What Kind of Content Makes Great Ads? (Hint: You Already Have It!)
Often when business owners get curious about advertising, the first worry that comes to mind is: What kind of content is good for an advertisement?
You might be thinking the same thing right now!
You see all the polished ads and sponsored videos and wonder how on earth you’re going to achieve that level of production.
While high-end ads can work, the reality is that some of the most effective ads come straight from the content you already have—or content you can easily create right from your phone.
Not every ad has to be perfect or overly "salesy."
In fact, it probably shouldn’t be. There are so many creative ways to connect with your audience right where they are—and that's key to building real connection.
So, let’s break down the types of content you can use for ads — and why they work based on the stage your customer is in.
_______________________________________________________________________________
Quick Recap: The Customer Journey Stages
From our post "What Is a Sales-Marketing Funnel—And Why It’s the Key to Successful Ads", remember the stages usually look like this:
Awareness (Attract)
Consideration (Inform)
Conversion (Convert)
Loyalty (Retain)
Advocacy (Engage)
Using these stages as our guide, let’s walk through the kinds of content you can use:
_______________________________________________________________________________
1. Educational or Value-Packed Content
Best for: Awareness Stage
Think blog posts, guides, webinars, how-to tips, or mini tutorials.
This is a great way to establish yourself as the go-to expert in your industry.
It builds authority, trust, and helps your audience clearly see the value you offer.
💡 Tip: Use FAQs or common client questions as inspiration for educational ad content.
_______________________________________________________________________________
2. Entertaining or Trending Content
Best for: Awareness & Engagement
Don’t underestimate the power of entertaining or relatable posts.
When you infuse your personality into a trending format, it grabs attention—and can bring in new leads who genuinely connect with your vibe.
💡 Tip: Use Reels, memes, behind-the-scenes clips, or “day in the life” content to both educate and entertain.
_______________________________________________________________________________
3. Promotional Content
Best for: Consideration & Conversion
Perfect when you’re running sales, offering discounts, or announcing a new product or service.
Promotional ads help move your audience closer to making a decision.
💡 Tip: Promotions shine during holidays or special launches when urgency is usually higher.
_______________________________________________________________________________
4. Testimonials & User-Generated Content (UGC)
Best for: Consideration & Conversion
Show real customer experiences!
Testimonials, photos, videos, or posts created by your customers are gold mines of credibility.
Social proof works because it's authentic—and potential buyers trust real stories over brand promises.
💡 Tip: Ask happy customers to tag you or share their experience for a chance to be featured.
_______________________________________________________________________________
5. Behind-the-Scenes Content
Best for: Awareness Stage
People love seeing what goes on behind the curtain!
Show your process, where you work, packaging days, team celebrations, or your creative brainstorm board.
It makes your brand personal and relatable.
💡 Tip: Record short, informal clips showing your team prepping orders or creating products.
_______________________________________________________________________________
6. Product Demonstrations or Service Showcases
Best for: Consideration & Conversion
Show your product or service in action.
Whether it’s a hands-on product demo or a step-by-step service walkthrough, helping your audience visualize the benefit makes a big difference.
💡 Tip: How-to Reels or quick demo videos work extremely well here.
_______________________________________________________________________________
7. Before & After Transformations
Best for: All Stages
If your business creates a visible transformation (think: home remodeling, fitness programs, wardrobe styling, beauty), this type of content speaks for itself.
It tells an entire story in just one swipe or scroll.
💡 Tip: Pair it with a short caption explaining the transformation and how you helped.
_______________________________________________________________________________
Here’s the best part about all of this: You don’t need to reinvent the wheel.
Start by looking at your existing content that’s already performing well organically.
Chances are, it’s ready to be turned into an ad with a few small tweaks to the messaging.
Pair your content with where your customer is in their journey, test out different formats (video, single images, carousels, Stories), and always keep mobile users in mind (think short and sweet).
The right content + the right timing = a successful ad strategy.
And if you’re not sure what content to use or how to format it for an ad?
That’s exactly where a digital advertising manager (like me! 👋🏼) can help.
I’ll help you sort through what you already have, identify what will work best, and build a strategy tailored to your brand and goals.
Ready to turn your everyday content into powerful, conversion-focused ads?
Let’s do it together.
📩 Book a free discovery call today!