What Creatives Should I Use for My Meta Ads?
Brand Awareness Campaign
Sara Cristina High Summer 2025
As we start the process of performance marketing with our clients we often get asked the question, what creatives should we use for our ads. The question is very valid as when it comes to running successful Meta (Facebook & Instagram) ads, one of the most important elements is your creative. The right creative can dramatically impact performance, whether you're aiming for conversions, brand visibility, or engagement.
Here’s how to approach it strategically:
Start with what is already working
Before you dive into creating new assets, review your organic content. What posts have naturally gained strong engagement such as likes, shares, saves, or comments. This creative has already resonated with your audience and can be a great starting point for ad creative. Repurpose high-performing content into ad formats while you build out additional assets that align with your wider campaign goals.
You can review this by going into your Meta analytics by clicking on Insights, filter by Content and sort by Reach or Interactions to view your most engaging posts.
An example of the data you will see when analysing best performing posts.
Define your goal
Every Meta ad campaign should start with a clear objective:
Newsletter sign-ups
Sales and conversions
Traffic to your website
For most of our clients at Folta Consulting, the main focus is generating conversions. To support this, we typically run two core types of campaigns:
Brand Awareness: Targets audiences who haven’t engaged with your brand yet, introducing them to what you offer.
Remarketing: Targets people who have previously interacted with your brand, such as past purchasers, site visitors, or social engagers, with the aim of bringing them back to complete a purchase or explore more.
Below some examples of brand awareness campaigns for Sara Cristina launching the new collection in Summer 2025. The ads feature the logo and website which were in line with OOH marketing materials creating consistency throughout the marketing campaign.
Image Credit: Sara Cristina, Conrado Veliz
Match the creative to the campaign type
The creative should reflect the campaign goal and where the audience is in the customer journey.
Brand Awareness Creatives: Think of this as your first handshake with a potential customer. Showcase your best sellers, your unique offering, and what you're known for. This is about building trust and clarity, who you are, what you do, and why they should care.
Remarketing Creatives: These should focus on what’s new. New arrivals, limited-time offers, restocks, anything that creates a reason for someone to return. This is your chance to re-capture interest with timely, relevant messaging.
Segment your audiences smartly
Within both brand awareness and remarketing campaigns, it's essential to test different audience segments. You can manually build these audiences based on demographics, behaviours, and interests, or use Meta's algorithmic tools to create lookalikes or suggested audiences.
At Folta Consulting, we usually take a hybrid approach, combining manual segmentation with Meta’s machine learning suggestions. This allows us to balance strategic targeting with the platform's data-driven insights.
Test different creative formats
Every brand communicates differently, and every audience responds uniquely. That’s why it’s key to test a variety of creative formats, such as:
Single image ads (Model Shots, Product Flat-lays, etc.)
Videos
Carousels
Product catalogues
User-generated content (UGC)
Don’t rely on one format, keep a mix live and monitor performance. Over time, you’ll start to see patterns in what your audience engages with most.
Below a selection of brand awareness creatives for Carolina Bucci focusing on a carousel format, showcasing the Downtown collection.
Image Credit: Carolina Bucci
Conclusion
There’s no one-size-fits-all formula when it comes to Meta ad creatives. What matters most is that you:
Use data to guide creative choices
Align creatives with your campaign goals
Continuously test and adapt
With the right strategy, your Meta ads can become a powerful tool to attract, convert, and retain customers with a positive return on investment.