For businesses already running Meta ads, big budget or small.
A steady supply of new ads, each set made from what your last ones showed.
Plus a page for each kind of customer, and the follow-up behind every form. Keep whoever runs your ads: I make them, they run them, and we read the same numbers. You don’t need to know how any of it works.
- AD 01 9:16 The owner, to camera 00:00:00:00
Reels Why us, from the person who answers the phone - AD 02 4:5 The demo 00:00:00:00
Feed The job, being done - AD 03 1:1 The proof 00:00:00:00
Square A real customer, filmed for real - AD 04 16:9 The walkthrough 00:00:00:00
In-stream What happens after you call - AD 05 9:16 The objection 00:00:00:00
Stories The worry, answered out loud - AD 06 4:5 The offer 00:00:00:00
Feed What you get, and when
00:07 One door
Say you’re running six ads.
One sells the price. One shows the work. One is you, talking to camera. All six send people to your homepage. The forms wait in an inbox until someone checks it in the morning. The monthly report says reach is up. Nothing new has gone up in months.
- Ads running
- 6
- Pages
- 1your homepage
- New this month
- 0
That isn’t a test.
Your ads may be fine. Nothing around them was built.
00:15 The test
Different ads for people at different stages.
Not one ad with forty captions. Some of the people who see your ad have never thought about the problem. Some are comparing you with two competitors and only need a reason. They need a different first second. I read your reviews, your competitors’ ads and the questions your customers ask, then build each ad for one stage of buyer, in the format that suits it.
Drawn from more than sixty tested formats: talking heads, UGC, statics, screen shares, skits, carousels and more. A first test usually covers two or three stages, not all five. Customer formats use real customers, filmed for real.
Opens on
A moment they recognise, before any pitch.
Formats that fit
- Day in the life + problem9:16
- POV ad9:16
- Skit9:16
- Native ad4:5
Opens on
The problem, named in their own words.
Formats that fit
- Talking head selfie9:16
- Problem into B-roll9:16
- Notepad static4:5
- Green screen notepad9:16
Opens on
Why your way beats the other fixes.
Formats that fit
- Us vs. them static1:1
- Whiteboard16:9
- Tier list9:16
- Screen share4:5
Opens on
Proof from people like them, filmed for real.
Formats that fit
- Customer interview9:16
- Case study ad4:5
- Proof dump9:16
- Customer quote static1:1
Opens on
The offer, plainly, and the next step.
Formats that fit
- Direct offer static1:1
- Text offer4:5
- Comment reply video9:16
- Breaking news9:16
00:22 The cut
Then cut for every place it runs.
The same idea, framed for each screen it lands on. Not a crop of the wide version: a cut made for that shape.
- 9:16Reels & Stories
- 4:5Feed
- 1:1Square
- 16:9In-stream
Before anything goes live, I watch every ad muted. If you’d skip it, it isn’t done.
00:30 The page
Every kind of customer gets a page that says what its ads say.
Most ads send people to a homepage that says something else. The ad made a promise; the page talks about being family owned since 1998. The visitor has to work out the connection, and most won’t. So each offer gets a page built from its ads, and a version for each kind of customer you’re advertising to: the same face, the same promise, the words that customer uses, the same next step.
And when someone fills in the form, they hear back in minutes, not tomorrow morning.
What usually happens
- Face
- Words
- Offer
- Next step
-
Ad A → Page A
AD A The owner, to camera Why we still answer our own phone. → Call the owner/asame person as ad A Why we still answer our own phone. Talk to the owner, not a call centre. Call the owner- Face
- Words
- Offer
- Next step
-
Ad B → Page B
AD B The demo Watch the whole job in 40 seconds. → Book this job/bsame person as ad B Watch the whole job in 40 seconds. The same job, booked for this week. Book this job- Face
- Words
- Offer
- Next step
-
Ad C → Page C
AD C The objection “Is this going to cost a fortune?” → Get the price first/csame person as ad C “Is this going to cost a fortune?” The price, before anyone visits. Get the price first- Face
- Words
- Offer
- Next step
00:37 What you learn
Every ad is a question you get to ask your customers.
Which reason to buy brings the call. Which offer they take. Which face they trust. Which words they repeat back to you. A month of ads answers all of it. The analysis says what to make next, and the next set is made from it.
What a month of ads tells you
- Messaging
- The words and promises that make people call, in your customers’ own language.
- Offers
- Which offer gets taken, and which one gets scrolled past.
- Angles
- Which reason to buy works: price, speed, trust, the owner picking up the phone.
- Customers
- Who actually responds: what stage they’re at, where they live, when they call.
- Formats
- Which formats hold attention past the first second, and which get skipped.
- Pages
- Which page turns a click into a call, and where the rest drop off.
Even the quiet ads teach you something. Most new ones will be quiet. That’s the test answering. All of it is yours to keep.
00:45 Before you hire anyone
Six questions to ask anyone who offers to make your ads.
Including me.
- 01
Will you guarantee me leads?
If they say yes, ask what happens when they don’t arrive. Then leave.
My answerNo. Nobody knows what your market responds to until the test runs. I guarantee the work and the date it’s ready, and you see every number.
- 02
Do I have to fire whoever runs my ads now?
If they say yes, they’re selling you a switch, not a test.
My answerNo. Keep them. I make the ads, the pages and the follow-up. They run them. We read the same numbers.
- 03
Where will the ad send people?
If the answer is “your homepage,” the ad and the page are making different arguments.
My answerTo a page built for that offer and that kind of customer, saying what the ad said. Same face, same promise, same next step.
- 04
How do you decide what to make next?
If the answer is “more of what’s working,” that’s forty copies of one ad.
My answerFrom what your last ads showed: which reason to buy, which offer, which format held people. Every new set starts there.
- 05
How many genuinely different ads?
Forty versions with new captions is one ad, forty times.
My answerA few real reasons to buy, found by research, each made in visually different formats.
- 06
What happens if the first month is quiet?
If they haven’t told you before you pay, they’re hoping you won’t ask.
My answerMost new ads are quiet. That’s the test answering. The one that isn’t gets its own page, and the next ads build on it.
00:52 The first step
Start with the free audit.
Before you spend another dollar, I’ll show you your own ads: every live one, and where each sends people. Then what your competitors are running, and the reasons to buy nobody near you is advertising. Then what a real test could look like.
It’s yours to keep, whether we work together or not.
Ask for the audit01:00 The fit
Who this is for.
- You sell something worth enough that one new customer pays for a month of ads.
- You’re running Meta ads, and nobody is making new ones from what the last ones showed.
- You don’t need to know how ads work. That part is my job, and I’ll explain it in plain words.
- You have a budget for the ads themselves, enough to give a few different ads a fair run.
- Someone already runs your ads? Keep them. I make the ads and the pages, they run them, and we read the same numbers.
- Never run ads, or tried once and stopped? You’re welcome too. I’ll tell you honestly if you’re ready.
“So that’s why they call us.”
A real test is how you get to say it: the reason your customers actually pick you, in numbers, not guesses.
01:07 Who’s directing
I make films.
A film and a 30-second ad fail the same way: nobody decided what the first second was for. The ad is shorter. The mistake is the same size.
So before I make anything, I decide what each ad is for. Then I make it, give it a page, build what happens after the click, and show you what it did.
It’s a small studio. You work with me, not an account manager.
01:15 Cut
Let’s see where you’d start.
Book 20 minutes. Bring your ads, or just the name of your business. I’ll show you where each ad sends people, and if ads aren’t the problem, I’ll tell you.
Book 20 minutesP.S. Not sure you’re ready? Ask for the free audit anyway. Every live ad you and your competitors are running, and where each one sends people, is worth seeing whether you hire me or not.