One winner, run into the ground
The ad that found the product its audience is still running months later. Frequency climbs, the click-through rate slides, and the cost per purchase creeps up a little every week.
Ecommerce ad creative for online storesYou found a product that sells. Now the ad is tired.
Shopify, WooCommerce, your own build: it makes no difference to us. If you sell products online and run Meta or TikTok ads, this page is for you.
What we see in store ads.
We review a lot of store accounts. The same three things come up almost every time.
Variations, not ideas
Five versions of the same ad with a different color or headline. Meta's delivery system treats them as one idea, so they compete for the same shoppers and nothing new is learned.
The objection nobody answers
Your reviews, returns and support inbox say exactly why people hesitate: the price, the fit, the delivery time, whether it really works. Most store ads never mention it.
What we'd make first
Fresh angles on the product that already wins.
We don't start from scratch. We start from your best seller and the reason people hesitate before buying it, then give each ad one job: answer that hesitation in the first three seconds.
- A creator-style demo that names the price objection before the viewer does
- A static that works out the cost per use, or per day, against the alternative
- An unboxing cut to five beats, ending on the offer
- A review-led ad built from the words your customers actually use
A first drop for a store, ad by ad.
Twelve ads on Starter, thirty on Growth. Here is the shape of the first week, each ad labeled with the principle it leans on.
- Price objection hook, UGC-styleanchoring
- Unboxing in five beats, UGC-stylecuriosity gap
- Review stack, staticsocial proof
- Price objection hook, UGC-style: anchoring (the cost per use against what they already pay)
- Unboxing in five beats, UGC-style: curiosity gap (what's in the box, revealed last)
- Review stack, static: social proof (three real review lines, your customers' words)
- Before and after, static: contrast (the problem the product removes, side by side)
- Delivery and returns, static: loss aversion (the risk of buying, taken away)
- Founder to camera, motion: authority (why you made it, in your words)
- Bundle offer, motion: anchoring (the saving against buying separately)
- Problem-first hook, UGC-style: problem first (the moment they need it, before the product)
Illustration: the shape of a first drop, not a client's ads. Every ad is remade to your brief.
The numbers we watch for a store.
Cost per purchase is the number that matters, and hook rate is the earliest signal of it: the share of people who watch past three seconds. A new idea with a strong hook rate but a weak purchase rate tells us the opening works and the offer or the landing page is the problem; a weak hook rate means the idea never got a hearing. We read both every week and the next drop builds on what moved.
Most ads do not win, for anyone. Motion's 2026 creative benchmarks, across 578,750 ads from 6,015 accounts, found only 5% to 8% of ads become real winners, and about half never earn meaningful spend. Source: Motion's 2026 creative benchmarks. So the plan is volume with variety: a steady supply of distinct ideas, so the one that works for your product shows up sooner, and new variants of it are ready before it tires.
How a drop is judged: each ad is compared with your own best ad on the same campaign objective, never with an industry average. Hook rate well above your usual means the opening works and earns new cuts next Monday; a good hook rate with a poor cost per purchase sends us to the offer and the product page; a weak hook rate retires the idea. For a rough outside yardstick, Biddyco's 2026 benchmark is the most recent we know of: Biddyco, a Meta ads agency, found a median hook rate of 20.9% across 479 top-spending Meta video ads from 17 US accounts (June to August 2026), with consumer brands at 22%. It is one agency's sample, a yardstick rather than a target.
What a store's drop holds, and what stays yours.
Every product, cut for every placement
Each ad arrives in 9:16 for Reels, Stories and TikTok, with 4:5 and 1:1 cuts for the feed, and its hook, caption and headline already written. Product statics, UGC-style demos and motion sit in the same folder, named so a catalog with several hero products uploads without guesswork. A person checks every file for claims, specs and safe zones, and that no product is shown doing something it does not do.
Your ads, your account, your call
You approve every ad before it runs, and one that misses the brief is remade free within seven days of delivery. Once paid for, each ad is yours to run on any channel with no time limit, so a demo that wins on Meta can move to TikTok or your product page. We don't run your ads: you or your media buyer upload them, so the account and its data stay yours. A three-line note each week says what the drop tests; Growth adds the weekly winners review and a monthly video report, and the first-winner promise is measured on the same hook rate.
How it works for an online store.
The weekly drop every client gets, pointed at the products that pay the bills.
Brief the best sellers
Ten minutes on the form: your top products, prices and offers, plus the review lines and return reasons that show why shoppers hesitate. The kickoff call settles which product leads.
First ads within seven days
The first drop lands within a week, every file sized and named, then a fresh one arrives every Monday by 09:00 in your time zone.
Approve, upload, report back
Approve or comment the same week, upload to your account, and once each ad has run a few days, send its cost per purchase and hook rate.
Next Monday builds on the seller
The angle that sells gets new cuts for placements it has not reached, and the next unanswered objection gets its turn.
Where most stores start.
Growth: £2,950 a month for 30 ads. Thirty ads a month gives a store enough distinct ideas to find a winner in the first weeks and enough variants to keep it fresh. A smaller account, or one product, starts on Starter and moves up when the first winner needs more cuts.
Questions we get from online stores.
Do you need my product photos or samples?
Photos, yes: the ones on your product pages are usually enough to start. A sample helps for demos and unboxings, so send one if you can. We never show a product doing something it does not do.
Can you make ads for a store with many products?
Yes. We start with the best seller, because that is where a new ad changes the result fastest, then rotate through the range as winners emerge. The brief lists the products and the order you want them in.
What if my ads already work?
Then the job is to keep them working: a new idea ready before the current one tires, and variants of the winner for the placements and audiences it has not reached yet. Many stores come to us for exactly that.
See 8 ads that handle price objections
Concept work: every ad in these teardowns is a concept we drew, not a real advertiser's or a client's ad.
More teardowns for this kind of business:
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