CREATIVE · Meta
Write Meta ad creative that earns the click.
Three tools in one: find angles from what your customers already say, build a brief with hook, body and call to action laid out for whoever shoots it, and diagnose an ad that used to work and stopped. Creative is the largest lever in a Meta account, because targeting is mostly automated now and the ad is what the algorithm has left to work with.
Built by Jonas Sluijs, former Meta growth lead, $500M+ in ad spend.
What this is not. It does not write finished ads and it does not see your account. It gives you a structured brief and a diagnosis from the inputs you provide. Whether the creative works is decided by testing it, not by the brief. For a review of creative that is already running, book a free strategy call.
Why creative is the targeting now
Broad targeting and Advantage+ moved most audience decisions inside Meta's algorithm. What you still control is the ad. The creative decides who stops scrolling, and who stops scrolling is what teaches the algorithm who your customer is. A hook aimed at runners finds runners whether or not you targeted them.
That is why creative volume beats audience fiddling on most accounts. Testing five genuinely different angles teaches you more than testing five audiences against the same ad, because the angles produce different audiences.
Where angles come from
The strongest ad copy is usually not written from scratch. It is lifted from what customers already say: review text, support tickets, the sentence someone uses when they recommend you to a friend. Those phrases work because they carry the objection and the payoff in the customer's own words rather than yours.
- Reviews, especially three-star ones, where people say what nearly stopped them buying
- Support and sales conversations, for the objection that comes up every time
- Competitor reviews, for what their customers wish existed
Fatigue is not always fatigue
When an ad stops working, the usual assumption is that the audience has seen it too often. Sometimes that is right, and rising frequency alongside falling click-through is the signal. But the same symptoms come from a competitor entering the auction, a seasonal shift, a landing page change, or an ad set re-entering the learning phase after an edit. Check frequency before you assume fatigue, because replacing creative that was not the problem costs you a proven ad.
Common questions
Does this connect to my ad account?
No. There is no login, no OAuth and no ad-account connection. It works from what you paste and the answers you give on this page. Nothing is read from your account and nothing is written to it.
How many creatives should I test at once?
Fewer than most people run, and more different from each other than most people make them. Each ad needs enough impressions to produce a readable result, so splitting a small budget across many ads means none of them get there. Three genuinely different angles beat ten variations of one angle, because ten variations mostly test the thumbnail.
How do I know whether it is creative fatigue?
Look at frequency and click-through together. Genuine fatigue shows frequency climbing while click-through falls, in the same audience, over a period where nothing else changed. If frequency is flat, the cause is elsewhere: a competitor in the auction, seasonality, a landing page change, or an edit that reset learning. The creative fatigue guide separates the cases.
Video or static?
Neither wins in general and both should be in the account. Static tends to be cheaper to produce and works hard for offer-led and product-led messages. Video carries demonstration and story, which matters for anything that needs explaining. Test them as different angles rather than as a format contest. Video versus static covers where each performs.
My CTR is high but nothing converts.
The ad is attracting attention it cannot pay off. Usually the hook promises something the landing page does not deliver, or it attracts curiosity rather than intent. Check that the first thing someone sees after the click matches the thing that made them click. Clicks not converting works through the causes in order.