Make sure people know who you are at all times
The main thing that holds all of this together is your brand. This is more than just a logo, but a set of characteristics that gives your organisation a personality that stands apart from your competitors.
As such, make sure that there is a theme going through each of your ads, whether they are informative or emotive and thus recognisable as you.
This means that whenever anyone is making a decision about whether or not to go for your product or not, then they have a comprehensive amount of information all relating to what you do which is triggered as soon as they see your brand, whether it comes from knowledge about what you do, or emotional impact that they associate with your advertising.