Every ad format winning across 100+ Meta ad accounts right now, in one playbook - updated every quarter as winners rotate. - this isn't a youtube guru take on Meta ads. I'm in the accounts. It's just what the data shows. - free, unlocks on subscribe. adswithsimon.com/p/swipe-fil… cheers!

Brands crushing on Meta have less winning angles not more - and it's the difference between spending $300k/mo and $3M/mo. Typical shit "angle finders" do when an ad finally scales is they call the agency to copy the process, they flood Slack with X posts and Reels, and they scale the inputs instead of letting the angle rip, all because they're scared the winner won't hold. Our biggest clients do the opposite. They hammer the shit out of it. A vet in an exam room works. So you get ten vets. Then one's at a farm. Then dog owners react to the vet videos. I've literally seen brands scale horizontally with like 50 ads each of them getting 20-30k/mo of spend. The reason you can't pull this off is you're making anxiety-led decisions. Your team found a winner? great. Celebrate with them. Don't be douche. Then hammer the shit out of it.

Native is the next AI slop. And MrBeast is going to be the one who kills it. Native ads started as the thing nobody saw coming: a random pic, no context + a whole story in the caption. One supp brand started it, and then every other followed. That's the reaction economy. The internet stopped making things a while ago, it just reacts. Content about content about content few days ago, Hormozi posted a 20-minute unedited video, just him talking to camera, no cuts. The day MrBeast does it, it's over bc once the biggest guys on the internet are doing it, it's too obvious to work The scarce thing isn't attention anymore, it's origination. There’s your advantage

Today I made the mistake of telling my hairdresser he could do “anything he wanted with my hair.” Dude broccoli’d me. I have no other choice but to launch a high-ticket info offer with a 16% chargeback rate. See ya on the other side.

caught up with Josh Levine, who’s leading creative strategy at Manychat last week we first talked in Cannes, finally sat down properly this time: lunch, then got to meet their office in Austin great team, great energy. Hope we get to build something together soon

Those Quasi AI drama videos legit make me sad like I almost cried on this one, poor lady why would he divorce her she's so sweet

Posted this 9 months ago. Still opening clients' Figmas every morning to see what we're up to, these three are top performers this week. We still ship crazy volume, but what we care about more and more is shipping top performers, creative diversity inside every account, and growing with our clients long term. LFG static ads for the win

MILTHA (man, i love text-heavy ads) still undefeated, one of the static formats that keeps printing thought I'd share some top spenders from our clients' accounts lately LFG

another 2 top performers we did for this client yessssir

Back from Commerce Roundtable in San Diego feeling fresh Talked to guys who built $100M brands, guys who raised $50M for their startups Biggest takeaway: the gap between me and them is way smaller than I thought. They figured something out. I did too. Running an agency for 100+ brands is honestly harder than most of what I heard there, so many moving pieces. AI is moving extremely fast and teams can build anything right now. Came back thinking statics are a medium, not the only format. Video ads, media buying, bothing stops us from doing it all. But the format was never the work. The work is what you deliver, sure. In advertising it's also making someone feel something so strong they want to stay for the story. Positive, negative, doubtful, doesn't matter, as long as it overflows. It's understanding what's subtle and what actually creates meaning. Utility alone doesn't hit as hard or last as long. Combine it with that and something crazy happens. “We've come too far to give up who we are” Daft Punk said it better Let’s work

The next big competitive advantage might actually be to just have humans in the loop

A YouTube video I recorded a while ago that keeps picking up momentum The New Era of Static Ads Has Just Begun - Variations won't save a fatiguing winner. The audience got tired of the concept, so variations buy you a few days. A new angle buys you another month of winners - The house of cards metaphor: a $200K/month account with 3 to 5 ads carrying the entire spend. The algorithm saturates ads faster than ever, so a winner that lasts a month or two is already a win - Obsessing over ROAS and CPA makes you protect losers. Meta pushes spend toward the best ads, so what's spent is what worked. Losers are cheap data

Spending time outdoors = New status symbol

Everyone keeps asking what improves hold rate on videos. The answer is open loops. let's name the mechanism: loop debt. every loop you open is a debt, and the viewer stays because you still owe them something There's nothing more native than a documentary (bare with me here). In October Nathan fielder drops one on Elizabeth Holmes: no actors, the real Holmes, filmed right before she went to prison. and that's exactly what people are dying to see. Not a perfo, a real person with nothing to hide behind, letting a camera into the most intimate part of her life Auniva is running the ad version of that on Meta: 23 minutes, one man speaking in first person: Frances, 71, a vascular surgeon for 34 years, telling you the five months he spent testing blood pressure remedies on his own body. It's a documentary that never made the final cut. Everything a normal ad would cut out is still in there. It’s raw. Here's the video anatomy, point by point, so you can steal it: base story: the expert who failed at his own specialty 1/ the free ride hook: "I have held a human artery in my hands and felt it grind." then the twist: 34 years on arteries, and he missed it in his own body. You need to know HOW 2/ the big debt. He refuses his own prescription and says it out loud: "I am going to come back to that." then he doesn't, for twenty minutes. That's the ANCHOR LOOP holding the whole video 3/ The VILLAIN gets a name: the 140 wall. Every remedy he tried worked for two weeks, then stalled at 140. Once the enemy has a name, every new attempt becomes its own loop: is this the one that breaks it? 4/ installments. nine remedies, same shape every time: hope, day fourteen, the wall. each one closes fast, so the viewer feels paid while the big debt keeps growing. by remedy four you're counting days with him 5/ the intimate low. 2am in a motel, checking his own cuff, his daughter asking if he's alright. 6/ the redirect. a waitress at a diner: "you should go see cora." WHO??? new character, new mystery, and the old debt is still open. 7/ the product becomes suspense. he doesn't say it works. He says week three is the test, then counts: day 15, day 18, day 21. by the time the number lands, you've been waiting for it as long as he has 8/ the big debt gets paid. "here is the part I promised to come back to": don't copy me, keep your meds, talk to your doctor. the longest loop in the ad pays off as trust 9/ the p.s. stack. five postscripts, each one re-closing a loop for whoever scrolled straight to the bottom the rule underneath all of it: never close a loop without the next one already open nobody leaves while you still owe them ad library link: facebook.com/ads/library/?id…

12 months later, and we’re back at @CommerceRound. What we accomplished at Statiq in between is incredible: We went from having worked with 80 to 400 brands: Hollow Socks, Mars Men, AG1, HexClad, Jones Road, Polymarket, AppLovin, Vibe, Prose, First Day, Rodan + Fields… From 12 to 50 team members, across 3 continents. From a service-first business, to a data-first company with engineers and AI specialists. With 200,000 static ads produced, we’re by far the largest static ad producer in the world. Extremely proud of how far we got. Let’s work.

if you want gen z and millennial women to sit through a 10-minute ad, make it about protecting their mom. an entire generation grew up on Gilmore Girls, where mother and daughter were best friends before anything else, and it was them against the world (some of these women still call their mom first) Quasi is running an AI song ad built on exactly that instinct: fully animated, 10 minutes long, and it's crushing right now The ad isn't really talking to the mother. it's talking to the daughter watching her. It's also a story with almost no men in it: everything that actually happens is between different archetypes of women: the mother, the daughter, the "other woman," and a stranger, who turns out to be the daughter's old teacher, the authority figure → who hands the daughter something in the middle of the night and barely explains it. She's the one who actually saves the mother, by showing her how to be loved again, starting with herself. the story framework underneath is scaling hard right now, works in almost every account. here's the anatomy, point by point, so you can steal it: base story: betrayal, then rebirth 1/ a dad walks into his son's wedding with the woman he left mom for, young enough to be his daughter. that's the free ride hook. 2/ the pain gets reframed fast. it stops being about the divorce and becomes mom, alone, asking what's wrong with her own face. that's the hinge the whole ad turns on: heartbreak becomes an appearance problem. it's about what it takes to be worthy of being loved. 3/ the authority enters: another woman, older, skin like glass, no makeup → hands the daughter something unlabeled in the middle of the night and barely explains it. that's a super hook: it opens a loop and doesn't close it. the story moves on, but the audience doesn't forget it was opened. they're waiting for it to pay off. 4/ the application gets specific in a way that's basically a product demo, but it doesn't read as one because it's still inside the story: texture, how long it takes to set, what it feels like at each stage. 5/ the daughter is the one who applies it, to her mother, the night before the wedding, at the kitchen table where her mom had broken down crying two nights earlier. she stays with her the whole time. the reason is specific: her mom has to sit across from the man who left her, and the woman he left her for, in front of everyone. this is what gets her through the room. that closes the first loop (the transformation), but by then the ad's already opened three more: will he notice, will she say anything, what happens at the wedding. 6/ the wedding payoff isn't "wins dad back." it's mom recognizing herself in the mirror. and the woman who "won" him is the one who ends up insecure, re-fixing her makeup in a bathroom mirror. mom wears none. 7/ the product earns its way into frame instead of cutting to it. by the time it's actually named, you already want to know what it is. 8/ only at the very end does it turn into an actual pitch: the ingredient story, the guarantee, the urgency Ad library link: facebook.com/ads/library/?id…

We're in 115 Meta ad accounts. We pulled July and August data from 84 of them, spending ~$50M, to look at one thing: what happened to each account's CPA depending on what it did with its monthly budget. - cut monthly spend by more than 20% (21 accounts): CPA up 11% at the median. 6 of 21 ended cheaper than july. - cut spend by 10 to 20% (9 accounts): CPA up 8.5%. 3 of 9 ended cheaper. - held spend within 10% of july (18 accounts): CPA down 1.5%. 9 of 18 ended cheaper. - increased spend by 10 to 30% (19 accounts): CPA up 0.8%. 7 of 19 ended cheaper. - increased spend by more than 30% (17 accounts): CPA up 8.7%. 8 of 17 ended cheaper. the accounts that made a big budget move in either direction, pulling back hard or scaling hard, ended August with a CPA 9 to 11% higher than July. the accounts that held their budget or grew it gradually ended flat. the stat to consider: across the 84 accounts, the typical CPA change from july to august was 12.6%. 34 accounts changed by less than 10%. 22 changed by more than 20%. A CPA that goes up 10 or 12% from one month to the next is inside the normal range, not a sign the account is broken. CPA goes up for 24 hours and everyone acts like the account is on fire.