Paid ads, landing pages, creative and testing, in plain English.
Video dominates the feed, but static ads are still the fastest way to test a message. Here's where statics earn their place, where video is stronger, and how to run the two together.
On a static ad, the headline does most of the work. Seven hook types, how to make them readable at scrolling speed, how to match them to your landing page, and a worked example.
Testing ten background colors isn't the same as testing ten ideas. How to tell angles from variations, where to find new angles, and how to name ads so results stay readable.
Eight static ad formats worth keeping in rotation, from benefit callouts and comparisons to review cards and bundles, with when each one works and a quick build tip.
CPA is the last metric to tell you an ad is tired. The earlier signals to watch, how to rule out other causes, and when to refresh an ad versus replace the angle.
Most unusable ads start with a vague brief. What a good creative brief includes, a fill-in template you can copy, and the common failures that waste a production round.