#1 - If you are looking for people in Ireland, you might want to make your subject line something like: "Looking for people in Ireland for conversation" or "Kinkster in County Whatever wants to meet people". "bsm" doesn't mean anything, so won't get much attention.
#2 - Put some information in your profile AND in the ad. If you're going to use personal ads, people want to know who they are corresponding with. I mean that seriously. "I'm a Dominant male looking for a sub female." That's about as generic as it gets. Think of your want ad as a "kinky resume". You are selling yourself. Why should a submissive contact _you_? Unless you put some information out there, you're just another "Ian Horny Net Geek".