How do I write ads that perform well?

Last updated: October 7, 2026

Good ads get more engagement from your target accounts. This article collects our best practices for planning your ad mix and writing each ad type.

Plan the mix

  • Let formats work together. Article and Video ads build intent. Cross-channel and Image display ads capture the click when people have more time.

  • Don't spread the budget too thin. Every ad needs budget to be effective, so more ads isn't always better.

  • One message per ad. Give each ad one value proposition. This lets you compare ads and see which message works best for your segments.

  • Set clear expectations. Tell people what they'll get when they click, and make sure your landing page matches the ad's message.

Cross-channel ads

  • Follow Google's policies. Cross-channel ads run on Google, so they must follow the Google Ads Policies. This improves your approval rate and avoids downtime.

  • Use every slot. Add 5 headlines, 5 descriptions and 14 images (12 landscape and 2 square) so the system can test up to 350 variations. Landscape placements are much more common than square ones.

  • Use keywords. Mention what the reader gets, for example "Case study" in a headline.

  • Use strong images that suit your audience and your brand, and keep text off the images.

  • Try different angles in your headlines:

    • Outcome: the result the buyer wants, for example "Close Bigger Deals with ABM."

    • Consistency: confirm something they already believe, for example "ABM: The Quality Choice."

    • Urgency: for example "Competitors Use This ABM."

    • Social proof: for example "Trusted by 500K Marketers."

    • Clarity: make the value obvious, for example "Launch ABM in 3 Steps."

    • Pain point: for example "Stop Chasing Bad Leads."

Image display ads

  • Keep images relevant to your message, not just decorative.

  • Use high-quality images. Avoid blurry or stock images.

  • Keep a consistent style across your ads: colours, filters and overall look.

  • Test different images to see what works best.

  • Only use images you have the rights to.

Article ads

  • Keep text out of images. Put titles and key information in the text fields instead.

  • Format for scanning: headings, subheadings, bullet points and lists.

  • Avoid links in the body. Articles build awareness and are measured by how far people read. Use Cross-channel or Image display ads for clicks.

  • Hook readers early. Open with a question, a surprising number or a bold statement, in a helpful tone rather than a sales pitch.

  • Teach, don't sell. Focus each article on one problem, idea or trend, and end with a short summary and a clear call to action.

Video ads

  • Deliver value: insights, solutions or education your buyers care about.

  • Keep it short: 90 to 180 seconds, and always longer than 20 seconds.

  • Invest in production: good audio and visuals reflect well on your brand.

  • Tell a story your audience relates to.

  • Add burned-in subtitles. Video ads play muted by default.

What's next

Need help? Reach out to your Solutions Engineer via the chat in the bottom-left corner of the N.Rich platform, by email or Slack.