Flyfish

The brand

Flyfish gives B2B sales teams full account intel in one place, so reps know their buyers before they reach out.

Why

Flyfish needed fresh Facebook ads to test. Instead of guessing, I started from ads that already work for other B2B brands.

How

1. I researched ads that already work, using competitor analysis tools, the Facebook Ad Library and the LinkedIn Ad Library, and picked 16 from brands like Cognism, PayFit, GoCardless and Directive.
2. For each one, I wrote down the visual, the story, the core message and the conversion tactic, like loss aversion or peer proof.
3. I turned each pattern into a Flyfish concept: chat screenshots, memes, before and after, and bold claims.
4. I made the ads with AI tools and built them into a test set for Facebook.

What I learned

• Breaking down why an ad works makes the brief better than starting from a blank page.
• AI images still need a careful check. One draft kept another brand’s product name, so every ad gets a review before testing.