Or you don't pay.
I find the buyers your current ads are missing, and write the angles that reach them.
Ecom brands whose winning ads are fading, and who need new ideas rather than new colours.
Course creators selling with cold Meta traffic, who need ads that do the convincing a launch used to.
Open most ad libraries and you'll see the same pattern. Ten ads, one buyer: the person who already knows the problem, already knows the product, and is nearly ready to buy.
Scaling ads takes creative diversity, and real diversity means a whole new idea. A new button colour, headline or hook gives the same idea a fresh coat of paint, so the same people keep seeing the same message.
The angles that last come from somewhere else: the moment a buyer decides they've had enough of the old way, and the words they use when they tell a friend about it.
On any given day, only about 3% of a market is ready to buy. The other 97% need a different conversation before your offer makes sense to them.
It's my DTF framework
What is your buyer doing when the problem shows up, what are they telling themselves about it, and how does it feel? Each answer is a different angle, and most accounts only ever test one.
Tap or swipe through each lens
Someone seeing you for the first time needs a different message from someone comparing you with two rivals. Matching the ad to the stage means fewer people dropping out after the click.
Tap or swipe through the stages
Send me your current winner. I'll build new ads to go head to head with it, aimed at buyers your library isn't reaching. You see exactly how they perform against your control.
Challenge your best ad Winner already died? Bring it back with Dead Ad Resurrection →Research into your buyers, a map of untested angles, and briefs, scripts and statics ready for your team or media buyer, with a monthly strategy session to decide what comes next.
Book a callA step-by-step worksheet you run on your own ads, no call needed. Tag your live ads, see where they pile up, and spot the buyers they never reach.
Get the free worksheet45 minutes, free. We look at your ads together and agree what's worth testing next.
I audit your library, mine what your customers say, and build new concepts aimed at the gaps.
The new ads go up against your winner. Winners get new variations, and the next gaps get tested.
Ivy is a UK food-scanning app whose control ad had gone unbeaten for 8 months. I wrote three challengers that changed only the emotion in the hook, and ran them head to head for 14 days on a no-win, no-fee basis.
at £13.61 each for the pride angle, against the control's 47 at £14.48
head to head against the control
in AI credits to make all three concepts
The pride angle won, narrowly. The more useful finding was why the other two lost: the angle with the highest click-through rate (5.2%) converted worst, because the emotion lived only in the hook. That told us where the next round of testing needed to go.
"I was amazed that just changing the hook could improve the results."
Ramzy Nanou, Founder of Ivy
I'm Stuart. Before I wrote ads, I spent 18 years at British Airways, finishing in service design and customer experience planning. So I see an ad as one step in a journey, and I look at what happens before and after the click as closely as the ad itself.
Since 2022 I've written copy for course creators, coaches and ecom brands. Now I put both to work on Meta ads.
Book a free 45-minute call. Bring your ad library and we'll find the buyers it isn't reaching yet.
Book a free discovery call