Definition
Objection
An objection is the reason someone hesitates to buy (price, trust, fit, effort, timing, skepticism).
What it means
Objections are the raw material for great ad angles. The fastest way to improve conversion is often to identify the top objections and handle them explicitly with proof and clarity—especially in UGC-style scripts.
Why it matters
- Objection handling increases CVR by reducing uncertainty.
- It helps you qualify buyers so clicks are higher intent.
How to improve it
- List the top 10 objections from reviews/support/sales calls.
- Write scripts that address one objection at a time with proof.
- Use specificity (timeframes, constraints, comparisons) to build trust.
Common mistakes
- Trying to answer every objection in one ad (too dense).
- Using vague reassurance instead of concrete proof.
Related terms
Apply this with free tools
Use August Ads tools to generate better hooks and scripts, then test variants: