Social proof
The argument is somebody else's sentence, not ours. Used when the category is crowded and the buyer trusts peers over brands.
Image and video ads for Meta, built from real reviews and a competitor Ad Library audit, anchored to your real product photos. Three published plans, sized by volume.
Everything runs on Meta. Whether a concept ships as an image or a video, and which family of angle it uses, starts from what your competitors are actually running, and which of those ads they have kept live the longest. That is a signal worth testing, not proof that it pays.
Two paradigms, picked by what the category's top ads already run: branded hero, a composed shot with the brand visible, or native, a plain review-style photo with comment copy over it for cold traffic.
AI-generated UGC-style avatars in testimonial, before-after, demo and problem-solution scripts. Recommended when the audit shows the category running mostly video.
Which angle inside a family your product gets is what the audit answers.
The argument is somebody else's sentence, not ours. Used when the category is crowded and the buyer trusts peers over brands.
Two states, two methods or two options, side by side. Used when the product wins on a difference the buyer can see in one second.
Built to read like something a person posted, not like an ad. Used for cold traffic, where anything that looks bought gets scrolled past.
The thing working, in the exact situation the buyer is worried about. Used when the objection is "will this actually hold up".
A prompt that looks good and an ad that sells are different things. Four steps, in this order, every time.
Real reviews, forums, your buyer's avatar, your real visual identity, photos, colors, logo. The angle comes from what people actually say, not a hunch.
What your category's top 2-3 competitors are running right now in Meta Ad Library, how many ads, how long each has been live, what angle. Ad Library shows what is running, not what is profitable, so this sets the hypotheses we test first.
Concepts anchored to your real product, presented before anything is generated. Nothing gets made, or published, without your sign-off.
Who sees each piece, and with what campaign objective, set from the same research. Launched on your own Meta account.
The team that researches the angle is the one that produces it and runs the campaign, no files passed between a studio, a buyer and a reporting tool.
Every piece is anchored to your real product photography. No casting call, no coordination, no revision rounds with a third-party crew.
Runs inside your own Meta Ads account. The account, the data and the audiences stay yours if we ever part ways.
Independent concepts. Open any one to see the objective, the hypothesis behind it and what we would measure.
Independent concepts, built with real research and a real production process. None of these brands is a client, and none of this work was commissioned. See the full set on the home page →
Every plan includes the research, the creative (image and video), the Meta account management, and the reporting. What changes is how much lands each month. A concept is one distinct idea: its own angle, hook and copy. Resizing that concept for feed and stories is part of the same concept, not a second one, so the counts below are concepts, not file counts. The Meta management is already part of the plan, so there is nothing to add on top of it: media buying is a separate engagement for brands that already have their creative covered, or that need channels beyond Meta. You are never charged twice for the same account management.
Get the research-led process on the board and prove the model on real spend.
Enough volume to actually find a winner
Enough creative to test properly, image and video, with the budget following the winners.
For accounts spending enough that creative fatigue is the bottleneck, not budget.
Pay quarterly and save 10%.
*Ad spend is separate and paid directly to Meta through your own account, you keep full ownership of the account, the data and the audiences. No long-term contracts.
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Independent concept: real research and a real production process, no client relationship and nothing commissioned.