PPC ads are tricky. They need to be interesting enough to derail a user’s journey and usher in a side-quest to an unknown website—not a cakewalk in the current climate.
With that in mind, I created these ads for Quartz Network, which was launching a product to simplify large-scale software purchasing. After initial research found that nearly 80% of tech buyers “strongly dislike or hate” the lengthy buying process for enterprise-scale software, I imagined people taking our their frustration on their devices. This campaign outperformed more “conventional” PPC ads run in tandem by a factor of 2-to-1.
