From feature ads to 239 trial starts and the account's best CTR.

Every ad was about features.

This app is for hobby photographers. The team had run ads for months, and every ad said the same thing: what the app can do.

Features tell people what they get. They don't tell people why they should care.

Buyers didn't talk about features at all.

Before I wrote a single ad, I read what their users actually said: reviews, comments and support messages. Three things kept coming up.

• Freezing up on a shoot
• Not knowing how to pose people
• Wanting the hobby to finally pay for itself

So the ads said what buyers said.

I turned each of those problems into its own angle. Each ad opens on one problem, in the buyer's words, then shows how the app fixes it. These were the four angles:

1. Stop freezing on shoots
2. Pose people confidently in seconds
3. Turn an expensive hobby into a business
4. All-in-one CRM for your photo business

Three of the ads

Each one opens on a problem buyers wrote about, in their words. The first seconds of each ad play here.

239 trial starts. The best click rate the account ever had.

The ads brought 239 trial starts at a 0.7% CTR, the best the account had seen.

It showed early. In the first test, one ad got three trial starts on about $30 of spend, $10.20 each. I sent the report with a warning that Meta tracking can be off this early. The client's question was how to scale it.