Do B2B Ads Have To Be Professional?
B2B ads have to be professional.
Right?
Or, is there space to be creative and entertain?
My answer: B2B ads have to be on-brand.
I wouldn't necessarily say "professional."
Your ads have to mesh with what the client wants people to think about their brand.
One rule on any ad platform is:
You don't want your ad to fit into a category people's eyes will skip over.
You want your ad to look like something else - not a boilerplate.
Sometimes the best performing ads are a bright, relevant picture with text overlaid.
Here's an ad that did pretty well in the past:
The image: A bright green field of grass with a duck leading smaller ducks.
The text: Employee Onboarding Guide.
That picture isn't exactly professional, but it gets attention and serves the purpose.
After all, good photography can be on-brand for all sorts of clients.
When it comes to copy, the secret to using humor in B2B ads is:
Have humor in your image, but keep the text to the point.
Use the text for your best main visual headlines, but the imagery around that can be funny.
For instance:
The headline: Get insurance for your small business.
The image: A shocked plumber breaking a sink, with a concerned homeowner behind him.
It’s all about the right combination of straightforward info and humor.
---> What do you think?