We specifically avoid "creative" ads. We know how to make ads more effective but that's for when we have a business we're trying to grow, not for when we are trying to determine if there's a business at all. We want to distill a very specific value proposition and target demographic in each ad. If the value prop resonates, they will click and they will convert regardless of ad "creativity". If we were just trying to juice numbers, we wouldn't learn anything whether and which value propositions are effective.

- Ansel from PSL