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Advertising by kind of business

What changes is rarely the copy. It is which legal category you are in, which platform floor you hit first, and how long your buyer takes to decide.

Plumbers and emergency tradesSomeone with water coming through a ceiling is not browsing. They search, they call the …Estate agents and letting agentsProperty advertising is the most heavily regulated thing most small businesses will ever…Recruiters and hiring teamsA job ad is not a normal ad. Targeting it the way you would target a product is unlawful…Brokers, lenders and financial advisersFinancial promotion is the one category where getting the copy wrong is a criminal matte…Dentists, clinics and private healthcareHealth advertising is judged on whether an ordinary reader could be misled, not on wheth…Gyms and subscription businessesThe rules that catch subscription businesses are not about the ad. They are about what h…B2B SaaSThe problem is rarely the copy. It is that the audience is small, the cycle is long, and…Ecommerce and DTC brandsYou have the one thing most advertisers do not: a conversion that happens the same day a…Restaurants, bars and venuesTwo constraints most advertisers do not have: your catchment is walking distance, and if…Agencies running client campaignsYour problem is not making the ads. It is proving to a client, months later, why a claim…