Why Great Ads Fail on Arrival
🔗 The Click Continuity Chain - A broken transition, not a bad product, is killing your conversion rate, LinkedIn Rolls Out First Impression Ads, CTV Upgrades, and More Video Tools, and more!
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In this newsletter, you’ll find:
🔗 The Click Continuity Chain - Why Great Ads Fail on Arrival: A broken transition, not a bad product, is killing your conversion rate.
🎥 LinkedIn Rolls Out First Impression Ads, CTV Upgrades, and More Video Tools
🏆 Ad of the Day
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🔗 The Click Continuity Chain - Why Great Ads Fail on Arrival: A broken transition, not a bad product, is killing your conversion rate.
You’ve seen it: Your best ad wins the click. CTRs look fantastic. But the landing page? Dead silence. That’s not a creative problem, it’s a continuity failure. The brands that scale efficiently in 2025 don’t just test creatives. They build seamless message chains from scroll to cart, locking belief with every stage. I call it:
🧠 The Click Continuity Chain
Hook → Message → Landing Hero → CTA → Objection Rebuttal
Each part must flow exactly into the next.
Break one link? Belief dies.
Hook: “This cream erased my acne in 5 days.”
Message: It’s not about skincare. It’s about time and proof.
Landing Hero: Better say exactly that in the headline.
CTA: Reinforce speed + proof, not “Learn More.”
Objection Rebuttal: Include peer testimonials about sensitive skin and time to results.
If the click came from emotion, logic, or identity, your page needs to mirror that precisely.
3 High-Leverage Fixes to Deploy This Week
Closing the Gap Isn’t About Design, It’s About Message Logistics
Most teams think of landing pages as visual assets. But the best-performing pages are message logistics systems, distributing belief the same way you’d distribute inventory: by speed, demand, and fit.
This means structuring your landing page around what the clicker actually believes when they arrive, not what your brand wants to say.
If they clicked because of a “weird trick” creator hook, they need story-driven proof.
If they came from a price-based offer, the headline must reinforce value mechanics.
If they landed via branded search, they likely need social proof layered early, not deep in the footer.
All of this becomes easier when your team treats every click as an entry point into a belief narrative, not a static pageview.
One of the best ways to support that narrative is by plugging in high-fit creator content that mirrors ad-stage emotion. Modash makes this fast and scalable with 250M+ creators to pick from, all in one tracking and management, and their 14-day free trial and flexible monthly plans. You can start a free trial with Modash now to see it in action!
You can’t optimize conversions if you break the story at the moment of truth. Every ad click is a moment of belief. Your page either affirms it or erases it.
Fix the transition. Chain the message. Finish the sale.
🎥 LinkedIn Rolls Out First Impression Ads, CTV Upgrades, and More Video Tools
As short-form video grows across social platforms, LinkedIn is doubling down with new high-impact ad formats. The platform introduced “First Impression Ads,” upgraded Connected TV (CTV) options, and new creative tools through partners like Adobe and Sprinklr.
The Breakdown:
1. First Impression Ads make it impossible to miss - LinkedIn’s new format guarantees your video ad is the first a target user sees each day. These takeover-style ads show up near the top of the feed in full-screen vertical format. A similar “Reserved Ads” option is now also available for image, document, and Thought Leader Ads.
2. Bigger reach with CTV Select + Paramount - LinkedIn expanded its CTV Select ad network to include Paramount alongside NBCUniversal. Brands can now serve premium video ads to LinkedIn audiences on major streaming platforms. CTV campaigns now support VAST tags for broader compatibility and smoother delivery across environments.
3. New partnerships make creation easier - LinkedIn is partnering with Adobe to bring platform-optimized templates into Adobe Express, streamlining video creation. Sprinklr users can now run, manage, and edit LinkedIn CTV campaigns directly within Sprinklr’s platform via LinkedIn’s new CTV API.
4. Video is now table stakes for B2B - LinkedIn reports that 77% of B2B marketers believe short-form video builds trust with their audience. And 66% think skipping video this year means falling behind.
B2B video is no longer optional, and LinkedIn knows it. These updates give marketers stronger tools to stand out in a crowded feed, own premium screen space, and scale impact across TV and mobile. For brands betting big on attention, this is LinkedIn’s clearest answer yet.
🎥 Ad of the Day
What Works:
The cutter looks more like a forged blade than a kitchen tool. This isn’t an accident, it taps into the masculine performance aesthetic often reserved for tactical knives or luxury EDC gear. It elevates the product from “kitchen utensil” to precision instrument.
The copy layout, “SMOOTHER SLICES. EVERY TIME,” uses large, blocky fonts with sharp contrast. It's direct, high-impact, and clearly engineered to signal confidence. The color choice (cool cyan on navy) supports the premium feel.
Lines like “No drag. No mess. Just clean cuts” mirror product language from car, blade, or tool brands. These aren’t just features, they feel like specs. The tone is clinical, masculine, and built for performance buyers.
Broader Insights:
This ad doesn't sell a pizza cutter. It sells precision, dominance, and pride in craftsmanship, rebranding a basic tool into something that feels collectible. It's perfect for a niche audience that wants their kitchen gear to feel like gear.
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