The Paid Ads Playbook.
Landing pages, creative, UGC and testing — what to build, what to test, and how to read the results.
What UGC actually means for paid ads (and what it doesn't)
"UGC" can mean a customer's post or a paid creator's video. Here's what it means in paid social, the formats worth knowing, why it can work in feeds and where it falls short.
How to brief UGC creators for ads, not just content
A brief built for ads gets you footage you can recut and test. What to include, from hooks and proof shots to deliverables and usage terms, plus a template you can copy.
October 28, 2026 · 6 min read
UGCThe first three seconds: UGC hook formats that stop the scroll
Eight UGC hook formats that give people a reason to keep watching, how to film several hooks per video, and how to test them while keeping the rest of the ad constant.
October 28, 2026 · 5 min read
UGCTurning one UGC video into ten ads
Break one creator video into hooks, beats, B-roll and quotes, then rebuild it into ten testable ads, each matched to the right landing page and named so results stay readable.
October 28, 2026 · 5 min read
UGCRunning ads from a creator's handle: partnership ads and Spark Ads explained
What creator whitelisting is, how Meta partnership ads and TikTok Spark Ads work at a general level, the terms to agree before launch, and the risks to plan for.
October 28, 2026 · 5 min read
UGCUGC usage rights and disclosure: what to agree before you run the ad
The usage terms to settle with creators and customers before a UGC ad runs, from paid usage and edits to whitelisting and raw files, plus the basics of honest disclosure.
October 28, 2026 · 5 min read