Crafting your ad messaging

While Google and social media advertising each have a variety of different formats available, being able to communicate your value proposition is vital across every platform and format.

Why should potential clients click on your ad and what do you want them to do next? Here are some essential considerations when crafting your ad messaging:

Be clear and concise

Given the limited space for ad copy, it’s critical to be clear and concise in your messaging. Highlight your unique selling points and call-to-action (CTA) prominently to entice potential clients to click through.

Use compelling language

Effective ads use persuasive language that speaks directly to the needs and pain points of potential clients. Understanding your target audience is crucial here – what motivates them? What are their concerns? Speak directly to these factors in your ad messaging.

Utilise a strong CTA

Your call-to-action should tell users exactly what action you want them to take next, whether it's calling or booking an appointment or visiting your website. The language used in your CTA should be clear, urgent, and focused on the value that potential clients will receive by taking that action.

Test and refine

Creating multiple versions of ads and testing them against each other can help you determine which messaging resonates best with your target audience. Continuously monitor performance and make adjustments as needed to maximise efficiency and effectiveness.