Google ads, Bing ads, Facebook ads, Instagram ads, LinkedIn ads, and Twitter ads play a key role in cementing your business success. However, there are ads that convert well and ads that don’t – and to create advertisements that work for your business, you need to understand the do’s and don’ts of creating a compelling ad.

Before getting into our tips, here’s a little insight, the amount of money you spend on an ad doesn’t guarantee its success.

How do you determine whether an ad is converting?

A high-converting ad is an ad that helps you to promote you and your products effortlessly.

The primary purpose of an ad is promotion, but you can also use ads to increase your lead conversion rate. The effectiveness of an advertisement can be gauged by looking at the Click Through Rate (CTR).

This indicates that your copy, creatives, design and targeting are on point, as the volume of people who looked at your Ad felt compelled to click through and take the next step in your funnel.

If click-through rates are low, then it means that either your targeting, copy, creatives, graphics or something else are lacking.

So, how can you make every ad you put out compelling?

How to create a compelling ad

Creating an ad is both easy and hard depending on how you look at it. In the digital world, there are many tools and guidelines to help you create winning ads. However, these seven tips are a great way to start and ensure that your ads meet the criteria necessary to convert leads and customers effectively.

#1 Make your ads stand out from the crowd

As it stands, people feel like they’ve seen everything and they’re already tired of the repetitive format of ads. The Average American alone is exposed to 4,000 different advertisements a day, and to ensure yours stops them in their tracks, you need to make sure you zig when others zag.

Creativity goes a long way in helping your business in gaining recognition and arouses the interest of your audience.

A good tip is to look at your competitors, note what they’re doing, then come up with an advertisement that goes completely against the grain of how they’re attracting their audiences. After all, in a sea of similarity, you’re going to notice the one thing that stands out.

#2 Create and define your buyer personas

Despite having a target audience in mind, your customers differ in terms of their needs.

Creating buyer personas is an essential part of improving the quality of your ad. Take for instance Facebook ads, with adequately defined buyer personas; you’re able to interact better with your audience. To come up with buyer personas, you need to analyze your target audience and discern several things about them.

Their pain points, their aspirations, their age ranges, gender, location and more. Your targeting can never be too specific. The more you know about who you’re speaking to, the easier it is to create messaging that gets their attention.

#3 Test various designs

One part of winning in business is the willingness to go the extra mile that most people aren’t ready to. Don’t settle on the first design that pops in mind regardless of how experienced you are. Always test multiple designs to improve the quality score of your ad.

Besides testing designs, also conduct a targeting test to make sure you don’t miss anything. A great example is a/b testing which helps make use of your existing traffic. Ideally, a/b testing helps you present two versions of an ad to your audience. The page with more numbers wins and is the better ad.

You can then refine this process by creating a new test with the winning variation, continually improving upon your ad design until you find the best possible version.

#4 Create separate landing pages for different ads

Cramping up your website or homepage with ads can dilute their effectiveness and relevance. For each ad, create a landing page that features a robust captivating design, useful and informative information as well as a Call-to-action.

When it comes to Google search ads, Google won’t just focus on the ad to rank you; your landing page also plays into their decision. Therefore, the quality of your landing page can improve your ad relevance search ranking. Also, this helps to direct traffic to different parts of your site for maximum exposure.

#5 Appeal to your audience’s emotional side

Buying is an emotional affair for many people. While they may not know it or even acknowledge it, customers make decisions with their heart then rationalize it with their heads.

With this in mind, it’s imperative that you remember your clients will acknowledge the features of the product but make a decision to buy based on its benefits.

Don’t just state what your product or service does, go one step further and outline how this will make your customer feel, live, and avoid pains in their day to day life!

#6 Use simple, memorable words and phrases

A catchphrase is an essential part of the ad’s success. Even you, a business owner, have slogans and taglines stuck in your head because they make sense and are easy to remember. It is the same for your clients. Enhance memorability of your ad with humor, wordplay and a catchy phrase.

Humor can be an excellent tool, as you’re immediately eliciting a positive emotional response, and this can subliminally make someone feel more familiar with your product, even if it’s their first time seeing it!

#7 Use images

The percentage of people who click on ads after seeing the pictures is more significant than that of those who click based on text. In that case, use interesting images to promote your ad. It is also proven that using images with faces is more effective.

It should show your product in a flattering way and also contain some titles or header text that gives a summary of the benefits of the product that can be elaborated on in the actual copy of the ad.


There are a lot of elements that go into creating a great ad that delivers the allure, assurance, and creativity that your audience is looking for. Applying these seven things to your ad is a sure way of getting better click through rates for your ads. Try them today!