Why use this channel?

Google ads can be an effective way of reaching new, less engaged audience. You can add this channel to your marketing mix if you have budget available - a few councils have used it so far with good effect in terms of driving traffic.

Abundance also uses this channel, so there is a good chance that we will be promoting your raise through this channel as well during your raise period.

Messaging guidance

Due to the nature of the channel, and the required risk warnings, messaging in this area has to be very brief and concise. Messaging is typically focussed on the headline benefits of the investment for this reason, with messaging that will likely grab the attention of potential investors, bearing in mind they will be less engaged than those we reach in other channels. Look at the execution examples below for guidance.

Risk warnings and disclaimers

Due to the short word count in this communications channel, the shortest form of the risk warning applies. This risk warning must be pinned in the ad, to ensure it always shows. Remember if you are mentioning ISA benefits in your ad you also need to include ‘ISA rules apply’

Investments are long term and illiquid. Approver: Abundance (525432). Approval date: [01/07/2025]

Execution examples

Here is an example Google Ad copy set. These are taken from Abundance’s own Google Ads activity, but you can adjust as you see fit. Note the description 1 must be pinned in the ad so it always shows, as this is the mandatory risk warning.