🧠 Your FB Ads Are Missing Something...

Hey there,

Welcome back to the 64th edition of Brandish,

Your guide to crafting an iconic brand.

I constantly see brands get slaughtered by “the Facebook algorithm”.

But the truth is, it’s not the algorithm.

It’s them.

Sticking to traditional brand guidelines doesn’t work on Facebook.

The only thing that matters on Facebook is whether or not your ad stands out.

I’m not talking about the standing out that screams “Hey I’m an ad!”

Sometimes blending in is standing out. (you’ll see what I mean in the newsletter)

It’s time to rethink how you approach FB ads.

Forget about what looks polished and start thinking about what really captures attention and drives clicks.

So kick back,

Grab your Brez,

And let’s talk about what makes a killer Facebook ad.

Don’t fill up your FB ads library with “Where’s Waldo?” books

I’ve seen ads that are so cluttered they look like a game of “Where’s Waldo?”.

There’s just no clear focus for the consumer.

To really guide your audience's eyes, you need to establish a visual hierarchy.

This means using larger fonts, bold, typefaces, and contrasting colors to highlight key elements.

Think of it like a treasure map…

You want to lead your viewer through the ad.

Start by showing them where to look first.

Is it the headline…

Benefits…

A CTA…

You pretty much want to tell the consumer…

Look at this…

Then look at that next…

Then look here after…

What you DON'T WANT TO DO is force your audience to figure it out themselves.

Otherwise, you’re just asking them to scroll off.

And as long as you don’t make it so balanced to where it starts looking like a blank wall, you are good to go!

A CBO’s Guide to Building The Perfect Obvi Ad

I had to sit down and spend some time thinking about the best way to show you what a good ad creative process looks like…

But what better way than to rip apart some of our own best-performing ads.

Let’s dissect the first one…

Right off the bat, your immediate reaction is probably “What killer???”

Sit tight, let me explain.

The term “FUPA” is a trendy term for that stubborn fat below your gut that can be tough to get rid of.

Now, taking a look at the ad’s structure…

First, you’ll notice that the tagline, “FUPA KILLER.”, is front and center, dominating the hierarchy.

Second, you see a killer offer of 40% off.

And the last thing people see, the benefits—“curb appetite, burn calories, lose weight.”

The key takeaway from this ad is that what really caught your eye when giving the ad a glance was the tagline “FUPA KILLER.”

And that split-second glance that most viewers will be giving your ads will make or break its performance.

Alright, let’s switch gears for a second.

We’ve talked about what makes a winning ad, but here’s the reality…

Even the most brilliantly crafted ad is only as good as the data behind it.

Tool of the Week

When it comes to creating winning Facebook ads, getting the creative right is only half the battle.

The other half?

Making sure you’re reaching the right people and that you actually know what’s working.

This is where Sonar comes in—Triple Whale’s integration with the Meta Conversions API—A new tool designed to bridge the gap between great creative and accurate data.

This has become increasingly difficult due to the iOS 14 privacy change.

Sonar takes your first-party data (the info you collect directly from customers) and sends it back to the Meta Conversions API for better tracking.

What does that mean for you?

More accurate targeting…

Better insights into customer behavior…

And ultimately, a clearer understanding of which ads are driving results.

Brands that have used Sonar have seen a 17% boost in ROAS within 30 days, and companies like Zox increased ROAS for overseas campaigns from 0.07 to 0.94 overnight.

When you’re spending time and money on creating solid ad campaigns, you need to know what’s actually working—what’s driving purchases, and where to focus your budget.

Sonar makes sure everything is accounted for by providing that deeper level of data and integration with Facebook’s systems.

So if you’re looking to take your Facebook ads to the next level in just a few clicks.

You should 110% give Sonar a shot.

Now, let’s dive into the next ad and see what made it another winner.

Ad Number 2 (Don’t stand out??)

While the “FUPA Killer” ad was all about standing out, this next one takes the opposite approach.

It blends in.

If you give this ad just a quick glance, it already feels and looks different compared to the previous one.

This type of ad is designed to feel native to Facebook.

It’s not flashy or in-your-face.

And doesn’t feel icky or direct response-oriented.

It reads more like a genuine post you’d see in a community or a friend’s feed.

That’s the magic here—it doesn't scream “ad”.

It feels like an honest testimonial, which makes people more likely to stop and engage.

Sometimes, the best way to win attention isn’t by standing out but by blending in.

People don’t even realize they’re being sold something until they’ve already bought into the story.

That’s why running testimonial reviews as ads can be super effective.

It’s sneaky in the best possible way—genuine, relatable, and, most importantly, native to the platform.

Ad Number 3 (Niches)

This one is a killer example of an extremely targeted, rifle-shot approach.

The secret behind this ad is that it speaks directly to a hyper-specific group.

Women dealing with PCOS.

Polycystic Ovary Syndrome, or PCOS for short, is a hormonal disorder affecting women and can lead to symptoms like weight gain and hair loss.

It’s a common condition, but many women don’t realize it’s the root cause of their struggles.

At first, targeting a niche audience might sound limiting.

But targeting PCOS is the perfect example of why it isn’t.

By focusing on a specific pain point—weight gain or hair loss due to PCOS, we’re addressing real concerns that resonate deeply with a particular audience.

So instead of the generic weight-loss message, this ad says, "Hey, we know why you're struggling, and here’s how we can help."

I want to talk a little bit about the image used in this one specifically.

Notice anything different?

Of course you do.

This one is drastically different from the two previous ads I showed you before because rather than a fancy studio shot or AI image, this one shows off the raw product in real life.

This makes it feel more genuine, while still keeping the brand and product front and center.

And top of niching down and being a “raw” photo, the ad is being whitelisted through a skincare influencer, which adds even more credibility to the message.

She’s sharing her own struggles with PCOS symptoms, which makes this ad feel even more relatable and personal.

When you tap into someone’s specific problem, it makes them feel like the ad is speaking directly to them—like, "Wait, that’s me. Maybe this can actually help."

The more specific and personal you get, the more likely you are to connect with the right people—and ultimately, drive results.

Wrapping Up

At the end of the day, the key to one upping the Facebook algorithm isn’t just about being flashy or on-brand.

It’s about understanding what resonates with who.

Whether it’s a bold, eye-catching tagline like “FUPA KILLER.”

A subtle, native testimonial that blends into Facebook's “environment”.

Or a hyper-targeted niche ad that speaks directly to someone’s unique problem—each of these approaches has driven real results.

And together, they’ve been incredibly effective at generating a profitable return.

Standing out works, but sometimes blending in works even better.

Or…

Blending in works, but sometimes standing out works even better.

The real results happen when you tap into specific pain points that your audience is already thinking about.

Get creative.

Get specific.

And always be testing.

There’s never a one-size-fits-all formula, but when you hit the right note, the results will speak for themselves.

That’s all for this week!

Until next time,

Ankit