2026-05-01
Why your $20K Meta spend stopped producing winners
Same audience, same offer, same bid. CTR halves over the quarter. Most teams blame the targeting. Almost always, it's the creative.
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Blog
Notes from the account level.
What we're seeing across retainer accounts. No filler.
Coming soon
The five hook archetypes that work for SaaS
Pattern interrupt, behind-the-scenes, comparison shock, operator's confession, before/after stack — when each one fits.
Coming soon
Kill rules: when to retire a hook
The exact thresholds we use to retire a creative on retainer accounts — CTR, frequency, CPM/CPC divergence.
Glossary
- Hook
- The first 1-2 seconds of a video ad. The bet that earns the next 28.
- Hook archetype
- A reusable structural pattern for a hook (e.g. pattern interrupt, operator confession). The angle, not the script.
- Creative velocity
- How many net-new ad concepts an account ships per month. The lever Meta's algorithm rewards.
- Kill rule
- A pre-committed metric threshold for retiring a creative — typically CTR below account median for 5 consecutive days.