The Ad Copy Battle

An example round, scores illustrative: four simulated people score all four ads blind, one call each. R1 appeals most, but the person who shouldn't click would, so R2 is picked, and a second panel rechecks the top two.
// PUBLISHED
// LAST UPDATED
// AUTHOR
CHRIS HAY · FOUNDER, PERFORMIFY LIMITED

Chris Hay is the founder of Performify. 15+ years in paid media, attribution and growth modelling. Built Vouchercloud's PPC and analytics function from zero and sat on the executive team that grew it to 200+ people and a NASDAQ exit, before going back to direct operator work. Writes about the bits that matter, mostly while the fix is still warm.

// RELATED SERVICE
S02 · Paid Media Management →
// RELATED LABS
L/017
TOOL
SECTORALL
SURFACEPAID MEDIA / KEYWORDS / GOOGLE ADS
Keyword concatenation for how Google matches now.
The step before the ad: build the keyword list it will serve, every combination in the match types you choose, checked against Google's limits.
2026.09
TOOL
→
L/018
TOOL
SECTORALL
SURFACEPAID MEDIA / FORECASTING / PPC
The PPC metrics tree, and the two numbers that set your CPA.
What a better CTR does to the numbers, and what it doesn't: more clicks, conversions and spend, and the same CPA unless CPC or conversion rate moves.
2026.09
TOOL
→
L/019
METHOD
SECTORALL
SURFACEPAID MEDIA / CREATIVE AUTOMATION / CLAUDE DESIGN
Ad creative automation with Claude Design: an owned, git-backed factory.
Where a winning route goes next: parametric templates and YAML batch specs render it at every ratio and destination, reviewed before it ships.
2026.10
METHOD
→
// COMPANYPerformify Limited · 12000193 · England & Wales
// CONTACThello@performify.co.uk · linkedin.com/in/haychris