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Clay GTM is an all-in one platform for GTM teams.
We took a look at some of their LinkedIn ads, ran them through our Content Improver tool, to see how things can be optimized.
But first, a word on Clay’s style:
Clay typically tends to do either a “Most teams do X. Here’s why the best teams do Y” formatting, or lead with a question or paint point, for example, “Which accounts actually deserve your team's time?” or “Want to see how we turn a name and email into a scored, routed lead in 3 minutes?”
The CTAs for each given ad are largely “Book a demo” and then a CTA related to the ad text itself — for example, “See how Clay scores your tier one accounts.”
Want the TLDR? Here’s what we found:
This first ad is pretty good, but is a bit brief. An extra sentence of context helps move the "narrative" along.
The ad below -- one of a number where they use the same video -- has hard-to-beat copy, but here too, a tiny bit more context goes a long way — giving a little more expository info helps give the ad a bit more oomph.
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On Meta, Clay tends to write more personally. The copy will speak more about individuals, or specific contexts - “Before your reps reach out…” or “Five tools enriching the same field. Accounts last touched in 2023. Contacts that bounce on the first send” — as opposed to LinkedIn, where they tend to be more metrics-based.
Also, Clay seems to run ads toward webinars on Meta, as opposed to on LinkedIn, which is more oriented toward demo requests and case studies.
But there’s still room for improvement. in this case, this is an instance where the original ad copy could probably afford to have a little more context or be further fleshed out. Our content Improver predicted that adding a couple more words of additional context would essentially double the conversion rate of the ad
Clay does a fairly solid variety of content: videos, static assets, webinars, case studies, pushes to book at demo, etc. The vast majority of their copy is really on point, but there are always improvements that can be made, especially on Meta, where their copy tends to be shorter but could probably afford to have a little more context, which would improve conversion rates.
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Every marketing team asks the same question: do you test your ideas one at a time, or tackle ‘em all at once? Do you try a million different headlines for “buy our newest toothbrush!” or try two at a time and move forward iteratively?
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