Don't look like every other ad

I’ve been meaning to post over the last couple of days but, it has been kinda crazy busy. I am involved in a dev bootcamp to help increase my dev knowledge. Specifically focused on javascript so that I can learn how to better manipulate and create AdWords Scripts.

So while I was on my way to the bootcamp I put together this quick vlog about ad copy.

if you didn’t have the time to watch it, check out my recap below:

People sort ads like a kid sorts cars

Giovanni was 3.

He had a speech delay. We were teaching him colors. He understood them. Saying them was the hard part.

His favorite color was blue.

One morning we were driving. He was in the back, talking to himself, and then it turned into a list.

“Blue, blue, blue, not blue, blue.”

We asked what he was doing.

“The color of the cars. It’s blue, blue, not blue, blue.”

For weeks… that was the whole game.

The ad that stands out

Larry Kim talks about ad copy unicorns. The ads that stand out. They get the attention, the CTR, and a shot at a better Quality Score.

You’ve been on a search results page where every headline is the same ad.

Every ad is the keyword, then “get it here now,” then the keyword again.

Somebody took one ad, twisted it a little, and put it on a new domain.

That’s your opening.

Search “coffee maker” and every ad says get your coffee maker here. Yours can say something else. Still having a hard time waking up? Try this.

I made that one up on the fly. It’s a bad example, and it probably blows the character limit.

The point is the difference.

Stop copying the other ads

Yes, put the keyword in the ad. It gets bolded. That’s why everybody does it.

Stop there, and you’re a parrot. You’re just repeating the row.

Five people in white shirts and ties. Drop in the one with the neon shirt, spiked hair, gauges in the ears.

Which one do you see?

The one that’s NOT like the others.

Sesame Street had a game for this. Which of these isn’t like the other?

Do that with the ad.

Find the results page where everybody looks the same. Make yours the one that doesn’t.

That’s the unicorn Larry is talking about.

Have a not blue day.

The ad picks who sees it

The 2014 point still holds.

If every ad on the page is the keyword stuffed into a sentence, you’re the blue car.

People skip you because you match the row.

On Meta now, the creative does a lot of the targeting. Same angle. Same format. Different creator. You can reach a pocket the last ad never found.

You’re still the marketer.

Own the angle.

I wrote the longer version for Triple Whale on February 18, 2026. It’s Not Andromeda: Inside Meta’s AI Ad Stack And Why Nothing is Working.