Part of the Attract stage, included
Built into our marketing platform and switched on for every client: show your ad to a few hundred simulated people built from real UK population statistics, and get back what they thought, what put them off and which age groups actually wanted it. Before a penny goes to Google or Meta.
Included
With every build we do
Minutes
Not a fortnight of market research
ONS data
Real population statistics underneath
UK & US
Consumer or business audiences
The problem it solves
Most small businesses find out an advert does not work by spending money on it. You write something you think is clear, put it live, and three weeks later you have a bill and not much else. The feedback loop is expensive and slow, and it never tells you why it failed.
The Audience Simulator shortens that loop. You build an audience that matches the customers you want, paste in the ad, and a few hundred simulated people react to it individually. You get a purchase intent score, what confused them, what objections came up, and how the reaction changed by age, region and income.
It is not a replacement for real customers, and we will never pretend otherwise. It is a cheap way to find out that your headline is unclear before you have paid to show it to ten thousand people.
Done for you
This is a managed service. We build it, connect it and keep it tuned. Your involvement is measured in minutes.
Who you want: the age range, the region, the income bracket, or for business audiences the industry, company size and job function. The tool generates a population that matches those characteristics.
Paste the copy, upload the image, or describe the concept. It can be a Google Ad, a Facebook post, a leaflet headline or an offer you are considering.
A representative sample is drawn from that population and each person reacts in character, based on their own circumstances. Sample anywhere from a handful up to a thousand.
Scores, objections, suggestions and quotes, broken down by group, with a plain-English summary at the top. Then you fix the ad and run it again.
What you get back
Scores tell you whether it worked. The objections tell you why not, which is the part you can act on.
Purchase intent, attention and clarity, each averaged across everyone who saw it. On their own the numbers mean little. Run two versions of the same ad and the gap between them tells you which to spend money on.
In the tool's own validation testing, a clear benefit-led advert scored 4.22 for purchase intent against 2.96 for a deliberately jargon-heavy version of the same product, and 7.84 against 4.92 for clarity. It notices the difference.
The most common reasons people gave for not being interested, grouped and ranked. This is usually where the useful information is: "too technical and unclear", "I do not know what it costs", "sounds like every other one".
You also get the suggestions they made and a set of representative quotes, so you can hear how a real person might describe the problem rather than reading a score.
Reactions broken down by age band, gender, region and income for consumer audiences, or by industry, company size and job function for business ones.
This is where targeting mistakes show up. In the tool's validation, an offer written for retirees scored 1.83 out of 10 with 18 to 24 year olds and rose steadily to 5.23 with the over-65s. If your ad only lands with the wrong group, you will see it here before the budget does.
You can add up to three of your own questions to the run, so the panel answers what you actually want to know rather than a fixed script.
Afterwards you can talk to individual respondents one at a time. They stay in character and remember the reaction they gave, so you can ask a sceptical one what would have changed their mind.
Who it suits
Test the headline and the offer before the clicks start costing you money.
Find out whether "free quote" or a fixed price gets more interest from the people you actually want.
Build the panel by industry, company size and job function rather than guessing what a buyer thinks.
A homepage headline is an advert. The same test works on it.
What it does
Tap any card for the full detail.
Feature 01
The population behind each audience is generated from official sources: ONS mid-2024 population estimates for age, gender and region, HMRC income distributions, ONS Annual Survey of Hours and Earnings for regional pay, and Census 2021 for education and household make-up. US audiences use the American Community Survey and Census Bureau estimates.
Business audiences are built from the Department for Business and Trade's Business Population Estimates, which is why the company-size mix looks like the real economy rather than a room full of large firms.
Feature 02
Respondents are drawn so the sample reflects the make-up of the audience you defined, rather than clustering on whoever happens to be picked first. That is what makes the group breakdowns meaningful.
You choose the sample size. A handful gives you a quick read; a few hundred gives you stable numbers you can compare between versions.
Feature 03
Paste ad copy, upload a JPG, PNG or WebP of the creative, or describe a concept in a sentence or two. The panel reacts to what you give it.
That means you can test an offer before paying a designer to make it look nice, which is usually the right order to do things in.
Feature 04
The methodology is public rather than a black box: which dataset, which table, which year, refreshed on a stated cycle. Validation testing covers whether repeat runs agree, whether it can tell a good ad from a bad one, and whether demographics genuinely change the answers.
We would rather you knew exactly what this is. It is a simulation informed by real population data, and it is a directional test, not proof.
Feature 05
After a run you can open a conversation with any single respondent. They stay in character, anchored to their circumstances and the reaction they already gave.
It is the closest thing to the moment in a focus group where you stop the room and ask one person to explain what they meant.
Feature 06
We build the first audience with you and run the first test together, usually on an advert you are already planning. After that you can run tests yourself, or send us the copy and we will run it.
If you are on Google Ads with us, we test the ad here before it goes live as a matter of course.
Included
Switched on for every client alongside the AI training, the quote forms and the review optimisation. There is no separate charge, no per-seat fee and no limit on how many tests you run.
The maths
A month of Google Ads at a modest budget is several hundred pounds. If the ad is unclear, most of that is spent finding out. Running the copy past a simulated audience first costs you nothing, and takes about as long as making a cup of tea.
Pricing
Every package includes AI training and content, quote requests, review optimisation and contact forms.
£1,295
A credible presence that turns visitors into enquiries.
Best for: Sole traders and small teams who need to look established and get the phone ringing.
£1,995
For businesses losing work to missed calls.
Best for: Established businesses that cannot answer the phone while they are on a job.
Everything in Essentials, plus:
£2,495
For businesses ready to buy leads through Google.
Best for: Businesses that want to turn ad spend into booked work, with the tracking to prove it.
Everything in Complete, plus:
Hosting, SSL, daily backups, security monitoring, software updates, uptime monitoring, up to 30 minutes of content changes each month and email support.
All prices exclude VAT.
FAQ
Cost, setup, what happens at the end of the term and what you keep.
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