Five Elements of A Successful Ad Campaign

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If you’re a small or midsize business owner, then you probably know the power successful ad campaigns have on growing your customer base and ultimately your business. However, there is a lot more that goes into an ad campaign than you may realize when you dive into creating your first one. Have no fear! We are here to bring you five basic elements of a successful ad campaign.


Let’s jump in!


1) An Established Goal

Setting goals is a good business practice no matter what you are pursuing. It is no different when it comes to running a successful ad campaign. Whether you are looking to grow your email contact list or sell more products, you need to establish a specific, clear goal for your campaign. Some examples of ad campaign goals include…

  • Increase Brand Awareness
  • Drive Customers to Your Website
  • Retarget Previous Customers
  • Sell More Products and/or Services

It’s important that you establish your goal first because it affects the next four elements as well! Let’s move on to the second element of a successful ad campaign, which is…

2) A Defined Target Audience

Imagine this. You are painting your kitchen. You’ve chosen your color, brought it home, and are ready to get painting. You’ve got the paint on the brush, but then you just start slinging it to wherever will catch it. Sure, some of the paint gets on the wall, but overall not a great technique to successfully give your kitchen a new hue. 

Much like the paint-slinging, running an ad campaign without a clearly defined target audience is a recipe to skirt around an efficient, budget-friendly campaign. You’ve already established your goal and now you must really hone in on who you want to participate in achieving that goal. You wouldn’t want to show your ad nationwide if you are a local business, so it is imperative that you define your target audience and then get the ad right to them. Now that you have your goal and target audience established, it’s time to move forward to the actual ad itself.

3) Clear Messaging

Now we are at the part of the conversation where we go from the big picture to specific details. Your ad campaign is the big picture and these next two elements are the nitty-gritty details that you need to hash out before hitting “publish”. Your ad must have a clear message that directly correlates with the goal and audience you have defined. If you are wanting to increase brand awareness about a women’s clothing brand, you would use feminine language that the women in your target audience can relate to and hear in their own voice. If you wanted to sell more gun holsters to retired military servicemen, your message would look entirely different than the women’s clothing brand.


Since all of the elements work together in harmony, it’s important that we note that your messaging will change with your goals. Let’s go back to our women’s clothing brand. If the goal is to increase brand awareness, the message might look something like this…

“You deserve clothes that are as unique as your beautiful self! At Women’s Clothing Brand, we carry styles for many, sizes for all, and prices that won’t break the bank. Shop with us to experience a clothing brand like no other! Visit today!”

And if the campaign goal is to sell more product, the message might look like this…


“Looking for the perfect blazer to crush your next presentation? Girl, we got you! Shop our Work It Workwear Collection for clothes that will make you look as confident as you feel 🔥 Start adding to your cart now at!”


As you can see here, even the same exact business and brand can look and sound completely different depending on the goal. Be sure to go back to elements one and two when you are working on creating your ad. Speaking of creation…

4) Eye-Catching Creative

Goal ✅

Target Audience ✅

Message ✅


Now it’s time to wow ‘em with impressive graphics and/or videos! With feeds and pages full of messages, it’s important that your ad stops people from scrolling or moving on to the next search result. How do you do that you ask? With a scroll-stopping, eye-catching graphic or video! Platforms such as Story Blocks, iStock, and Canva are all great tools to utilize to create your ad creatives. If graphic design and video editing aren’t your forte, no worries! Self-contractor platforms like Fiverr and Upwork are available for you to outsource the work.

The best option (in our opinion) is to talk with an agency that has the knowledge of successful marketing creative and the design expertise to back it up. At Wax Eloquent, we have a team of talented graphic designers and video editors that are in the marketing space as well, the perfect recipe to create a graphic or video that will stop the scroll and leave viewers wanting more. Now that we mention more…

5) Capacity to Support Success

The last of our five elements of a successful ad campaign isn’t necessarily a quick and easy step you can make. It’s a mindset, a preparedness, a strategy even that you really actually need to figure out before you start marketing your business. The fifth element is you need the capacity in your business to support a successful ad campaign. Let’s go back to our first element: establishing the goal of your women’s clothing ad campaign.


You’ve chosen “Sell More Product” as the goal of your ad campaign. You’ve got a stunning video that is going out to your perfect customers. Everything is right in the world and you’ve hit publish and are seeing massive success in your results!

However, you realize that your orders are far outweighing your inventory. You know it will take a while to recoup that beautiful blazer that caught everyone’s eyes in the video. Now, you are at a point where you have to delay orders, put some on backorder, and if you can’t get any additional of that item, cancel orders. What was a huge success has turned into a stressful situation almost instantly.


This is just a made-up scenario for a made-up business, but we hope you get our point. In order to bring your successful ad campaign full circle, you have to really sit down with your strategy and determine how much success you, your team, and your business can realistically take on. Now more than ever, our agency has learned that a strong component of collaborative marketing must include discussions about a business’s overall strategy. It helps both us and our clients make a more well-informed, rounded decision when it comes to determining the strategy of an ad campaign.


We’ve quite enjoyed our time together today and hate that it’s coming to a close! We would love to keep the conversation going if you need more insight, an ad expert on your team, or someone to discuss your marketing strategy with. We help businesses grow through digital marketing – whether that be targeted ad campaigns, establishing a brand and voice online, or creating and executing a marketing strategy to get growing.

Schedule a call with our team today here. We would love the opportunity to buy you a cup of coffee and talk!

Download. Implement.

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Wax Eloquent Digital Marketing

Download. Implement.

grow your business.


Download. Implement.

grow your business.


Download. Implement.

grow your business.


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