Ad creative, hooks, testing, and creative fatigue.
Hook Faster: Use BAB to Stop the Scroll
You have about 1.7 seconds to hook attention. Open with pain, not product \u2014 the BAB (Before, After, Bridge) formula that stops the scroll.
Build an Ad Portfolio, Not One Winning Ad
Chasing one winning ad ignores how different your customers actually are. Here's a portfolio approach mapped across five awareness stages.
Sell the Future, Not the Pain
Dwelling on someone's pain doesn't sell — showing them a specific future does.
Why Creative Beats Bigger Budgets
A real case study: three near-identical Meta lead gen campaigns produced wildly different CPLs. Here's what creative and messaging did that targeting couldn't.