How to Create Successful Digital Ads That Drive Conversions

Digital ads are a blink-and-you-miss-it marketing tool. Only 0.25% to 2% of people click on paid digital ads. With so much competition, you have literal seconds to grab attention.

At Zoe Marketing & Communications, we’ve helped businesses since 2020 create high-impact ads that maximize clicks and conversions.

Here’s how to craft ads that cut through the noise.

5 straightforward ways to create better-performing digital ads

1. Keep your focus clear and your landing page aligned

Your ad must have one goal and one message — no clutter.

• Define your goal: Brand awareness? Website traffic? Event sign-ups? Choose one.
• Send them to the right page: No generic homepages! Link directly to the offer in your ad.

A focused message helps reduce friction and boost conversions.

2. Stick to the three most effective ad sizes

Google offers 40+ ad sizes, but only a few consistently perform well. Focus on these:

• 300x250 (medium rectangle): Sidebar or inline in content (desktop + mobile).
  

  

• 728x90 (leaderboard): Page tops or between articles (desktop).
  

  

• 320x50 (mobile leaderboard): Bottom of mobile screens.
  

  

If you want variety, also consider 300x600 (half-page), 320x100 (large mobile banner) or 336x280 (large rectangle).

3. Write compelling ad text that drives clicks

Your ad copy must grab attention quickly. It should always include:

• A value proposition: What makes you unique? Why should they care?
• A clear CTA: Use action-driven phrases like “Learn more” or “Get your discount.”
• Minimal description: Only if needed for clarity.

Best practices: Keep it short, avoid jargon, and match messaging across all ad sizes.

4. Use visuals wisely: Logos, images, and colors

Great visuals stop the scroll. Keep these in mind:

• Match ad and landing page branding: This builds trust and keeps users engaged.
• Use simple, relevant images: No cluttered collages or text overlays.
• Frame your ad: A thin, solid black outline draws attention, especially on white backgrounds.
• Keep file sizes low: 1MB or less for images, quick loops for GIFs (2 seconds max).

Good design examples

These ads have a clear focus, strong value proposition and clean visuals, making them easy to read and engaging.

Photo credits: Moat.com

Poor design examples

These ads are too cluttered, text-heavy or visually distracting, making them hard to read and less effective.

Photo credits: Moat.com

5. Avoid ‘ad blindness’ by refreshing every 30-45 days

People tune out repetitive ads. To stay effective:

• Update messaging and images every 30-45 days.

• Keep the CTA consistent while varying headlines and visuals.

• Maintain color scheme for brand recognition.

A refresh re-engages your audience while keeping branding intact.

Next steps to launching a high-impact ad campaign

Digital ads work — but only if designed strategically. A clear goal, aligned landing page and top-performing ad sizes set the foundation. Strong copy and visuals boost engagement, while regular refreshes keep your audience interested.

With the right approach, your ads won’t just get noticed. They’ll get clicked.

Need expert help? Zoe Marketing & Communications specializes in digital ad strategies that drive real results. Talk to us to explore what options are right for you.

To continue learning about digital ads, these are great next steps:

• Find out if digital ads are worth it for your marketing
• Discover reasons why your digital ads aren’t converting