brand messaging

What Do We Do Ad Strategies for Effective Brand Campaigns

Learn how to craft clear “what do we do” ad strategies that define your USP, target the right audience, and design visuals for maximum brand impact.

Honghao Wang

19 Sep 2025 — 4 min read

Mastering the "What Do We Do" Ad Strategy for Maximum Impact

A "what do we do" ad strategy is a focused marketing approach that communicates your company’s core purpose, offerings, and value in the simplest possible way. In a crowded market, this clarity helps you reach potential customers who may have only a passing awareness of your brand. Unlike abstract branding or heavily technical product ads, this format directly answers the vital consumer question:

> "What exactly does your company do, and why should I care?"

By delivering this clarity, you build brand recognition, speed up audience understanding, and improve the chances of conversion. Well-executed “what do we do” messages work for brand launches, new product introductions, and even re‑engagement campaigns across both B2B and B2C industries.

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Identifying Your Core Brand Message & USP

Before designing anything, define the single takeaway you want your audience to remember. A strong core brand message should clearly state:

Who you are – Your name, sector, and brand values.
What you do – The main product or service you provide.
Why it matters – The key benefit or problem you solve.

Your Unique Selling Proposition (USP) is your distinct market advantage—faster delivery, unique tech, or unmatched customer service. Boil it down into one concise, compelling statement.

Example:

> “We help small businesses grow their online presence through customized web design and targeted ads — delivered in 14 days.”

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Understanding Your Target Audience

Even crystal‑clear messages can miss the mark if aimed at the wrong audience. Effective “what do we do” ads are grounded in:

Demographics – Age, location, occupation, income level.
Psychographics – Needs, motivations, lifestyle habits.
Search intent – The problem your audience is trying to solve when they see your ad.

The better you know your audience, the easier it is to match your message to their real needs, making it stick in their minds.

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Choosing the Right Tone and Style

How you say it matters as much as what you say. For what do we do campaigns, consider three common tone options:

Informative – Direct and factual.

“We provide 24/7 plumbing services in your area.”

Persuasive – Urgency or strong benefits.

“Fix leaks today, avoid costly repairs tomorrow.”

Storytelling – Emotional and relatable narratives.

“When our founder’s home flooded, we decided no one else should face the same.”

Pick a tone that aligns with both your brand identity and your audience’s preferences.

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Designing Visuals & Crafting Concise Messaging

First impressions form in seconds. For scroll‑stopping visual ads:

Use high-quality photos or videos of your product/service in action.
Keep on-screen text short — under 10 words works best.
Maintain consistent use of logos, palettes, and typography.

Copy example:

> “We build websites that sell — Let’s get yours online today.”

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Creating a Clear Call-to-Action (CTA)

A CTA tells people what to do next. Match it to your campaign goal:

Awareness: “Learn More”
Lead Generation: “Get Your Free Quote”
Conversion: “Buy Now” or “Shop Today”

Make it visible, unambiguous, and benefit‑oriented.

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Using Real Examples and Testimonials

Social proof lends credibility. Consider:

Customer testimonials in photo or video form.
Before-and-after visuals to show transformation.
Performance stats to prove results.

Example visual:

> Split-screen before/after with text: “From cluttered to organized — 5,000+ homes transformed.”

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Adapting Content for Multiple Platforms

One message, many executions:

Social Media – Short vertical videos, carousels, Reels.
Search Ads – Compelling headline + USP.
Display Ads – Eye-catching static or animated banners.
Video Ads – Explainers or mini-documentaries.

Adjust visuals, character counts, and formats for each channel to maximize performance.

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Testing & Optimizing Through A/B Testing

Test different variables:

Headlines
Images or video thumbnails
CTA text and position

Run small-budget tests, keep the winners, drop the rest. Even a 1–2% lift in CTR can deliver significantly higher returns.

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Measuring Campaign Performance

Track these to assess results:

Metric	Definition	Why It Matters
Click-Through Rate (CTR)	Percentage of viewers clicking the ad	Indicates initial appeal and relevance
Conversion Rate	Percentage of clicks completing the goal action	Shows effectiveness in driving results
Engagement Rate	Likes, shares, comments	Measures audience interaction and resonance
Cost Per Acquisition (CPA)	Cost for each acquired customer	Reveals campaign profitability

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Refining Based on Analytics

Use the data to answer:

Which visuals drew the most engagement?
Which platforms converted best?
Did the chosen CTA drive action?

Apply lessons learned to continuously improve content, targeting, and messaging.

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Common Pitfalls to Avoid

Being too vague – Avoid unclear, generic claims.
Overcomplicating messaging – Skip jargon, keep it smooth.
Burying the CTA – Make next steps clear and easy.

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Recap & Next Steps

A "what do we do" ad strategy is one of the simplest yet most powerful ways to clarify your brand message and win new customers. By combining a sharp USP, targeted audience insight, engaging visuals, strong CTAs, and regular testing, you can build campaigns that inform, connect, and convert.

Start by condensing your value proposition into one impactful statement. Then design platform-specific messages that show — not just tell — what you do and why it matters.