Ad spend, creative, and petrol

The most important rule of social ads?

Remember this (even if you don’t run ads yet)

⛽️ Ad spend is petrol.
🪵 Creative is firewood.
🔥 Petrol only helps when there’s a flame.

Don’t run creative as an ad if…

• You tried organic and it flopped
• Target demo sentiment is ambiguous
• You don’t know what the content’s role is
• You don’t know how to grade its performance

Do run creative as an ad when…

• Organic impressions are good
• Target demo sentiment is good
• You know what the content’s role is
• You know how to grade its performance

Take-away:

Pouring petrol on a fire makes it bigger.
Pouring petrol on a spark puts it out.