Social Media Marketing Podcast Ad Creative Strategy: The Easy Way to Improve Facebook and Instagram ROAS
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Mar 26, 2026 
Ben Heath, a Meta ads expert and creator who helps marketers boost ROAS, shares practical creative strategies. He discusses why creative beats media buying, how to define precise customer avatars, and which persuasive angles to test. He explains using creators, repurposing organic content, and a mix of video styles and formats to get scroll-stopping ads.
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Buyer Role Changes The Winning Angle
- The highest-value angle depends on the buyer role; owners prioritize results while corporate marketers prioritize risk mitigation.
- Heath contrasts business owners seeking ROAS with marketing managers who fear being blamed if a vendor fails.
Hire Creators If You Can't Produce Great Ads
- If you lack creative production skills, hire creators via Meta's Creator Marketplace to produce scroll‑stopping ads.
- Heath calls this a near 'cheat code' because creators bring attention, trust, and often better on‑camera skills.
Put High Creative Diversity In Each Ad Set
- Build creative diversity inside an ad set; aim for about 20 creatives (6–8 videos, carousels, images) so Meta can personalize delivery and avoid ad fatigue.
- Heath notes Andromeda update favors many varied formats and styles in one ad set.