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Ad Creation

Making the work: hooks, scripts, and the craft of creatives that earn the click instead of buying it.

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Meta ads aspect ratio: 1:1 vs 4:5, and where 9:16 is mandatory

Which Meta ads aspect ratio to produce: why 4:5 beats 1:1 in the mobile feed, where 9:16 is non-negotiable, and a budget-based rule for how many ratios each concept earns.

6 min read

Ads that don't look like ads: when raw creative wins, and when it backfires

Why phone-shot, native-looking creative often beats polished production in paid social, where the lo-fi formula has worn out, and how to test raw against polished honestly.

6 min read

Direct response ad creative principles you can actually fail

Six direct response ad creative principles rewritten as pass/fail checks you can run on a static or a UGC script before it spends a cent.

5 min read