Check out this “ad” we started running for a client last month:
No UGC.
No product shot.
Just a cartoon woman slouched in a chair and a block of “sad” text.
But this ad is running profitably at scale.
4x ROAS. Cold traffic. 30 days and counting.
Here’s why I believe it’s working:
1. It interrupts the scroll by not looking like an ad
When your feed is jammed with bright colours, edits, influencers and product montages…a cartoon sketch with zero branding feels out of place.
Out of place = attention.
2. It meets the audience where they’re at
The copy doesn’t try to sell.
It simply mirrors the experience of someone deep in the trenches:
“Pain flares up. Anxiety follows. Then the exhaustion hits. And it all starts again.”
This is intentionally written as if it’s a thought pulled straight from a journal.
Most people in this target market don’t want another “hEre’s whY yOu shOuld bUy thiS sUpplement” pitch.
They want to feel seen.
This ad invokes that feeling.
3. It tees up the sale without forcing it
This ad isn’t trying to aggressively close. It’s trying to qualify.
It doesn’t list features, or push urgency. It just gets the right person to think:
“Yep. That’s me.”
It introduces the product as an option that could help people tackle the pain-anxiety-exhaustion loop.
Not a magic pill…but a potential solution worth exploring.
We build ads like this for clients every day.
If you want to see what that could look like for you, go here:
Lachlan