Library
The best-in-slot library
Working reference material on Meta advertising — written for people who have to ship ads, not read about them.
Complete Ad Angles
Every Meta ad angle, with an example of each
117 angles across 10 families — what each one argues, when it works, where it falls down, and a real ad built on it.
Read the series
Ad Guides
Meta ad guides by industry and platform
How to actually run Facebook and Instagram ads for one kind of business — the offers, the angles, the targeting rules that apply to that trade, and the ads to show for it. 15 published so far.
Browse the guides
Ad Examples
Ad examples by industry and platform
Finished ads for one kind of business on one placement — with the audience, angle and objective behind each one, because we generated them rather than collected them. 16 published so far.
Browse the examples