One Simple Step to Write High Performing Ads for Your Business
If you’re looking to create high performing ads for your business that capture attention, generate leads, and boost sales, you’re in the right place. This article will show you exactly how to achieve that.
I vividly remember writing my very first ad. I hated every second of it.
The Struggle to Write Effective Ads
It was my first real marketing task after years of studying economics, marketing, and sales in business school. We spent hours analyzing the strategies of the biggest companies worldwide, but when it came time to write an ad for our local business, I had no idea where to start.
Looking at that blank page, I realized how unprepared I was. The longer I sat there, the more frustrated I became.
The Secret Reason Why Most Ads Don’t Perform
In my search for the answer, I came across conflicting advice. Some sources told me to use cute baby animals to grab attention, others said that wasn’t professional. Some suggested repeating the message over and over, while others argued that repetition annoys customers and reduces effectiveness.
With a rapidly approaching deadline, I decided to take a shortcut: I looked at the ads of our competitors and recreated a version of theirs—just enough to make it my own.
I showed it to my boss, who said it was okay, and we ran the ad.
A few days later, I asked my boss how the ad performed. His response confused me:
“Uhhh… what do you mean ‘results’?”
I clarified: “Did we make any sales from this ad? Did people call in?”
He smiled and casually replied, “No, no, Arno. This ad was for brand name recognition. Top of mind awareness. It’s all about branding.”
I nodded, but deep down, I didn’t understand how branding alone would increase sales.
And now, nearly 20 years later, I’ll let you in on a little secret: He didn’t understand it either.
The Truth About Marketing Results
When we spend money on something—whether it’s equipment, lunch, or a vendor—we expect results. So why is it that so many businesses waste money on ads that don’t deliver measurable results?
When I started my own business, I decided to approach marketing differently. Instead of vague terms like “top-of-mind awareness” or “brand recognition,” I wanted ads that perform—ads that directly contributed to sales and measurable growth.
Here’s the ugly truth:
Most businesses throw away at least half of their marketing budget, if not more.
This didn’t sit well with me.
How I Stopped Throwing Money Away—and How You Can Too
After years of trial and error, study, and testing, I finally discovered the key to high performing ads for business.
The formula I developed was straightforward, but it took time to piece together. If I tried to explain all the elements of this formula, we’d be here for weeks. So let me give you one of the best shortcuts I found.
It’s called Pearson’s Law:
“What is measured, improves.”
Want to immediately improve your ad results?
Make your ads measurable by adding a clear call to action (CTA) in every ad. Then, track and analyze the results.
The Power of Measurable Ads
When I first started using this approach, the change was dramatic. My ads became high performing ads for business because I could directly measure their effectiveness. I was able to test different elements, learn what worked, and continuously improve the ads.
One of the first rules I implement when working with a new client is:
“Every ad we run needs to be measurable. No exceptions.”
No more jargon. No more vague marketing buzzwords. Just clear, tangible results.
How You Can Do It Too
Implementing this simple rule will drastically improve the performance of your ads. Whether you’re a small business or a large corporation, making your ads measurable is a step you can take right away. Here are some ways to do it:
Use a Clear Call to Action (CTA):
Always ask the prospect to do something—whether it’s calling, signing up, or clicking a link. Make sure the CTA is clear and compelling.Track and Analyze:
Use tools like Google Analytics, social media insights, or any other tracking system to monitor how well your ad is performing.Test and Optimize:
Test different CTAs, designs, and messaging. See what resonates best with your audience and optimize accordingly.Measure ROI:
Focus on measuring return on investment (ROI), not just views or clicks. Track the actual business results generated by your ads.
The beauty of this approach is that it’s something every business can do—whether you’re running Facebook ads, Google Ads, or traditional print ads.
Stop Wasting Money on Ineffective Ads
If you’ve been using ads for branding without measuring their results, it’s time to make a change. High performing ads for business aren’t about flashy designs or gimmicks—they’re about measurable actions that lead to real business outcomes.
And if you’re not sure where to start, I’m here to help. Whether you need advice on how to set up your first measurable ad or want to optimize your current campaigns, get in touch today. Let’s make sure you stop wasting your marketing budget on ads that don’t work.