Guides
Guides to analyzing and testing ad creatives
Practical, no-fluff guides for reviewing your own ads: how to find what's weakening a creative, fix the message between ad and landing page, and run tests that teach you something.
All guides
Diagnosis · 4 min read
Why Are My Facebook Ads Not Converting? A Step-by-Step Diagnosis
Facebook ads getting clicks but no sales? Work through tracking, metrics, creative, offer and landing page in order, and find the real cause before you change anything.
Framework · 4 min read
How to Analyze an Ad Creative: A 10-Point Framework
A practical framework for analyzing any ad creative: hook, offer, value proposition, visual hierarchy, copy, CTA, audience, pain point, objections and landing page.
Hooks · 3 min read
What Makes a Strong Meta Ad Hook? 8 Angles With Examples
What separates a scroll-stopping Meta ad hook from one people ignore, plus eight hook angles with examples you can adapt for Facebook and Instagram ads.
TikTok · 3 min read
How to Review a TikTok Ad Creative Before You Launch
A practical pre-launch review for TikTok video ads: the opening seconds, on-screen text and safe zones, pacing, native feel, claims and the call to action.
Testing · 3 min read
Ad Creative Testing Checklist: Before, During and After Each Test
A practical ad creative testing checklist: how to pick what to test, write a hypothesis, set up a fair test, read the results and record what you learned.
Message match · 4 min read
How to Spot Ad-to-Landing-Page Message Mismatch
Clicks but no conversions? Learn how to spot mismatches between your ad and landing page, from offers and prices to headlines and CTAs, and how to fix them.
Calls to action · 3 min read
How to Improve Ad CTA Clarity, With Before-and-After Examples
Make your ad's call to action impossible to misread: match it to the offer and audience, align the button, copy and page, with before-and-after examples.
Ecommerce · 3 min read
How to Review an Ecommerce Ad Before You Spend on Testing
A pre-launch review for ecommerce ads: product clarity, price and offer, proof, objections like shipping and returns, mobile legibility, claims and the product page.
Analyze a specific kind of ad
Ad creative analyzer
The ten checks behind every report, and how to read the scores.
Meta ad analyzer
Facebook and Instagram ads, with primary text, headline and landing page read together.
Facebook ad analyzer
Diagnose Facebook ads that get clicks but no sales, or no clicks at all.
TikTok ad analyzer
Short vertical videos reviewed frame by frame, from the opening to the end card.
Ad creative audit
Review a set of ads with one framework, then find the patterns.
Landing page message match
Compare the ad with its landing page: headline, offer, price, promise and CTA.