The receipts.
You've just seen three. Here's how they were made. Because I track what converts across all my accounts, I know which angles are worth testing before launch. That's why the winners come quickly, and why I keep testing to find more.
Dr Phil End
The cold start
A brand-new practice and a brand-new ad account: no pixel history, no learnings, no control ad to beat. Just his bespoke approach to composite bonding, and eight different ways into it.
01 · Launch
Eight hooks tested against nothing. Hook 1 takes 71% of the account's spend: 196 leads at £19.21.
02 · Green screen
Same winning angle, green screen delivery: a second door for a different viewer. 24 more leads.
03 · Iteration
AI hook, trimmed opening, fresh Entity ID. Meta funds it like a brand-new ad: 36 leads at £19.69, matching the original.
From a standing start to 250+ leads in three months. The account now has a control ad to beat, because I built it.
Dream Smiles
The persona matrix
One Same Day Smile ad body, eleven hooks, eleven different people: the birthday coming up, the job interview, the entrepreneur, the one who hides their smile in photos. I don't guess which door the audience walks through. I build all of them and let the data tell me.
Hook · Birthday
The audience's clear choice: 136 leads at £13.16.
Hook · Fix your smile
The efficient runner-up, converting at £10.78 a lead.
Hook · Summer
The seasonal door, still adding leads at £15.84.
Eleven doors built, three left standing, and the audience picked the winner, not me. Testing every persona is how you find the one that pays, without betting the budget on a guess.
Aura Dental
The iteration engine
Goal Framing broke the industry's one-ad-one-treatment rule: one ad selling every treatment through the goals patients actually have, gaps, alignment, colour, the lot. Ten hooks were tested for the concept. The data crowned a winner in March. Instead of letting it retire, I kept rebuilding it.
01 · Winning hook
Ten hooks tested for the concept, the first of its kind to walk one viewer through all four treatments in a single video. This one wins: 53 leads at £24.84.
02 · Testimonial visuals
Swapped the hook visual for a patient testimonial, the account's highest hook-rate format. 34 more leads.
03 · AI UGC hook
AI UGC delivers the hook and the opening is trimmed so Meta reads it as a new entity. A new entity for the price of a prompt.
04 · Reaction hook
A smile-makeover reaction testimonial as the new hook, paired with the original's CTA. £8.26 a lead and counting.
Five months on, the concept is still producing, hook after hook, iteration after iteration. One winning idea, rebuilt again and again instead of retired. It's now a blueprint rolling out to other clients.
