18:52Sabri Suby · Tutorial
Learn 97% of Meta Ads in Under 19 Minutes
Eight numbered hacks from a founder who claims $300M in Meta spend — and the common thread is that the creative is the targeting now.
June 12thThe argument in one line.
Partnership Ads borrow a creator's pre-built audience trust and run it as paid inventory — and as AI floods feeds with content no one follows, that borrowed trust is becoming the most defensible edge in Meta advertising.
Read if. Skip if.
READ IF YOU ARE…
- You are already running Meta ads and want to improve creative performance beyond your in-house content.
- You run a small or mid-size business and have wondered whether influencer marketing could work without a massive brand budget.
- You manage ad accounts for clients and need a repeatable framework for creator partnerships.
- You have tried UGC or creator content before but lacked a clear process for finding fit, outreach, or briefing.
SKIP IF…
- You have no Meta ads budget at all — the video assumes you are already spending or planning to spend.
- You are a creator looking to get brand deals, not a brand looking to run ads.
The full version, fast.
Partnership Ads co-publish from both the creator's and advertiser's profiles, which lets you reach the creator's audience with their existing trust behind your message. Meta's own data shows +13% CTR and +71% brand lift vs standard ads. The playbook: identify creators whose audience matches your customers, use Meta's Creator Marketplace for outreach into a dedicated deal-maker inbox, brief tightly on CTA and hook count only, always secure ad usage rights, and start with two to four creators to distribute risk.
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00:00 – 01:30
01 · Why creator ads beat AI ads right now
Sets up the AI noise problem, introduces Partnership Ads, cites Meta data: +13% CTR, +71% brand lift.
01:30 – 03:50
02 · Meta practices what it preaches
Meta ran the presenter as a creator ad to 30M accounts for Meta Verified. Establishes people-buy-from-people principle and celebrity-to-creator democratization arc.
03:50 – 03:50
03 · HubSpot sponsor — free swipe file
Free Meta ad template library organized by business type (ecom, lead gen, local, SaaS).
03:50 – 06:13
04 · Finding creators with the right audience fit
Match creator archetype to your customer archetype. Wrong fit wastes budget. Creator Marketplace surfaces relevant suggestions.
06:13 – 06:55
05 · Creator fit case studies
Alex Hormozi and Skool as right-fit example. Wrong-fit example: promoting accounting software to a marketing audience.
06:55 – 07:55
06 · Outreach via Creator Marketplace
Marketplace messages hit a dedicated deal-maker inbox. Start with creators already active on partnership deals.
07:55 – 08:30
07 · Structuring the brief and securing usage rights
Specify CTA and hook structure only. Request ad usage rights — organic posts die in 24 hours, ads run for years.
08:30 – 09:39
08 · Dos, donts, and diversification
Due diligence on past brand statements. Start with 2-4 creators, not 1. Diversification is risk management.
09:39 – 10:29
09 · Brief deep dive and CTA
Lock CTA and hook count; leave everything else to the creator. Close with Ben Heath Inner Circle pitch.
Lines worth screenshotting.
- Partnership Ads co-posted from both profiles get 13% higher click-through rates and 71% higher brand lift than standard Meta ads — Meta's own measurement.
- Nobody's favorite creator is AI-generated, which means every AI ad in the feed makes trust-based creator content relatively scarcer and more valuable.
- Even Meta itself runs partnership ads — they hired a creator to promote Meta Verified to 30 million accounts rather than generating AI ads.
- Creator fit is the primary lever: a Meta ads expert promoting accounting software will fall on deaf ears no matter how large their following.
- Meta's Creator Marketplace routes brand outreach into a separate inbox that deal-active creators actually monitor — generic cold DMs go unread.
- Always request ad usage rights when commissioning a creator — the organic post disappears in 24 hours, but the same asset can run as a paid ad for months or years at no additional cost.
- Brief creators tightly on exactly two things: the CTA and the hook structure. Everything else should be left to their judgment.
- Start with two to four creators, not one — spreads creative risk and dramatically increases the probability that at least one set of assets will outperform your standard ads.
- The democratization of creator audiences means you no longer need celebrity budgets to access personal-recommendation-level trust at scale.
- Requesting multiple hooks from the same creator brief gives you many more testable ad variants without proportional cost increases.
The trust gap between creators and AI is your biggest ad advantage right now.
WHAT TO LEARN
Partnership Ads tap borrowed trust — and trust is exactly what AI-generated content cannot manufacture.
- Partnership Ads co-posted from both profiles show 13% higher click-through rates and 71% higher brand lift than standard Meta ads, according to Meta's own 2026 data.
- Creator fit is the primary variable: the creator's existing audience must already overlap with your potential customers, or the partnership falls on deaf ears regardless of budget.
- Meta's Creator Marketplace routes brand outreach into a dedicated inbox that deal-active creators actually monitor, giving a structural advantage over generic cold DMs.
- Always request ad usage rights when commissioning a creator — an organic post fades in 24 hours, but those same assets can run as paid ads for months or years at no additional production cost.
- Brief creators tightly on exactly two things: the CTA and the hook structure. Leave script, pacing, and framing entirely to their judgment — their audience instincts are what you are paying for.
- Start with two to four creators rather than one to spread creative risk and increase the probability that at least one set of assets significantly outperforms your standard ads.
- Due diligence before signing any creator: check whether they have previously mentioned your product or brand, and whether those mentions were positive — values misalignment surfaces after the partnership is announced.
Terms worth knowing.
- Partnership Ads
- A Meta ad format where the creative runs from both the creator's profile and the advertiser's business profile simultaneously, allowing the advertiser to reach the creator's followers with the implied endorsement of someone they already follow and trust.
- Creator Marketplace
- A built-in Meta tool that analyzes an advertiser's account and suggests relevant creators to partner with, while routing brand outreach messages into a separate creator inbox distinct from regular DMs.
- Ad usage rights
- Permission granted by a creator that allows the brand to run the creator's content as paid ads, separate from any organic posts — a contractual detail that unlocks long-term leverage from a single creative asset.
- Hook structure
- The opening line and opening scene of a video ad, typically the first 3-5 seconds. Requesting multiple hooks from one creator brief produces several distinct ad variants from a single shoot.
Things they pointed at.
Lines you could clip.
00:46
“Nobody's favorite creator is AI generated.”
02:22
“People buy from people. The best form of marketing has always been word-of-mouth from someone that's close to you because you trust their recommendation.”
07:58
“If you can run those assets as ads, you could continue to leverage their personal brand, the trust they have with their audience for months, maybe even years.”
Word for word.
Read-along
Don't just watch it. Burn it in.
See every word as it's spoken — crank it to 2× and still catch all of it. The same dual-channel trick behind Amazon's Kindle + Audible.
analogy
00:00With all the misinformation about how to actually get your content seen through the never ending flood of AI slot, there is actually one standout method that is working better than ever. And by the end of this video, you'll have it broken down step by step. Now I don't know about you, but I don't get particularly excited when I'm scrolling on socials and I can see something that's obviously been created by AI.
00:18Nobody's favorite creator is AI generated. The answer here is to work with creators. They already have strong followings and earn trust.
00:25You can leverage that if you hire them to promote your products and services and use them in your ads. This video is sponsored by HubSpot. More about them later.
00:33Across our client ad accounts, we are consistently seeing the best performance from partnership ads. Partnership ads is the ad format that you would typically use when you're using a creator to promote your product services in your advertising. Partnership ads come from both profiles, their creator's profile and your business's profile, so you can tap into their audience.
00:50That's who you want your ads to be put in front of because those are the people that are gonna be influenced by that creator, by their recommendation. They're more likely to pay attention to the ad in the first place because of scroll stopping power, and you get those benefits. So Met have got some interesting data on this.
01:03So they've seen that partnership ads on average have a 13% higher click through rate and a 71% higher brand lift when compared to nonpartnership ads.
01:12In fact, just a couple of weeks ago, I was at Meta's performance marketing summit, and about half of all the content shared at that summit was around creators and the importance of creators and how they're helping advertisers get better results. Uh, one of the best talks was given by a guy called Preston, one of the founders of Chubbies, and he talked about incorporating brand and leveraging personal brands in with your performance marketing, not just being, I'm a direct response marketer.
01:36I'm trying to get leads and sales for the lowest cost possible. We're thinking about the medium to long term of how valuable brand can be.
01:43And Meta are walking the walk on this themselves. So they've partnered with people like me as a creator to produce ads promoting their various products. Just recently, we did a campaign where I promoted their Meta verified subscription.
01:55They run those as ads and put that in front of 30,000,000 accounts. Meta could have just used AI to create a thousand different ads instead of working with me, but they know based on the data that ads that include someone that the target audience knows, trusts, perform better than those that don't.
02:12And if you think about your own perching behavior, you've probably bought multiple things because they've been recommended by people that you follow.
02:20If I think about my own purchasing behavior, I buy things all the time because they've been recommended by people that I follow, that I trust. I trust their recommendation, and that makes me far more likely to buy it even if it's more expensive than the alternatives.
02:33People buy from people. The best form of marketing has always been word-of-mouth from someone that's close to you because you trust their recommendation.
02:41Businesses have cottoned on to this for decades. They've tried to incorporate major celebrities into big TV campaigns, but now we've seen democratization of this effect with the creation of lots of creators, many that don't have enormous audiences but have very specific target audiences, ones that might overlap perfectly with the potential customers that you're trying to reach.
03:04So you can tap into that personal recommendation, the trust, without having to have the monster budget or be a massive brand yourself.
03:12And that's why HubSpot have partnered with me as a creator to create a fantastic free resource. Let me tell you about it. One of the best ways to improve your meta ad results is to model from ads that are already proven to work.
03:22To help you do exactly that, HubSpot and I have put together a free resource of tried and true templates that I've seen work time and time again. Each one includes the hook, body copy, and CTA, so you can take the structure, make it your own, and start testing straight away. My favorite part is that these templates are organized by business type.
03:38E commerce, lead generation, local business, and SaaS. So no matter what type of business you're advertising, you can find templates that are relevant to you. There's a link in the description below to grab it for free.
03:47Thanks to HubSpot for sponsoring today's video. Now stick with me because I'm going to show you how to use the creator marketplace and find the right influencers that best fit your business. Even if you don't have much of a budget, you can literally get started with a couple $100.
04:00So the first step is to make sure you understand the demographics of your business target audience, and you want to lean towards creators who your audience would naturally pay attention to, who they would follow, who they would trust, etcetera. If we take an example, let's say that you're operating in the fitness niche and your target market, the people you want to sell to, are young men for the most part.
04:19So you want to find creators that are of a similar archetype to that audience, that are youngish men that these people follow, that they look up to, that they go to for advice for fitness related matters. The right fit can be very powerful.
04:32Take Alex Hormozi with Skool as an example. He took it from a niche software to a multibillion dollar SaaS that's dominating the niche. Meta working with me is another example.
04:41I have one of the largest meta ads audiences in the world, over a million followers. They know that the people that follow me, that trust my advice are meta advertisers, they're small business owners, exactly the people that they want to reach. So the wrong creator and the wrong fit can very much fall on deaf ears, and it just won't work.
04:57If we take me as an example, I have an audience of business owners, entrepreneurs, etcetera. But if I tried to promote an accounting service, some sort of software related to accounting, it just wouldn't work because that's not what people follow me for. It's not what they know me for.
05:11They trust my expertise around marketing. And advertising, a business looking to promote that sort of thing will be much better off partnering with creators that do talk about accounting and finance and stuff like that. Now the creator marketplace makes this much easier than it used to be to find the right creators because the creator marketplace will analyze your accounts and then make very relevant and accurate suggestions of people that you might want to reach out to.
05:33Saves a lot of time and a lot of legwork. And from amongst those suggestions, you can see which creators are actively engaged and working with businesses on partnership ads.
05:43I'd recommend starting by contacting those. You're more likely to get a response. They're more likely to be set up to work with businesses like yours.
05:51If other businesses are spending budget with them, it's likely producing results for them, and therefore more likely it will for you as well. So that's why I'd recommend you start, a combination of meta suggestions and those creators that are already doing this. So, hopefully, by now you've identified what makes a creator a good fit for your business, and you've scouted a handful of specific creators that you want to work with.
06:10You're now ready to move on to the next stage, which is outreach. So we've all seen those spammy, generic, we'd love to work with you messages gathering dust in the comments or in your DM requests. Super annoying.
06:20Now imagine how many more of those the creators that you want to work with receive, whether that's reach outs from other brands, their audience trying to get in touch, people trying to simply sell them stuff. It could be really difficult to stand out if you just do the same thing.
06:35Fortunately, the creator marketplace has solved that problem. When you send a message to a creator through the creator marketplace, it goes into a separate inbox, And there are many creators, I would be one, who can't deal with the regular inbox, the volume of stuff coming in, but absolutely pay attention to messages that come through the separate inbox for brands wanting to reach out and do deals because that is of interest to me as a creator and the creators that you would be looking to work with as well.
07:03And when you find a creator through the creator marketplace and you reach out to them, the system will sort of walk you through a series of simple steps so you could be really clear about what it is that you want from the creator. For example, I'd like you to record three video ads in a couple of different locations. Please record different hooks for the video ads, etcetera.
07:20You can say how much you're willing to pay for those assets. And there's also a section. This is really important for advertisers.
07:27Request permission to run those assets so you get the creators to produce promoting your products or services to be able to run those as ads going forward. Often, it doesn't cost anymore to get that permission, sometimes a little bit depending on the creator, but it's well worth doing because having a creator just post on their socials about your products or services may well drive some sales, may well drive some leads, but it's likely to be short lived within twenty four hours.
07:50No one's really checking out that post. But if you can run those assets, those videos, those images as ads, you could continue to leverage their personal brand, the trust they have with their audience for months, maybe even years.
08:02Okay. So a couple of quick do's and don'ts when it comes to working with creators. Firstly, make sure you do your due diligence.
08:08You don't want them to have involved in anything controversial that once partnered with them could then negatively impact your brand perception. It's also really important to check things like, have they talked about your products in the past? If they have, were they positive?
08:20Positive? I've seen businesses make that mistake before. So you want to make sure that they align with your brand and company values.
08:26You can run into real issues if they don't. Next is that creators can be a bit hit and miss. It's not always obvious which creators are gonna work really well for your brand, so it's important not to put all your eggs in one basket and just work with one.
08:37We'd normally recommend starting with two to four. That gives you a greater chance that at least one of them is gonna produce significantly better results when you're running those creative assets as ads than your regular ads that you're making yourselves, and then you can always look to expand from there.
08:50And when it comes to providing these creators with a brief, there are certain areas where you want to be really specific and others where you want to give them flexibility to produce these creative assets in the way that they think will best engage their audience. Where do you want to be specific?
09:03Call to action. You want to make sure that they are specifically recommending that people take the action that you want them to take, whether that's inquire about a service, purchase a product, something along those lines. You also want to be very clear about the hook structure.
09:16So typically, what I'd ask for is two to three video ads with multiple hooks. So explain, hooks are going to be a different opening line, a different opening scene. That's gonna give you many more creative assets that you can run as ads.
09:28That's gonna help prevent ad fatigue and make it more likely that one of those ads is gonna perform really, really well. But the rest of it, we typically like to leave up to the creator. Allow them to write their own script, to plan the video ads in terms of this step, then this step, focus on which features particularly speak to them around your product or service.
09:47They have built an audience because they know how to engage the people in their audience, so you don't want to stifle that creativity. So that's how to run an ad campaign that can actually stand out from the absolute invasion of AI content that we're all seeing right now. And if you want more specific personalized help with either a creative strategy or anything else to do with your meta ad campaigns, I've launched something called the Ben Heath Inner Circle, which is a school community where I do 10 live calls every month.
10:12You can come on the calls. You can bring your ad account. You can screen share.
10:15We can walk through what you're currently doing, the recommendations that I would make to help you get better results. You can also ask questions in the community. I get back to every single one.
10:24If that sounds interesting, there is a link in the description below, and, I see you on a call very soon.
The Hook
The bait, then the rug-pull.
Every advertiser watching their Meta feeds turn into an AI content graveyard is asking the same question — and the answer is counterintuitive: the cure for AI saturation is more humans, not better prompts. Partnership Ads, where a creator co-publishes your ad from their own profile, hand you trust that no generative model can manufacture.
Named ideas worth stealing.
05:50list
Partnership Ad playbook
- Identify audience demographics and creator archetype match
- Use Creator Marketplace to find and vet creators
- Outreach via Marketplace dedicated inbox
- Brief: specify CTA and hook structure only
- Request ad usage rights
- Start with 2-4 creators, not 1
Six-step framework for running creator-powered Meta ads from cold start to live campaign.
Steal forany paid social playbook or Meta ads course module
How they asked for the click.
VERBAL ASK
09:59product
“I have launched something called the Ben Heath Inner Circle, which is a school community where I do 10 live calls every month. You can bring your ad account, screen share, we can walk through what you are currently doing.”
Soft close — described as less than $60 per session, added only after delivering full value. Link in description.
MENTIONED ON CAMERA
FROM THE DESCRIPTION
PRIMARY CTAWhere the creator wants you to go next.
Visual structure at a glance.
