What's up, Marketers! This is Aazar.
This newsletter is all about giving you ad ideas to find winning ad ideas and help you scale.
This newsletter includes: Analysis of top internet ads (this issue), insights from other performance marketers, and my learnings.
I’ve been running Meta ads for 50+ audiences.
It’s easy but also tricky to run ads to that audience.
I found one DTC account that’s doing well, so I am sharing it with you. This brand is called BioRoot Labs.
It feels like a secret that I am finally sharing, but it is worth it.
For those who don’t target the 50+ age group, there are still valuable lessons to learn; I promise. One key takeaway is why “smart ads” often don’t work: you can still achieve great success by creating simple, believable ads.
In this breakdown, you'll see the formats they're using and the psychology that makes each one stop the scroll. Steal what fits your own ads.
Whether you are into health, apps, or education (any niche), you can steal these ideas and make your own ads.
Let's get into it, ad by ad.
Ad 1: The village leader
What stands out
A message from an old man in a turban who looks like he's lived a hard life and is still going strong (kinda authority feeling)
Opens with strong "in my village, women farm at 80, no joint pain, no pills"
Frames the whole pitch as ancient wisdom, not a product ad
Psychology behind the ad
The elder look earns trust and respect before he says a word, so you stop and lower your guard.
"My grandparents never needed pills" makes the promise feel like proven tradition, not a sales claim.
Ad 2: If you're Black and over 50
What stands out
Opens with "if you're Black and over 50," a sharp call-out that stops one exact person
Delivered by a Black presenter speaking to their own community
Names a real fear directly: that doctors sometimes under-treat Black patients' pain
Psychology behind the ad
The specific call-out plus a same-community messenger makes the right person feel this ad was made for them, and trust it instantly.
Naming the medical bias puts the ad on your side against the system, so the pitch feels like an ally, not a seller.
Ad 3: The getting off the toilet testimonial
What stands out
Opens with a relatable problem that is going on in the heads of the prospects, getting off the toilet
Feels like a raw personal story from a 52-year-old, not a polished sales pitch
Psychology behind the ad
"I was only 52 but felt 90" hits the fear of losing your body too early.
Her "I tried turmeric, and it didn't work" mirrors the viewer's own doubt, then answers it head on.
We’d like to thank Atria, our partners, for this newsletter.
AI Coworker to take reporting of your plate.
Raya is an AI performance marketer that lives in your Slack. Tag her like any other teammate and she answers right in the thread, backed by your actual ad account data.
She's trained on over $5.4B in ad spend, so what she tells you is grounded in what's actually worked, not a guess.
One thing worth being clear on: Raya isn't here to replace your team. She takes the reporting and analysis off their plate, so they get their week back for the creative work that actually needs a person.
Add her to a channel. Ask her anything. You'll have your answer in a minute.
Ad 4: The AI animation
What stands out
A full AI animation walking through what happens inside your body over six months
Maps out week 1, week 2, week 3, month 6, so you can picture the whole journey
The visuals match the narration closely
Psychology behind the ad
Seeing the invisible process makes a supplement feel like it's really working, which a talking head can't pull off.
The week-by-week timeline sets expectations, so "nothing happens in week 1" feels normal instead of a reason to quit.
What stands out
A doctor talking to camera, with B-roll cut in to back up the points
Opens by naming the fear behind rheumatoid arthritis: your body attacking itself with no way to stop it
Frames the product as the missing middle between doing nothing and hardcore immune suppressants
Psychology behind the ad
The white-coat authority makes every claim land heavier, and "I recommend this to my patients" turns a sales line into medical advice.
Laying out the scary options first, like methotrexate and biologics, makes the natural route feel like relief instead of a compromise.
Ad 6: Turmeric is the enemy
Interesting thing with this ad: they are into the turmeric supplement, but they are also blaming turmeric (calling it the villain) and going much deeper with the other ingredient inside it, which is what does the main heavy lifting.
So, it's a very interesting way to frame the enemy and decide.
What stands out
An old man with a long beard, instantly relatable for older men watching
Turns turmeric into the villain: "I finally figured out why turmeric didn't work for me"
The tip comes from a buddy, Dave, not the brand
Psychology behind the ad
Blaming the wrong turmeric protects the viewer's ego, since their past failure wasn't their fault.
A tip from a peer plus the "mortgage, wife, kids in college" stakes makes it feel like real advice for working men, not an ad.
Ad 7: The shitty alternatives
What stands out
Opens by rant of every option you've tried: braces, ibuprofen, cortisone, glucosamine
Breaks down exactly why each one fails before pitching anything
Fast, punchy delivery with smooth transitions that pull you from point to point
Psychology behind the ad
Tearing down everything you've already tried builds agreement, so you're nodding along before the pitch even starts.
Explaining the "why" first makes the solution feel earned, and ruling out every alternative leaves this as the only option standing.
Here's one thing worth noticing before you go.
Read all seven scripts side by side and you'll spot it. They're all running the same structure.
Different faces, different hooks, different formats. But the bones are identical.
Call out the pain
Blame chronic inflammation
Explain why regular turmeric fails
Reveal the fix: 95% curcumin, black pepper, MCT oil
Drop the proof, the scarcity, the guarantee
Close
BioRoot found one message that works, then dressed it up for the village elder, the doctor, the Black man over 50, the blue-collar man, the skeptic who's tried everything. Same structure, different skin each time.
You don't always need a fresh idea for every ad. Sometimes you need one winning message and the discipline to keep re-cutting it for new people. You need different creative formats and target different audiences.
Key takeaways to steal
Cast the right messenger. The elder, the black doctor, the peer on the job site each earn trust before a word is said.
Call out one exact person. "If you're Black and over 50" stops the right viewer cold.
Show the before and after on camera. Seeing the change beats claiming it.
Give past failure an excuse. "You took the wrong turmeric" protects the viewer's ego.
Make an enemy. Turning turmeric or ibuprofen into the villain gives people something to root against.
Tear down the alternatives first. Ruling out everything else leaves you as the only option.
Explain the "why" before the pitch. People buy once the problem makes sense.
Visualize the invisible. The AI animation makes a supplement feel like it's actually working.
Set expectations early. "Week 1, nothing happens" stops people quitting too soon.
Find one winning message. Then redo it for different people with different formats and angles.
That’s all from this week.
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.
One ways I can help you, whenever you are ready:
If you’re looking to create winning ads for your brand or app, book a call here. I’m open to more clients now. We’ve been crushing it for multiple health, app, and DTC clients.
