I've generated $100 million dollars for the brands that I worked with. 90% of its credit goes to the Creative strategy we cracked...

It was 2010 when I ran my very first Facebook ad. It was for a local real estate business, and back then, Facebook cared almost entirely about one thing: targeting. You picked an audience segment, hit publish, and Facebook would faithfully show your ad to exactly that group. Fast forward to today, and things couldn’t be more different. Interests and targeting options are no longer the magic lever everyone thinks they are. If you disagree with me, bear with me for a few paragraphs; I’ll show you why, using examples from real campaigns that consistently generate results. Here’s the reality: today Meta cares far less about who you target and far more about **what you show them.**  **Creative and copy drive performance.** The better your ad matches the pain points of a specific audience, the faster Meta’s algorithm will figure out who to deliver it to. But here’s the million-dollar question; ***how do you actually create great creatives and copy?*** Short answer: **research and angles.** This is where most entrepreneurs crash and burn. They treat Meta ads like a slot machine; throw some money in, put up a generic ad, and hope something sticks. That’s why 95% of accounts fail. They’re selling features, not solving problems.  If there’s one thing I can’t stress enough, it’s this: most marketers either forget or don’t understand why people actually buy your product. They buy it to solve a problem. ***You have the product, they have the problem, and money is simply the trade for the mechanism that fixes it.***  That’s it, nothing more complicated than that. Get this one thing right, and you’ll be printing millions. **But…** Most marketers are stuck recycling the same benefit-driven lines instead of building unique angles that actually resonate. I know this firsthand. Years ago, I was in the exact same position. Nothing worked. I’d list every feature of my product and run it again and again, convinced that repetition alone would finally bring sales. It never did. The breakthrough came when I finally understood that ads don’t win on features, they win on **angles.** **An angle is how you position your product as the solution to a very specific problem.**  The moment I stopped selling jackets as “warm and cozy” and started positioning them as the answer for construction workers freezing on job sites, or skiers needing gear that wouldn’t quit mid-run, everything changed. That shift from features to angles, transformed my ad results overnight. # Here's How You Find Great Angles **Step 1: Research the Pain Points First** Instead of sitting down to “come up with ad ideas,” I started by diving deep into where my customers hang out - Reddit threads, industry forums, Facebook groups. I listened to what they were actually complaining about. Not “I need CBD gummies,” but “I can’t live with my anxiety.” That distinction is everything. [Problem: People use CBD for their anxiety.](https://preview.redd.it/8m3yf9phexnf1.png?width=591&format=png&auto=webp&s=f2cf8bccddfe7d26383d9a4cfaca32b903ce11dd) **Step 2: Craft Angles, Not Features** Each audience segment got its own angle. [Craft your ads for the people suffering from anxiety; and make your CBD product, the ultimate solution of anxiety.](https://preview.redd.it/p1pm592jexnf1.png?width=568&format=png&auto=webp&s=18adcee73ebf74ede6aa99e7943beb4b4e974b49) ***Example for a ‘Jacket’ product:*** * **Construction Workers** → “Why most jobsite jackets leave you freezing by noon.” * **Winter Sports Enthusiasts** → “The hidden reason ski jackets fail on the slopes.” * **People Who Are Always Cold Indoors** → “Why you can’t get warm no matter how high the thermostat is.” Each one hit a different pain point, spoke in that audience’s language, and built urgency around solving their exact problem. **Step 3: Match Angles to Landing Pages** An angle doesn’t stop at the ad. If someone clicks through expecting a solution for construction workers and lands on a generic “cozy jackets for everyone” page, the conversion dies. I built advertorial-style landing pages for each angle, showing the problem, backing it up with stories and data, and positioning the jacket as the solution. **Step 4: Use Paid + Organic Together** Paid ads gave me fast feedback. Within days, I could see which angles resonated. Once I knew, I took those winning messages and brought them into organic content; blog posts, social media, even email. The two channels started to amplify each other. **Step 5: Let Meta Do the Heavy Lifting** Here’s the part most people miss: Meta doesn’t need you to over-engineer the targeting. If your creative is built around strong angles, Meta already has billions of purchase behaviors to find the right buyers. Strong angles = strong data signals = better optimization. # Why Most Brands Fail When I audit accounts, the pattern is the same: no creative strategy, no angle differentiation, no audience research. Just recycled benefit-driven ads pushed out on repeat. That’s why you see endless “my performance tanked today” posts. It’s not Meta’s fault; it’s a lack of strategy. Now let’s have a look at how billion dollar brands plan their creatives: # Breaking down a $1.2B Ad Creative Masterclass - the AG1 META Acquisition Funnel # Mastering the Unaware **AD #1** https://preview.redd.it/ym5no575fxnf1.png?width=317&format=png&auto=webp&s=3a3990f23ca2b82db904d4d31977df64773dd860 Target: Busy Mothers Angle: AG1 is the better alternative to supplements. [Link to the creative.](https://file.notion.so/f/f/61bf5371-b454-499f-bd2e-446c9fa5b3d6/ab12fc9b-1cdb-493f-8f6d-727b6fdee452/m1241051880676060_DcTDc4HjzOI.mp4?table=block&id=a3fa8d78-9c11-4615-843c-6e559b78590c&spaceId=61bf5371-b454-499f-bd2e-446c9fa5b3d6&expirationTimestamp=1757354400000&signature=I6R5L3kjMhum2lEy2kEjyoX4kysuzuPCRXMGsWdVmeM&downloadName=m1241051880676060_DcTDc4HjzOI.mp4) **AD #2** https://preview.redd.it/sjyhoor3fxnf1.png?width=326&format=png&auto=webp&s=ec6cf2d35b9fce93f9cb6e1be3551941b34b711f Target: Profesional Runners Angle: AG1 is the perfect pre-race supplement [Link of the Creative.](https://file.notion.so/f/f/61bf5371-b454-499f-bd2e-446c9fa5b3d6/5c995902-1abd-498a-b045-2e0ae8845462/m1186577829233542_kDRoDaYgOD4.mp4?table=block&id=60db0f46-febc-4669-bcfd-7ffd43ebdb7e&spaceId=61bf5371-b454-499f-bd2e-446c9fa5b3d6&expirationTimestamp=1757354400000&signature=Rl0HRk12h-NkeqRnr0UsaKvsbLk6EHuJPyCV4YVQtR0&downloadName=m1186577829233542_kDRoDaYgOD4.mp4) # Ending Note If you want your ads to scale past the ceiling, stop selling features and start selling **solutions to problems.** Angles are the difference between “just another ad” and a campaign that converts consistently. https://i.redd.it/qhd386xbfxnf1.gif My team has compiled 5 case-studies that we use to break down other businesses' creative strategies. Case-studies includes following: [Let me know in the comments and I'll DM you all the case-studies. ](https://preview.redd.it/7ctv1jfbfxnf1.png?width=931&format=png&auto=webp&s=953e485d1582bcc22fc3bf44c76ebe5159f0ba2f) If you need it, let me know in the comments and I’ll DM you the link. Thank you and have a good day.