We built 144 ads from just 4 personas.

Everyone’s obsessed with testing more hooks. But the real unlock isn’t volume, it’s relevance.

Your ads need to look and feel fundamentally different, starting with who you’re speaking to.

So while most brands are still testing new hooks for one generic customer…

We’re building ad systems tailored to 4 distinct buyer types, each with their own visuals, tone, pacing, and emotional triggers.

That’s how we build 36 high-performing ads per persona.

Here’s how to do it properly 👇 Step 1: Research (qualitative > quantitative)

Before you start writing, you collect inputs.

🎯Start here:

1️⃣Customer reviews: Real language, real emotion. How people describe the product, what they love, what they hate.

2️⃣TikTok comments / UGC feedback: How people respond to content. What they tag friends in, what they joke about, what objections come up.

3️⃣Competitor ads: Use TikTok Creative Center. Filter by CTR + 6s view rate. Look at what angles are repeated across top performers.

4️⃣Category trends: What’s being overused? What emotional appeals feel stale? Where’s the white space?

5️⃣Platform data: Identify creative formats that actually perform natively (TikTok ≠ Meta ≠ Shorts).

You’re not looking for ideas. You’re mapping how humans behave around your product category. That’s where creative strategy starts.

This is a brand I’ve had my eye on for a while: Who Gives A Crap.

Quietly scaling. Relentlessly consistent. And now sitting at 9-figure revenue… selling toilet paper.

They’ve donated over $12M to sanitation projects.
That’s 50% of profits.
Which means an estimated $100M+ in total revenue.
(Yes, off toilet paper.)

But what really stands out is their static ads.

Most brands write statics off. WGAC turned them into a growth engine.

👇Here’s why they work (and how you can steal it):


👀 1. Pattern interrupt with humour

This is their superpower.

TOF statics that stop the scroll by being funny, human, and impossible to ignore:

→ “Regular toilet rolls are a real bummer”
→ “Eco toilet paper that doesn’t cost a buttload”
→ “The planet needs us, no ifs or ands. All butts.”

It’s engineered pattern interruption.

If your statics aren’t interesting before the click, they won’t convert after it.

Last month we achieved 125% month-on-month growth with this clothing brand by purely leveraging cost caps through Facebook Ads... here's a quick breakdown of how we did it 💰 👇

💎's from our CMO @matt_lewis97 👇 @matt_lewis97 Before 10th of August, we were spending $650 per day blended across both Facebook and TikTok.

Client ran a big sale event 10-14th.

We prepped the ad strategy to make the most of this, helping achieve a $30k peak day... 📈

TikTok Top Ads is an insanely powerful resource but only when used correctly. 👀

Ads are pushed into the library due to on-platform soft metrics, not ROAS or revenue.

So, be careful.

Here’s a step-by-step breakdown of how to use this FREE tool to your advantage… 👇 To save you time & effort, here’s the correct URL link…

ads.tiktok.com/business/creat…

We're seeing <$1 CPMs and crazy low CPC/CPA using Cost Cap Walk-Downs. 💰

Here's why you SHOULD always be testing these campaigns within your accounts.... 👇 Cost Caps are one of the most underrated strategies to squeeze out extra efficiency and $$$ on TikTok whilst balancing risk.

Cost Cap Definition: Cost cap maximises cost efficiency by getting you the most results (Conversions or App Installs), at or below a set threshold ✅

Here’s how we generated an increase of over £150k+ in monthly profit and decreased MER by 30% for one of our partners, all in under 60 days. 🚀💰

Whilst spending the same amount on paid ads…. 👇 1. Dramatically increased the amount and efficiency of creative testing.

- Isolated creatives on TikTok
- Iterated winning concepts + hooks
- Implemented static ads across FB that became our top performers
- Promoting winners into scaling campaigns AND scaling tests vertically.

Since launching this start-up in Nov 2021, we have (almost) doubled revenue EVERY month and are on track to crack over £200k in June. 💰🚀

Here's a breakdown of exactly how we achieved these results... 👇 1. Applying a multi-platform growth strategy.

We initially launched the brand on Facebook.

Since then, we've brought in TikTok, Google, Email & SMS and ALL have delivered great ROI.

This has created an efficient eco-system of attribution and retention = great returns!

Here's 5 quick and easy ways to source UGC creative at scale for your campaigns👇

*retweet this and i'll send you our notion board template that we use to keep track of relationships and deliverables! 🙂 1. Direct TikTok Searches.

- Type your niche into tiktok e.g. ‘mums of tiktok’
- Filter to videos from the last 3 months
- Make a list of all creators within target follower range (10-200k) or that align with your brand / brief
- Reach out and build a relationship!

3 quick and easy TikTok based website optimisations that will provide instant results 👇

*Im banned from DMs atm - getting the resources to everyone ASAP 😅 1. Overlaying your product images with #tiktokmademebuyit.

Improves congruency, especially if you’re using this within your creatives.

How we use the StoryBrand framework when scripting UGC to create high converting content 👇

*Note - this will not work for EVERY piece of content, but will provide a systemised approach to briefing creators.

First, what is the StoryBrand framework....

Appreciate all retweets🙏 Most films use this.

It's what us as humans have become used to, meaning we can easily communicate immediate value and connect with your ideal customers.

It allows us to address exactly what customers are looking for - their needs, their motivations, and their challenges.