Advertising Agency Essential Guide to Creating Ads That Deliver ROAS

Ads fail when they focus on flair over function.

If you’re building a campaign that needs to perform, not just exist, here’s what works—and what doesn’t.

1. Spell Out the Benefit

• Make the benefit clear, specific, and front-loaded.
• “Low-cost steam – shop assembled and ready to use” outperformed a vague headline by 100%.
• Ask yourself: Would your customer know exactly what they’re getting?

2. Show the Product Doing the Job

• Center the product—not the people using it.
• When a camera ad featured the product prominently, it doubled the response rate.
• The product is the hero. Make it obvious.

3. Keep It Simple

• One clear idea outperforms five scattered ones.
• Remove distractions.
• Ask: Can someone understand this ad in 3 seconds?

4. Go Bigger

• More space lets you show and tell more.
• Bigger visuals. Bigger headlines. Bigger clarity.
• If budget allows, choose a larger ad format—it often pulls better.

5. Don’t Be Cute Without a Purpose

• Clever headlines and visuals can work—but only if they highlight the benefit.
• Avoid trickery that distracts from the message.
• Humor and style are tools—not the goal.

6. Speak Like a Person

• Use a conversational tone when it fits.
• Passive, corporate copy gets ignored.
• People want to feel like you’re talking to them, not at them.

7. Sell the Feeling, Not Just the Feature

• Some benefits aren’t physical—they’re emotional.
• Coke and Pepsi taste similar, but their meaning to consumers is different.
• Ask: What belief or identity does your product connect to?

8. Avoid the Overload Trap

• Don’t cram too many ideas, features, or visuals into one ad.
• Simplicity drives clarity.
• Good ads sell. Great ads do it without making people think too hard.

9. Stay Honest and Positive

• Don’t overpromise. Superlatives need proof.
• Focus on the solution, not the problem.
• Keep the tone confident and clear—not dramatic or desperate.

Now, Let’s Talk About Platforms

Each ad platform plays by different rules. If you want results, your creative must shift accordingly.

Google Ads

• Your headlines must match search intent.
• Use keyword-specific benefits to drive clicks.
• Keep copy short and action-focused.
• Leverage ad extensions to give people more reasons to click (offers, reviews, phone numbers).

Ask yourself: Does this ad answer the question someone just typed?

Meta (Facebook & Instagram)

• Visuals must stop the scroll instantly.
• Focus on emotion and storytelling—especially in video and carousel formats.
• Keep the message concise but personal.
• Run variations and let Meta’s algorithm find the best performer.

Ask yourself: Would this catch your attention in a feed full of friends and family?

YouTube

• Grab attention in the first 5 seconds—before the “Skip” button.
• Voice and visuals matter more than text.
• Call-to-action should appear early and often.
• Use remarketing to target viewers who already showed interest.

Ask yourself: Does this ad work even with the sound off—or just a few seconds to convince?