Service · Ad creative & video
Creative is the biggest lever Ad creative that stops the scroll.
Static ads, short videos and hooks made to be tested, read on real numbers, and scaled when they win. Built by the person who runs the campaigns.
By Mubeen Khan · Updated
The short answer
Ad creative is the image, video, headline and copy people see in an ad, and on Meta it is now the biggest factor in who sees your ad and what each result costs. Mubeen Khan plans and produces ad creative for Meta and Google Ads, including static ads, short videos and user-generated-style content, and runs a weekly testing system that keeps the winners and replaces the rest. One restaurant video campaign delivered ThruPlays at AED 0.01 each.
- Cost per ThruPlay, restaurant video
- AED 0.01
- ROAS range of top fashion campaigns
- 15x-136x
- Cost per WhatsApp chat from one offer ad
- AED 0.58
- New creative tested
- Weekly
Why creative decides your ad results
Meta's automated campaigns now choose audiences largely from the ad itself: the hook, the visuals and who engages with it. Two ads with the same budget and targeting can differ several times over in cost per result. That makes a steady supply of new, testable creative more important than targeting tricks.
Creative I produce
Static and carousel ads
Offer-led images and carousels for products, services and promotions, sized for Feed, Stories and Reels.
Short-form video
Hook-first videos of 6 to 30 seconds: product demos, founder talking points, before-and-after and offer videos.
UGC-style content
Customer-style videos and testimonials planned with scripts and shot lists, filmed by you, your team or creators.
Copy and headlines
Primary text, headlines and Google responsive search ad assets written to match each angle.
Offers
Often the offer matters more than the design. An AED 5 breakfast offer for a Dubai family restaurant brought 4,579 WhatsApp chats at AED 0.58 each.
How creative testing works
- Find the anglesFrom customer questions, reviews and sales calls: the problems, desires and objections worth an ad.
- Produce variantsSeveral hooks and formats for each angle, so the test teaches us something.
- Test with rulesEach new ad gets a set budget and time; results are read on hook rate, click-through rate and cost per result.
- Scale winnersWinning ads move to scaling campaigns; losing ads are switched off.
- IterateNew versions of the winners keep results fresh before ads tire.
Creative studio or performance creative?
| Typical design studio | Performance creative | |
|---|---|---|
| Judged on | How the ad looks | Cost per lead or sale |
| Volume | A few polished pieces | Steady variants for testing |
| Feedback loop | Rare | Weekly, from live campaign data |
| Who reads the results | Someone else | The same person who made the plan |
Proof from real accounts
Ad creative questions
How many ad creatives should I test?
Enough to learn every week without spreading the budget too thin. For most accounts that means a few new variants each week, more for larger budgets. The goal is a steady flow, not one big batch.
How often should ads be refreshed?
When results start slipping: cost per result rising, click-through rate falling and frequency climbing. In active accounts that is often every few weeks, which is why new variants are produced continuously.
Do I need professional video for ads?
Not usually. Clear phone-shot video with a strong hook often beats polished production on Meta. Professional shoots help for brand campaigns and product hero shots.
What is UGC-style content?
User-generated-style content looks like a real customer or the founder talking to camera, rather than a polished advert. It often performs well on Instagram and TikTok because it matches what people already watch.
Can you make creative if someone else runs my ads?
Yes, though results are best when creative and campaigns are planned together, because the testing data shapes the next round of creative.
Is the creative included in ads management?
Creative direction and copy are part of my ads management. Larger volumes of design and video production are scoped separately.