BACKGROUND
This project was for a client in the B2B pay equity consultancy space. The goal was to generate qualified leads from HR and People leaders by driving downloads of a free audit readiness resource.
I wrote a lead gen ad that leads with the problem rather than the resource, and included an explicit "no sales call attached" line because the target audience is senior professionals who are skeptical of lead magnets that come with follow-up pressure attached. The creative direction deliberately avoided stock photography in favor of a document-style visual to signal substance over lifestyle. The result was an ad built to attract exactly the right audience segment while filtering out the people who would waste the sales team's time.
