Doing The Numbers: How To Optimise Ads For Accountancy

Here’s the original ad up for critique:

First, we always like to start with the good stuff. Respect is important:

• Nice colour scheme

• The image grabs attention

• It’s relevant and congruent to the niche of accounting

• The brand name is appropriately sized and not the main focus

Criticisms (to avoid)

• A free video call sounds about as enticing as a clip round the ear.

• Repetition (save money  & tax saving are basically the same)

• Using all caps throughout the text

• Too Much text in general

• BOOK NOW CTA is unnecessary as this will be overlaid in the facebook ad itself

What would we improve?

• The headline is weak. We want it to drive an action in and of itself. Always ask, “if my ideal potential client read this, could they be driven to take action?”

• Strip down the rest of the copy.

• And if we’re going to really go to town and make this a great ad? Script out a video with an existing client talking about their story working with the accountancy,

Copy is king, so I would go with one eye catching headline.

Having looked at the research, and thought about the kind of people that may be persuaded to take action at the cold audience level within Meta ads. I came up with this initial draft headline:

Tax Season Is Stressful. Let Us Put Your Mind At Ease.

Drop us a call today.

Creative Mock Up:

The headline looked a little clunky, so I streamlined it into one sentence.

But it felt incomplete. Often, we’ll use “body copy” within the ad tool itself to demonstrate this. Instead, I’ve taken liberties with additional text within the creative.