Creative strategy for Meta ads

Creative that compounds.

Research your audience, measure your ads against it, plan the next batch to close the gaps, launch it and learn what worked. Then go round again, starting smarter.

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01Research8 audiences, 3 personas 02Measure52 live ads, scored 03Plan6 ideas for the gaps 04LaunchNamed to be measured 05LearnWhat won, and why

Why now

Meta's machine runs your targeting, bidding and placements now. Creative is the lever left in your hands.

RetrievalAndromedaPicks which ads to show
RankingGEMRanks them in the auction
LearningLatticeLearns across the account

56% of auction outcomes are driven by creative. Source: Meta.

01 · Research02 · Measure

It starts by reading your market.

Audience Research searches the web for your category: what people need, what stops them buying and who else they're weighing up. Every source is checked.

Audience Research

Then sizes who could buy, and how ready they are.

412,000 people in Aurelia Skin's addressable market. Three in ten haven't noticed the problem yet; one in ten is ready to buy today.

Audience Research

It splits them by why they buy.

Eight audiences. Same product, eight different reasons to reach for it.

Personas

Each audience becomes a persona.

A name and a face, what they need to hear, what stops them buying and how many people they stand for, ranked core, expanded or exploratory.

The Deal-Driven BrowserMia · 29 · Brisbane · 38K–52K people

Core

Needs to hear

Clear value for money
Proof other buyers rate it
A reason to buy now

Stops them buying

Suspects the price will drop
Unsure it beats cheaper brands

Personas

Then it reads every ad you run.

Your live ads, straight from the public Meta Ad Library: format, finish, look, message, and who each one is written for.

Creative Diversity Report

It scores them the way Meta sees them.

Nine factors, from format mix to visual repetition. 52 ads, but only five looks: Meta treats near-identical ads as one.

Creative Diversity Report

And shows who they actually speak to.

Aurelia's ads speak to 3 of its 8 audiences, judged on what each ad says. Almost half are aimed at one: the deal-driven browser.

Persona resonanceMarket coverage

Then finds the gaps nobody's filling.

Everyone fights over the deal-driven browser. Competitors also speak to time-poor parents and gift buyers. Three audiences have no ads aimed at them from anyone: that's open ground.

Competitor AnalysisWhitespace Report

Sample brand · Aurelia Skin

03 · Plan

Every gap becomes a brief.

Most of Aurelia's ads are polished images, and almost half speak to one persona. So the next batch goes the other way.

Creative Opportunity Brief

Six ideas, each aimed at one person.

One persona and the one need it answers, in the formats your library is missing, with a hook for the first three seconds.

Creative Opportunity Brief

Ready to hand over.

Every idea comes with a mock-up and a stop rule: wait for 10,000 impressions, call it at 14 days. Share it as a link or a PDF.

Share linkPDF

Sample brand · Aurelia Skin

04 · Launch

You launch. Every ad knows what it's testing.

Your team builds the ads and launches them in Ads Manager under the names the brief wrote. Each name carries the idea, persona, funnel stage, format and finish.

Ad names

Then each one earns its verdict.

Nothing gets read before 10,000 impressions, and every idea gets its call at day 14. No more judging an ad on its first good afternoon.

Stop rule

Sample brand · Aurelia Skin

05 · Learn

It reads every ad, every night.

Connect your Meta ad account, read-only, and results sync overnight: spend, CPM (cost per 1,000 impressions), CTR (link click-through rate) and cost per result, ad by ad.

Performance SnapshotDashboard

It spots what's wearing out.

An ad is fatigued when its CTR over the last two weeks has fallen 20% or more from its first week, by more than chance. Signal Labs flags it and names the cause.

Creative Fatigue Detector

And tells you which idea won.

Creative Showdown groups the ads by the names the brief gave them. Phone-shot video beat polished images on cost per purchase, mostly on CTR.

Creative Showdown

What won goes into the next lap.

Log it as a learning and ask for the next test. Your next report reads the ads you just launched, and the next brief starts from there.

Creative LearningsCreative Diversity Report

Sample brand · Aurelia Skin

Round again

Every lap starts smarter.

Each lap, the report reads the ads you've just made, the next brief starts from where you are now, and your learnings keep piling up. Nothing resets.

That's how creative compounds.

Three laps in, Aurelia Skin's ads speak to 7 of its 8 audiences, its diversity score is 83, and 9 learnings are on file.

Sample brand · Aurelia Skin

Everything in the loop

Every stage is a tool. Together they close the loop.

Research, reports and briefs work from public data, so there's no ad account to connect. Connect Meta, read-only, when you're ready to measure.

01 · Research

Audience ResearchYour addressable market, how ready it is to buy and what drives it, from checked web sources.
PersonasEvery audience as a persona: needs, barriers, size, and a score for what it's worth to you.
Brand PlatformYour positioning and voice, folded into the personas, ideas and briefs Signal Labs writes.

02 · Measure

Creative Diversity ReportYour live ads scored on nine factors, with the looks Meta sees and the audiences they speak to.
Competitor AnalysisThe same report on up to five competitors, then whitespace reports for you against them or a whole category.

03 · Plan

Creative Opportunity BriefThe next batch: up to six ideas, each with a persona, a need, a format, a hook and a stop rule.
Creative IdeationMore ideas on tap: a brainstorm matrix across funnel stages, or three worked ideas for one persona.

04 · Launch

Ad namesEvery ad named for what it tests, ready to paste into Ads Manager.
Share links and PDFsBriefs and reports your team or agency can open without an account.

05 · Learn

Performance SnapshotYour best and worst ads for any dates, against the period before.
Creative Fatigue DetectorWhich ads are wearing out, measured on CTR, and the cause behind each.
Creative ShowdownUp to four groups of ads head to head, with a verdict and why it won.
Incremental Reach ReportHow much of each period's reach was new people, not the same ones again.
Analyst SidekickAsk your Meta data a question and turn the answers into a report.

Signal Labs for Claude

Ask Claude about your ads.

Connect Signal Labs to Claude and ask about any brand you manage: live Meta results, what's wearing out, competitors and every report.

How the connector works

Which Aurelia Skin ads are wearing out, and why?

Four of Aurelia's 42 judged ads are Fatigued, all polished studio shots. The top spender has lost 39% of its link CTR since its first week: it's wearing out.

The new phone-shot videos are holding steady.

Creative Fatigue Detector · last 30 days

Pricing

Strategy plans the work. Performance closes the loop.

Both start from a free report. Choose how many full reports you run each month.

Plan the work

Strategy mode

Research, reports and briefs from public ads. No ad account needed.

A$199/ month

5 full reports a month

Choose Strategy

Includes

Creative Diversity Report
Competitor Analysis
Audience Research
Personas
Creative Opportunity Brief
Creative Ideation

Close the loop

Performance mode

Everything in Strategy, plus your Meta ad results, read-only.

A$499/ month

5 full reports a month

Choose Performance

Everything in Strategy, plus

Creative Fatigue Detector
Incremental Reach Report
Creative Showdown
Performance Snapshot
Sidekick Studio

Enterprise

More reports, more workspaces, onboarding for your team.

Agencies: every plan includes unlimited brands and team invites. Several workspaces, white-label share links and seat bundles are Enterprise.

Prices in AUD, including GST. Billed monthly, renewing until you cancel. Cancel any time. Not ready? Start with a free report →

Start here

Start the loop with a free report.

Search your Facebook Page. Your Creative Diversity Report is ready in minutes: free, with no ad account and no card.

Already using Signal Labs? Sign in

Each audience becomes a persona.

A name and a face, what they need to hear, what stops them buying and how many people they stand for, ranked core, expanded or exploratory.

The Deal-Driven BrowserMia · 29 · Brisbane · 38K–52K people

Core

Needs to hear

Clear value for money
Proof other buyers rate it
A reason to buy now

Stops them buying

Suspects the price will drop
Unsure it beats cheaper brands

Personas

Start the loop with a free report.

Search your Facebook Page. Your Creative Diversity Report is ready in minutes: free, with no ad account and no card.

Already using Signal Labs? Sign in