Crossword Genius

Notice each boy twice (8,2)

Ross

I believe the answer is:

personal ad

I'm a little stuck... Click here to teach me more about this clue!

'twice' is the definition.
I don't know anything about this answer so I can't tell whether this works.

'notice each boy' is the wordplay.
I cannot really understand how this works, but
'notice' could be 'ad' (both can mean an advertisement) and 'ad' is found within the answer.
'each' could be 'per' ('per' can mean for each) and 'per' is present in the answer.
'boy' could be 'son' (male child) and 'son' is found within the answer.
The remaining letters 'al' is a valid word which might be clued in a way I don't understand.
This may be the basis of the clue (or it may be nonsense).

Can you help me to learn more?

(Other definitions for personal ad that I've seen before include "brief newspaper item" , "Message perhaps seeking romance" .)

I've seen this clue in The Independent.
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