EP 486: Are You Testing Different Facebook Ad Angles & Ideas?

Show Notes:

🧠 How different customer problems can create different Facebook and Instagram ad ideas
🏋️ Phil’s gym example: weight loss, muscle, flexibility, recovery, and longevity as separate angles
🧲 Why ads should usually focus on the motivation that matters most to that audience
⚖️ How convenience, speed, quality, and simplicity can lead to very different messaging
👀 Why awareness level should affect the angle you use in an ad
⚠️ The danger of placing dozens of ads in one ad set and assuming they were all properly tested
📉 How some potentially useful angles may receive almost no reach or budget
🗂️ Why low delivery does not automatically mean an ad angle failed
🔄 Phil’s approach to moving under-delivered angles into their own ad set for a clearer test
📊 What advertisers should check before deciding which ideas deserve more attention
✅ Reminder: every business is unique, results vary, and there are no guaranteed outcomes

Transcript Disclaimer

This transcript was generated automatically using AI transcription tools and may include errors, omissions, or wording that differs from what was intended. I have not reviewed every word, and no part of this transcript should be interpreted as an income claim, success guarantee, or promise of results of any kind. The information is for educational purposes only.

Transcript:

Speaker 1:
Welcome to the Next Level Facebook Ads Podcast with Phil Graham. We help you master Facebook ads and give you an unfair advantage over your competition. Are you ready? Let’s go.
Speaker 2:
What’s up, podcast family? Welcome to the Next Level Facebook Ads Podcast, episode 486. Phil Graham here. Welcome to September. It is September 1st, 2026. I hope you’re doing amazing. Today, I want to talk about whether you’re testing enough different ad angles and ideas for your Facebook and Instagram ads, because so many advertisers believe that they’re testing a lot of creatives, but the problem is many times they’re doing it in the wrong way and they might be doing a lot more harm than good.
So in today’s episode, I’m going to tell you why and what I recommend you guys do instead. So I hope you guys are having a great week. As usual, I want to keep this episode short, sweet, full of value and very actionable for you guys. Before we jump in though, if you want any help with your ads or AI, whether that’s one on one coaching and consulting, or you want somebody to just do it for you, just go to my website, PhilGrahamdigital.com or DM me on Instagram at PhilGrahamdigital. We can set up a short Zoom call and I would love to connect with you. So let’s talk about ad angles. They’re so important and being strategic with this is a key that you wanna make sure you focus on.
You don’t wanna just do this randomly. So when you’re creating ad angles, you wanna ask yourself, what problems does your product or service solve? That is so important because that can create many different ad angles.
And so I’ll give you a great example. If you look at either a gym or a personal trainer, what are some of the different problems they solve and things that they can do for you? Well, weight loss is one.
Building muscle is another one. You know, overcoming injuries is another one. Maybe increasing flexibility, maybe longevity, and other things.
There’s a lot of different reasons why somebody would go to a gym or a personal trainer or both. And sometimes people might want multiples of those things. But even when they do, there’s usually one thing that’s the most important.
And many times, there’s only one thing they care about. And so each one of those individual things could be a different ad angle. And yeah, you’re going to have some ads that talk about everything, but you also want to have some ads that talk about each one of those individual things.
So what does that look like for you, for your product, for your service? Ad angles can apply to your product or service that you offer. It could apply to the reason why somebody would buy from you versus someone else.
And there should be a bunch of different angles that you can use in your ads. And many times advertisers don’t use hardly any ad angles. Another great example of using angles would be creating ad angles based off of different motivations of your clients and customers.
For example, somebody might want like convenience and speed of doing something, whereas another client or customer of yours might not care about that. They might just want high quality or simplicity, whether it’s fast or slow. They’re more focused on how the quality is and whether it’s simple and easy to use.
So different motivations can create different ad angles. So that’s stuff you want to use too when you’re thinking about what kind of ads can you create. And then there’s different angles for different awareness levels.
Some people have no idea the problem even is. They don’t understand what you offer. They don’t even know that they need it because they don’t understand that they have a certain problem that needs to be solved or maybe that it can be solved versus you have other people that know what the problem is and know that they want to solve it. And they’re just looking for who can help them solve it. And so those are all different types of ad angles that you could use in different ads. And they’re all really important. So the last part, and this is so common, is the problem. There’s two problems I see when it comes to ad angles, besides the obvious people creating ads that are not very good. But beyond that, that’s a different episode. The two problems are. Number one, I’ve already talked about this, not testing different ad angles. That’s really common. But number two, this is really dangerous because I see this happen a lot. I see advertisers create a bunch of different ads. You might have 50 different ads in an ad set and you might have a bunch of different ad angles in there, but you’re looking at your data over the last few months and a bunch of those angles are getting almost no reach because you’re letting Facebook manage the budget and maybe they just haven’t gotten to them yet for whatever reason and they aren’t getting reach. And so you have no idea whether those angles are working or not, or whether they will work. One of those angles that isn’t getting reach might be your best angle. How do you know until you test it? So really in those situations, what I like to do, if I have a bunch of ad angles in a big ad set that I’m letting Facebook manage that budget, if I see some that are not getting reach over an extended period of time, I’ll turn them off there, I’ll pull them out and I’ll put them in their own ad set, give them their own budget, force budget to it.
And then I’ll know usually within a couple of weeks whether that angle is gonna do good or not. And that’s a great thing that we do that I think makes a big difference. So my friends, make sure you’re testing ad angles and make sure you’re not just putting it in there and they’re not getting reach and you just think it doesn’t work.
Well, maybe they haven’t had a chance. Make sure you’re testing different angles and ideas your Facebook and Instagram ads. And as always, just a reminder, it’s always important to point out that every business is unique. Results can vary. There’s no guaranteed outcomes. So always keep that in mind. And with that being said, episode of 486 is in the book. Thank you guys so much for being here. If you want to get in touch, PhilGrahamdigital.com is the website.
Until next time, I hope you guys have a great week and I’ll talk to you next week. Peace out.
Speaker 1:
Thanks for listening to the Next Level Facebook Ads Podcast. Please remember to subscribe and share this with all your friends. For show notes, more tips, and to learn more about Phil, please visit PhilGrahamDigital.com/Podcast.