Illustrative example
What makes an ad clear?
One ad, two versions of the copy and three decisions we can explain. See how general promises become useful information for a customer.
An educational example for a fictional bicycle repair shop. This is not a client case study or a promise of results. The layout is simplified: the actual appearance of an ad depends on the platform.
Click 01–03 or a part of the ad to see its explanation.
What someone searches for
Recognise what you searched for
The service and location help people see whether the offer is relevant. A promise of ‘quality’ alone does not explain what the shop actually does.
Answer a specific question
People want to know whether you can fix their problem and how the price will be agreed. Name familiar repair jobs and explain the process. In real ads, only include terms the business can deliver.
Carry the promise through to the website
The link should lead to the shop’s services and a clear way to book. If it promises booking but opens a general catalogue with no contact details, visitors have to start searching again.
What to check before launch
Confirm the services, location, actual terms and capacity to handle enquiries. The copy should not promise free diagnostics, urgent repairs or fixed prices unless the business offers them.
Then check the page on a phone: are the services visible, is booking straightforward and does the form work? The ad and the page should describe the same offer.
How to find out which wording works
Set out a hypothesis and compare the variants under comparable conditions. Liking a headline does not prove that it makes the ad effective.
Look beyond clicks to actual enquiries, their quality and what customers do next. With limited data, conclusions are provisional; increasing the budget alone will not fix a weak offer.