Pay-per-click (PPC) professionals know how challenging it can be to get ads noticed. It’s especially true when advertising on social media, where users aren’t reading their feeds; they’re scanning. So a well-written ad copy is not enough to attract the user’s attention. Since 65 percent of users remember visual information better than text, it is time to pay more attention to the images you use in your ads campaigns.

Here are some secrets to picking the right images for affordable PPC ads:

1. Stock Photos Are a No-No

We’ve all seen those stock photos that feel too artificial and don’t contribute to a brand’s visual identity. They can be spotted a mile away and are often used as an easy way to avoid creating unique content. 

Stock photos can kill authenticity and trust, so here are some things you can do instead of using them:

  • Curate visually appealing and high-resolution product images.
  • Provide employees and owners with a platform to share behind-the-scenes photos.
  • Take user-submitted pictures of your brand’s product in different settings and seasons (holidays, birthdays, events, etc.).
  • Create interactive quizzes that entice users to interact with your page.

2. It’s All about the Size

Keep the image size in mind. It will be difficult to see on mobile if it’s too small. If it’s too large, the image may be cut off on some devices, or the price of clicks may go up. You can change the size of the picture, but we recommend making sure it’s in the correct dimensions.

Pro Tip: Use PNG files for photos. The size is small, yet it retains good quality. They not only make your ads more engaging but also make your PPC affordable, too.

3. Show Benefits

For your ad to resonate with the target audience, you need to address their pain points and tell why they should care. Even the most affordable PPC providers will tell you about the importance of this rule.

To do so, make sure you communicate a clear value proposition in your ad image. Think of the picture as a second extension of your headline. You may display all the benefits in your ad’s text, but users will put their minds to further reading only if they are already convinced. 

4. Show Real People

Research proves that pictures with human faces drive 32% more engagement. Thus, you should include people in your ad images, but only where they serve a purpose—for example, showing people using a product or taglines that mention specific target audiences.

5. Align Text and Photo Message

Ads on Facebook or Instagram that don’t match their copy make no sense. To influence the audience, ensure that all elements are cohesive and send a clear message. The image and text must match up, or else what’s the point?

6. Color Combos Matter

When you choose what colors to use on your social media, think about it: 90 percent of your judgments on products draw on the colors alone. Why do you think most red companies are fast food brands? Red equals hunger. 

So when choosing colors for your ads, consider the feelings or emotions you want users to associate with your product/brand. Some best practices include:

  • Use brand colors across all PPC ads.
  • Have a maximum of three colors in your image.

Affordable PPC providers should have good color combination skills when you hire them.

7. Include Minimal Text

Keep it simple: not an advert, but an image. The most important thing to remember is that your PPC ad is not a flyer, so don’t overload it with words, especially since Facebook has a 20 percent limit on text.

Some good tips include:

  • Use numbers, but only one: 80% off.
  • Use the word FREE.
  • Add only one call to action: Get it now!


Most people are visual learners, and that is why your PPC ads include imagery rather than simple text captions. The size, quality, colors, and context of these images all matter to engage the public and influence your ability to generate clicks.

For affordable PPC management that gets the job done, check out Pay Per Click Authority right now! We have provided ad service specializing in small business PPC management since 2010. Talk with one of our experts today!