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 adsm insights from other performance marketers, and my learnings (this issue).

The hardest part of working on creative strategy is the blank page. Especially when you had to launch the ads yesterday.

You open the file, stare at it, and every option feels like it needs three more days of research before you can even start.

So the deadline slips. The launch waits. And you're doing prep no one asked for.

Here's how I skip the freeze and go from new brand to live ads in two hours. With examples from my clients' accounts.

Quick context before we start: usually I do DTC but I started with app & tech, so these formats are very natural to me. These are proven formats. You should try them regardless of DTC or app. They work for any niche.

Let's get into it.

When the brand sits in a category I know, I skip the competitor deep-dive. I try to find a playbook that works here.

So the first move is simple. Find what's already winning and build off it. The ones you know pull results.

FYI, Atria helps you find winning ads really fast. All you have to do is find a competitor and filter the longest-running ads

Once you have the winning ads:

You feed it what works and what customers actually say, then let it spin variations off your format.

Keep them simple. The plain, simple ads usually beat the polished, over-produced ones. Don't add complexity the winning ad didn't have.

Here’s a winning ad (Inspiration) and what we created:

What we created:

Another simple ad that got us to a really good ad:

What we made:

Don’t hunt for customer insight through random research or by asking AI about objections. You’ll get generic ideas. 

I go straight to the Facebook comments on the winning ads, YouTube review video comments about the product. I try to find negative comments.

That's where the real objections live. People say exactly why they won't buy, in their own words, for free.

An ad that names the exact doubt in someone's head and kills it will almost always beat a clever one.

Fifteen minutes, and you've got a batch tied to how buyers actually think.

Inspiration: 

The ad we created: 

We’d like to thank Atria, our partners, for this newsletter.

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.

My clients create their own report in our common Slack channel.

Meet Raya.

Here's where people burn hours. Mapping personas, awareness stages, creative gaps.

In a two-hour window, I don't. I already know where the fast conversions come from.

The middle of the funnel.

The person who's already tried other tools. Who's already weighing the product. They don't need convincing that the problem exists. They need a reason to pick you.

For example, we make us-versus-them ads:

At this stage, the audience is warm, close to buying, and cheap to convince. Hit them first and the account shows life fast.

One more thing, and this is the part most people miss. I don't invent new angles here. I keep the angles that already work and put them in new formats. 

Formats that don't look like ads. Think rating-style videos, street-interview style, secret-camera style, native content that blends into the feed. Same proven angle, fresh wrapper. 

That mix, old angle plus new format, is usually where the next winner comes from.

For example, Here’s an inspiration:

And this is what we created:

Here's another ad that we did for the middle-of-the-funnel audience. Here's the inspiration.

Here’s what we made:

Another inspiration that got us our winning ad:

What we made:

If the batches came together fast and there's still room, I add one more angles from place: Reddit. 

Search the brand or category and read what people actually say. Raw language, actual complaints, phrasing you can lift straight into an ad.

Ten to fifteen minutes of pulling from sources that hand you angles for free.

That's the two hours. Winning-format iterations, objection ads, us-versus-them, and a couple of pulled angles from Reddit. Enough to launch and start learning today.

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.

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