Do your ads feel… mediocre?
Here’s my battle-tested theory:
It’s usually not the designer or copywriter’s fault.
I’ve reviewed over 15k B2B SaaS ads, and here’s the pattern I see again and again:
✦ Great copy, but no visual hook that stops the scroll
✦ Beautiful designs, but they don’t resonate
What’s missing is the step between strategy and execution → the ad concept.
The ad concept is the angle that makes the ad interesting.
It’s the creative way to turn a key message into something people notice, relate to, and remember.
So next time you create ads, start here:
1. Key message
The core point you need the audience to take away. Like the benefit, pain point, or any other aspect you want to communicate.
2. Ad concept
The angle that makes the ad interesting — a metaphor, analogy, exaggeration, before/after, meme. It’s how you frame the key message so it’s visual and memorable.
3. Ad copy
Once you have the concept, write the line(s) that bring it to life. Good copy flows naturally from a strong concept.
4. Ad design
Design makes the concept instantly visible in the feed. It should amplify the concept, not carry it.
This is why ad conceptualization sits at the heart of what we do. It lays the foundation for high-performing creatives.
And here’s what it looks like in action ↓