Example teardown

What I look at in your ads

This is a made-up example, not a client and not a real ad. It shows the kind of thing you get back when you send me your business.

The ad (example)

A roofing company runs a short video of a crew on a roof. Headline: "Quality roofing you can trust." Button: Learn more. It sends people to the company homepage.

Sample company. Not a real business.

  • Video: crew working, no voice, no text on screen
  • Offer: none stated
  • Destination: homepage with seven menu links
  • Tracking: page visits only, no way to tie calls to the ad

What I would spot

  • Nothing in the ad tells people why to click now
  • A homepage gives them too many places to go
  • You cannot tell which ad a phone call came from
  • The ad and the page do not say the same thing

What I would change

  • Lead the ad with one offer, such as a roof inspection
  • Send the click to a page about only that offer, with one button
  • Track form fills and calls so every lead has a source
  • Use the same words in the ad and on the page
What I would track

A sample snapshot

These numbers are made up to show the format. They are not a result and not a promise.

Sample

Clicks

1,240 link clicks in the month

Sample

Leads

31 form fills and calls

Sample

Cost per lead

$67 before any changes

Sample

Next step

Test the new offer against the old ad

Want this for your ads?

Send me your business and I will send back a few ideas on what I would change.

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