Digital Advertising
Steps to Optimise Online Ad Creatives for More Enquiries
We write, design and test ad creatives for every campaign we manage. This guide is for owners who want their ads to stand out and bring in more enquiries. It covers ad copy, visuals and a simple testing method. Use it when you create or refresh your ads, so each version earns its place in the budget.
How to write ad copy that earns clicks
Good ad copy tells the right person, in a few words, why they should click. It leads with what the customer wants rather than what the business does. Specific details beat general claims every time. Follow these steps for each ad.
- Start the headline with the service and the location, such as "Roof Repairs in Blackburn".
- Add one clear benefit, such as same-day callouts or fixed quotes.
- Include proof you can back up, such as years trading or genuine review ratings.
- End with a simple action, such as "Get a free quote".
- Match the words in the ad to the words on the landing page.
Write several headline and description options for each ad. Search platforms test combinations automatically. Remove options that consistently perform worst.
How to design ad visuals
Visuals decide whether people stop scrolling on social platforms. They also shape first impressions in display and video ads. Clear, real images usually outperform polished stock photos. Use these points when you design visuals.
- Show real work, real staff or real customers where possible.
- Keep any text on the image short and easy to read on a phone.
- Use your brand colours and logo consistently.
- Create versions in square, vertical and landscape sizes.
- Test short videos alongside still images.
Check every visual on a phone before it goes live. Most social ads are seen on small screens. Our guide to display ad formats lists the common sizes.
How to test and improve creatives
Testing shows which ads work rather than which ones you prefer. Change one element at a time, so you know what caused the difference. Give each test enough time and budget to reach a clear result. Follow these steps for each test.
- Choose one element to test, such as the headline, image or offer.
- Run the new version alongside the current best.
- Wait until both versions have enough clicks and enquiries to compare.
- Keep the version with the lower cost per enquiry.
- Start the next test with a different element.
Refresh creatives every few months, as audiences tire of seeing the same ads. Our guide to improving click-through rate covers related fixes. Our digital advertising service includes ongoing creative testing.
Ad creative checklist
Use this checklist before any new ad goes live. Each item improves the chance of clicks and enquiries. Review live ads against it every month.
- Headline includes the service and location
- One clear, specific benefit stated
- Proof included only where you can back it up
- Clear call to action
- Ad wording matches the landing page
- Visuals checked on a phone in every required size
- One element tested at a time
Good to know
Ad creative FAQs
What makes a good online ad?+
A good ad speaks to a specific customer and gives them one clear reason to click. It uses plain words, a clear benefit and a simple action. The landing page then delivers what the ad promised. Results, not opinions, decide which ad is best.
How often should I change my ads?+
Test new versions every month and refresh creatives every few months. Performance often drops when the same audience sees an ad too often. Keep winning ads running while you test new challengers. Change ads sooner if results fall sharply.
Should I use video in my ads?+
Video often performs well on social platforms, especially short clips filmed on a phone. Show real work, people or results in the first few seconds. Add captions, because many people watch without sound. Test video against still images to see what works for your audience.
Do I need a designer for ad creatives?+
Simple ads can be made with tools such as Canva. A designer helps keep visuals consistent and professional across campaigns. Real photos of your work often beat complex designs. Focus on clear messages and test the results.
Keep this checklist with your ad accounts and creative files. Share it with anyone who writes or designs your ads. So you can launch ads that earn attention and improve them with every test.
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