🗃️Issue #94 Website Builder Ad

📆 _{IN TODAY’S EDITION}

Hi Marketer, in this Issue, we will be going over these ads:

1⃣ Home improvement financing ad

2⃣ Website builder ad

3⃣ Long distance moving ad

🤝 _{TOGETHER WITH}

Blu Dot surpasses 2,000% ROAS with self-serve CTV ads

Home furniture brand Blu Dot blew up on CTV with help from Roku Ads Manager. Here’s how:

After a test campaign reached 211,000 households and achieved 1,010% ROAS, the brand went all in to promote its annual sales event. It removed age and income constraints to expand reach and shifted budget to custom audiences and retargeting, where intent was strongest.

The results speak for themselves. As Blu Dot increased their investment by 10x, ROAS jumped to 2,308% and more page-view conversions surpassed 50,000.

“For CTV campaigns, Roku has been a top performer,” said Claire Folkestad, Paid Media Strategist, Blu Dot. “Comping to our other platforms, we have seen really strong ROAS… and highly efficient CPMs, lower than any other CTV partner we've worked with.”

Using Roku Ads Manager, the campaign moved from a pilot to a permanent performance engine for the brand.

Learn More

📦E-COMMERCE

Home improvement financing ad

The Hook

Look at the bottom left corner. The “0% APR” is huge, bright orange, and punched right into a photo of a bathroom most people would love to own. That’s the trick.

The room pulls you in because it looks real and nice, not like some fake showroom, and then the number hits you before you can scroll away. A pretty bathroom alone gets a glance. A pretty bathroom plus “zero percent” gets a stop.

The Reader

This is for the homeowner who already wants the remodel. They have been on the website.

They know what a new vanity and new tile cost, and the number made them close the tab. They are tired of being told to save up and wait. So this ad does not sell them the bathroom they already want. It sells them permission to have it now, and that is the one thing standing in their way.

The Proof

The Home Depot logo sits right on the Project Loan card, so you know exactly who is behind the money. The fine print does the quiet work. It gives you real dates, a real bank name, and a real example: thirteen dollars and change per thousand borrowed.

It even says flat out this is not a credit card, which calms the buyer who got burned by one before. The room itself is proof too. It looks like a bathroom a normal family could actually end up with, not a magazine fantasy.

The Slide

Your eye starts on the room because it fills the frame and it is warm and bright. Then the orange Project Loan card in the top corner catches you.

Then it drops straight down to that giant “0% APR” in the opposite corner, and the two orange blocks frame the whole photo like bookends. From there you read the headline, thirty six months, and the deal is clear. The fine print waits at the bottom for the careful reader, and everyone else has already gotten the point.

The Offer

This ad is almost all offer, and that is rare. Zero percent for thirty six months, fifty dollar minimum, pay it off slow with no interest piling up. Run the math the way the buyer does.

Big dream: the finished bathroom. Low effort: you do not need the full pile of cash today. Fast: you start the project now instead of three years from now. The only catch hides in the asterisk, where rates can also be 9.99 percent based on your credit, so the clean zero is the bait, not a promise for everyone.

The Story

The story is short. You stop staring at the old bathroom. You make the upgrade happen this year, on your terms. The buyer who clicks does not just get a loan.

They step into the group of homeowners who move when they are ready, not when the savings account finally catches up. You become the person who gets it done, not the person still waiting.

The Brain Trick

Anchoring is carrying this one. A full remodel is a big scary number, the kind that makes people freeze. The ad quietly swaps that number for a tiny one, around thirteen dollars per thousand a month, and suddenly the whole thing feels doable.

You have felt this yourself any time a store turned a price tag into “just a few bucks a month” and your brain relaxed.

Steal This

Take your scariest price and break it into the smallest monthly piece, then put that small number in big bright type.

Show the dream the money buys right next to the easy terms, so want and permission live in the same frame. Test leading with the finished result versus leading with the “0%” and see which one your buyer stops for.

CTA: Learn More

Landing Page: Link

🤝 _{TOGETHER WITH}

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📦B2B

Website builder ad

The Hook

Your eye goes straight to “less than $1/day” because it is huge and white and sitting on dark wood. That is the whole move.

They did not lead with features or templates or some long pitch. They took the one thing that scares people off, the price, and made it the smallest number they could. A website sounds expensive. A dollar a day sounds like nothing.

The Reader

This talks to the small business owner who knows they need a website and has been putting it off. The barber. The baker. The person who got quoted thousands by a web designer and quietly closed the laptop.

They think building a site is either too pricey or too hard for someone like them. This ad walks right up to both of those fears and makes them look silly in one line.

The Proof

The proof is the screen itself. That barber shop site looks clean, real, and finished, with a logo, a tagline, hours, an address, and a book now button. It is not a fantasy. It is a believable business you could actually run.

The buyer looks at it and thinks, if that is what a dollar a day gets me, I want mine to look like that. The demo does the selling without a single bragging word.

The Slide

You start at the Squarespace name up top so you know who is talking. Then the small line “Your entire website for” sets you up. Then the big “less than $1/day” lands the punch.

From there your eye slides down into the laptop, where the finished site shows you the payoff. Want first, price second, proof third, all in one smooth drop down the frame.

The Offer

The offer is the price, framed as small as it will go. A whole website for under a buck a day. Run the math the way the buyer feels it. Big dream: you look like a real, established business online.

Low effort: they build it, you just fill it in. Cheap: less than the coffee you already buy without thinking. The thing being sold is barely mentioned, because the number is doing all the work.

The Story

The story is about becoming legit. Right now you are a good barber with no front door online. After this, you are Borough Barber, established 2019, open seven days, booking clients while you sleep.

The buyer is not paying for software. They are stepping into the group of owners who look professional, who get found, who get taken seriously. One clean site turns a side hustle into a real business in your own head.

The Brain Trick

This is price anchoring, and it is the same trick the Home Depot loan ad pulled. A yearly software bill feels like a real decision you have to think about. Chopped into a dollar a day, your brain files it under pocket change and stops arguing.

You have felt this every time a gym or a streaming service told you the monthly cost in daily coins and you shrugged and signed up.

Steal This

Take your real price and divide it down to the smallest unit you honestly can, then set that tiny number in the biggest type on the page.

Do not show your tool or your dashboard, show the finished beautiful thing the buyer gets to own. Then test leading with the price versus leading with the result, and see which one stops more thumbs.

CTA: Learn More

Landing Page: Link

🤝 _{TOGETHER WITH}

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🛠️ Service

Long distance moving ad

The Hook

The whole ad is built like a billboard painted on the side of a truck, and the top line hits first: “MOVING OUT OF STATE?” Big black block letters, impossible to miss.

It is a question, and if you are actually moving, your head nods before you decide to. Then your eye drops to a price, which is the second punch. The question grabs the right person, the number keeps them.

The Reader

This is for the person who just found out they have to move far away and has no idea what it costs. New job in another state. Lease ending. A fresh start a thousand miles off.

They are stressed, they are picturing a huge bill, and they have heard horror stories about movers who quote low then double it. They are not shopping for quality or white glove care. They want to know one thing, what will this run me, and the ad answers before they even ask.

The Proof

The proof here is thin, and it leans on cheap signals. There are blue “Trusted” and “Licensed” badges in the corners, little star rows, and a lineup of movers with arms crossed to look like a real crew.

The price table at the bottom tries hardest, showing real routes like New York to California and Illinois to Florida with actual dollar amounts. That table is smart because specific numbers feel more honest than a round promise.

But look close and the brand name reads “BUDGET AN LINES” with a letter dropped, and the crew has that too smooth, made by a computer look, which chips away at the trust the badges are trying to build.

The Slide

Your eye runs top to bottom in a clean stack.

First the big question. Then the “LONG DISTANCE MOVING from” line. Then the giant $1,549 in the middle, the number they want burned in your head. Then down to the row of orange price cards, each one a different route, so you can hunt for the one close to your move.

The orange pulls your eye on purpose, and the whole thing reads like a menu, pick your trip, see your price.

The Offer

The offer is a starting price, built to feel small and safe. Long distance moving from $1,549. The word “from” is doing quiet work, because it means your real move could cost more, but your brain latches onto the low number anyway.

Run the math the buyer runs. Big dream: the move is handled, you do not break your back. Known cost: a real figure, not a scary mystery. Low worry: trusted, licensed, a crew that shows up.

The route cards sweeten it by letting people almost find their own quote right there in the image.

The Story

The story is relief. You are drowning in boxes and dread, and then a crew pulls up and takes the whole thing off your hands.

The buyer steps into the role of someone who moved smart, who did not get ripped off, who handed the heavy stress to pros and paid a fair price. It is not a fancy identity. It is the quiet pride of a hard thing done cheap and clean.

The Brain Trick

Anchoring again, but flipped toward the floor instead of the monthly trick. That bold $1,549 sets the number in your mind first, so every later quote gets measured against it.

The route table doubles down with specificity, because exact figures like $1,949 and $2,150 feel researched and real, not made up. You have felt this any time a low “starting at” price pulled you in and the final bill somehow climbed, but the low number was already stuck in your head.

Steal This

Open with a question only your exact buyer would answer yes to, so the wrong people scroll on and the right ones lean in. Put your lowest honest “starting at” price in the biggest type, then back it with a few specific real world examples so the number feels earned, not invented.

Then test clean, correct branding against this rough version, because a dropped letter and a fake looking crew can quietly cost you the trust your price just bought.

CTA: Get Quote

Landing Page: Link

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THAT’S A WRAP

And, that’s it from The Ad Vault…Thanks for reading this week’s issue.

I hope this inspired you to make 1% better ads than you would before.

See ya next week!