How to
How to fix common ad problems
Organised by what went wrong, not by what a feature is called. Nobody arrives here typing "character limits" — they arrive typing "why is my ad not delivering".
Fix an ad that is not delivering
Audience floors apply per test cell. The published minimums, and the arithmetic that makes a healthy audience deliver nothing.
Run a split test that actually says something
Two cells with the same copy cannot produce a result. How to spot a null test — including in generated campaigns, where 35 of 48 of ours shared a headline.
Stop your ad copy reading like AI wrote it
The phrases readers have learned to skip, and why a model cannot be trusted to check its own register.
Every figure on these pages is one we counted, with its denominator beside it. Where we have not measured something, the page says so rather than reaching for a number that sounds right.