Google Ads tool Wordstream analysed thousands of Ads accounts and found the best Display Network ads perform 6 times better than average.

According to Wordstream, only 1 in 100 ads are unicorns. In a recent limited trial, I set up a new campaign and three ads hit results at the unicorn level. In fact, the two best ads were 7-9 times better than average.

Different ideas are the path to your own Unicorn

Having a Unicorn will more than halve your Google Ads spend.

It will also produce better results. The problem is finding a way to dream up truly different ads to test. According to Wordstream, the top advertisers test up to 100 ads before they see a Unicorn. Here's how I got there faster.

#1. Do your research.

Customers buy for all kinds of reasons. You need to understand why they buy your kind of product. Not just the obvious stuff - go deeper.

I co-founded a business in 2012 that hit 8 figures within 6 years. I researched the 3 big 'hot buttons' that customers had. With these in our ads with our best promise, we had 21-23% CTR and dominated our niche.

#2. Make a list of great headlines or headline formulas.

There are hundreds of amazing headline formulas all over the web.

Steal them like an artist - using them as templates for your own ads. Working from a list of 25 great formulas, I created 23 brand new, unique ads for the service I was advertising.

#3. Keep winners, ditch losers.

Nobody can accurately predict the winner in advertising tests. So run them to get a sensible amount of data. Then weed out the losers. Keep running the winner until it doesn't work anymore, or until you make another better one.