Re-read these 6 words before you create your next ads

A quick ad copy tip for you today…

After running over 3,000 campaigns, I spotted a pattern in every successful ad we’ve written.

Once you see it, you can’t unsee it.

Using this, you can reverse-engineer any winning ad.

More importantly, you’ll know exactly why an ad flops.

An ad must create forward momentum.

In other words, it needs to guide the audience through 3 stages:

1. Consume the ad

2. Get interested in your offer

3. Click on the ad

The key thing is, the transition from one stage to the next must feel effortless.

Take Shopping Ads for example.

The first thing people notice is the product image.

To pull them in, you need an image that stands out.

Then, you hold their interest by:

Writing a title that confirms it’s what they’re looking for

Offering a competitive price

Building trust with reviews

Finally, you drive the click with a “reason why”—whether it’s a discount, free shipping, or fast delivery.

You see how every element needs to pull them to the next step?

This explains why so many ads fail.

Because friction creeps in the way.

The moment someone feels bored, confused, or skeptical, you lose them.

Especially on Google, where the other option is just right beside you.

And to be real, people have way more interesting things to consume than your ads.

So make sure you strip away anything that slows them down and break their momentum.

Make an exaggerated claim, break their trust, and they’re gone.

Open your YouTube ad like an ad, and they’ll skip before you finish your first sentence.

Friction kills conversions.

So next time you’re writing copy, focus on creating that forward momentum.

Guide them from attention → interest → action without breaking the flow.

Your audience will thank you, and so will your click-through rates.

Jackson

Founder and CEO of Echelonn.

How we can help:

• Get a free Google ads audit: For brands spending more than $20k/mo. or making over 1 million annually, we’ll identify the key bottlenecks in your account, and turn it into a free 90-day scaling plan. Click here.

• Get a 1-time Google ads buildout: For brands that are new to Google or looking to add another revenue model WITHOUT a retainer. We’ll do a one-time buildout over 30 days for you to profit from day 1. Click here for more info.

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