Something I've noticed over the past year is that sometimes other marketing folks get so caught up in the concept of AdWord campaigns (or advertising online with banner ads) that they focus solely on what their ads will look like or say without thinking through what the "end game" will be.
Think of it like this: you just inherited some land from your uncle. The land is a blank slate. While you need some main roads to get to the house, you aren't going to decide on where to put the driveway until you have a blueprint for your house. I mean, sure you could try and pave a driveway before laying the foundation and putting up walls, but that's pretty risky...especially if you haven't even designed the house yet!
The same goes for online advertising. You shouldn't focus on all these amazing ads without knowing where people are going to "go" or what the landing page will look like (yes, they can be totally amazing ads and I still will feel this way). Sure you can build any campaign around the ads, but that really doesn't make a whole lot of sense. The best way (as with traditional marketing) is to design and determine what your marketing campaign and offer will be - then write and design your ads. Creating your ads afterwards will also help you ensure that the customer's experience will be fluid and consistent and therefore much more likely to result in a conversion (aka a sale)!
So, in conclusion, anytime you're getting ready to initiate a digital ad campaign, as yourself this important question: "What do I want the customer to do?" - that will help you determine call to actions on your page, which will then help you write text and display ad copy.
Design your landing page then design your ads.
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