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The highlighted headlines may have nothing to do with the result.

In the realm of life’s grand possibilities, Emily stands at a fork in the road—motherhood calling to her from one path.

On a quiet Sunday afternoon, after years of climbing corporate ladders and conquering professional milestones, Emily feels a void slowly expanding within her. Alone in her well-furnished apartment, she picks up a framed photo of her family from the coffee table and gazes at it thoughtfully. The ticking of her biological clock grows louder in her ears.

Gathering her resolve, she takes her laptop and settles into her plush armchair, tinged with a mix of excitement and nervousness. Her fingers hover above the keyboard before finally typing, ‘fertility clinics‘.

Emily clicks on a link, diving into the details of a clinic’s offerings, hopeful yet cautious. She closes her eyes, feeling more excited than nervous and she then mutters to herself, “I’m going to do it.”

That was the story of a woman seeking professional help to fulfill her dream of becoming a mother. It’s one among many. Other stories might include straight couples struggling to conceive or LGBTQ couples desiring a baby.

As an advertiser, whose job it is to understand the emotional triggers and needs of the searcher, which of the two ads do you think “clicked” with women like Emily?

Make your pick:

Tim had been eyeing a new gaming laptop for weeks now, but his budget was limited. He had saved up some money, but it was still not enough to buy the high-end laptop he really wanted. He had been browsing different websites, comparing prices and specifications, but nothing seemed to fit his requirements.

The above are two of the ads he might have seen, one of them was good enough to get his click, which one?

Is your laptop keyboard greasy yet?

Focus on what matters.

Before you play… first, ignore the title of this quiz, as always we can be sneaky. Second, do not be distracted by the redactions, there should be enough for you to make an informed evaluation. Third, it is true that evaluating conversion rate without knowing the landing page is a bit hard, we did not have permission to share the page, but it did cover both ads’ content equally well.