Native Ads: The secret to unlocking TOF scale

Hey guys,

A lot of people think that native ads are only for affiliates/super DR health offers or older audiences.

But that’s simply not true…in fact I’ve seen enough examples of winning native ads to suggest that they’re one of the most underrated ad formats you can run in 2026.

So this week I wanted to break down some of my favorites and share how you can apply the learnings to your brand.

Let’s get into it :)

But first, here's what I've found interesting this week:

• New York are becoming the first state to enforce disclosure on AI generated content

• HookRate shared probably the most creative claymation style ad I’ve seen lately

• This guy turned his run workouts into a real life video game. Pretty cool lol

How to build native ads that actually scale

Why native ads are so effective

Native ads crush because they hack our natural consumption patterns.

When people are scrolling Facebook or Yahoo news, they’re in "information gathering" mode, not "shopping" mode.

And by mimicking that environment someone would see this ad, you're meeting people when their guard is down.

They're not expecting to be sold to, so they will actually engage with your content.

This ad shared by Phil Kiel is spot on because it doesn't signal THIS IS AN AD.

Before we launch any new creative, I run all of our native concepts through the “Facebook Group” test. Would it look out of place as a post in a Facebook Group?

They should be UGLY with grainy or low production photos, basic fonts, and nothing flashy.

The native ads that are printing right now look like they were made by someone's dad, not a creative agency.

It goes beyond the ad…

Native ads live or die by how congruent EVERY single aspect of the funnel is perceived by the target customer.

I’ve consulted on brands who create native-looking ads but send traffic to a typical product page which confuses the reader and kills conversions.

This tweet explains it perfectly:

The whole funnel experience needs to flow seamlessly. If your ad looks like it came from "Sarah's Weight Loss Journey," then your landing page should continue that story.

And you need to test advertorials, listicles, or quiz funnels as opposed to a traditional PDPs - anything that maintains the editorial feel.

The moment someone lands on a page that screams "BUY NOW," the trust you built with the creative evaporates.

How to write native ad copy that converts

While traditional DTC ad copy tries to hook people with benefits and value props, native ads take the opposite approach.

They tell stories, educate the reader, and let the reader sit in the problem and agitate it with classic DR copywriting principles before even mentioning a solution.

Some native ads will have paragraphs of text in the primary copy to accompany the organic image (see this one for an example).

This is usually a testimonial or story pulled from your customer voice.

Here’s the prompt I use in Parker/Claude to uncover these testimonials:

These longer copy ads are invaluable for reaching TOF audiences and will crush whe executed correctly.

When to use native ads

Whilst every brand can (and should) technically try native ads, there are certain industries I’ve seen them work best in. Native ads work exceptionally well for:

• Health and wellness products

• Supplements and beauty

• Financial services

• Anything targeting 45+ demographic

• Products that solve "embarrassing" problems

Basically, if your audience is the type to read Buzzfeed articles and share Facebook posts, this format is gold.

How to get started

If you want to test this approach, here's what I'd recommend:

1. Start by studying actual native content. Spend an hour scrolling Facebook, Yahoo News, MSN, or Daily Mail sponsored posts. Notice the headlines, the imagery, and the copy structure.

2. Create ads that feel like they belong in those environments. Use real-looking photos (you can use stock or AI images), write headlines that sound like news articles, and craft copy that educates rather than sells.

3. Build advertorial landing pages or listicles disguised as articles that continue the story. Don't break the illusion by sending people to your standard product page.

Native advertising isn't new, but the way it's being applied to DTC brands absolutely is - and the results speak for themselves.

Let me know if you’ve been running native ads, I’d be interested to see your take on them!

Enjoyed this email? Forward it to a friend who'd find it valuable!

Miss an issue? Catch up on past editions here.

And if someone forwarded this to you, here's a link to signup. I send tips on how to make more winning ads straight to your inbox every week!

See you next week,

Alex

P.S. If you're spending $100k+ monthly on paid social and want help implementing ugly ad strategies like these, my team at Adcrate is accepting applications to work with us. Check out our case studies at adcrate.co.