🎯 PAID AD FRAMEWORKS

24. LinkedIn Sponsored Content

Context: Highly targeted B2B advertising Why Test This: Direct access to decision makers

Framework:

Headline: [Specific ICP], Stop [Doing Old Way]

Body:
[Challenge] holding you back?

[Number] companies like [Names] switched to [Approach].

Result: [Specific outcome] in [timeframe].

[CTA: See How]

Image: Show outcome/result, not just product
Targeting: Title + Industry + Company Size

Test Variables:

• Headline: Question vs. statement vs. command
• Social proof: Company names vs. count only
• Image type: Product vs. customer vs. data viz
• CTA: Demo vs. resource vs. case study

25. Facebook/Instagram Ad Framework

Context: Visual platforms need strong creative Why Test This: Lower CPMs than LinkedIn for some audiences

Framework:

Video Hook (First 3 seconds):
"If you're a [ICP] struggling with [problem], watch this"

Body (Next 27 seconds):
- Show problem
- Introduce solution
- Show result

CTA: "Get [outcome]. Link in bio."

Caption:
[Emoji] [Outcome] without [Pain]

[Brief value prop]

Tap link → [action]

Test Variables:

• Video vs. carousel vs. static image
• Hook: Problem vs. benefit vs. curiosity
• Length: 30 sec vs. 60 sec vs. 15 sec
• CTA timing: End only vs. throughout