Josh Brampton
UK-based creative strategist at Motion who works with many brand teams; presents the persona → messaging → hook framework for Andromeda-era creative and Motion’s AI tagging reports.
Strong on: persona-based creative planning, using tagged performance data to find untapped personas and angles, persona-based ad-set structures seen at customers.
Bias to keep in mind: Motion employee demoing Motion; says himself he hasn’t studied Meta’s algorithm internals — persona tags are a proxy for Meta’s classification.
Sources: sources/youtube/motion-creative-analytics/.
Notes citing Josh Brampton
- Broad targeting vs interests, lookalikes and retargeting on Meta (2023 → 2026)How targeting advice flipped from Smart Marketer's 2023 70/15/15 interest/lookalike/broad split to 2025–2026 broad-by-default — and the remaining cases for interests (forcing a new avatar, lead gen), geo-only (local), customer exclusions, and Advantage+ as audience research.
- Building Meta creative from personas, angles and awareness levelsReady Set's "main vs testing dimensions" framework (creative target persona, angle, awareness level → visual hook, style, format, partnership ads, talent), Motion's persona → messaging → hook pyramid, and how to find untapped personas in your account.
- Creative similarity and "entity IDs" — why 30 ads can get one ad's worth of deliveryHow Andromeda clusters look-alike ads into one "entity" (industry term), which creative variables make an ad count as different (format, production style, audio, setting, persona), and how to tell similarity from fatigue.
- Diagnosing why a Meta ad isn't working (metric-pattern cheatsheet)Metric patterns that locate where an ad breaks — low thumbstop with OK CTR (fix the hook), high watch with low CTR (stronger CTA), clicks but short watch (shorten), high CTR with no conversions (landing page/offer), rising CPM/CPA on a winner (fatigue), no spend at all (similarity) — and how to turn each into a testable hypothesis.
- How many ads per ad set, and the minimum budget for a Meta campaignPractitioner numbers for ads per ad set (10 to start, 15–20 diverse concepts in a consolidated ad set, 3–6 per concept test, ~20 for ASC) and minimum daily budgets (≥3× target CPA, ≥$100/day for ASC, $100–300 per concept test).
- How to structure a Meta ads account in 2025–2026The campaign layouts practitioners actually run — Dara Denney's testing campaign + Advantage+ (ASC) core, Smart Marketer's one-campaign-per-objective "Andromeda portfolio", CTC's evergreen (acquisition/retention ad sets filled to 150 ads) + marketing-moment campaigns, Ben Heath and Jon Loomer's one-campaign-one-ad-set start, Mars Men's 40 pillar campaigns — plus multiple products, countries, retargeting and the 2020 baseline.
- What Andromeda, GEM and Lattice are, and what they change for advertisersPlain-language model of Meta's 2025–2026 ad delivery stack (Andromeda retrieval → GEM ranking → Lattice unified models), the Advantage+ sales rollout of mid-2025, and the practical consequence that creative, not targeting or structure, decides delivery.
- When to iterate on a winning Meta ad vs make a net-new conceptDiversity (net-new concepts) explores new personas; iteration exploits a proven persona × angle combination — how the 2025–2026 practitioners split effort, what counts as each, and the cases where a small tweak is enough.