Topic
Ad Creative
Concepts, hooks, images and the copy that goes with them. Creative does the targeting; this is how to make it earn its keep.
Why relatable ads convert worse than specific ones
Short answerA relatable ad is written so that almost anyone could nod along, which means almost anyone clicks and almost…
Oct 31, 2026 · 6 min
What makes an ad hook stop the scroll when the offer is boring
Short answerThe hook doesn't have to make the offer interesting. It has to make the reader's problem feel real right…
Oct 26, 2026 · 6 min
Why your video ad is losing to a plain block of text
Short answerUsually because the text ad carries one clear idea and the video doesn't. On Meta the concept does the…
Oct 21, 2026 · 6 min
How to test creative without burning your whole budget on losers
Short answerMost budget wasted when people test Facebook ad creative doesn't go to losers. It goes to testing twenty versions…
Oct 15, 2026 · 6 min
Why a plain image with a line of text often beats the photo you paid for
Short answerA beautiful photo is picked for how it looks. A plain image with one line of text on it…
Oct 11, 2026 · 6 min
How to get ten genuinely different ad concepts from one offer
Short answerStop varying the ad and start varying the buyer. Lock down who the offer is for, the real problem…
Oct 6, 2026 · 7 min
The difference between an ad concept and an ad hook, and why it matters
Short answerA concept is who the ad is for and how they see their problem at one moment: one person,…
Oct 1, 2026 · 6 min
How to write the first two lines of a cold traffic ad
Short answerThe first two lines are what people see before the rest of your copy hides behind "See more", and…
Sep 26, 2026 · 7 min
Why your ad image is doing more targeting than your targeting is
Short answerYour image decides who sees the ad far more than your interest selections do. The algorithm watches who stops,…
Sep 21, 2026 · 5 min