• Conversion-focused design principles (making key takeaways pop and CTAs impossible to miss)

✅ Framing & positioning – Ensuring your offer is presented as THE best choice. By:

• Clarifying your unique value proposition (UVP) so that it’s clear why prospects should pick your firm over all the others 

• Making it crystal clear who your service is for (and who it’s not for) to attract the right clients 

✅ Emotional & logical balance, speaking to both the heart and the head:

• Leading with emotional resonance to capture peoples’ attention

• Backing it up with logical, practical reasoning to justify their decision

✅ CTAs & next steps – Ensuring every piece of messaging guides the reader seamlessly toward the next step with:

• Value-driven CTAs (not just “Submit” or “Learn More”) 

• Frictionless next steps (ie: removing any unnecessary steps, telling them what happens after they click that button etc)

Once the copy is complete (and approved), we’ll move onto the design. We’ll make sure that the visuals complement and enhance the messaging. So that the most critical messages stand out – and guide the reader towards taking the next step. 

Once everything is in place, it’s time to go live. But first, we’ll want to:  

✅ Set up conversion tracking  (so we know exactly what’s working and what’s not) 

✅ Test all integrations (make sure forms, lead tracking, and automation work seamlessly) 

Then we’ll monitor ad performance in real-time, keeping a close eye on engagement, click-through rates, and conversions. 

A high-converting PPC campaign isn’t just “set it and forget it.” The real work happens after launch, where we:

🔹 A/B test different elements – Like headlines, CTAs, ad copy, images, and landing page variations (to see what resonates best) 

🔹 Analyze heatmaps & user behavior – We’ll get you set up with a Hotjar account so we can see how visitors interact with the page (where they drop off, where they click and where they spend the most time) 

🔹 Refine targeting & ad spend allocation – We’ll double down on what’s working and cut off what’s not, ensuring that every dollar is well spent.

🔹Add negative keywords – We’ll determine which keywords are bringing in the wrong prospects – and add them to our negative keywords so they don’t eat up your ad spend 

🔹 Optimize ad copy & landing pages – Tweaking the messaging, layouts, and offers to improve conversion rates over time

🔹 Adjust based on key performance metrics – Evaluating click-through rates (CTR), cost per conversion, lead quality, and return on ad spend (ROAS) to continuously improve results.