Sample teardown. Brand and numbers are changed.
Brand: an online kitchenware store, US (example)
What we saw:
Old promo copy still live — 6 of 18 active ads still mention a holiday sale that ended months ago, while the site runs a different offer.
No fresh creative — the newest active ad is about 9 months old.
A test that isn’t a test — two landing-page URLs in the ads open the same page.
Little video — 15 of 18 ads have no video in the preview.
Price below the fold — on a phone, the price and Add to Cart appear only after scrolling.
What we’d test first (hypotheses):
- Replace outdated promo lines with the current offer.
- Brief a new batch of ads with short videos.
- Point the two landing URLs at genuinely different pages.
- Move price and Add to Cart into the first screen on mobile.
Based on public data: Meta Ad Library and the brand’s website. The Ad Library doesn’t show spend or results.