What the ad says.
WHAT AN AD MUST DO
Match the search State what you offer Give a reason to click
MATCHING THE SEARCH
Include the words the person searched.
An ad containing their search terms is more likely to be clicked.
WHAT TO INCLUDE
What you do Where, if local
Something distinguishing: price, speed, availability
A clear action
WHAT DISTINGUISHES YOU
Same-day service A price range Years established Open now
FOR NIGERIAN AUDIENCES
Availability and response speed matter.
"Call now, we answer" is worth stating if true.
WHAT NOT TO DO
Claim things you cannot deliver Use the same ad for every search term Write ads that could be any business
TESTING
Run two versions and compare.
Change one thing at a time.
WHAT TO MEASURE
Not clicks. Enquiries per pound or naira spent.
