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How to Build Effective Ad Messaging
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A few months ago, I saw two different ads for the same type of product—protein bars. The first ad showed a generic image of the product with the headline: “Packed with 20g of Protein.” I scrolled past without a second thought. But the second ad grabbed my attention immediately: “Finally, a Protein Bar That Doesn’t Taste Like Cardboard.” The hook was clear, relatable, and spoke directly to a pain point I had experienced before. I clicked.
This is the power of effective ad messaging—it determines whether your audience stops scrolling or ignores your ad entirely. While many brands pour time and money into creative design and audience targeting, they often neglect the most important factor: the words that sell the product.
In fact, Unbounce analyzed 40,000 landing pages and found that copy impacts conversions twice as much as design. Yet, most brands don’t systematically test their messaging. They tweak visuals, change colors, or add flashy animations, but they don’t refine the words that actually convince someone to buy.
So, how do you craft messaging that cuts through the noise and drives conversions? In this guide, we’ll break down the three levels of ad messaging, proven hook formulas, and how to test your copy for maximum performance.
1. Why Messaging is the Most Overlooked Factor in Ads
Most brands believe that great creative and targeting are the keys to ad success. While those elements are important, messaging is what determines whether an ad actually converts.
Think about it: When a potential customer sees your ad, their first reaction isn’t to analyze the color scheme or video quality—it’s to decide whether the message speaks to them.
Yet, many brands fall into these common messaging mistakes:
❌ They focus on product features instead of benefits. (“This protein bar has 20g of protein” vs. “Stay full for hours with this delicious, high-protein snack.”)
❌ They use vague, generic statements. (“Best supplement for gut health” vs. “Tired of bloating? Here’s what’s missing from your diet.”)
❌ They don’t test enough variations. Many brands run A/B tests, but they only tweak visuals rather than systematically testing headlines, hooks, and CTAs.
The brands that win are those that refine their messaging to match where their audience is in the buying journey.
2. The Three Levels of Ad Messaging
A one-size-fits-all message rarely works. Instead, your ad copy should be tailored based on how familiar your audience is with the problem you’re solving and the solution you provide.
Here’s how to structure your messaging for different levels of awareness:
• Offer-Based Copy (For buyers who just need a push)
These customers are already interested in your product. They may have visited your website, engaged with your ads, or added a product to their cart. All they need is a little incentive to buy.
Examples:
✅ “20% OFF until the 30th – Use code X”
✅ “This sold out twice. Back in stock—get yours now.”
✅ “We’re holding your cart for now… but only until midnight!”
Best for: Warm audiences, retargeting campaigns.
• Solution-Aware Copy (For people who know a solution exists but haven’t acted)
These customers are aware of the type of product they need but haven’t chosen a specific brand yet. Your goal is to position your product as the best solution.
Examples:
✅ “Tired of bloating? Here’s what’s missing in your diet.”
✅ “Struggling to focus? Try this 6-in-1 nootropic gummy.”
✅ “Stop the creative testing roller coaster. Learn how elite marketers test ads.”
Best for: Middle-of-funnel audiences, consideration-stage buyers.
• Problem-Aware Copy (For people who know they have a problem but don’t know what to do)
These customers recognize a pain point but aren’t sure what solution exists. Your goal is to introduce your product as the answer.
Examples:
✅ “Can’t sleep? SOLVE IT WITH [PRODUCT]”
✅ “Always hungry on a diet? Here’s the missing piece in most healthy meals.”
✅ “Frustrated with skincare that doesn’t work? Try our dermatologist-approved formula.”
Best for: Cold audiences, top-of-funnel awareness campaigns.
3. Crafting High-Converting Ad Hooks
The hook is the first thing people read in an ad—it determines whether they keep scrolling or engage.
Some winning hook formulas include:
- Stop doing [BAD THING] to get [GOOD RESULT].
- “Stop wasting money on ads that don’t convert.”
- Finally, a [PRODUCT] that makes [SPECIFIC PROBLEM] easy.
- “Finally, a plant-based protein that actually tastes good.”
- Get [RESULT] in [TIMEFRAME].
- “Get clearer skin in just 7 days.”
What separates good vs. bad hooks?
❌ Bad: “Lose weight fast.”
✅ Good: “Burn twice the calories you would on a treadmill with this one trick.”
The key? Be specific, relatable, and emotionally compelling.
4. The Power of Benefit-Driven Messaging
Many brands focus on features instead of how their product improves the customer’s life.
Example:
❌ Bad: “Our supplement contains 10 vitamins.”
✅ Good: “Feel more energized in just 3 days with this 10-in-1 formula.”
How to apply this to your ads:
- Identify your product’s core benefit (what does it help customers achieve?).
- Translate it into a transformational promise (how will it improve their life?).
- Use customer pain points to frame your message.
5. How to Test & Optimize Messaging for Maximum Performance
Even the best copywriters don’t get it perfect on the first try. That’s why testing is critical.
A/B testing copy the right way:
✅ Test 30-40 headlines focusing on offer, promise, and problem/solution.
✅ Run iterative tests (small changes at a time).
✅ Try different CTAs (e.g., “Shop Now” vs. “Claim Your Discount”).
Use AI & automation:
💡 ChatGPT: Generate quick variations of ad copy.
💡 MidJourney: Create AI-generated ad creatives.
💡 Storia.ai: Fix ad visuals with errors like misspellings.
6. Results from Message Testing
Brands that nail their messaging see massive performance gains.
✅ A health brand scaled from $30K to $100K/month in just 67 days by testing over 70 ads in one month and refining its offers.
✅ A CPG brand doubled revenue while cutting ad spend by 66% by optimizing its messaging strategy.
✅ A beauty brand went from $8K/month to $59K/month in just 28 days by shifting from feature-focused copy to benefit-driven messaging.
The takeaway? If you’re not actively testing and improving your messaging, you’re leaving serious money on the table.
Wrap Up
Your ad messaging can make or break your marketing success. By tailoring copy to different awareness levels, crafting strong hooks, and testing continuously, you’ll turn more impressions into paying customers.
If you’re looking for expert guidance on refining your messaging strategy, AdCrunch has helped brands scale from five to seven figures with proven ad testing frameworks. Feel free to reach out for insights or introductions to performance marketing experts who can help take your ads to the next level.
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