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What to do when you can't think of more ads, or you've never made ads before
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Before we get started, creative = the picture...
Need high level concepts/ copy direction:
- Pull data from CRM / your call recorder-- why did deals close, who started the deal, what got them interested, what titles were involved and what do each of them care about? What's trending in the market, related to your product?
- What emotions do prospects have when seeing/ using your software?
- Pull a list of all types of ads running -- if you had your whole product suite available, which features, use cases, etc are you not talking about? This very often is the lowest hanging fruit.
Need creative direction:
- What words in the copy can be a focal point of the creative? Slow, cold, frozen, etc. Use that word as the main part of your creative.
- Setup a meeting with people who typically don't create ads (I would encourage in the marketing department, but can be anyone), have them riff on creative ideas -- simply ask them to read the copy, and ask for images.
- Plain and simple - and ad launched is better than an ad not launched. You can test an idea without spending very much on it. Use a white background and black text.
- Change the copy -- sometimes you need to lighten up the copy -- maybe it's not playful enough or the imagery is not strong enough. This could all be a sign to try to liven up your copy.
Need copy ideas:
- Metaphors/ analogies can be amazing
- Try comparing your product to the status quo, how is it different, what will change?
- List every possible pain, benefit, and category or type of ad direction you could go. Write ads for each.
For ads that worked, you can distill it into a formula and use that for other ads.
Other notes:
- List you favorite brands or ones doing well. Look at what they're creating and copy what you// your audience likes. Leave the rest. There's no shame in copying, but I would highly highly recommend not copying a competitor for the fear of blending in with them.. Unless that's what you want to do.
- Test, test, test
- Look for trends people are responding to -- use that to inform what you could use
Written by
Rowen Gray
Last update:
August 25, 2025
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