In this week’s PPCChat session, host Duane Brown explored how ad copy and ad creative — the dynamic duo — can support B2B advertisers across various ad platforms, including campaigns for lead generation, local ads, and non-profits.
Q1: A fun open end question to slow roll into today’s chat. Do you think we over/under value ad copy and ad creative (image and video assets)
It’s undervalued by many and the secret weapon for those who invest in it. One of the reasons I’m so happy tools like Copilot and Gemini act as creative assists is because it is hard to get non artists to think and execute on creative. @navahhopkins
In my opinion: For Search, it’s undervalued. For Meta, TikTok & other platforms – it’s on the way to becoming overvalued where the key objective is lost with extreme focus on ‘creative testing’, ‘diversification’, etc. It should be done but not if it takes away from the core. @alimehdimukadam
Weirdly both. Here’s what I mean: The brand side of client approvals are hyper hyper-focused on fiddly details and hesitant to test, while the growth side is too eager to just say anything with limited refinement or controls. AI slop won’t sell your excellent product, but if you never get the ad up because you are 1 rpg pixel off the colour you want, you won’t sell anything. Happy medium needed! @JuliaVyse
Loving everyone’s thoughts here. @duanebrown
Q2: How often are you changing ad creative/copy?
It depends. For short campaigns – 2wks – we run several variations the whole way. For evergreen search/pmax we review performance monthly and upgrade where needed quarterly. The main thing is to find a cadence that works for your program and take it from there. Example: my gov ads MUST be ASC approved with no room for discussion. If the ads aren’t up to the task, there is little we can do to iterate. So we work with the review process, the landing pages, and set expectations. @JuliaVyse
I imagine the goverment clients are pretty strict rules. @duanebrown
Yes! and making algos happy is NOT their first priority. @JuliaVyse
Change it for testing & scaling. Not extremely often unless performance indicates.
Landing pages should be changed/tested with creatives and copy to complete the trifecta. @alimehdimukadam
Reminds me of working with RIM back in the day. Them “What do you mean we can do whatever we want?” We do some things seasonally for clothing-type clients. Others might be when new products drop. We try to work within how the business is run,. @duanebrown
Same with community banks. Lots of regulation and everything MUST be compliance approved, so changing creative often is/can be a challenge. @mollicarter
I can see that being a challenge for banking brands Molli. @duanebrown
Q3: Are you testing ad creative/copy on a regular basis?
Yes! My travel client often adjusts their creative including images, videos and copy on a regular basis. They need to based on priority sailings, but all ships need seats filled, so they tend to iterate on which creative most aligns with people clicking into a cabin view. @JuliaVyse
That travel client must be run to work on! I wish I had a travel client. @duanebrown
Sort of – we’re running a lot of different things but I find it increasingly hard to get answers about what is and isn’t working from Google and even harder to get to the why. @revaminkoff
Q4: When it comes to ad platforms, do you tweak your ad copy or ad creative (images & video) in specific way? Or do you just upload the same thing across all ad platforms
Mostly it’s the same foundational creative across platforms, but our creative teams try to build platform first where possible, and of course change ad specs. For example, a vertical video can be shot once, but needs different ‘safe zones’ for copy depending on Reels/TikTok/Shorts. @JuliaVyse
Tweaking ad copy is performance based. If the copy is performing well, we tend not to change it too often. Again, with financial institutions, everything we take live has to be compliance approved first. @mollicarter
Each platform at this point has some different requirements, so it’s getting harder to use the same thing everywhere – not that you should anyway. Always best to make sure the creative is best suited for the platform, ad type, and audience. @revaminkoff
Feels like many are pulling ads specs either from what Google or Meta uses. @duanebrown
@revaminkoff so expensive tho! @duanebrown it used to be ‘cut down the tv ad’ now it’s ‘cut up the youtube ad’ @JuliaVyse
Core messaging remains the same. With tweaks to copy and creative as per ad group, targeting and platform. @alimehdimukadam
@JuliaVyse It doesn’t have to be though! I feel like people keep trying to reinvent the wheel and do completely different creative — it can be similar creative with small tweaks. A CTA on one versus not on another etc. @revaminkoff
YouTube is trying to take more money from TV these days too @duanebrown
YT has been after TV dollars for years. @JuliaVyse
They have… just feel like they have been more hungry the last 18 months. Like they final care about making it really work. @duanebrown
Q5A. How do you write ad copy for ecom? Is there a framework you follow?
Brand + Product Name, Feature Claims about how awesome product is/why to buy – CTA @revaminkoff
Something we swipped from working with the Pela Case team as they were building out Lomi. Good place to start on ad copy for a lot of people @duanebrown
Q5B. How do you write ad copy for lead gen? Is there a framework you follow?
Offer – Brand – Ease of Form – Sign Up Now. Iterate and test on Offer/Brand first, types of CTA etc. @JuliaVyse
Prequalify if necessary – if the company needs to be a certain size, for example, say so @revaminkoff
Intent – Problem – Solution – Offer/CTA. @alimehdimukadam
Q5C. How do you write ad copy for non-profit or local ads? Is there a framework you follow?
Mission/Problem to solve – empower audience by connecting their action to result – join community by taking action – brand – urgent CTA. Adjust and iterate for best outcome. @JuliaVyse
For Local – Call Extensions and Call Now CTA’s perform better. @alimehdimukadam
Q6. Is there a difference between B2B and B2C ad copy and ad creative? Anything you notice work really well on either B2B or B2C?
Well, B2B is still person to person, so while I do think there’s a difference in how you talk about the product, ultimately good creative is good creative. Ever seen a perfume commercial? they are just as abstract as SaaS. @JuliaVyse
Q7. Is there a brand you think is doing amazing ad copy or ad creative? Feel free to drop their name or URL in the chat.
Can’t believe I missed ppcchat on the day thee @duanebrown is here. Literally I kid you not, there was smoke coming out of the vents at our st paul office so we evacuated to the street level. Just getting back to my desk. Also, for the actual question posed, I like Buffy comforters when looking at ad creative library in meta. I have a list I’ll dig out with a few more! @timmhalloran
Loop Earplugs. Their creative strategy is awesome and should be studied. @alimehdimukadam
Well obviously I LOVE the A&W Canada ads, hmm. you know what? Telus ads are pretty great. @JuliaVyse
I hope everyone is ok in the office and surrounding area. It is good you could take it @timmhalloran How have you been? @duanebrown
Ya everyone is fine. AC blower motor burned out, so they turned it off. And doing good. Busy busy. @timmhalloran
Busy is good! @duanebrown
Q8. Any tips related to AI for ad copy or ad creative? Any tools or sites you are using right now?
I’ve been using @andrewfoxwell ‘s CS AI Prompts the past week and I’ve built some pretty great creative briefs with it.
David Ogilvy’s book. @JuliaVyse
For AI-generated copy – create projects in GPT/Claude/Gemini Gems and add the rules and requirements of the specific platform in context I.e Headline should not exceed 30 characters including spaces, etc and other guidelines. Along with few examples. I recommend watching Harry Dry’s video with David – it’s a masterclass for copywriting. @alimehdimukadam
PPCChat Participants
- Julia Vyse @JuliaVyse
- Ali Mehdi Mukadam @alimehdimukadam
- Tim Halloran @timmhalloran
- Duane Brown @duanebrown
- Reva Minkoff @revaminkoff
- Navah Hopkins @navahhopkins
- Molli Carter @mollicarter
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