The Paid Ads Playbook.
Landing pages, creative, UGC and testing — what to build, what to test, and how to read the results.
Why static ads still work in a video-first feed
Video dominates the feed, but static ads are still the fastest way to test a message. Here's where statics earn their place, where video is stronger, and how to run the two together.
The hook is the ad: writing headlines for static creative
On a static ad, the headline does most of the work. Seven hook types, how to make them readable at scrolling speed, how to match them to your landing page, and a worked example.
October 28, 2026 · 6 min read
Ad CreativeAngles vs. variations: are you testing ideas or just colors?
Testing ten background colors isn't the same as testing ten ideas. How to tell angles from variations, where to find new angles, and how to name ads so results stay readable.
October 28, 2026 · 6 min read
Ad CreativeEight static ad formats every ecommerce brand should have in rotation
Eight static ad formats worth keeping in rotation, from benefit callouts and comparisons to review cards and bundles, with when each one works and a quick build tip.
October 28, 2026 · 6 min read
Ad CreativeCreative fatigue: how to spot it before your CPA does
CPA is the last metric to tell you an ad is tired. The earlier signals to watch, how to rule out other causes, and when to refresh an ad versus replace the angle.
October 28, 2026 · 5 min read
Ad CreativeHow to write a creative brief that gets usable ads back
Most unusable ads start with a vague brief. What a good creative brief includes, a fill-in template you can copy, and the common failures that waste a production round.
October 28, 2026 · 5 min read