The 2-hour doom scroll that made me rethink ads

Author

Jessie Healy
December 04, 2024

Hey Founder,

Hope this email finds you still basking in the glow of holiday leftovers and some epic Black Friday sales.

Guess what?

I got stuck in an Instagram scroll vortex today.
Again.

What started as a quick break turned into a personal challenge: I was determined to scroll until I found an ad that wasn’t, well…bad.

Two hours later…. still not good ad! Seriously.

Here’s the thing about ads these days—they’re making the same mistakes over and over.

Two big issues:

  1. 2018 called, and it wants its ad copy back.
    Still seeing too much over-the-top hype, an unnecessary avalanche of emojis, and zero substance.

  2. No HOOK.
    When you’re competing for attention against viral dance videos and lightning-fast recipe hacks, you’ve got about three seconds to earn a stop. And it has to be RELEVANT to your audience.

Here’s what some of the best ads get right:
They tease just enough to hook curiosity while leaving the payoff to the landing page.

For example:

  • The ad for haircare that gives away the "magic ingredient" immediately? Meh. No intrigue.

  • The bloated 45-minute video about a supplement that will solve all your problems? Just get to the point already.

Curiosity is just one way to get the click sure, - but it is one of the most powerful tools in my playbook. Here are some examples:

  • If it’s skincare, hint at the “one weird ingredient” without naming it.

  • If it’s fitness, promise the “one little-known hack” without solving the mystery upfront.

Your ad’s job is to spark action, not close the sale. Leave the conversions to the website, where you’ve got the real estate (and the credit card forms) to make it happen.

The wildest part? After scrolling endlessly, the one ad that finally caught my attention?
It wasn’t from a big household name—it was from a small, clever brand doing the basics brilliantly.

It hit me: most brands still don’t get this. They are throwing spagetti at a wall and hoping it sticks.

That’s why I’d love to help. Let’s take a look at your ads, see what can be improved.

Book a call with me, and I’ll give you honest, actionable feedback to level up your campaigns.

If we have time, we can also talk about ways you can pay for my help, but this won’t be a sales call and there is never ever pressure.

It’s just me, in my zone - helping brands like you get better at ads.

Want to hear my thoughts? Book here.

Cheers,

Jessie