Founder guide
Analyze the decision sequence, not the editing style.
Break each long-running creative into the moment that earns attention, the problem it makes concrete, the product behavior it proves, and the action it requests. Compare those decisions across ads before borrowing any surface treatment.
Mark four beats
| Beat | What to write down | Bad shorthand |
|---|---|---|
| Hook | The exact tension, surprise, or recognition in the first moment | UGC hook |
| Problem | The concrete old behavior or cost the viewer recognizes | Pain point |
| Proof | The visible product action and result | Demo |
| CTA | The next action and the reason to take it now | Download now |
Compare repeated decisions
One ad can be a fluke, a broad campaign, or a stale record. Three advertisers making the same product behavior legible is a stronger category signal. Cluster the evidence by decision: first-person confession, impossible-looking result, one-action demo, social consequence, or price objection.
- Keep the wording of the hook separate from the underlying hook type.
- Note when the app UI first appears and whether it is readable.
- Record the payoff screen, not every transition between scenes.
- Flag claims that require evidence the creative does not provide.
Write a testable recommendation
A useful recommendation changes one major variable and preserves the rest. For example: keep the same one-action product demo, but test three moments of need. "Make it more viral" cannot be produced or falsified.
Sources
- Meta Ad LibraryMeta public advertising transparency library.
- About the Meta Ad LibraryMeta explanation of library coverage and transparency data.
- Cal AI public Meta ad 981785190979057Public Ad Library record referenced in the sample.