One Simple Step to Writing High-Performing Ads for Your Business

By Kevin K Burnett | January 24th, 2025

If you’re looking for a way to make your ads more effective, capture more attention and get you more clients… this article will show you exactly that.

I vividly remember writing my first ad. I hated every second of it.

You know what the worst part was? I had spent over a year learning how to craft campaigns and grow businesses. But when it came time to put all that knowledge into practice for a real ad… I realized I had no idea where to start.

Staring at a blank page, I felt stuck. The longer I sat there, the more I doubted myself.

Why Most Ads Don’t Perform

Desperate to figure it out, I turned to research.

Some advice told me to include cute baby animals in my ad (a classic attention-grabber). Other advice said that wasn’t professional.

One source said, “Repeat your message over and over—it sticks!” while another claimed repetition annoys people and drives them away.

With the deadline looming, I caved. I decided to play it safe and copy what competitors were doing. I tweaked a few things to make it look original, handed it off, and the ad ran.

A few days later, I went to check the results. The response I got?

“Results? Oh, this ad isn’t about sales. It’s about branding, name recognition, and top-of-mind awareness.”

At the time, I nodded and pretended to understand. But deep down, I was frustrated. How was “branding” supposed to pay the bills?

Years later, I can confidently say this: they didn’t understand it either.

How I Fixed My Marketing Approach

Here’s the thing: when we spend money on something—whether it’s equipment, lunch, or a service—we expect results. We want to get what we paid for.

But when it came to marketing, I kept running into the same jargon-filled explanations:

• “This is for brand awareness.”

• “We’re focusing on solidifying market positioning.”

• “This will build recognition in the community.”

Sound familiar? The vague language might sound sophisticated, but it often hides one simple truth: the ad isn’t delivering measurable results.

The hard truth?

Most businesses throw away at least half of their marketing budget—and sometimes even more.

That didn’t sit right with me. So, I decided to take a different path.

How I Stopped Wasting Marketing Dollars (And How You Can, Too)

I was determined to figure out what made ads effective. What made some campaigns convert while others flopped?

It took years of study, testing, and trial and error. But through that process, I uncovered a formula that works.

Let me share one of the most important shortcuts I found along the way.

It’s rooted in something called Pearson’s Law, which says:

“What is measured improves.”

If you want to immediately increase the effectiveness of your ads, here’s the secret:

Make them measurable.

How to Make Every Ad Measurable

The simplest way to make your ads measurable is by including a clear call to action (CTA)—something that asks your audience to take a specific step.

This could be:

• Clicking a link to visit your website.

• Calling your business directly.

• Filling out a form for a free consultation or quote.

Once you’ve added a measurable CTA, you need to monitor those actions like a hawk. Watch how many clicks, calls, or responses you get from each ad.

By tracking those metrics, you can:

• Test different messaging and offers.

• Figure out what works (and what doesn’t).

• Improve your results over time.

The Rule I Follow for Every Ad

Here’s the rule I apply to every single campaign:

"Every ad needs to be measurable, no exceptions."

This means no vague “awareness campaigns” and no “top-of-mind branding” without a way to track its impact.

Every ad must deliver tangible, measurable results.

The good news? This approach is doable for every single business. Whether you’re a local service provider, an e-commerce store, or anything in between, you can apply this strategy to your own ads.

Your Next Step

If you’re tired of running ads that don’t bring results, it’s time to change the game.

Make your marketing measurable, effective, and profitable.

Want to know how this would look for your business? Reach out today, and let’s talk about how to transform your ads into tools that drive real, measurable growth.

Talk soon,

Kevin

P.S. If you run a business and you're doing well, but you want to do even better? We might be a good fit. My team and I will help you set up your marketing and crush it in the online and offline space.

If that sounds good, fill out this form HERE and one of my team members will send you some details on the process of us working together.

No cost, no obligation.