Meta & TikTok ads tips from working marketers

1.See every ad your competitor is running for free

Anyone can look up a page's live ads at facebook.com/ads/library. Twenty minutes of competitor ad research before you brief a campaign beats guessing.

1. Open the Meta Ads Library at facebook.com/ads/library.
2. Choose the target country and select All ads.
3. Search for the competitor's Facebook page or brand name.
4. Review its live offers, hooks and formats.
5. Note how long each ad has been active. Long-running ads often signal a useful direction to investigate.

2.Lock the visual rules before writing a single caption

Define brand colours, logo placement and font the way you would brief a print piece. Ads that look homemade often cost more to run because the audience hesitates on them.

3.Reuse your product photography system across ad creative

The ad and the store should feel like one experience, not two. Repeated lighting, crops and styling help the click feel trustworthy.

4.Write a one-line brand voice guide

Write one sentence your brand would say and one it never would. This stops tone from drifting between founders, freelancers and interns.

5.Win or lose in the first two seconds

Scroll your own ad in the feed like a stranger. If nothing stops the thumb by second two, such as a face, claim or movement, the rest of the video never gets seen.

6.Use one ad, one promise and one page

The click converts when the landing page repeats the exact promise of the ad. Send every ad to the page built for it, not to the homepage.

7.Pick the metric that matches the objective before launch

Awareness watches reach and hold rate. Conversion watches cost per purchase. Deciding after launch is how vanity metrics talk you into keeping losers alive.