The Ad Copy Problem Nobody's Fixing

Most B2B ads speak to the product. Here's how to speak to the person instead.

Hey, it’s Jess 👋. Welcome to the audience first weekly newsletter, helping B2B companies lead with their audience rather than the platform.

You’ll learn how to improve your marketing by starting with your ICP rather than the platform.

If you’re looking to introduce an audience focused approach to your marketing strategy, book an appointment today.

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You used the product page as a research tool for new ad copy.

You selected all the features that stand out from your competition.

But every time you check the paid dashboard nothing has changed.

No growth. No new leads.

The wider team are suggesting that you revert to your old ad copy.

You started with the product page because nobody mapped the ICP’s pain points.

Your ad copy speaks to an undefined ICP. Not a real person with real frustrations.

You created one ad copy without considering what part of the funnel the prospect is in.

You’ve created ads that don’t speak to your ICP.

ICP Ad Copy Framework

B2B messaging underperforms because it’s generic, product-focused, and interchangeable.

Instead create ad copy that speaks to the prospect’s pain point in each part of the funnel.

Here is how I create copy that speaks to the prospect’s pain point:

Top of the funnel - Unaware of a problem

The prospect will benefit from ad copy that speaks to the prospect’s symptoms.

This helps them to recognise that something is wrong and they need a solution.

Symptom Ad Copy Examples:

❌ Feature focused: connects your teams to the decision makers

✅ Pain led: Your paid ads aren’t reaching the right decision makers

❌ Feature focused: Work where your team already sells, without slowing them down.

✅ Pain led: Your paid media is targeting outside of EMEA where you don’t offer your product.

❌ Feature focused: Reach the right people, faster

✅ Pain led: You are spending £50K/pm and reaching the wrong people

Middle of the Funnel - problem aware + building trust

The prospect is now aware that there’s a problem that needs fixing.

They need to see ad copy that shows credibility and builds trust.

Credibility + trust building ad copy examples:

❌ Trust building: Europe’s most trusted B2B tool for growing paid pipeline.

✅ Trust building: Europe’s most trusted B2B data for growing pipeline by 50% in 12 months

❌ Trust building: Join other businesses exceeding targets

✅ Trust building: Join 4000+ revenue teams exceeding targets daily

❌ Trust building: Work with partners your team is already familiar with.

✅ Trust building: Integrate Salesforce, Hubspot & more tools your marketing team is familiar with.

Bottom of the Funnel - Solution focused

The prospect understands that they need a solution but something is stopping them from following through.

Your copy needs to reassure them that they are making the right choice.

Solution Focused ad copy examples:

❌ Solution focused: Sign up now and get your whole team integrated.

✅ Solution focused: We will run through a demo with your CFO to ensure they are on board too.

❌ Solution focused: Book a demo today with our team

✅ Solution focused: Book a demo to test the product before fully committing

❌ Solution focused: Today is your last chance to sign up before prices increase

✅ Solution focused: Sign up today, and if you don’t benefit, we guarantee a full refund

If you haven’t created your ads with your ICP at the core, they need to be revamped.

Book a call and I will personally review your ads → Fix your ad issue

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