Top Performers Ad Analysis

Cadence · per-campaignUpdated · 2026-05-19stub

Top Performers Ad Analysis — Miles Mortensen (ISOM)

Catalogue of high-performing ad creative in the client's category. Reference library that creative writers and editors pull from. Inspiration source for hooks, structures, and visual treatments.

Purpose

Stops creative briefs starting from a blank page. When the team is briefing a new ad, they pull 3-5 references from here and start from a proven shape. The discipline of cataloguing forces a real opinion on why each example works.

How to populate

Sources to mine:

  • Meta Ad Library (free, authoritative — shows every ad a page has run)
  • TikTok Creative Center
  • Foreplay / Atria / Pipiads (paid ad-spying tools, if available)
  • The client's own top-performing organic content (treat as ad-equivalent)
  • Competitor ads identified in Competitors Offerings

What good looks like: 10-20 reference ads catalogued. Each one has the link, screenshot or transcript, an extracted hook, the angle classification (Angles & Formats), the format classification, and a note on why it works.

Update: per campaign. Live library — anyone working on the account drops a new reference when they find one worth keeping.

Reference Ads

Ad 01 — [BRAND] — [TOPIC]

FieldDetail
Link / Source[TO POPULATE]
Platform[TO POPULATE]
Hook (first 3 seconds / first line)[TO POPULATE]
Angle Type[TO POPULATE]
Format[TO POPULATE]
Awareness Stage[TO POPULATE]
Why it works[TO POPULATE]
What we'd steal for this client[TO POPULATE]
Performance signals (if visible)[TO POPULATE]

[Duplicate per ad. Aim for 10-20 entries. Tag by angle, format, awareness stage so they're filterable.]

Patterns Observed

After cataloguing 10+ ads, what patterns emerge?

  • Most common hook structures: [TO POPULATE]
  • Visual treatments that recur: [TO POPULATE]
  • Pain-point language that recurs: [TO POPULATE]
  • Where this category's ad creative is weak (opportunity): [TO POPULATE]

Related