I've edited hundreds of ad creatives for e-commerce brands. Here's what I've learned:

The #1 mistake: Starting with your brand logo. Nobody cares about your brand in the first 3 seconds. They care about their problem.

What actually converts:

• Hook in 0-2 seconds — Start with the pain point or a bold claim. "I spent $200 on skincare that didn't work" hits harder than a logo reveal.

• Show, don't tell — UGC-style footage of someone actually using the product beats studio shots every time. Especially on TikTok and Meta.

• One CTA, not three — "Shop now" is enough. Don't confuse people with "follow us, subscribe, and visit our website."

• Match the platform — What works on YouTube pre-roll doesn't work on TikTok. Edit for the feed it's going on.

The brands that scale spend less on production and more on testing hooks. A $150 UGC creative that nails the hook will outperform a $5,000 cinematic ad 9 times out of 10.

If you're running an e-commerce brand and need creatives that actually convert, that's literally what I do.