Hey,
Welcome to the 74th edition of Ad Pulse Monday!
For those new to this series, every Monday, I select an ad or ads that I believe have performed exceptionally well. I’ll break down their success factors, key takeaways, and how you can apply these insights to your business.
If you’re already familiar with Ad Pulse Monday, welcome back!
Consider bookmarking these posts, creating a handy repository right in your browser.
Without further ado, let’s dive in
Clean Slate
To view the ad, register on Minea using this affiliate link (and get a flat 20% discount on paid plans):
https://app.minea.com/ads/facebook?ref=k63dd
And then click on this link:
https://app.minea.com/en/ads/facebook/820601380111836/details?ref=k63dd
1. Thumbnail score:
I’m giving this a solid 5 out of 5. There’s a common myth that Us vs. Them ads violate Meta policies. They don’t.
In fact, this format has been consistently killing it when it comes to conversions. And this one nails it. It groups the competition under a single, clear label – “junk” – but without being aggressive or negative.
It positions Slate as the better option by highlighting what it has, not what others don’t. That’s how you play this game right.
Also, it doesn’t look like a typical ad. It’s clean, easy to scan, and the headline does a great job of grabbing attention. One more thing I love is the small-case text in the headline.
It’s a very Gen Z thing. In case you’re not in the loop, yes, Gen Z is apparently fighting capitalism with bad grammar and lowercase fonts. I know. Don’t ask me how. But that subtle design decision shows they know exactly who they’re talking to.
The subhead also does a great job outlining the offer, and the comparison is broken down into three simple points – just the right amount. No one’s being dragged. It’s tasteful. It’s smart. And it’s super effective.
2. Click Score:
This one gets a 4 out of 5 from me.
The creative pulls you in, and the benefits are clearly highlighted.
What really works here is the tone – it’s written in a way that Gen Z will vibe with.
The headline is catchy, the description is strong, and there’s a free shipping offer that seals the deal.
3. Ugly Score:
This gets a full 5 out of 5. This is exactly how you make the Us vs. Them format feel authentic and not cringey.
No flashy branding, no fake polish – just a clean visual, relatable language, and clear comparison.
The design looks more like something you’d screenshot and share in a group chat than a brand trying to sell something, which is exactly why it works.
4. Congruency Score:
This ad’s congruency score is a solid 5 out of 5.
You’re directed to the brand’s product page.
The landing page is clean and user-friendly, showcasing offers and sale items prominently.
The categorisation of products into packs with discounts on bundles will likely increase the average order value (AOV) for the business.
Caption:
This gets a 2 out of 5. I’ll never understand why brands drop the ball when it comes to captions.
The creative does the heavy lifting, but the caption is where you close the deal and this one just doesn’t show up. No CTA. No extra details. Just one line.
This could’ve been a powerful moment to reinforce the offer, build urgency, or even throw in some social proof. Huge miss.
How can you use this for your business?
- Understand your audience’s language. If you’re targeting Gen Z, drop the formal tone. Use lowercase. Be playful. But stay sharp. The copy should still deliver value.
- Design like you’re not designing. Your ad shouldn’t look like an ad. Use native platform formats, skip the polish, and make it feel like content someone would actually engage with.
- Bundle your products. Show users exactly what they’re getting and give them a reason to buy more than one. Packs with discounts are a great way to increase cart value.
Check Out the Landing Page:
Here’s the landing page for this product:
https://slatemilk.com/products/core-variety-pack/
This post is packed with insights; I again recommend bookmarking it in your browser for future reference.
Finally, I would like to add that I will continue sending you these ads every Monday, but they alone may not be sufficient for your success as you would want more concepts under your belt.
Well, that’s all for post, folks!
Therefore, if you are a Facebook ads marketer and want more ads like these for yourself, then go ahead and check out Minea.
Here is the promo code offering you 20% off for 3 months: SANNIDHYA20
And here is my affiliate link: [https://app.minea.com/find-winning-product?ref=k63dd]
Also, let me know which niche’s ad I should pick up next for you. I would love to hear from you.
DISCLAIMER: This post contains affiliate links, which means that if you click on one of the product links, I’ll receive a small commission.