Writing
Plain-English notes on creative testing, performance creative, ad copywriting and Meta ads strategy. For people who actually run accounts.
- ·7 min read
The creative testing framework that finds Meta winners faster
A simple, repeatable creative testing framework for Meta ads. How to structure tests, set budgets, read results, and stop killing winners early.
Creative testingMeta ads - ·8 min read
How to run ad concept testing on Meta without burning budget
Ad concept testing on Meta done properly. How to brief concepts, structure tests, set kill rules and turn winners into a scale plan.
Concept testingMeta ads - ·7 min read
Performance creative, explained: what it actually means
What performance creative really means, how it differs from brand creative, and how to set up a team and process that produces it consistently.
Performance creativeStrategy - ·9 min read
Facebook ad copywriting: 14 hooks that stop the scroll
Practical Facebook ad copywriting playbook. 14 proven hook structures, when to use each, and the copy mistakes that quietly kill CTR.
CopywritingHooks - ·8 min read
Ad creative strategy for DTC brands that actually moves CPA
A practical ad creative strategy for DTC brands. How to pick angles, build a creative library, and stop relying on one viral ad to carry the account.
DTCStrategy - ·7 min read
12 UGC ad examples worth stealing this quarter
Twelve UGC ad examples that consistently outperform on Meta and TikTok, with notes on what makes each format work and when to use it.
UGCExamples - ·6 min read
Spotting creative fatigue on Meta before it tanks your CPA
How to detect creative fatigue on Meta ads early, the metrics that flag it first, and what to do once you've spotted it.
Meta adsCreative fatigue