What eighteen ad creatives can teach you about what actually converts
The winners, the losers, and what the losing ads told us that the winners did not.
Testing is only useful if you write down what you expected before you look at the numbers. Here is the pattern that shows up again and again in creative tests.
The winners said one thing
Ads that named a single problem and a single outcome beat ads that listed features. Specific beats comprehensive almost every time.
The losers were not bad, they were vague
The weakest performers were polished and forgettable. They could have been any business in the category, which means there was no reason to stop scrolling.
What the losing ads taught us
Failed ads tell you which promises your market does not believe. That is worth as much as knowing what works, and it is the part most people throw away.
The Spark Ink team
The people who handle content, ads, and websites for businesses in Kampala and across the US, UK, and Canada. We write what we wish more clients knew.
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