Acquired Taste: How The Right Creative Drives Leads

November 2, 2021

By Jenny Salsini

Choosing the right calls to action. Finding new ways to engage audiences. The digital advocacy game isn’t for the faint of heart: there are many variables that impact a user’s decision to click, donate or sign up.

With extensive experience in digital grassroots advocacy, PLUS has developed a set of best practices when it comes to acquisition ads. To keep this regimen in top shape for our clients, our digital advertising team took a deeper look into one crucial factor in generating leads – creative.

See our findings below:

The Ads

First, we selected Facebook acquisition campaigns that stood out in terms of design, with variants that featured contrasting colors and other marked differences. From there, we compiled a tracker that compared the following data for each ad:

The Comparison

Next, we identified the top-performing creative and lowest-performing creative in each campaign by comparing the number of leads generated per ad by the ad’s CPA.*

*Note: The ads below are mockups based on the creative we studied.

The Findings

Based on our analysis, we found:







Want to know how our digital advertising team can put our expertise to work for you? Contact us.