Creating ads that actually work can feel like a shot in the dark. You’ve got a budget, a goal, but what do you actually say? This article is here to help with that. You’ll find a bunch of ready-to-go performance ad template ideas, each with real-life examples, so you can stop guessing and start getting results. We’ll walk through a few different ad types and show you how to use them to get the right message in front of the right people, at the right time.
I believe all ads fall into just 24 ad templates. The table shows the list of ad templates, the framework and category they fall into and the funnel stage they are appropriate for.
| Ad Framework | Category | Funnel Stage | Ad Template |
| Customer Awareness | Problem Solution | Awareness | Problem Unaware |
| Customer Awareness | Problem Solution | Consideration | Solution Aware |
| Customer Awareness | Problem Solution | Interest | Problem Aware |
| Narrative & Framing | Storytelling | Awareness | Brand Mission |
| Narrative & Framing | Storytelling | Awareness | Founders Story |
| Narrative & Framing | Comparison | Interest | Before vs After |
| Narrative & Framing | Comparison | Interest | Us vs Them |
| Psychological Triggers | Fear of Missing Out | Awareness | Bandwagon |
| Psychological Triggers | Inspirational | Awareness | Lifestyle |
| Psychological Triggers | Social Proof | Consideration | Authority |
| Psychological Triggers | Commitment | Interest | Email sign-ups |
| Psychological Triggers | Commitment | Interest | Free trials |
| Psychological Triggers | Fear of Missing Out | Interest | Exclusivity |
| Psychological Triggers | Fear of Missing Out | Interest | Scarcity |
| Psychological Triggers | Fear of Missing Out | Interest | Time Based |
| Psychological Triggers | Social Proof | Interest | Reviews |
| Psychological Triggers | Social Proof | Interest | Testimoninal |
| Value & Positioning | Product Features | Awareness | USPs |
| Value & Positioning | Product Features | Awareness | Showcase |
| Value & Positioning | Product Features | Consideration | Benefits |
| Value & Positioning | Cost | Evaluation | Price |
| Value & Positioning | Cost | Evaluation | Promotion |
| Value & Positioning | Product Features | Evaluation | Demonstration |
Here is a collection of examples for each ad templates, each built around a single marketing element. Once you’ve tested which marketing elements resonate with your audience, you can try mixing and matching.
Value & Positioning
These are the core components that communicate what the product is and why it’s the right choice.
Cost
Price
Promotion
Everyone loves a promotion. Showing these ads to an interested audience always performs well.
Product Features
Benefits
Educate the audience on why they need your product.
Demonstration
Showing can be better than telling. If your product has some unique features, these ads can bring the wow factor.
USPs
What makes your product different to the others?
Showcase
These ads are best shown to a high intent audience or fashion items. Its always worth combining these ads with other elements such as social proof or promotions.
Customer Awareness
This is a model for understanding your audience’s mindset. Your messaging should be tailored to where they are in their buying journey.
Problem Solution
Problem Aware
These ads are best for a audience who are aware of the problem but need educating on the solution.
Problem Unaware
Sometimes potential customers aren’t even aware of the problem. This is your chance to educate them and present your solution.
Solution Aware
They know the problem and the solution. Why is your solution the best one?
Psychological Triggers
These are the psychological tools used to compel action by leveraging human instincts and biases.
Fear of Missing Out
Bandwagon
Everyone is doing and show should you!
Time Based
Hurry before you missed out.
Scarcity
Don’t get left behind, buy before it’s too late.
Exclusivity
Social Proof
Authority
Testimonials from an authority carry a lot of weight. This could be a celebrity or a professional in the industry. 9 out of 10 dentists recommend this ad template.
Reviews
Every says its great, so it must be, right?
Testimonial
Commitment
Free Trials
Users who sign up for a free trial are more likely to purchase as long as the product meets their needs.
Email Sign-up
Inspirational
Lifestyle
You might not see value from these ads immediately, if but done right, they can be very successful.
Narrative & Framing
These are the overarching storytelling structures you use to connect with the audience and make your message memorable.
Comparison
Before vs After
Get customers imagining themselves after buy your product.
Us vs Them
It’s direct and bold but it can work well if what you offer is better than the others.
Storytelling
Founders Story
Entire podcasts have been launched on this idea. Make the brand human with a memorable story.
Brand Mission
Resonate with customers by telling them what you stand for (and what you don’t).
