If you run ads on Facebook, this is for you
The Ridge Wallet has mastered the art of Facebook advertising, and their strategy offers valuable insights for any brand looking to improve their ads. Let's dive deep into how they've built their successful ad campaigns and what we can learn from their approach.
- The Ridge A/B test, launching up to 187 ads at once to find winners
- Their most successful ads combine influencer testimonials, objection handling, and product demonstrations
- They leverage split-screen comparisons and multiple product variants to showcase their range
- Their ad strategy focuses on common pain points and highlighting premium quality vs knockoffs
If you run ads on Facebook and you're spending thousands testing ads, this is for you. What if you could see every ad that the fastest growing brands launch?
Let's say I'm making ads for an accessories brand. Every time I see an ad for an accessories brand that I like, I DM it to the Foreplay account on Instagram. Then it's here in my account. Now I can share this board with my creative team with the share link in the top right to use as inspiration for our next ads.
Let's check out the ads that our team has found here in Foreplay. If we search for accessories, we can see our accessories board. I've also set up a Spyder so I can see every ad that the fastest growing brands are launching.
Anything that our competitors are doing on every platform, we know instantly.
Foreplay is automatically tracking and saving every ad that gets launched. And it tells me when they're turned off, if they're still being used to find new customers or not.
Let's go to Spyder and check out an accessory brand that's running ads on Facebook and Instagram.
Looking at The Ridge. You can see that The Ridge are running 712 ads currently. 90 of them, 13% are videos.
302 are images, 42%. 0% are carousels. And 320 are Dynamic Product Ads or DCOs. That's almost half of them, 45%.
Looking at which ones they kept turned on the longest, we can then add a filter to see the ones that they're still using right now to find new customers.
The Ridge's longest running active ad, at the same of writing and recording the video for this blog, is this split screen between the original minimalist wallet, the orange wallet, and then a smaller ridge light wallet on the left.
We can save that to a Swipe File. Unless the team at Ridge are a fan of burning money, we can assume that these longest running ads are what’s working best for them.
Something else that's pretty cool to take a look at is, I can take a look at Ridge Wallet's creative tests.
On April 3rd, 2025, I can see that they launched 187 new ads and only one of them is still running.
Let's check out some more creative tests. This creative test from February 10th, 12 days ago, we can see that this is the only ad out of 32 ads that they launched on February 10th that they are still running today. Let's check it out.
This is an awesome facebook ad. There are so many reasons why this ad is incredible. Let's take a look at the AI analysis.
We got security, esteem, competence, creative targeting as men interested in quality products. I couldn't agree more.
The ad starts with Joe Rogan, the world's most famous podcaster, an extremely charismatic person.
Then we pivot to another creator and she's talking about the reasons why you might not have purchased.
Assuming that they have a lot of penetration. Lots of people have probably seen their ads. There's also a chance that this ad is targeting users who have already meaningfully engaged with The Ridge, whether the marketing team at Ridge did this themselves, or the creative is doing the targeting.
We have a relatable pain point being highlighted when someone pulls a bad wallet out of their pocket and drops everything onto the floor.
Then we have an objection buster. A creator describes how you get what you pay for, something most people will agree to, and another creator explains why you shouldn’t buy a knockoff from Amazon.
Then we have a bunch of different colors and styles talking to the premium quality. We've busted two objections already. Why not buy a knockoff and also why buy an expensive wallet? It's quality and it's using premium materials in lots of different styles.
Lastly, the ad details some risk reversals. The ridge face objections head on by actively reversing risk, and reducing friction for the purchase with a lifetime warranty.
They describe it as the best wallet you can buy. They're weaving in some of their statistics. Comparing the bulk of a big wallet to a smaller wallet and then talking about their reviews.
There's a fourth, entirely new creator, representing a different customer type, to draw a connection and appeal to a different type of person who maybe sees themselves in this person. And this last creator talks to some more objections. They reverse risk again, by bringing up the 99-day risk-free trial with free returns.
Lastly, the Ridge drives it home with a call to action.
"What are you waiting for? Ditch the bulk." And we have that bright orange background.This is an awesome ad. I think this is is probably selling a lot of wallets. I could see this being one of their best performing ads in the future if it's not already.
Maybe it's good inspiration for your next ad?
That is how the world's best marketers use foreplay to do ad creative research and make their next best performing ads.
