Ad copy

(BTW if you wan to get my "7 Ways To Make Your Ads Work Better" guide, say "Seven" below). As I've been saying for a while... the Meta ads game has completely changed. What used to work 12-18 months ago isn't cutting it anymore. And the biggest shift? We've gone from a targeting game to a creative game. That's why I've put together this Rapid Creatives Framework. It's the exact system we use for our clients to launch new creatives every week - without needing to be a designer or having a huge team. (but if you do have a team, you can share this with them). ==== Why Creatives Matter More Than Ever The reality is this: Meta's AI has gotten incredibly good at finding your ideal customers. With Advantage+ audiences, broad targeting is actually working better than hyper-specific targeting in most cases. Think about it - if everyone can target the same audiences, what's going to make the difference? Your creatives. That's the new frontier. The advertisers who are crushing it in 2025 are the ones who can consistently produce and test new creative concepts at scale. The big dogs scaling to 7-figures are launching hundreds of creatives every month. But here's the good news: you don't need to match that volume to see results. The Truth About "Ugly" Ads Here's something that might surprise you: text-heavy, simple ads are outperforming fancy video ads across most accounts and industries. I call them "ugly ads" (though they don't have to be ugly), and they're beating everything else in our tests: - Information products - Coaching/consulting - Local businesses - E-commerce - Lead generation - Webinars - VSL funnels What made this happen is that the 20% text rule on Facebook ads is completely gone now... You can run text-heavy ads without any penalty. And I advice you do it. This is a game-changer because it means you can create high-performing ads in minutes without design skills. ==== The 4 Elements of High-Converting Text Ads After testing thousands of variations, I've found there are four key elements that make these simple text ads work: 1. Benefit-Based Headline Your headline needs to communicate a clear benefit. This is the most important element. Pro tip: Make your ad headline match (or be very similar to) your landing page headline. This congruence improves conversion rates dramatically. This also gives you a bonus testing opportunity - you can test multiple headlines in your ads, and when you find a winner, update your landing page to match. 2. Visual of "The Thing" (Optional) Include a simple visual of what you're selling: - Book? Show a 3D mockup - Course? Screenshot of the members area - Webinar? Screenshot of the presentation - Product? Simple product mockup This is optional but recommended. The key is to make it clear what they're getting. 3. Price (For Direct Sales Only) If you're sending traffic directly to a sales page, put the price right on the ad. This is controversial because some marketers think it reduces click-through rates. But what we've found is that putting the price on the ad pre-qualifies your traffic. You get fewer clicks but better conversions. Note: Skip this element if you're promoting a lead magnet, webinar, or VSL. 4. Clear Call to Action Tell people exactly what to do next. Be direct and specific: - "Click the button to get X" - "Get your free Y now" - "Register for the webinar" Don't get creative with your CTAs - clarity beats cleverness every time. ==== Why You Need to Launch New Creatives Weekly Here's why this matters so much: creative fatigue is real, and it happens faster than ever. When you launch a new ad, you'll typically see a performance spike followed by a gradual decline. This happens even if your ad hasn't reached a large portion of your audience. Meta wants to keep its platform fresh, so it actually penalizes creatives that aren't refreshed regularly. But there's another important reason: new creatives help you find new pockets of customers within your broad audiences. Each creative variation will resonate with different segments of your audience. ==== The Rapid Deploy Process Here's exactly how we implement this at scale: 1. Weekly Cadence - Thursday/Friday: Create new ad concepts - Monday: Launch new ads This rhythm ensures you always have fresh content in the pipeline. 2. Launch in Batches of 5 We've found that launching creatives in batches of 5 is the sweet spot. It's manageable even for small teams or solopreneurs. That means 20 new creatives per month - not overwhelming, but enough to keep your campaigns fresh. 3. Use Templates Create a few simple templates in Canva with your brand colors and fonts. This makes it easy to swap headlines and visuals while maintaining a consistent look. 4. Duplicate Winning Ad Sets Instead of creating new campaigns or ad sets for your new creatives: - Find your best-performing ad sets - Duplicate them exactly (same targeting, placements, budget) - Replace the creatives with your new batch - Keep the copy that's already working This way, you're showing new creatives to audiences you know are already interested. ==== Implementation For Different Team Sizes For Solo Marketers: - Set aside one day per week for creative production - Create 5 new ads each week using templates - Focus on headline variations first, then visual variations - Use Canva or similar tools to create simple designs For Small Teams: - Assign creative production to one team member - Create a swipe file of winning concepts - Document what works so you can replicate it - Batch creative approvals to save time For Agencies: - Establish clear creative production processes - Create templates clients can easily approve - Set up a creative calendar and stick to it - Track performance by creative type to refine your approach ==== Real-World Results Let me share what these simple ads have done for real campaigns: For my own Rapid Scale Framework, we went from $30/day to $150/day just by implementing this creative testing system. For another client in the coaching space, we scaled from $100/day to $500/day using nothing but these text-based ads. But here's what's most interesting - the winning ads are rarely the ones we expected. That's why testing at scale is so crucial - it removes opinions from the equation and lets the market decide. ==== Common Objections (And Why They Don't Matter) "But this isn't a proper split test!" I know. I don't care. I'm not trying to run perfect scientific experiments. I'm trying to find creatives that work and scale them. "Won't my brand look unprofessional?" Actually, these simpler ads often convert better precisely because they don't look like ads. They interrupt the scroll pattern and get attention. Plus, you can still maintain brand colors and fonts while using this framework. "Will this work for my industry?" We've tested this across dozens of industries - from high-ticket coaching to local dentists to e-commerce stores. The framework works everywhere, though the specific messaging will vary. ==== Your Action Plan Here's exactly what to do next: - Create 5 simple text-based ads following the framework above - Launch them to your best-performing audiences - Let them run for at least 3-5 days (or until they've spent 2x your target CPA) - Kill the underperformers, scale the winners - Repeat next week with 5 new creatives The key is consistency. This isn't a one-time thing - it's a system you need to implement week after week. ==== The Bottom Line Meta advertising has fundamentally changed. The advertisers who win in 2025 won't be the ones with the cleverest targeting hacks - they'll be the ones who can consistently test new creatives at scale. Think about it this way: Meta's algorithm gets smarter every day at finding the right people. But it still needs YOU to give it the right creatives to show those people. So stop obsessing over targeting tweaks and audience combinations. Instead, build a system for consistently testing new creatives. That's where the real leverage is. If you wan to get my "7 Ways To Make Your Ads Work Better" guide, say "Seven" below... Enjoy!