The Simplest Meta Ads Creative Strategy That Actually Scales In 2026 (1 Winner Into 40)

please confirm, can you see my screen right now? My Google Doc, can you see?

Yes, sir.

Wonderful. So I'm going to dive in, right? As questions come up, please, please, please raise your hand, right? This is the IP and Mars class, 8th of July, 2026, the Creative Modification System by Maciek Lipa. Now I'm going to show you how to find winners then turn one winning idea into 10 tested ads using Claude. I would even say, bro, 30, even fucking 40, right? Tested ads using Claude. Let me get these people inside. And using Claude, the barbaric matrix, ethical doom scrolling, and reference examples. My promise to you guys today, by the way, is by the end of this, you will never be stuck introducing or testing ads ever again with a lot of conviction. You're gonna have a system that you can reproduce that produces high-quality creative volume every single week. And by the way, guys, I'm not just teaching this. We're not full-time coaches. We're using this system for our webinar funnel clients, direct application funnel clients, low-ticket funnel clients, and we're hitting 7 to 8 CTRs on ad variations for our clients, full targeting. And we're feeding our sales team with the leads that are closing 5K, 7K, 10K, you fucking name it, right? Our winning creatives using this system are achieving 5 to 8x ROASes on cold traffic. Now, the one idea that's running this whole masterclass is that most of you guys— and I know this because people are messaging me through Telegram or through WhatsApp— you're getting stuck because you believe testing means inventing brand new ideas from scratch every single week. You're trying to find different, I don't know, hooks, problems, outcomes, and new ideas, right? But that process is slow and inefficient. Let me just take these people inside. At the start, don't get me wrong, you need to have that learning curve with testing creatives because you need to understand what works, right? But when you've got data and when your pixel knows what your customer looks like, this process is slow and efficient. And it's the main reason why your ad output dries up. Because at the end of the day, you've only got so much time. You're scaling acquisition, personal brand, content, YouTube videos, etc., right? The shift is, that you don't test new ideas when you find your winners. Now, of course, I'm not telling you to completely abandon the concept of testing new ideas. You still need to test new ideas, but there is a more efficient process, and that's what I'm walking you over, right? You find a winning idea, or even like a few, um, and then you express that same idea across many formats. One proven video script becomes a few statics. I would even say, bro, this can become 12 statics. Even 15 statics, right? A few carousels, a podcast ad, a UGC re-record, a Loom video ad. Each one is a new creative that opens a new pocket of the audience, but the core idea is already proven, so you're not reinventing the wheel. And I'm going to show you this, guys, right? But if you've got one video script that's profitable, you introduce so many formats, you're printing so many more variations. It's simple, bro. You find what works, Multiply it. Simple, bro. That's all. It's simplicity. And I forgot, bro, there's a quote. Someone replied to one of my tweets. I think even Charlie Munger said it, bro. Like, when you find what works, just duplicate it. It's a proven principle, right? Now, of course, you guys know that creative is king, right? But here is why creative is king and why it's, to be honest, always been king, but even more importantly now. Like, as you guys know, if you are inside the Meta ad account, right, Like, the ad platform has always been about creative. With the new algorithm now, especially, your winners are decided at the creative level more than the targeting level, like always, right? I remember even when I started dropshipping, I was doing— I was selling some bands. I was targeting like Gymshark and that apparel thing and at-home fitness, right? Those days are done. Like, those days are far gone. You You find your winners not through the targeting level, it's through the creative level. This is good news, of course, for you, because creative is the one output you can fully control. You can control your creative, bro. Like who you're calling out, the problems, the outcomes, the agitations, the transitions. You can control this, so it's a good thing. But then, and then I've seen this trap haunt a lot of people inside IPM, right? Is they believe that volume wins. Okay, I'm going to test more creative. Let me just put 50 creatives inside the ad account every single week, right? But volume doesn't win, high-quality volume wins. Now, this doesn't really mean, because when people hear high quality, they mean, they may mean, they may think about high-production ads, right? Like going to a podcast studio and showing that you got, I don't know, like a raffia and linen and you look good and you got veneers like Luke inside the fucking chat right now. But that's not the game, bro. You know, ugly-ass ads can outperform these high-production ads, right? What high-quality volume means is that you're pumping out creatives that focus on the principles and are actually optimized for attracting leads and customers who can take the action you want them to take. Because sure, you can introduce a creative that gets cheap-ass leads, and I've seen this all the fucking time, like leads that pay $3 to $4, right? But if those leads are not attending your webinar, like an example of a conversion mechanism, right, or booking a call when they attend a webinar, or if they're unqualified, these cheap CPLs are just a vanity metric. That's why, bro, I hate when people say, "I got a lead for $2." Bro, that shit doesn't mean stuff, right? With some of our clients, we've paid more per webinar lead in some weeks, and that rise in CPL has made us more money, mainly because the leads were of high quality, right? You as media buyers, as marketers, as direct response savages, I don't know what the naming convention is, right? You need to focus on the metrics that matter. ROAS, cash collected. These are the two main ones. I'm gonna highlight this, right? And of course, if you're above KPI on your critical numbers, right? Cost per website schedule and your target CPL and all these other things, right? You do need to unveil more creatives, absolutely, but never volume at the cost of quality. Because a bad idea filmed 10 ways is still 10 shit ads and 10 ads that are going to continue to make you unprofitable, right? So this is why creative is important, but it's high-quality production, right? High-quality ads. Like ads that actually, and the keyword here is principles, right? It's like, you guys are vetted in direct response. You know, you've probably read Breakthrough Advertising, all these books, right? Problem, invalidation, solution, proof, credibility, differentiation, novelty. Karl Milligan, New, Easy, Save, Big. These are the principles that make a good ad, right? Now, how do you find winners? Right, and this is how we find winners, and it's going to be super cracked, so make sure you're proactive here, right? As marketers, you're not inventing ads from a blank page. Sometimes you can if you're feeling creative, right? But all the great artists steal, right? You need to be hunting for formats and creatives that are already proven, then reskin them into your offer. Very simple, right? And here are 3 ways to hunt. The first one, ethical doomscrolling, right? You guys are on IG, you're on YouTube, you're on these platforms, you're on Facebook, right? Whenever you see an ad that gets your attention, click it, right? And then when you click the ad, take the action that the marketer is asking you to take. That could be buying the low ticket, booking a call, even opt into webinar funnel, etc. What this does is that it tells out the like Meta that you're the dream prospect looking to achieve this outcome or prevent that problem, right? The more actions you take, as I said here, the more you're signaling to Meta that you're the type of person who's more likely to take X action, right? And Meta, with their standard events especially—book call, website schedule, lead, all of these ones, right? Purchase. Their algorithm is so powerful that they know what a person looks like that's likely to submit a lead, what person looks like that's likely to book a call. And the more action you take, the more you're telling Meta algorithm, yeah, that this person is likely to opt into this funnel, let me show him more ads so he can likely opt into these ones. Because Meta, they love the advertisers, they want to find the best people, and this is the algorithm that they've built, right? Right? So when you take these actions, you're going to be pixeled internally. It's of course inside of Meta's algorithm, right? And Meta will display you more similar ads that you can repeat the process with. And this, bro, this is never-ending, bro. You opt into that webinar funnel, you get hit with another ad. Go to that ad, you opt into that funnel. That ad, you opt into that funnel. Opt-in, opt-in, opt-in, opt-in, etc., right? You're going to like receive so many fucking ads, right? And it's so damn powerful, bro. Meta's algorithm that you can transform your Instagram, your Facebook into a swipe file galore, right? You can honestly communicate to Meta that you're their dream ICP looking to achieve a specific outcome or prevent a specific pain, right? And I taught this inside IPM, the keyword method, right? What keywords are your dream prospects typing into Instagram, YouTube, and Google? Right? Let's say now I'm selling a trading offer, for example, right? An example of a keyword could be best trading signals or best trading discords to join, right? Bro, you're priming the algorithm that, okay, this person is of ICP, right? Or like, let's say preventing Y pain, right? Like, let's say I'm a fat guy, which I'm never going to be fat in my life, respectfully, right? But let's say I'm fat, I'm looking to prevent this problem of being fat. What I'm going to say is that 'Okay, how do I lose fat?' Um, 'lose fat quickly at home workouts,' right? Bro, the more you do these keywords inside Instagram, you're going to be hit with ads. When you get hit with the ads, it can be a book call funnel, you book a call. It can be a low-ticket product on funnel, so you buy it. You're going to be hit with a lot of ads, right? Then what you do at the same time, because what's important is that longevity is the signal, right? When you see a funnel that you like and ads that you like, Go to the marketer's ad library and see the duration of the ad. If an ad has been running for months, it's likely printing or doing well, because like nobody at the end of the day is going to keep a losing ad live, right? There's a few platforms that you can check, like Foreplay or even AdSpy, to check duration of ad, right? Like let's say you saw an ad and the ad's been running since beginning of last year. Bro, there's a reason why it's been running for that long, right? It's proven. Then you can add that to your swipe file, which I'm gonna be showing you how to create in just a moment. And then you add those formats to introduce winning ads for your clients. Now you need to save every format that's been running for a long time. And by the way, if you're on Instagram as well, there is an option. Do you know when you save an Instagram post, right? You can add a folder. Do you know like you got like them folders with Instagram? Right? I've got a folder and it's called ad swipes. And here, bro, I've got so many fucking ads. So you can save ads like the ones that you see on your reel, etc. So like to keep a swipe file natively within Instagram, when you see an ad, save it and create a folder within Instagram. And you can go back at any time, take a screenshot, add to Claude, which I'm going to show in just a moment how to do, guys. And then you, of course, introduce these ads, right? Now, the first one, ethical doom scrolling. I do believe in doom scrolling. It doesn't need to be extensive, but 15-20 minutes a day, doom scroll. The second one is stealing across verticals. This is so fucking critical. Your format is portable when the offer is not. What I mean, right, is like a format that's been printing for e-com or affiliate will very often print in info as well. And I've got some examples of direct-to-consumer ads and like affiliate ads below, right? But you as info marketers, info marketers aren't the best at ads, bro. They're not. If you only swipe info ads, you're being stuck in the info marketing bubble. But info marketers are not the best at ads. Direct-to-consumer ads, no, that DTC guys are, and affiliate guys are, right? So don't only look for ads in info marketer, as I said here, because If you want info, these guys aren't the best with ads, bro. It's the guys running supplement brands, health brands, affiliate brands, you know, like these ClickBank offers, bro. These direct response guys in Brazil, bro, bro, they can craft much better ads than that guy selling, I don't know, bro, like a trading offer that's doing $20K a month, any day of the week, bro. You know? Now, like, here's like one real example. I've got like a little more examples, by the way. But Check out this, right? And please, inside the chat, let me know if you can hear the ad, please, right? Here is one. I showed this to someone else inside IPM, right? This format was doing really well in direct-to-consumer. You may have seen them. It's like these AI visuals that, like, let's say you're sending like a health offer, it shows like the blood vessels and stuff like that in like AI format, right? These person— no, these people, they found that direct-to-consumer format They may have not, I don't know, you know, but this format is proven in DTC, and they reverse engineered it for info. And I'll play like 20 seconds of it. Just let me know if you can hear the audio, by the way.

Did you know you can make—

Can you hear the audio?

Yes, sir.

Yeah, so like, look how they structured this ad, right? And like, a similar format was working in direct-to-consumer, but they took it direct-to-consumer format info, right? I'll play like 15 seconds of it.

Did you know you can make money selling romance books on Amazon? That you create with AI? Yeah, but who would believe that AI can make anything good?

It's true!

You can create books with AI, sell them on Amazon, and make money while you sleep. And people have been doing this for years. But now with AI, you can be up and running—

Bro, cracked. I'll play 10 more seconds.

—in 7 days or less. Carla, why don't you tell them more about it? I'm gonna show you a way to potentially make money By pairing Amazon with the power of AI without ever selling physical products. And I promise you've never heard about this before. I just created some simple digital products, then I put them—

You get the principle, guys, right? Like, that is an ad that when you see, you're like, oh my goodness me, bro, you know? And of course, another important thing to understand is that the format you decide, it also depends on your ICP and their sophistication and awareness levels, right? 'Cause if like, let's say I'm targeting the business owner, then I do that, they're going to be like, this is fucking cringy. But she targets stay-at-home moms. So, you know, it's kind of that entertaining about that kind of Facebook feel, right? That's one example, bro, where you find a format that's ripping in another vertical and take it to info, right? And I think they're even implementing a few more one, no, like a few more. This is either the best. I know that they've done one more, but yeah, like you can check out their ad library, Fiction Profits Academy, check them out, super good ads. Now, the third way on how to find winning ads is your BBM, which you have to be creating for every single client, and what I like to call the Claude replication move, right? This is where you transform competitors' formats into your ad, and then you don't copy their offer, right? With this one, let's say, where is this ad? This one that we watched, right? 40 seconds of. There are probably Chrome extensions where you can get the video script. Right? Super easy, right? Take that script and then you do the process that I say and you can replicate a similar structure for your clients. So what you do is you take the winning format you found, right? The structure, the beats, the hook style, the script, if it's a static, a picture of the static, et cetera. Then you drop it into Claude alongside your buyer matrix. Then you simply ask Claude to reskin that proven structure onto your offer, your avatar, pains, desires, hopes, frustrations, etc. You keep the proven skeleton of that ad, right? There is a— this ad, it follows a specific structure.

Like if we see at the beginning, right, they say, but, um, did you know you can make money selling romance books on Amazon that you create with AI? Yeah, but who would believe that AI can make anything good?

Well, you see how they address doubts and skepticism so early on in the ads, right?. But like, who believes that AI creates these high-quality books, right? They're overcoming skepticism. So when you steal these formats or swipe these formats, you need to understand the structure. What's the first line said? There is an outcome. Then they address the doubt. Then they go into the transition. Then it transitions into the client, etc., right? You need to hijack the structure and not only like the fucking ad, because otherwise you're not going to understand on why it's printed. Right? So then you ask Claude, as I said, to reskin that structure to your client's offer, right? Then you keep the proven skeleton, but you just swap in your buyer psychology. The format of that ad did the heavy lifting on attention structure, on like making it proven, and the BBM makes it yours, right? And I'm going to show you how to create these Claude projects in just a moment, right? But now we need to think to ourselves why people buy, right? Just like a quick foundational thing, but it's very important. I'm going to skim through this because I know that you're of sophisticated background, right? Typically, there's two universal hook drivers, right? Pain, desire, right? Pain is, of course, calling out a problem they're living with right now, right? The commute, the traffic jam, scraping ice off the windscreen at 7 AM, the profit killer they cannot see, the excess time they're spending in the business rather than on the business as a business owner, etc. Right? When you've got your BBM, by the way, um, when you've got your BBM, you can craft different pain points. Because these main problems that you're highlighting, that's one big problem. But beneath that one big problem, you've really got, bro, 30, 40, 50 different pains if you really broaden out, you know. It's like working a 9 to 5, okay, but like, what are the dimensionalized problems? Not being able to see your kids, not going to your kids' ceremonies, not being able to go to your, like, with your kids at 2 PM on a Thursday to the park. You know, like, all these things, like only having 2 times a year for vacation. These are a lot of problems from the main one, right? So the first types of hooks that you can create, pain-focused. Second one, of course, desire, right? Simple. Painting the outcome that they want. The remote laptop lifestyle, new income, Freedom is getting your business, new clients, etc., right? Now, hooks are, of course, very critical, and there are mainly 3 types of hooks that you guys need to understand when creating these ads, all right? One, audio. Second, caption. Third, visual. Audio is the first thing they hear, right? And this isn't only, let's say, your client saying the first word. Another audio can be of a news feature or a news publication or What this person said, right? These are different types of audios. Caption is, of course, the text on the screen, right? What do people read that gets their attention? Third, visual hook is the first frame. This is probably like the most important one, is the visual hook. Because like a lot of you guys, when you're running your ads, let's say it's an ad of your client, right? The first visual hook is of your client wearing a black t-shirt, and he looks the same, right? But the visual hook is important. You need to establish status, especially. That's why your background is very important, what your client is wearing. And another example of like visual hooks, rather than going straight to your client, like, see what this person done, right? The visual hook is of two fucking dogs with a MacBook, right? This is a visual hook that gets someone's attention. If the ad started, let's say, here, I've seen this before, right?. But now it's two dogs with a MacBook and this dog with a pink fucking jumper and a pug that's smiling. That's the visual hook. So when you're crafting these ads, make sure the first 3 to 5 seconds are very critical because they are, they're very important in getting someone's attention, right? So just some foundations, of course, that are very important. Now, the most important section of this probably, and as if you guys have got questions, please raise your hand, but at the end we can do a 50-minute Q&A, right? Here are a few formats we lean on with our clients, right? Creatives that are achieving 5 to 8x ROAS on cold traffic, CTRs 5, 8, 9%. I checked one client ad account and broad targeting, we've got like 9% CTRs, which is insane. And that's on like the unique clicks as well, meaning that they're clicking on the landing page, right? Each one, by the way, is a different vehicle for the same idea. So you're not only going to see like talking heads and selfie videos, right? It's more. Now, I'm going to show some. I know someone else inside Ikim done like a masterclass, but I'm going to show you these 3, right? I'm going to be playing all of the ads so you can consume them, but see how they're structured, right? The first one is the hero arc narrated ad. Simple. A third party tells the story of your hero, your client, your attractive character, right? What this ad does, it creates an illusion of credibility and authority through someone else's lens, which lands harder than if you're praising yourself, right? And I'll show you the Hero Arc narrated ad right now. And once again, let me know if you can see— if you can hear the thing right. This is a masterclass from IPM. I want to re-summarize the video. Let me know if you can hear it.

So have you heard about this law—

Do you hear the video? Yes, sir. Okay, I'm going to play this video. I'll probably play like 15, no, like 30 seconds of it, but see how this person leverages a third party to tell the story, right? Just watch.

So have you heard about this law school dropout who went from $170K in debt to $5 million in just 18 months? Yes, you heard that right. $5 million. It's the kind of story that makes you stop scrolling, right? I must admit, at first glance, I thought it was just another Ponzi scheme. But given the number of times I've seen this pop up, I decided it deserves a closer look. Well, it turns out he's a former law student, a dropout who turned his back on the legal path. Now, this isn't your everyday rags-to-riches tale. Here's the kicker: he did it by leveraging the online marketplace in a way most of us wouldn't even think of. And the most exciting part? He's opened up the playbook and is teaching others how to replicate his success. I mean, we're talking about a method that's not just for the young tech whiz or the social media influencer. It's something—

well, if you extrapolate the, like, the first 20 seconds of the ad, there's so many principles that the market is activating. And it's what I said early on in the masterclass around, like, high-quality ads, right? The ads, they need to be activating these principles.

I'll play, like, 10 more seconds of it so you can see structure, something that could potentially work for anyone willing to learn and apply the principles.

Billionaires don't run dropshipping stores. That's not how you escape a 9-to-5. I don't do that. None of my clients do that. Nobody has ever asked me how to start a business and I told them to do that because it simply does not work. And for anyone who doesn't know how— like, Brooke, I like his work. I know like a lot of people, they swipe his stuff and stuff, right? But Check out even like the transitions, bro. Like when it goes from this old guy and then Brooke in one location, then you got B-roll, and then there's Brooke with like a whiteboard there, different text, right? This is like another good example of a hero arc narrated ad, right? And it can be conducted by like an older person with the credibility and authority, and then it transitions into a client. That's one example of a format. Now the second one is a regular single creator UGC ad, right? Simple, one UGC creator recording an ad for you. This works incredibly well, especially for low-ticket offers, because it shows the value of the product through the eyes of a skeptical buyer. And if we see this in action, one moment, let me just get this person aside. I'm gonna play like 15, 20 seconds of this, right? But once again, guys, please, subconsciously think to yourself what principles are being applied here, right? Because you guys need to understand the structure of the ad, and not only that ad is doing well, right? It's the structure of the ad, how they're starting it, the hook, the transition, etc., right? I'm going to play the UGC one now, 20 seconds, so you can see.

A fully optimized e-commerce brand, and it would only cost you $20.

Okay, this can't be true. I can be the owner of an e-commerce store and sell products online for the same price as my avocado toast? I'm a little suspicious. But let's give it a shot. All right. They've got a bunch of niches, but let's go with cosmetics since that's my jam. Okay, here we are 24 hours after, and I've got an email here saying that my store is ready. Time to see if it's legit. Oh, okay. Wow. I am actually impressed. It looks really professional. Okay, so I posted a short video on my TikTok talking about my product and— oh, already a sale already? Seriously? Hold up, can we see it here on the dashboard? Here it is, it actually works, guys! It's like I found a cheat code for life. You have to try this out.

Another really good ad, right? You see how they address skepticism and doubt, right? Um, with the UGC that speaks to the demographic, like mass market show, like avocado toast, and then like they do like a price anchor against avocado toast, right? But that's another good format of an ad, right? These, by the way, I think I mentioned it below, but bro, to find these, like I do mention it below, but bro, Backstage is an insane platform. Here you can, which I'm going to be walking over, you can filter by age, gender, hair color, eye color, ethnicity, and gender. You can get really specific with your UGC creators. So like, let's say, your demographic is attracted by this kind of person, right? Like, it could be, I don't know, like a shredded person. You can set those parameters within Backstage that they'll find you UGC creators that appeal to those, um, prospects. Um, I'll drop it, I'll drop the link inside the chat so you can go on the platform. I'm not affiliated, um, but the platform you need to— was it, um, create an account, and then you put a, of course, job post out with your budget, etc. Like, the steps are very simple, and then you'll get candidates coming in, um, submitting their applications, right? That's another really good one. This single— wait, maybe that's the wrong link. One moment. Oh, because I forgot to add the HTTPS thing. I'll forward over the correct link. And bro, they are actually incredibly affordable as well, bro. Like, you can probably get like 10 ads for a few hundred dollars because like a lot of these people are freelancers and stuff and they want to make extra money. Let me know if that link works. That one should work. But you can go over there to vet some of these UGC actors. We've hired from there and bro, the ads done really well. Really well. Now the third one is a podcast ad. You guys have probably seen this, but it's a clipped podcast moment, right? It works in e-com, info. I've seen ads for subscription offers, podcasts. They do really well, right? They can be done two-way with like a real guest, or even one-way. Do you know, like when it makes when it seems like that person is just speaking to himself, but he's got like a mic and he's got like that podcast backdrop, right? Both variations work, right? These are extra strong when the brand has a clear authority finger, figure, angle, health, wellness, and doctors, med experts, etc., right? Once again, I'll show you this visually so you can see what this looks like. This is a format for a low-ticket product, but see how the ad is structured. Share my screen. Should be able to hear it. One moment, bro.

We just built this AI that can build e-commerce stores for $20. It'll literally build the website, add the products for you, and it's only going to cost $20. Wait, wait, $20?

I literally just paid a guy $2,000 last week to build an e-commerce website because I have no idea how to, how to start. So what do you mean $20?

Okay, so we use artificial intelligence to actually build the website for you. So the way it works is we built this platform called Ecom Websites, and anyone with any kind of experience level with selling products online can go in, choose what type of products do they want to sell. Let's say you want to sell cosmetics products, you want to sell makeup and stuff like that. You'll go ahead, you'll go on our website, you'll place your order for $20, and then our AI will get to work on building the website for you. So it will go ahead and build an insane website for you. We've tested out hundreds thousands of times, and the websites we see are better looking than websites people pay thousands of dollars for. And once it builds the website, it actually sources products from suppliers that the customer can start selling. So let's say you want to sell cosmetics products. The AI will go ahead and find suppliers with cosmetics products, add them to your website at a markup so that you can start making a profit selling those cosmetics products. And once it's done building it, it'll actually hand it to you on a silver platter. It'll be absolutely ready to go, fully optimized, and you'll You'll be ready to sell cosmetics products and make a profit on those. And all you need to do to promote it is tell people about it, and people will go on there, start buying your products, and you'll make a profit from it. It'll only cost you $20, bro. And the crazy thing is, is we have a guarantee as well, where if you don't make your $20 back on this AI website, you can get a refund within 365 days. So there's no risk for someone that wants to get started with e-commerce. Stop paying these people thousands of dollars. Do it for $20, and the AI will do a better job.

I can guarantee it. Another good ad. The way that I've seen these work, by the way, is like a podcast clip, no, clip, sorry, and then the guest, he addresses like a key doubt, and then the authority figure overcomes that doubt in a podcast format. But even with this ad, you saw the visual cues, you see how he highlights the idea of the guarantee. He says that when the store is created, we even find supplies for you. The only thing that you need to do is go ahead and find people who like to buy, but he makes that process seem very simple. He said you just need to go out there and get customers. He doesn't say like you need to set up a Meta ad account with CBO scaling campaign, look like creative testing. He doesn't mention that, you know, but he makes it seem very easy, and that of course appeals to the easy principle, right? That's another good— that's like another really good format, podcast ad. Ugly founder ad, once again, insanely powerful. Right? This one, by the way, guys, I wouldn't even script these out for your client. I'll just give an outline to your client with what you want to achieve with the ad and get your client to pick up his iPhone or her iPhone and then record the ad for you. Right? This is very organic style. It's kind of like blends in with the TikTok feed, Instagram feed, etc. And they do really well. Right? You just start talking about the problem and the solution that you help overcome, establish credibility, etc.. But this can be very authentic because as I said, your client is not following a script line by line. It's kind of just saying what's on their mind, right? A good example that I found is this one here. I'm going to show you what this looks like. I'll zoom in. With this, of course, attractive character, they did add subtitles for readability. But as you see, bro, there's no, I don't know, like podcast setting. There's no high-end production. She just probably picked up her iPhone. Said what's on her mind, and this could have been like an Instagram content piece. And that's like another thing that you can do, by the way. If you've got an organic piece that's done really well, it can be repurposed to Meta. Super simple, right? But check out this ugly ad that is recorded with an iPhone.

Okay, put a finger down if you know you want to get into sales because everybody says it's the highest paying industry in the world, but you're like, your girl's not gonna cold call, your girl's not gonna door knock, knock. I don't want to send cold emails. I don't want to post any sort of content. I also don't want to build a whole business right now. Like, what do I do? I don't want to work with sales bros. I don't want to go into an office. Welcome to high ticket sales, my girl. I train thousands of women on how to get into high ticket sales, and I'm paying for this advertisement because you need to hear about it. It's all remote, so you can do it from anywhere in the world. It's 100% commission, so you have full control over the money that you make. Want to make more money? Take more sales calls, close more deals. It's the best feeling ever. And the leads are put directly onto your calendar, meaning you don't have to cold call people. And these people are actually interested in what you're selling because they filled out an application to get on the call with you. What application? What am I selling? Who am I selling for? Good question. You know those people you follow on social media that are online coaches and online experts? Maybe they teach you fitness, mindset, business, investing. Yeah, well, they all sell a program, and you think those coaches are the ones on the sales calls all day selling their programs? No. But you know who will be? You. This is what I train my girls how to do. And if you're like, hmm, sounds interesting, that's literally why I paid to put this advertisement on your phone right now. I'm hosting a free live masterclass, so there's only so many spots. If there's a link below, go grab it and save your spot to register for the class. I'll go over scripts, softwares, how to run the sales calls. Really good ad.

Um, it's like an ugly ad because it's of course recorded with like an iPhone. I said that there's subtitles, there's nothing in subtitles, it's just put a finger down sales edition. You know, it's kind of— she mixed interaction with promoting an offer, which was really good. And she embraced the sales process. She said that she paid for the advertisement to be placed on Meta, which was like super smart. She was showing the step-by-step process and like overcoming doubts so many times, like limitations. No cold calling. These leads are putting straight to your calendar. You're in control of your commission. One more commission, take more sales calls. Once again, another really good ad. And you can, as I said, get your client to record, no script needed, and you can make it interactive. Kind of like, like this person done, right? If you want to take the interactive route, just find the content pieces that are ripping right now organically on Instagram. And then find a format that is of course working and model that for paid ads. Super simple, right? This like put a finger down, right? That was, I know that was like an organic trend back in the day. She found that format and introduced that format with Meta, right? I'm not sure how much this ad is doing, but it's probably doing well, right? That's another example. The ugly founder ad. Now static ads, I heard someone inside IPM, I forgot who it was, that static ads don't necessarily work with VSL funnels. But don't sleep on static ads for VSL funnels, direct application funnels, opt-in funnels, lead magnet funnels, webinar funnels, low-ticket funnels. They rip, right? Like statics do incredibly well and they're incredibly cheap to produce. Like bro, you just use Higgsfield or like another tool. They're fast to test. I mean, you're collecting data quickly. And as I said here, they're easy to generate with a platform like Higgsfield, right? Static ads, they crush with all conversion mechanisms. And here are a few static ads examples, not only with info but other verticals as well. Now, this one's from Cole Gordon. Look at Cole Gordon's statics. On the next page, I believe there is an application form, right? But the static, "We pack your calendar with calls or you pay nothing." I believe he done like another headline test was like, I don't know, something about setters and closers, but you get a concept, right? Just a static like this that says the outcome, right? Here's one example, right? Once again, I don't know how well it's doing, but an example of a good static here is from the same Ad Library that I showed you with the two dogs, right? It's like a screenshot from the Instagram Stories, right? Very native. It's blending in with the feed. And the headline, "Turns out you don't need to be a writer to make money on Kindle." Curiosity, right? Then she's paying off the curiosity with the free masterclass that she's doing. But these static ad formats, as you see, they're very authentic. They blend in with the feed. This is like a screenshot of an Instagram story, bro, right? Second one, "Stop watching YouTube tutorials. We'll build you a fully optimized ecom store for $20. Boomastore. Super simple," right? Stop watching these tutorials, we'll get you up and running only for $20. An example of a store for Visual Queue, strong CTA, right? Here's one that I created for one of our clients right now doing really well with Hixord. And we are teaching Amazon ebook publishing. And we compared it against selling physical products on Amazon, $0. You know, you're dealing with inventory and all this shit. Or just get Amazon KDP royalties, right? And then there's this guy looking happy. Here's a guy looking agonized, right? Another example of a static that is doing really well. Here, here is, here are examples of direct-to-consumer ones. These two, by the way, I need to give credit to, what's his name on Twitter? I think his name is Adam Taylor. Let me see, is his name Adam Taylor? Yeah, Adam Taylor. He runs like a creative agency for direct-to-consumer, and he put out like a few examples of his client ads, and I think these 3 are his ones, right? But these are for direct-to-consumer, but you see how the format can be replicated for info so easily, bro. This is selling some supplement for, I don't know what it is, right? Like, become stronger, right? Side effects may include energy that doesn't tap out at rep 8, strength that makes you re-rack heavier, eat heavier every week, recovery so fast you forget it was leg day. And focus so strong you ignore the group chat, right? This is like a really good ad. Here, once again by Adam Taylor on Twitter, comparison, right? Your ad creative stack: CapCut, GPT, Foreplay, AdSpy, this, this, this, this, total this much. Or simplified route, this says we do what a 3-person creative team does, just up to 80 times cheaper. Bang. Another good creative, like This can be modeled to info, right? Here is from Happy Mammoth. They've got insane ads, by the way, guys. Please check out the ad library. Happy Mammoth. The ads are so fucking sick. And you can model them to info, right? Here is a product for weight support that targets middle-aged women, right? Here is like a middle-aged woman, I'm assuming so, with some text or like, whether this is like, I don't know, Sudoku, I don't know. My happy weight at 51 as a— how do you say this word? That's a very difficult word. But yeah, as a woman, right? Like, they've got the picture of the dream outcome with this woman looking, of course, lean, healthy. She's on a beach, you know, and it's because of this product. Something like this can be replicated. Info. This one here, how I bounced back from post-pregnancy belly without having to put my body through the torture of harsh or Zempik chemicals. Invalidation, throwing rocks. A clear picture of the dream outcome. Learn how thousands of women are doing the same. Curiosity-heavy CTA with social proof. Here is one: Gen Z finds new loophole to earn passive income through Walmart, right? Picture of a laptop. This seems to be like a news article. It's kind of like a news feature, right? But all of these static examples they can do really well for info. Even though that, as I said, direct-to-consumer and affiliate guys, they're the best with ads. Just see what they're doing and model it for your clients, guys, right? The following one is a Loom or a screen share ad. Once again, these ads are very raw, they're authentic, and it's just your client going over like a stat on the screen, right? Like let's say you're selling an Amazon Walmart offer, right? It could be him walking over a news article that says that Walmart, that Amazon is promoting Walmart sales even more, and like it's allowed thousands of third-party sellers to find a breakthrough. For example, right, your client opens Loom, screen shares it, walks over his thoughts. There you have another ad format. It's not a talking head, it's just a genuine walkthrough, right? It feels so real, and that's why it converts. I haven't got an example for this, but there are a few that I can potentially grab after. Now before we walk over the core system, there's gonna be like the most important part. Here's one more ad that got my attention by GoHighLevel. Can you guys— can you hit us on Instagram? Can you hear the audio? No, no. Okay, bro, I'm going to send you this link. Let me know if you can access this. But this was like a really good ad. Guys, please click that link and let me know if you can hear the audio. Like one of you. Do you see the GoHighLevel ad? Yeah, you see, bro, like it's kind of like a broad news angle with like a car chase. But it transitions into some go high-level fucking sales. That's— I'm not sure what that format is. It's probably just like a pattern interrupt ad, I don't know. But that's like another good one where you can see that the— I'm not like, I'm not sure on the KPIs of these ones, right? But I would assume that the CTRs and like those things are super healthy because, bro, those are very novel. Like GHL, yeah, Christian, like they run, they've been running like a lot of these different angles. Um, okay guys, now this is the final process. Okay, I'm going to— because we've been like 45 minutes or so, right? It's been massively value-packed so far. I'm going to walk you over the core system, right, on how to take one winner into 10 formats, right, quickly, because I understand that of course attention spans are limited, right? So now let's say you've got a winner— video, static, carousel, whatever it is, right? You've got that winner, but now how do you transform that one winner into 10, 15, 20, 25, 30, 35 winners, right? First thing is now, or after this call, because you need to remain proactive here, right? Build a winning format doc on Google Doc, can't— like, it doesn't matter what is on, right? And then inside Claude, you create an Ad Mastery project, a unique one just for ads. And inside there you add this win format doc with as many different formats and references as examples. No, um, with as many different reference examples, sorry. Right. So you've got like a whole doc kind of like this, right? So you have format, Ugly Founder ad, and then you add so many scripts beneath that, right? Or like images and hooks and stuff. Right. Then you have like, let's say Hero Arc, UGC, podcast, static, carousel, Loom, Ugly Founder. So on, right? Under each format, paste as many real references as possible. So like, let's say static, I would add maybe like 15 statics there. Or like, let's say the ugly ad, add 5, 10, right? Just add as many as possible, and don't be afraid of shifting vertical. Pull from e-com, affiliate, info, SaaS, you know, just pull in as many reference examples as possible. Because what this doc is going to become It's going to become the engine you cross-reference every time you find a winner, right? Easy. So you need to build your winning format doc, right, with like a lot of reference examples. Then you can easily, with Claude, run the multiplication, right? You take your proven asset. Let's say one of you guys, you've got like a proven video script that's got a 5x ROAS, right? You take that video script and feed it into the formats doc and your BBM. So you've got your, what is it? Your Ad Mastery project. You've got your client's BBM. You've got your winning formats doc. And then when you start a chat, you add your winning video script, right? So it's got more than enough ammo. It knows your ICP, dreams, hopes, frustrations, and it's also got reference examples, right? Then simply what you do, right, check out this prompt, it's very simple, right? Use this winning video script and my 10 format reference doc and craft 10 potential ad ideas, outlines for ads, one for each format, and then describe to me what each could look like, right? And then what you— then what now Claude will do is let's say you've got a winning video script, it'll craft you a big idea for a potential podcast ad, for 5 potential statics, for a carousel, for a Loom video, for an Ugly Founder ad, so on, so on, so on, right? With one winning video or one winning format, you can now get podcast, static, carousel, UGC re-record, iPhone selfie version, Looms, everything, right? And this UGC re-record, by the way, you do understand that you can introduce different attractive characters and with the same script, because different attractive characters respond differently to— different people respond differently to attractive characters, right? One person may resonate to this UGC, another person may respond to that UGC, but the same script can be used, right? When you've done this and then you've got the multiplication, you can turn one winning ad into 10 new ads. And this is probably not even 10, bro, I would even say 40, 50. To be honest, like unlimited, to be honest. And you didn't need to reinvent the wheel or test brand new ideas. You've got the one idea that's been proven because your data is telling you, but in different formats. One video script, as I said, static, UGC, re-record, iPhone, all of these formats, right? Super simple. You've got one idea, but you can introduce so many fucking formats. And like the idea is proven, the big idea of your video script has been validated. But if you've got creative fatigue, you need a different format. And that format can be any one of these, right? So that's that process, right? That's how you do it with Claude. The most important part is building the winning format doc, right? And don't be afraid to add as many reference examples as humanly possible, for real. Statics, add 30 statics if needed. For your ugly founder ads, add 15 scripts if needed. The more you add, the better, right? Make this a non-negotiable because it's going to feed your Claude project with a lot of fucking source, right? Then the next thing is, of course, iterations and variations, right? Variations— there are different types of like iterations and variations of ads that you can create. One is simply swapping the person in the winning ad. Bro, this is so neglected. Do you know if your client has a winning video, it's proven, it's got 5x ROAS, you do know that you can probably get another 5 people to record the same ad? And that's like an iteration. Because as I said, a different attractive character on a front-end response, like one person responds to it, another person doesn't, so on, right? That changes with age. That changes with gender. And it's also like for like, right? The same archetype of person, just a different face. Easy, right? Where to source these faces? As I said, Backstage. ArcAds is also good. Fiverr, Upwork potentially, etc. Second iteration, hook, right? I walked over the hooks, right? If I go here, hook, do, do, do, do, where is it? Audio caption, visual., right? These are iterations that you can implement for your ads. So if you go back to the iteration part, right? You've got your hook iteration, that's changing the audio hook and the caption hook together, or only changing the caption. The visual hook is swapping the first frame. Rather than having your client's face there, I don't know, bro, it's a picture of a dog. I don't know, bro. Like that example I showed you, right? That's an example of a visual hook iteration. Fourth one is the style of filming, right? Let's say now you've got a winning video script, but it's your client talking, um, talking head, right? He can re-record that same one screen sharing his Google Doc, Loom, that's another one, right? Or he can re-record that winning ad in a car, in a bathroom, or walking down the street. I don't know, on an airplane, I don't know, bro, you know, you need to adapt the script so the creator can film it easily in the new setting, right? This one here, like another thing, yeah, like when you change the face, the only variable you must also change is the CTA, so it stays congruent. Let's say if your winning video ad has, yeah, like, I recorded this video for you, but then you find like a UGC, the CTA would be, my founder recorded you a video on the next step. Easy, right? Fifth iteration, call-out swaps, right? The same proven structure about swapping the specific call-out. Attention business owners. Okay, attention, um, what's that kind of word for business owners? I don't know, like attention agency owners, attention, um, busy professionals, attention this person. Or like it can be through location. Let's say attention middle-aged women in Australia. The next one can be attention middle-aged women in New Zealand. I don't know, you know, easy. You can also change the callouts. Now, I've walked us over inside IPM, 'cause I do know that we need to do a Q&A for at least 15 minutes. Campaign structure, right? We always have CBO for scaling and ABO for clean creative testing, so you know which creative drove the conversion. We've got an ABO testing campaign one campaign, and then within that campaign we've got so many ad sets. Within each ad set we've got one unique creative. You know what's working. If you're profitable, you let it run. If you've spent 2x your target CPL and you still haven't got a lead, consider killing it, right? But never turn off an ad set unless it is eating spend and getting no results, right? Your sole role as a marketer is to focus testing new ads with these formats and these philosophies that I walked over, and funnels, right? Reverse engineering your KPIs, very important, right? Like, read this, but before you go inside your ad accounts, you need to know your numbers, right? Target CPL, your break-even cost per call booked, like everything, right? Because what this allows you to do, allows you to be more logical with the ads that you're killing. If you now say that 'If I spend $100 for a call, I'm losing money.' If you've got a creative that spent $105 with no call, it's maybe not that best, like not really like a good creative, right? So you need to understand your KPIs A to Z. Scaling, raising ad set budgets 10 to 20% at a time. And I know a lot of people inside IPM, they have run into this problem, but if you do bump your budget and the ad stops booking calls or getting leads, give around 3 days to stabilize, maybe even 4 days. And then if the results are the same, then return to the previous spend. If, of course, you haven't got any new leads or calls booked, etc. Right? Now, the most important— well, not the most important thing, just some few final pointers before we go into the Q&A. Do not think in winner variations versus new concepts., right? And you, you need to think in total creatives tested, right? Because a variation of your winner is still a new creative. Absolutely, 100%. You've got one winning video script, but now you iterate the hook, or you introduce a new format with a UGC creator. That's still a new creative, right? You guys need to make it a non-negotiable to test as many creatives as fucking possible every single week. Right? This of course depends on your client's budget, like, or your budget if you run into ads. But bro, like, you say to yourself every single week, I'm going to test 10 ads, 15 ads, 20 ads, 40 ads, whatever it is, right? Early on in your testing, split rough. Your split has to be like roughly half brand new concepts and half variations of proven concepts. Of proven winners. Sorry, now if winners fatigue, so the pipeline never stops. This is exactly why the multiplication system in Section 5 matters, right? Winners, they can fatigue, but if you introduce a new format of that winner, you combat the fatigue because it's a new format and it's a new concept. So yeah, there we are, guys. Um, of course I'm going to be adding this Google Doc inside the classroom alongside the transcript when it's done. And now we can open the doors for 15-20 minute Q&A. And I'm hoping, of course, you've found some insane value in this. But if you do want to improve your ads, this is the playbook. And like, the most important part is, of course, the core system, right? Here's how you turn one winner into numerous formats. I put 10 formats, bro. It's, to be honest, well, 50, 60, bro, 70, 80 as many formats as possible, right? So yeah, guys, like now we can do a Q&A. But yeah, I am hoping that has been value-packed. So if you have got any questions in regards to ads or anything in general, we can begin opening the doors for a Q&A, and we're gonna close