How to Make Meta Ads Creative Even If You’re Wildly Unqualified

TL;DR

You can make effective Meta ads creative by testing simple static and video formats made with accessible tools such as an iPhone. Dora Denny recommends starting with benefit callouts, “us versus them” comparisons, problem-focused Post-it note ads, one-shot videos, and founder ads rather than costly production setups. Read on to learn what each format communicates and which options beginners should test.

Transcript

Come here. I want to show you something. These were some of the first meta ads creative I helped to make over 10 years ago, right? And it's crazy because back then I had to hire photographers, videographers, even models to help with bringing these ad concepts to life. And you really don't have to do that anymore in 2025. Often times, content shot o... Read More

Key Insights

• Meta ads can be effectively created using simple tools like smartphones and Canva.
• Benefit callout ads are highly effective due to their focus on specific features and benefits.
• The 'us vs them' ad format highlights product superiority by comparing with competitors.
• Ugly ads, including simple post-it note ads, can capture attention with strong messaging.
• Video formats like founder ads and one-shot videos are cost-effective and impactful.
• Stock footage combined with native text overlays can create engaging social media content.
• Testing multiple ad formats is essential to determine what resonates with audiences.
• Creating ads in-house can be cost-effective, but hiring professionals can enhance quality.

Questions & Answers

Q: How can beginners make effective Meta ads creative?

Start by testing both static and video formats instead of relying on one creative type. Dora Denny recommends accessible options such as benefit callouts, “us versus them” comparisons, Post-it note ads, one-shot videos, and founder ads, many of which can be produced with an iPhone and little cash.

Q: Should beginners start Meta ads with static images, videos, or carousels?

Many new brands begin with static ads, but video has become easy to produce and helps power social media platforms. Dora Denny does not consider carousels a particularly good starting point and recommends testing several static and video formats instead.

Q: What are benefit callout ads, and why can they work well?

Benefit callout ads visibly present a product’s specific benefits and features. Dora Denny describes the format as tried, true, and proven, noting that psychological tests mentioned in the transcript found higher recall for the displayed benefits and features than for other formats.

Q: What is an “us versus them” Meta ad?

An “us versus them” ad compares a brand’s product with either a named competitor or a broader, generalized alternative. Dora Denny says this format converts well for many brands and is often an early top-performing creative for a new business.

Q: Do “us versus them” ads need to name a competitor?

No; a brand can compare itself with a generalized “them” instead of displaying another company’s name and logo. Dora Denny says she has named competitors only in specific instances and suggests the generalized approach when a brand is uncomfortable directly calling out a large company.

Q: How do Post-it note ads work in Meta advertising?

Post-it note ads are a popular type of deliberately simple “ugly ad,” with their effectiveness depending heavily on the message. For a new audience, Dora Denny recommends describing and intensifying the problem customers face because, as the Meta ads phrase goes, “the creative does the targeting.”

Q: Should a new brand put a discount offer on a Post-it note ad?

Offers on Post-it note ads can work, but Dora Denny does not consider them the best customer-acquisition starting point for a new brand. People may not respond strongly to a dollar-value offer before they understand what the product can do for them.

Q: Which affordable Meta video ad formats can beginners make?

Beginners can make an “ugly ad” video or a one-shot, one-take video framed as a review or point-of-view clip. Founder ads are another accessible starting format, especially for founders doing everything themselves, and require guidance about what to discuss rather than a costly production setup.

Summary & Key Takeaways

• Meta ads can be created effectively without expensive setups. Use simple formats like benefit callouts and 'us vs them' comparisons. Testing different ad types is crucial to find what resonates best with your audience.

• Affordable tools like smartphones and Canva make ad creation accessible. Video formats like founder ads and one-shot videos are impactful and cost-effective. Stock footage with native text overlays enhances social media content.

• Testing various ad formats helps identify what works best. Creating ads in-house can be cost-effective, but hiring professionals may enhance quality. Understanding audience preferences is key to successful ad campaigns.