As changes pour in from Google, it becomes easier and easier, granted with a little scripting here and there, to provide perfect targeted adverts and landing pages to your customer, right down to repeating their search term in your headline.
For some of our campaigns we run versions of the advert appealing to different emotions and then match the same style to the landing page, we have seen response double in some cases.
Imagine if you become worried that there is a gas leak when you saw certain indicators and searched google for a certain tool, then the advert said “Its natural to worry about gas leaks. Don’t worry get a XYZ”