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Problem-aware ad examples.

Study three problem-aware ad examples. Compare their promises and evidence, then draft a focused creative test.

By IG Ad Library · Updated October 23, 2026

Selected from 667 distinct artworks across 90 advertisers. Archive snapshot: October 22, 2026.

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How problem-aware advertising works

Connect a recognized frustration to a possible route forward. The reader is presumed to recognize the problem. The ad must establish why a category or approach deserves consideration.

Who the adaptation could serve
A planning audience for your adaptation: people evaluating a solution for a specific need. Treat this as a brief-writing starting point; an ad's wording does not reveal the advertiser's actual targeting.
Evidence to prepare
An accurate account of the problem and evidence that the approach addresses it.

Three ads, broken down.

Connect a recognized frustration to a possible route forward. The reader is presumed to recognize the problem. The ad must establish why a category or approach deserves consideration.

Charlotte Tilbury static image ad: Darlings, shop my AIRbrush Flawless Foundation NOW! and unlock a smooth, blurred-looking, matte-not-flat finish 😍

Charlotte Tilbury

Source on Meta, opens a new tab

Static image · Captured 2026-10-19

“Darlings, shop my AIRbrush Flawless Foundation NOW! and unlock a smooth, blurred-looking, matte-not-flat finish 😍 MATTE, NOT FLAT! 🌟 Shop Now”

The archive suggests a static image approach. Use the captured wording to assess that interpretation. The captured next-step label is “Shop Now”.

Why this approach may work
The reader is presumed to recognize the problem. The ad must establish why a category or approach deserves consideration.
What to question
Does the transition from problem to solution explain the connection clearly? Can the main message be understood at feed size before reading the smaller text?
A variation to test
Compare a problem-first opening with an explanation of the solution mechanism.
Evidence to use
An accurate account of the problem and evidence that the approach addresses it.
ServiceTitan static image ad: Inconsistent quotes cost you jobs and margin. Our free template helps standardize quotes and ensure a healthy bottom line.

ServiceTitan

Source on Meta, opens a new tab

Static image · Captured 2026-10-19

“Inconsistent quotes cost you jobs and margin. Our free template helps standardize quotes and ensure a healthy bottom line. Price Every Job With Confidence Free estimating template Download”

The captured copy includes a free, trial or demonstration step. Study how that step connects the promise to an experience of the product. The captured next-step label is “Download”.

Why this approach may work
The reader is presumed to recognize the problem. The ad must establish why a category or approach deserves consideration.
What to question
Does the transition from problem to solution explain the connection clearly? Check eligibility, effort and what happens after the introductory step; the word free alone does not describe the commitment.
A variation to test
Compare a problem-first opening with an explanation of the solution mechanism.
Evidence to use
An accurate account of the problem and evidence that the approach addresses it.
Coursera static image ad: Are you a natural problem-solver?

Coursera

Source on Meta, opens a new tab

Static image · Captured 2026-10-19

“Are you a natural problem-solver? Start on your path to a new cybersecurity career with the Google Cybersecurity Professional Certificate. You’ll build in-demand skills protecting networks, devices, data, and people from unauthorized cy”

A question appears in the captured copy. Examine the assumption it invites the reader to make and how the following claim answers it.

Why this approach may work
The reader is presumed to recognize the problem. The ad must establish why a category or approach deserves consideration.
What to question
Does the transition from problem to solution explain the connection clearly? Does the answer connect to the product's actual capability and the reader's situation?
A variation to test
Compare a problem-first opening with an explanation of the solution mechanism.
Evidence to use
An accurate account of the problem and evidence that the approach addresses it.

Claims and offers are reproduced from captured ads. The breakdowns are creative hypotheses to evaluate with your own audience and results.

What shows up in this collection?

In this 667-artwork set, the most frequent specific angle labels are problem / frustration (365 creatives) and education / mechanism (325 creatives). The selected examples come from Charlotte Tilbury (2026-10-19), ServiceTitan (2026-10-19), Coursera (2026-10-19). Compare the opening wording and evidence across those examples before choosing one variable to test.

Understand awareness stages
Suggested creative angles in 667 artworks
AngleArtworksShare
Problem / frustration36554.7%
Education / mechanism32548.7%
Time savings18527.7%
Social proof8012.0%
Comparison7811.7%

An artwork can have several suggested angles. These are frequencies in the captured archive, not measures of campaign performance.

How this collection was assembled

This page uses 667 distinct artwork hashes across 90 advertisers in the October 22, 2026 archive snapshot. Counts use one canonical captured source per artwork. Angle labels can overlap. This awareness set excludes low-confidence labels. Format and awareness labels are research suggestions; they do not establish targeting or results.

How to turn this approach into a test.

  1. 1. Choose the audience situation

    Describe the reader's problem and current alternative. For this context, start with: people evaluating a solution for a specific need. Write down what they already understand before choosing an awareness-stage opening.

  2. 2. Change one main creative variable

    Compare a problem-first opening with an explanation of the solution mechanism. Keep the offer and landing page comparable so you can interpret the creative difference.

  3. 3. Gather proof before production

    An accurate account of the problem and evidence that the approach addresses it. Replace the reference's claims and branding with evidence and assets you can use for your own offer.

  4. 4. Define the result before launch

    A candidate measure here is cost per qualified conversion. Decide the conversion definition, attribution window and decision rule before comparing variants. Use the same reporting basis and record costs alongside response rates.

Turn the reference into your next test.

Adapt the opening, audience and evidence to your own product. Choose one variable to change and a measure that reflects your campaign objective.

Creative test details

Your test brief

Creative test brief

Reference: Charlotte Tilbury — Problem-aware ad examples

Audience: People evaluating a solution for a specific need

Desired outcome: Understand the offer and take a useful next step

Opening to test: Compare a problem-first opening with an explanation of the solution mechanism.

Evidence to show: An accurate account of the problem and evidence that the approach addresses it.

Next action: Choose the next step that matches your offer

Primary measure: Cost per qualified conversion

Comparison: change the opening; keep the audience, offer and destination consistent.

Decide the budget, evaluation window and acceptable acquisition cost before the test.

Free tools for your next test.

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Questions about these examples.

What can I learn from these examples?

The examples make problem-aware advertising easier to compare through captured copy, a source link and a hypothesis to test. Does the transition from problem to solution explain the connection clearly?

How should I turn a reference into a test?

Compare a problem-first opening with an explanation of the solution mechanism. Use your own artwork and substantiated claims. For this research context, cost per qualified conversion is a possible primary measure; choose the measure that matches your actual campaign objective.

Do these examples prove which ads performed best?

The archive records creative examples, not advertiser spend, conversions or return on ad spend. Frequency and repeated appearances do not establish performance. Evaluate your adapted idea with your own campaign results.

Keep exploring.

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