Why does a bad photo sink a good ad?
Because the ad promises a door and a room, and the photo shows another. The person who arrives and does not recognise the place does not come back, even if the ad copy was clear.
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Look at the ad and then at the street: if it is not the same facade, do not run it. In Madrid the ad runs and at the door people say they have the wrong venue. The ad uses this venue's facade, the same one as the street.