Solved: Best practices for creating ads for an ecommerce company?

Hi there,

Thanks for reaching out. Happy to give you some initial thoughts and guidance on creating ads that actually convert, especially with the kind of content you've got ready.

Getting the visuals right is absolutely key...

For eCommerce, particuarly if you're selling things that people buy based on how they look or make them feel, teh visual aspect of your ads is probably the most important thing. People scroll through feeds pretty fast, so you need something that grabs their attention immediately. Lifestyle content and UGC are fantastic for this – they feel authentic and can show the product being used or enjoyed in a relatable way.

The fact you've got both is brilliant. I'd say you need to test these heavily. Don't just make a couple of versions. Create maybe 5-10 (or even more!) different ad variations using your lifestyle shots and UGC. Test different initial hooks in videos, different angles on teh product, maybe even slightly different editing styles. We've seen UGC outperform really polished brand content loads of times, even in unexpected niches like B2B software (which is tough!), so it's definately worth putting serious effort into testing different cuts and variations there.

Beyond the look, the words and offer matter...

Once you've stopped someone scrolling with a great visual, your copy needs to seal the deal. It should clearly state the benefit of your product – not just what it is, but what it does for the customer. Address any potential pain points or desires. And you absolutely need a clear call to action. What do you want people to do? "Shop Now", "Learn More", "Get Yours"? Make it obvious.

Also, the offer itself presented in teh ad is critical. Are you offering a discount? Free shipping? A bundle? Sometimes just tweaking teh offer slightly or making it stand out more in the ad copy can dramatically improve conversion rates. You'll want to test different offers too.

Who are you actually showing these ads to?...

Even the most beautiful, well-written ad won't convert if it's shown to the wrong people. You need to be really clear on your ideal customer persona. Who are they? Where do they hang out online? What are their interests? For handcrafted or unique products, I've seen people have success targeting audiences interested in specific art styles, craft hobbies, or even followers of relevant influencers or publications (if that targeting is available on your chosen platform). Consider whether your audience is actively searching for products like yours (in which case search or shopping ads might be key) or if you need to interrupt them on social media where they aren't actively looking.

There isn't one single magic blueprint...

Honestly, the real "blueprint" is just relentless, smart testing. You need to set up your campaigns so you can clearly see which specific ad creatives, which copy variations, which offers, and which audiences are performing best based on your conversion goals. Then you double down on what works and constantly test new ideas against your winners to keep improving. It's an iterative process, not a one-time fix. Looking at your drop-off points in the funnel (ad click -> landing page view -> add to cart -> purchase) can also tell you where teh problem lies, but usually, for low ad performance, it starts with teh creative itself and the initial targeting.

To sum it up, here's an overview of the key things I'd recommend focusing on:

Getting all this right, setting up teh tracking properly, and running consistent tests takes quite a bit of time and expertise. It can be complex to manage, especially while also running the rest of your business.

If you'd like to dive deeper into your specific situation, we could book in a free consultation to look at your existing setup and goals in more detail.

Regards,
Team @ Lukas Holschuh