How to create ad creatives based on what already works
A creative is your ad's video or image. Studying ads with a long run helps you start with better odds, as long as you make your own version instead of copying.
Modeling is not copying
- Modeling: understanding the structure and reasoning, then applying them to your offer.
- Copying: using the same video, text, image or brand. It can infringe copyright and get your ad taken down.
How to break down an ad
- Hook: what grabs attention in the first 3 seconds?
- Pain or desire: what problem or wish does it touch?
- Promise: what result does it offer?
- Proof: is there a demo, testimonial or example?
- Call to action: what does it ask people to do?
Formats to test
- A person talking straight to camera.
- A demo of the product in use.
- Before and after, when it's allowed and true.
- On-screen text with a voiceover.
- A simple image with one strong line.
How to test
Change one thing at a time, starting with the hook, which tends to have the most impact. Use real testimonials and don't promise guaranteed results.
How to build your swipe file
With Prospect Spy you can filter for ads with the most days running and copies, download videos and images in HD to study, and use ready-made AI prompts to break down the promise and arguments.
Read next
- How much to spend on your first Facebook and Instagram ads
- How to make money online in 2026: real ways to sell
- How to see your competitors' Facebook and Instagram ads
Frequently asked questions
Can I reuse another ad's video?
No. Use it as a study reference and produce your own material.
How many creatives should I test?
There's no fixed rule. Starting with a few variations already helps you compare hooks and formats.
Do creatives need expensive production?
No. Many ads shot on a phone work well when the message is clear.