Insights & Strategy
Thoughts on performance marketing, Meta ads strategy, and scaling beauty brands.
Why Your Agency Sends You a 40-Page Report but Can't Tell You What's Actually Working
Your monthly report is 40 pages of charts and zero answers. Here's what useful reporting actually looks like.
Chris Lloyd · 9 March 2026Your Best-Performing Video Started as a Static
The smartest beauty brands use cheap statics to test headlines, offers, and angles before spending on video production. Here is why.
Chris Lloyd · 17 February 2026The Ad Your Customer Sees Six Times Before Buying Isn't a Video
Retargeting statics are the invisible workhorses of beauty ad accounts. Here is why they outperform video in the mid-funnel.
Chris Lloyd · 19 February 2026Why Your DPA Catalogue Ads Look Terrible (and How to Fix Them)
Most beauty brands let Meta auto-generate their catalogue ads from feed images. The result is ugly, generic, and underperforming.
Chris Lloyd · 21 February 2026The 70/30 Rule: How Top Beauty Brands Actually Split Their Creative
The video-vs-static debate is a false choice. Here is how the best beauty ad accounts actually structure their creative mix.
Chris Lloyd · 24 February 2026Before/After Ads Are Outperforming Your UGC (in Retargeting)
In beauty retargeting, static before/after imagery converts better than video UGC. Here is why transformation imagery works in the mid-funnel.
Chris Lloyd · 26 February 2026Stop Producing Video Ads for Offers Nobody Wants
Brands invest in video production for offers that have not been validated. A static-first testing workflow prevents expensive mistakes.
Chris Lloyd · 28 February 2026The Static Ad That Runs for 6 Months Without Dying
Some static formats resist creative fatigue for months. Here is why utility statics outlast everything else in beauty ad accounts.
Chris Lloyd · 2 March 2026Your Ad Account Needs 50 Creatives a Month. Here's Why Most of Them Should Be Statics.
Meta rewards creative diversity. Producing 50 videos a month is unrealistic. But 15 videos and 35 static variations is very doable.
Chris Lloyd · 4 March 2026Product-on-White Is Not a Static Ad Strategy
Repurposing e-commerce product photography as ads is lazy and it shows. Here is what an actual static strategy looks like for beauty brands.
Chris Lloyd · 7 March 2026The Creative Testing Framework We Use: Static, Then Video, Then Scale
Most brands produce video first and wonder why it flops. Here is the three-phase framework that de-risks creative production for beauty brands.
Chris Lloyd · 10 March 2026Find out which of your beauty brand's Meta ads are fatiguing — and exactly what to run next.
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