So this ad dropped on my desk just last night, with a request for suggestions on improvement.

The question:

“I run an online retail business, I don't offer services just sell products.

This is a 1 step lead generation ad aimed to sell. Target audience is men and women above the age of 18 who have a interest in tools/tool related work. Other people I will be targeting are engineering firms and schools with engineering facility's.

What would you improve/change?”

OK, lets go back to the fundamentals……

You say, “This is a 1 step lead generation ad aimed to sell.” But lead generation and selling are two different primary objectives.

In ad world, that's like stepping into a boxing match aiming just to spa AND knock out your opponent in 1 round. Doesn't make sense......

So first of all, we need to clarify your objective. Is it lead gen, OR is it sales? Otherwise, you’ll cause confusion. And confusion is the death of sales.

DISCLAIMER: for the rest of this analysis, I will assume the objective is sales. Here’s what I’d improve:

• Focus on one product per ad. Here’s a good example:
https://www.facebook.com/ads/library/?id=1763313250899908

• Put some effort into the creative on Canva (or record a video demonstration).

• If you must go broad, look at top players like Screwfix to see how they run ads.

Overall, focus on one product. Not only will the pixel and algorithm have more specifics to work with… it will take away the confusion in this ad. Let me repeat this because it's important. Confusion is the death of ads, its the death of sales, its the death of any marketing message.

P.S. Here’s a case study of our work. If you ever need something I’m happy to help you out:

https://www.tearitupmarketing.co.uk/case-studies/7708-of-repeat-monthly-revenue-added-to-my-clients-business-in-90-days-using-effective-marketing