Convert → Creative That Sells: Ads People Actually Stop For with Ellie McGuigan

Creative is the biggest lever you've got left, and it's also the part most teams treat as an afterthought. You brief it late, you run one version, and when it underperforms you blame the targeting.

In this session, Ellie gets into what makes someone stop scrolling: hooks, formats, and how to build a testing approach that tells you something useful rather than just producing more ads. Expect plenty of real B2C and B2B examples pulled apart to show what's working and why.

Meet the host:

Ellie McGuigan is a paid social strategist with over five years of brand-side experience at two of the UK's largest charities, where she's built and scaled campaigns across both B2B and B2C in purpose-driven environments. Having navigated the confusion of paid social firsthand early in her career, she's made it her mission to make the channel make sense for others. Ellie is an active voice in the marketing community — speaking and writing about platform updates, algorithmic shifts, and what they mean for practitioners on the ground.

What we'll cover:

• What makes a hook work in the first two seconds, and the formats worth building around right now

• How to test creative properly so you learn something from every round rather than guessing

• Real B2C and B2B examples broken down, including the ones that flopped and what they teach you

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