Hey,
Let’s rewind to a few months ago.
I was working on a brand that had everything – good product, solid offer, decent creatives – but the returns were average. We were stuck somewhere around 2.5x ROAS. Better than most, but not enough to scale.
I didn’t want to just “test more creatives.”
I wanted structure.
So I went back to the basics – and paired one of the most timeless copywriting frameworks, AIDA (Attention, Interest, Desire, Action), with the precision of Meta ad metrics.
And what followed was a performance breakthrough:
9.5x ROAS. On cold traffic.
This email breaks down exactly how I used AIDA across the Meta funnel—with creatives, KPIs, and ad types for each stage.
Let’s jump in.
AIDA + Meta Ads: The Full-Funnel Breakdown
A = Attention
Goal: Stop the scroll. Win the first second.
Ad Types That Worked:
- Meme-style ads
- First-frame hook videos
- Pattern interrupt visuals
- Bold statistic/image carousels
- Scroll-stopping UGC
Metrics to Watch:
- Hook retention (0–3 sec)
- First-frame impression rate
- Thumbstop ratio
- CPM
What I Learned:
Don’t aim for clicks here. Aim for chaos.
If your ad doesn’t disrupt the feed, nothing else matters.
I = Interest
Goal: Get them to care. Build intrigue.
Ad Types That Worked:
- Founder story videos
- Problem-solution Reels
- Relatable POV-style ads
- Native-style demo videos
- Curiosity-driven carousels
Metrics to Watch:
- 15-second hold rate
- CTR
- Watch time
- Engagement rate
What I Learned:
People buy from people, not brands.
Show struggle. Show personality. Don’t look like an ad.
D = Desire
Goal: Build emotional + logical desire for the product.
Ad Types That Worked:
- Testimonial mashups
- Before/after transformation ads
- Feature-benefit breakdowns
- Comparison ads (you vs. the market)
- Emotional storytelling creatives
Metrics to Watch:
- Landing page views
- Add to cart rate
- Save/share rate
- Time on page
What I Learned:
Facts tell. Stories sell.
A good “I was skeptical too…” UGC will always outperform a polished product reel.
A = Action
Goal: Push them over the edge. Trigger purchase.
Ad Types That Worked:
- Retargeting ads with irresistible offer
- Countdown/urgency ads
- Lead form ads
- Dynamic product ads
- Direct CTA reels
Metrics to Watch:
- Conversion rate
- ROAS
- Cost per lead/purchase
- Purchase frequency
What I Learned:
Make it ridiculously easy to say yes.
Stack urgency. Clarify CTA. Eliminate friction.
If your ads are stuck – don’t just “make new ones.”
Map your funnel to AIDA.
Then layer the right creative format + metric at each stage.
Because when you combine old-school persuasion with new-school platforms… magic happens.
If you want help diagnosing your own funnel – drop me a reply. Or forward this to someone running ads who needs to hear it.
Until then,
Happy advertising.