BEAT YOUR BEST AD.
No win, no fee.
New ads built to go head to head with your current winner.
Why your ads cost more every month
Open most ad libraries and you'll see the same pattern. Ten ads, one buyer. The same person who already knows the problem, already knows the product, and is nearly ready to buy.
Those ads work, for a while. Then that small group has seen them all, and your cost per sale starts to climb. On any given day only about 3% of a market is ready to buy. The other 97% need a different conversation before your offer makes sense to them.
Most brands answer rising costs with more versions of the same ad: a new hook, a new colour, a new creator. I start with a different question: who isn't hearing from you at all?
Three ways to start
Beat Your Best Ad
No win, no fee.
Send me your current winner. I'll build new ads to go head to head with it, aimed at buyers your library isn't reaching. You see exactly how they perform against your control.
The Awareness Gap Audit
Free, 30 minutes.
Tag your live ads, see where they pile up, and find the buyers they never reach. A self-audit you can run today.
Discovery Call
Free, 45 minutes.
We look at your ads together and agree what's worth testing next. Bring your ad library and your current winner.
I read your ads the way your customer does
I spent 18 years at British Airways, finishing in service design and customer experience planning, before I wrote a word of copy. That's where my Doing, Thinking, Feeling lens comes from. I use it on every ad before I suggest a new one.
Doing: where has this person come from, and does the ad send them somewhere that makes sense next?
Thinking: what do they already know about the problem, the solution and you? Is the ad written for that stage, or one they haven't reached?
Feeling: what state are they in when the ad lands, and which emotion is it reaching for?
Audit. I tag every live ad by buyer, awareness stage, format and proof, and find where they pile up.
Angles. I mine your reviews and customer comments for the buyers and desires your ads aren't covering.
Build. I write the scripts and briefs for new concepts aimed at those gaps.
Test. We put them up against your current winner and let the numbers decide.
Repeat. Winners get new variations, and the next round of gaps gets tested.
Proof: Ivy
Ivy's control ad had gone unbeaten for 8 months. I built three challengers, each changing the emotion on the hook. The pride angle won first time out: 50 trials at £13.61 against the control's 47 at £14.48.
"I was amazed that just changing the hook could improve the results." Ramzy Nanou, Founder of Ivy
“Stuart has an uncanny ability to take the ideas you have in your head
and create beautifully written emails.”
