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How to Write Ads That Actually Work: The One Simple Step You Need
August 2, 2024
Advertising, Marketing
If you’re frustrated with your ads not delivering results and tired of throwing money into marketing without seeing sales, this guide is exactly what you need. We’ll break down how you can create ads that not only capture attention but also drive real, measurable outcomes for your business.
My First Ad: A Lesson in Failure
I remember the first ad I ever wrote like it was yesterday. I had just finished a degree in business with a major in marketing. You’d think I was prepared, right? But when my boss asked me to write a simple ad for our small business, I was completely lost.
I stared at the blank page for hours, trying to recall all the theories and case studies I had learned in school. I felt like I should know how to do this, but the truth was, none of that big-brand analysis helped me figure out how to sell to real people.
Why Most Ads Don’t Work
After days of frustration and panic, I did what a lot of us do when we’re stuck—I looked at what our competitors were doing. Their ads seemed fine, so I copied their approach. Slightly tweaked, of course, to avoid being a direct rip-off.
We ran the ad. I waited for the results.
Days went by, and… crickets. No uptick in sales, no extra calls, nothing. When I asked my boss about the performance, he said something I’ll never forget:
“This ad is about brand awareness. We’re just building our brand identity.”
At the time, I played along. But deep down, I knew that wasn’t right. Building a brand is important, but if your ads don’t lead to any measurable action, how do you know they’re worth the investment?
The One Change That Will Transform Your Ads
After years of studying, testing, and fine-tuning my approach, I found the key. It’s not flashy, it’s not revolutionary, but it’s incredibly effective: Make your ads measurable.
Every ad you run should have a clear action you want people to take—whether it’s visiting your website, calling your business, or making a purchase. And you should be tracking that action like a hawk.
This approach follows Pearson’s Law: “What is measured, improves.”
Want to see better results from your ads? Make sure you can measure those results.
How to Make Your Ads Measurable
Here’s how you can apply this principle today:
Include a Clear Call to Action (CTA): Every ad needs to tell the reader exactly what to do next. Whether it’s “Call Now for a Free Consultation” or “Visit Our Website for 10% Off,” your ad should always direct the audience to take a specific, measurable action.
Track Every Response: Whether you’re running ads online, in print, or on the radio, there are ways to track performance. Use unique URLs, custom phone numbers, or promotional codes that help you monitor the effectiveness of each ad. This way, you’ll know exactly how many leads or sales each ad is generating.
Test and Improve: Not all ads will work the first time, and that’s okay. The beauty of making your ads measurable is that you can test different headlines, images, and offers to see what performs best. Then, refine your approach based on real data.
The Results Speak for Themselves
When I started applying this measurable approach, everything changed. I no longer had to guess whether our ads were working. We saw direct responses, and most importantly, sales. Every dollar we spent was now an investment with a clear return.
It wasn’t long before I started helping other businesses do the same. By implementing this simple rule—every ad must be measurable—we transformed their marketing from a money pit into a revenue generator.
What You Can Do Right Now
The best part? You can start making your ads measurable today. Here’s what you need to do:
- Review your current ads. Do they have a clear call to action? Can you track whether someone responds?
- Add response mechanisms to every future ad. Whether it’s a phone number, a website, or a coupon code, make sure you know where your leads are coming from.
- Test different approaches. Try different CTAs, formats, or offers to see what works best for your audience. Then, double down on what works.
No more vague marketing jargon. No more “brand awareness” campaigns with nothing to show for it. With this simple change, you can create ads that actually drive results.
Want to see how we can apply this to your business? Reach out to us today, and we’ll show you how to turn your ad spend into real, measurable growth.