Welcome, in this ad we see a landscaping company advertising their services on Facebook.
To start, the headline is decent. They are targeting homeowners in Central Valley, so they call it out simply by saying “Home Owners in Central Valley”. Immediately the target audience is watching, now they have to retain the viewer’s attention. How did they do this? “Want to increase the appeal of your home? We can help!!!” this creates a reason for the viewer to read. Now this is ok, it works just relax on the exclamation marks.
“We will make your neighbors jealous by:” Now the angle and narrative are switching up. First, it was to increase the appeal of the home the sentence before, now it’s to make your neighbors jealous. You want to maintain the angle that the ad is attacking throughout the ad. It’s like you’re trying to cut down a tree and you chop at the base, then chop 2 feet above the first chop. You want to continuously attack at the same angle to cut the tree down. So in this case to keep the same angle I would replace it with “We Will Make Your Landscape Beautiful By:”
Going through the list, it is very dry and bland, “Pavers, Patios, Retaining Walls, Concrete, Landscaping” All of this is bland, and there is no… flavor. There is nothing that will make the viewer go “Yes I want this” or “Wow this sounds amazing, this is exactly what I would want for my house!”. Concrete… even if we went with the making your neighbor jealous angle, do you think concrete will make your neighbors jealous? “Yeah just dump some concrete on the grass, that will definitely get my neighbors jealous.” No, that doesn’t make sense.
Glancing at the Call-To-Action… it’s weak. There is no reason for the reader to contact them, let’s fix that. “Fill Out This Form So We Can Start On Your New Beautiful Landscape”. Writing is an art meant to keep and retain attention while conveying a story. These ads are like modern art, bland and left to interpretation; and we know people won’t think of the benefits of your service, so you have to give it to them in a smooth way that makes sense.
This ad looks like it lacks effort and consideration for the person who is reading it. That is all for the Third Daily Ad Breakdown, Thanks For Reading.
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