For those of you that don’t yet know me — hi 👋 I’m Ionas.
I’m an economist turned performance marketer, and since 2020, I’ve helped e-commerce brands and service businesses scale profitably through data-backed paid ads. Over time, I noticed one thing: the difference between campaigns that convert and those that flop almost always comes down to creative strategy — not just targeting or budget.
This exact framework has guided over $1.2M in tracked new revenue for my clients. It’s the same structure I use when writing briefs, ideating content with creators, and producing winning ads that perform on Meta (for you TikTok guys, I’m sorry — my best advice is to switch to Meta or ask for a refund). After years of refining it across industries and offers, I decided to package it into a tool you can use too — to remove guesswork, improve clarity, and help you create ads that actually convert. (upd. Aug2025)
Not all ads are created equal — and that’s where creative angles come in. These are the storytelling perspectives we use to frame our product in a way that resonates with the viewer. Whether it’s highlighting a transformation, showcasing features, or simply letting social proof do the talking, each angle has a job. Some are great for grabbing attention, others for building trust, and others for closing the sale.
Below you'll find a breakdown of 8 proven creative angles. Use them to add variety to your ads, test different narratives, and ultimately improve performance. The most successful brands don’t stick to one idea — they test multiple angles, iterate fast, and double down on what works.
This framework isn’t just something you read once — it’s a system you use to create more effective ads, faster. Here's how to get the most out of it:
Pick Your Objective
Start with the goal: Is this ad meant to stop the scroll? Educate? Build trust? Drive the sale? Your objective will guide your angle choice.
Select 1–2 Angles per Campaign
Choose the most relevant angles based on where your audience is in the funnel.
(Top-of-funnel? Try Problem/Solution or Statistics. Bottom-of-funnel? Go with Reviews or Us vs Them.)
Match the Angle to a Visual Format
Use the 💡 Sample Visual Concepts provided to guide your design or shoot direction.
Keep it tight, clear, and story-driven.
Test & Rotate
No single angle is a silver bullet. The best results come from rotating angles, analyzing performance, and iterating based on what works.
Collaborate With Your Team or Clients
Use this as a shared vocabulary. Whether you're briefing a designer, copywriter, or content creator, it helps everyone stay aligned and focused on what matters: impact.
| 🎯 Angle | 💡 What it is | ⏱️ When to Use It |
|---|---|---|
| Before & After | Shows transformation to highlight results and product effectiveness. | When your product creates a visible or measurable improvement. |
| Features & Benefits | Highlights what the product does and why it matters, tying features to specific outcomes. | When your audience is actively considering a purchase or comparing options. |
| Press | Leverages authority from media mentions, awards, or influencers. | When you want to build credibility fast, especially in a crowded category. |
| Problem Solution | Introduces a pain point and positions your product as the fix. | When you're targeting new customers unfamiliar with your solution. |
| Product Focused | Puts the product front and center — showcasing design, tech, or physical appeal. | When you need to drive awareness for a hero SKU or stand out in fast-scrolling environments. |
| Reviews & Social Proof | Builds trust using real testimonials, ratings, or UGC. | When trust or credibility is key to the sale, or when retargeting warm audiences. |
| Statistics | Uses data, studies, or numbers to prove relevance and product efficacy. | When you want to shift mindset, prove results, or highlight urgency based on trends. |
| Us vs Them | Contrasts your product with old solutions or competitors. | When you're disrupting legacy options, or simplifying a buying decision with a clear comparison. |