Ad creative
Creative built to run
as an ad.
Boosting a post that did well organically is not advertising, it is paying for more of an accident. An ad is a different job: it has to work on someone who has never heard of you, who did not ask to see it, and who is half a second from scrolling past.
Why a boosted post usually disappoints
A post that did well with your followers did well partly because they already know you. Put the same thing in front of strangers and the thing that made it work is missing.
Ad creative starts from the other end: who has not heard of you, what would stop them, and what do they need to believe before they would ring.
Made to be tested, not admired
One ad is a guess. Several variations of the same idea, a different opening or a different first line, is how you find out which guess was right, and that is worth more than any one polished film.
So creative comes in versions built to be compared, not as a single piece to sign off and admire.
The honest bit about spend
Creative is one half. Budget, targeting and what happens after the click are the other half, and no amount of good filming rescues an ad pointing at a page that does not convert.
If the rest of it is not ready, that is worth saying before money goes into it rather than after.
Before you ask
Questions that come up.
Do you run the ads as well as make them?
The creative is the core of what I do. Whether the running sits with you, with an agency or is something we talk through depends on what you already have set up, so it is worth a conversation rather than an assumption.
How many versions of an ad do I need?
More than one, because a single ad tells you nothing about why it did or did not work. How many is worth matching to what you are spending. There is no point building twelve variations for a budget that will only ever properly test two.
Can you use footage you have already filmed for us?
Usually, yes. If there is existing filming, re-cutting it as ad creative is often the quickest way to get something running while new material is arranged.