01 · Problem
Name the frustration before naming the product.
Problem-first
Opens on the cost of the status quo. Works when the audience feels the pain but hasn't looked for a solution yet.
Ad examples
Six ways to say the same offer differently.
An account rarely fails because the targeting is wrong. It fails because every ad makes the same argument. These are the creative structures we build against, so a test tells you something you didn't already know.
Creative structures
The angles we test first.
Illustrative structures, not client campaigns — deliberately unbranded so you judge the argument rather than someone else's art direction.
02 · Offer
Lead with the specific thing they get.
Offer-led
Puts the commercial terms in the first line. Works in a warm market where the category is understood and price is the question.
03 · Proof
Show the result, then explain how.
Proof-led
Built on a verifiable outcome or a real customer's words. Only ever runs with documented permission and honest context.
04 · Comparison
Set the alternative side by side.
Comparison
Frames the choice against the obvious alternative — including doing nothing. Strong in crowded categories.
05 · Founder
Say who built it and why they bothered.
Founder or origin
Trades polish for credibility. Often the highest performer for smaller brands where trust is the barrier, not awareness.
06 · Objection
Answer the reason they scroll past.
Objection-handling
Takes the most common reason people don't buy and addresses it directly. Usually the cheapest win in a stalled account.
How they get tested
A concept isn't an ad. It's a hypothesis.
Each structure above becomes a concept, each concept produces variations, and the variations are compared under conditions that make the comparison mean something.
One argument each
Every concept makes a single, distinct claim, so a winner tells you which argument worked — not which colour did.
Variations within
Hooks, opening frames, formats and lengths vary inside a concept while the argument stays fixed.
Fair conditions
Agreed budget, agreed runtime, agreed success criteria — set before launch, not chosen afterwards to fit the result.
Refresh on fatigue
Winning concepts get new variations before frequency erodes them, so the account doesn't fall off a cliff.
Real examples
Client ads, once they're cleared.
Real ads only appear here with the client's written permission — and never with performance claims attached unless those claims meet our evidence standard.
Approved ad creative
Ad slot 01
Format, objective, the angle it tested and what the test was designed to learn.
Approved ad creative
Ad slot 02
Format, objective, the angle it tested and what the test was designed to learn.
Approved ad creative
Ad slot 03
Format, objective, the angle it tested and what the test was designed to learn.
Evidence standard: any result shown next to an ad must state the objective, the period, the commercial context and its source — and note that outcomes vary. Read the full standard.
Free strategy call
Which angle is your account missing?
Bring your current ads. We'll tell you which of these arguments you have never actually tested.