Question about how a client critique changed your ad approach

So I had this family law client in Edmonton last month who told me my Google Ads copy felt too corporate and cold. She said it read like a legal document instead of something a scared person would actually click on. At first I was defensive, you know, because I thought professional tone was the way to go. But then I looked at our click-through rates and she was right, we were getting maybe 2% at best. So I rewrote everything to sound more like I was talking to a friend who needed help, using simpler words and real questions people ask. The CTR jumped to around 4.5% in two weeks, which honestly shocked me. Has anyone else had a client call them out on their messaging and actually improved because of it?

3 comments

3 Comments

max_torres441mo ago

That 4.5% jump is huge, congrats. I used to be the guy who thought professional and formal was the only way to go, especially for legal stuff. I had a real estate client in Calgary who told me my ads sounded like a bank statement. Felt like crap hearing that at first, but I sat down and rewrote them to sound like how you'd actually talk to a friend buying their first house. The CTR didn't double exactly but it went from like 1.8% to 3.1% in a month. Made me realize that corporate tone just pushes people away, especially when they're already stressed out.

karen3611mo ago

Oh man, that reminds me of when my cousin who runs a bakery told me my website copy made her cupcakes sound like they were being sold by a robot overlord. I was annoyed for a whole day before I realized she was totally right, and changing the tone basically saved my weekend sales.

matthewdixon1mo ago

Brought that up with @karen361 and it hit home. I had a client selling handmade furniture and my copy made it sound like assembly instructions. Switched to a "this is the chair your grandkids will fight over" vibe and his conversions went up like 20% in two weeks. People just want to feel something, not read a manual.