The Ads Alchemist

@ibidabojonah That separate brand from Business Offering same product with different price tag Comes with good branding and target audience Remember that price doesn't determine value sometimes but branding always determines price.

Akara when them no dey fry across gutter. 22k

@nicktheriot_ That’s the difference between a scroll-past and a click-through and this framing matters way more than people think about it.

Stop torturing people by dwelling on their pain in your ads. Instead, quickly acknowledge their struggle to qualify them. Then immediately paint the picture of the future version of themselves. Bad ad: → 60% "here's everything wrong with your life right now" → 30% "here's what our product does" → 10% "buy it now" Winning ad: → 10% "struggling with this too?" → 30% "here's what changes when you solve it" → 60% "imagine waking up feeling like THIS tomorrow" People buy the future version of themselves they want to become. Not a lecture about everything they're doing wrong right now.

@aporiabuilds It shows about what you love doing 😀

I realized I was crazy, I went to the bathroom with my laptop and made ads.

@lorenzo_pravata The best creative doesn’t announce itself. It earns attention before they realize they’re watching an ad.

The best scriptwriting doesn't sound scripted. The best actors don't look like they're acting. The best ads don't look like ads.

@Ibb_Sadiq Good morning You need to be active

Woke up feeling groggy. This is not a good way to start the week o 😮‍💨

@benradack Well said. Bid mechanics optimize what’s already working and they don’t resurrect what isn’t

Bid caps, Cost Caps, Highest volume None of these bid strategies can save your ad account What saves your ad account is - Good ads - A smart offer - Proactive media buying (the least important) Yes media buying is important. But if your ads suck and your offer isn't hitting then nothing you can do as a media buyer will help. Stop trying to solve your problems by changing your bid strategy. It rarely works. Start paying more attention to your offer, and the ads you're running.

@aporiabuilds They didn’t sell cream. They sold a believable before-and-after. That’s the difference between content and conversion.

This ad works because the transformation feels achievable. Here’s why it converts: - “This is what £4 does overnight” is a strong hook It makes the result feel affordable and accessible instantly. - The timeline format builds credibility “Night before → 3 hours later → next morning” makes the process feel real. - The ad focuses on visible improvement fast People don’t buy skincare products. They buy hope. - The raw, unpolished visuals make it feel authentic It looks more like user content than a polished brand campaign. Good skincare ads don’t just show products. They show possibility.

Most ads don’t fail because of bad targeting. They fail because the message is weak. People obsess over: Interests, Lookalikes, AI tools, Scaling hacks But ignore the one thing that actually gets attention which is the hook.

@Benson_Tik Clients who don't listen don’t get results. Let them burn budget elsewhere

I don’t understand this talk about clients stressing you as a media buyer. If a client is not cooperating, let them go. It’s not a do or die situation. That’s why it’s important to have enough clients in your pipeline.

If your ROAS is dropping, try this before touching your budget: Rewrite the hook 10 different ways. Seriously. We worked on a campaign that was underperforming for weeks. Instead of rebuilding everything, we tested new opening angles. A THREAD 🧵🧵👇👇

@chinanalyst7110 Good morning and happy Sunday

Good morning everyone. Happy Sunday. Welcome to a new week.

@oliverbrocato Hitting a creative wall is real, particularly when you're trying to scale content with automation

Creative strategists are the most valuable employees in ecom. But founders pay them $3k/month. Then wonder why they can't escape the creative bottleneck. One elite strategist can generate millions. Paying 20% above market is the highest ROI decision u can make. Media buying is commoditized.

@thedennis Your brand voice is irrelevant if it doesn't mirror their buying language. Unique doesn't win. Researched wins. The brands scaling past $100K/mo aren't louder they are just more aligned.

"Our brand voice is unique." Your customers don't care about your voice. They care about whether you understand theirs.

@antonioventre This is where performance marketers separate from real strategists.

Hot take: stop killing your top-spending ad just because its ROAS looks bad. That ad is probably the one bringing cold people into the account. Low frequency, high spend, mid ROAS, that's a top of funnel ad doing its job. Kill it and the ads downstream that were converting those people suddenly have nothing to convert. ROAS collapses across the account and you blame the algorithm. GEM does not optimize single ads anymore, it orchestrates sequences. Your worst-looking ad might be the reason the rest of the account works. Check frequency before you kill anything.

@thedennis Watching competitors keeps you average. Watching customers makes you unstoppable.

The best creative strategists I know don't watch competitor ads. They watch customer interviews. Different inputs. Different outputs.

@antonioventre The gap between brand voice and customer voice kills more budgets than bad targeting. TikTok comments show you the real language of conversion which is quietly underused.

The TikTok comments method for finding ad angles that actually convert: Step 1: search your product category on TikTok. Sort by most viewed. Step 2: open the top 10 videos and read the comments. Not the captions, the comments. Step 3: look for: > what people complain about with the products they currently use > the exact phrases they repeat across different videos > the objections that keep coming up under sponsored content > the use cases nobody is advertising yet Step 4: pull those phrases word for word into your ad scripts and static headlines. The gap between how brands talk and how customers talk is where most ads die. Brand voice: "Advanced 3-step routine for visibly firmer skin." Customer voice in the comments: "my mom is 55 and people think she is my sister, this is the only thing she uses." Guess which one stops the scroll. Your customers are already writing your best hooks. You just have to go read them.

@Ibb_Sadiq Sorry man, hope this week recovers it all .

150k down the drain 😭 A part of the funnel was broken. See wetin sleep cause😭😭 Always monitor your ads at intervals please, I’m in pains. This week better be nice

@antonioventre The goal isn’t more spend, it’s higher win rate. Manual bid caps force Meta to prove value first.

Most brands lose money on Meta because they think the goal of testing is to spend more. It isn't. The goal is to spend AS LITTLE as possible to find winners. Two levers that actually matter: > minimize spend per test > maximize win rate (% of ads that hit your KPI) The trap with CBO is that it optimizes for lowest CPA, not highest ROAS. If you have a $50 product at $30 CPA and a $100 product at $40 CPA, Meta will pour budget into the cheap one even though the $100 product is your real winner. Same logic with videos vs images inside a CBO. Meta tends to push videos because engagement signals are stronger, not because the ROAS is better. This is why I run some testing through manual bid cap or cost cap. You give Meta a number that only works if the creative is actually profitable. If it can't hit it, it doesn't spend. No wasted budget on bad signals. The tradeoff: if your creatives are weak, the campaign sits idle. That's not a bug, that's the whole point. Better to see zero spend than $2K spent at 1.1x. Pick the structure based on your AOV, margin, and how much break-even risk you can stomach. There is no universal answer here.

@antonioventre Don’t blame Meta for a leaky checkout. Fix the fundamentals before you scale.

Got on a call with a founder last week who was convinced his ads were broken. ROAS sitting at 1.4x. Spending $8K/month. Frustrated. I opened his account and the ads were actually fine. CTRs healthy, hook rates above benchmark, creative diversity decent. The problem was his Shopify store. Conversion rate 0.7%. Product page had no reviews, no clear offer, checkout asking for 11 fields. I told him honestly, I am not the right person to take your money right now. Fix the store first, then we talk. He pushed back. Said every other agency told him they could fix it with better creative. The thing is, no creative on earth saves a 0.7% conversion rate. You are just paying Meta to send traffic to a leaky bucket. Sometimes the best thing I can do for a brand is tell them ads are not their problem yet.

@aporiabuilds Most brands waste their first 3 seconds on a logo nobody recognizes. Start with the pain. Make them feel seen. Then sell.

The reason most ecom ads fail in the first 3 seconds: They start with the brand. Nobody cares about your brand yet. They care about themselves. Start with their problem. Start with their desire. Start with something that makes them stop scrolling. Brand comes after attention. Never before.