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.
Ad Creative
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
Ad Creative
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
Ad Creative
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
Ad Creative
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
Ad Creative
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