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Notes from the creative lab.
Practical playbooks on Meta ad creatives, creative testing, UGC and scaling, written for brands and media buyers.
Featured / Strategy / 12 min read
With broad targeting and Advantage+, creative is now your targeting. Here is how to build a creative system that scales spend without spiking CPA.
Latest articles
Creative Testing / Nov 2026
How to Test Meta Ad Creatives Without Burning Budget
A lean testing structure that finds winners in days, not weeks, with clear rules for when to kill an ad.
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UGC / Nov 2026
UGC vs Polished Ads: What Converts Better
The answer is both, but not for the reasons you think. Here is how to decide which one your offer needs.
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Strategy / Nov 2026
How Many Creatives Should You Launch Per Week?
A simple way to size creative volume from spend, products and testing appetite, plus the signs you are under-supplied.
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Hooks & Copy / Nov 2026
27 Scroll-Stopping Hook Formulas for Facebook and Instagram Ads
Callouts, bold claims, pattern interrupts and more: the openers we use most, with examples you can adapt.
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Creative Testing / Nov 2026
Creative Fatigue on Meta: How to Spot It Before Your CPA Climbs
The metrics that move first when an ad starts to tire, and a refresh playbook that keeps winners alive.
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Production / Nov 2026
The Ad Creative Brief Template We Use for Every E-commerce Launch
One page that aligns strategy, hooks and deliverables, so ad creative for e-commerce brands ships right the first time.
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Creative Testing / Nov 2026
How to Test Meta Ad Creatives Without Burning Budget
A lean testing structure that finds winners in days, not weeks, with clear rules for when to kill an ad.
Read article →
Creative Testing / Nov 2026
Creative Fatigue on Meta: How to Spot It Before Your CPA Climbs
The metrics that move first when an ad starts to tire, and a refresh playbook that keeps winners alive.
Read article →
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