What's up, Marketers! This is Aazar.

This newsletter is about leveling up your paid growth marketing skills by analyzing the best brands' paid strategy, tactics, positioning, and value props.

This newsletter is divided into:

• Sharing what I've learned (this issue)

• Sometimes sharing some other performance marketers’ lessons with you

• And I analyze & compare the best ads on the internet

BEST LINKS OF THE WEEK (on popular demand)

My favorite finds

• When you want UGC but not ugly

• Storytelling hacks

• Use these hooks in your ads to boost sales

• Most marketers got it wrong which ad won

I spent the past 90 days trying 500+ images with several clients and I’m sharing all of them with you, so you can run proven ads too.

I’ll also explain why they worked.

Note: I’m sharing the swipe file, not the exact ads (for NDA purposes.)

Ad #1 - The Problem-First Illustration

Why it worked: Keyword anxiety that leads + illustration that shows loneliness. The illustration is emotionally evoking and relatable.

Ad # 2 – The Before & After Meme  

Why it worked: The format before & after without showing a real image. With this meme, I’m selling to parents a great life for their kids. Interesting side note, only winning messaging won with this meme ad.

I have also changed my mind about meme ads: I think it can work well in the mental health sector, especially if you do not want copyright issues.

Ad # 3 – The Different Us vs Them Format

Why it worked: This is a client also in the mental health category where their audience has tried multiple solutions and then found the brand I was promoting. Key learning: Don’t try Us vs Them because it is a proven format. Exploit only if you have a definite hypothesis learned from reviews, interviews and research.

I want to bring my readers the best information about advertising — at zero cost. In keeping with this theme, I’d like to thank our sponsors for today’s newsletter.

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Ad # 4 – The Billboard 

Why it worked: Billboard ads have worked for most of the clients. This one works mostly because of the copywriting. 

Ad # 5 – The Before & After Illustration

Why it worked: Steal the viral illustration that shows before & after. It’s simple and easy to understand the benefit you get after changing the copy slightly for before and after.

That’s all from this week’s proven ads. I’ll ask folks at CreativeOS to make a template of these ads for you by next week.

Thanks to our partners who support this newsletter.

BONUS: If I were running your brand

I’m also adding another new format to this newsletter, sharing how I would run your ad if I were your creative agency or consultant.

I’ve started helping newsletter readers with a free creative strategy, and I wanted to share an idea with two avid readers, Gaymeon and Alisa, for their next campaign.

This might also benefit you.

Also, if your ad budget is above $30K and unable to scale, it is probably because:

• You have creatives that don’t scale

• Same concepts are winning but nothing else

• You’re not resonating deeply with your audience

• You’re hitting the same audience instead of expanding your audience

And most importantly, you’re not swinging hard enough, i.e., big bet ads.

This is where I have seen my clients fully utilize my strategies.

My creative strategy ad account audit typically costs $1,500, but for a limited time, I am offering it free to my subscribers.

Don't just take my word for it—watch what other brands have to say after getting insights from my Free Creative Strategy Account Audit.

Claim your free creative strategy account audit 👉

Ad # 6 – The Weight-loss Before & After Ads

This is for Gaymeon who sells coffee that helps with weight loss. 

For this product, I’d use a UX familiarity ad and show Day 1 and Day 30 to inspire the audience. I would not use before & after to since it might get banned.

Example Ad # 1

I’ll use this simple ad to show transformation and won’t add any branded elements to it. I won’t even talk about the product.

Example Ad # 2

I’ll use Facebook ads familiarity principle and show an ad like the one below. This is an organic post that always inspires me (from the brand Tonal.)

Why it would work: Familiarity ads are already proven + you add before & after that shows transformation. You are in the business of selling transformation, not coffee.

Ad # 7 – The Follower Growth Ads

This is for Alisa: It’s hard to sell an expensive physical product to small businesses.

But it is hard only if they don’t understand your product value. The value of your product is follower growth. 

Your product is one of the tactics that can help local businesses grow their social following.

Here’s how I would do it:

I follow Lara Acosta to increase my followers. Her YouTube thumbnails are the perfect inspiration for an ad.

Use these two formats and instead of Lara, place your product + the customer as a hero. 

Ad Example # 1

Ad Example # 2

Hope you all found some inspiration here this week and got a peek at how I think about ads.

Happy Growing with Paid Social,

Aazar Shad

Since this newsletter is free, I do it to follow my curiosity. But I’d love it if you could leave some feedback so I know if I am helping you or not.

Three ways I can help you, whenever you are ready:

• Work with me to get you growth from paid marketing. Book a call here. I’m open to more clients now.

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