# How to come up with ad angles

> Find ad angles in your reviews, comments, support chats and rival ads. Six sources, a simple tally, a scoring sheet and a worked example you can copy.
- **Author**: Marxx
- **Published**: 2026-10-29
- **Category**: Creative
- **URL**: https://marxx.ai/library-guides/how-to-come-up-with-ad-angles

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Come up with ad angles by reading what buyers already say in reviews, comments, questions and rival ads. Tally the reasons behind their words and test the top three as separate ads.

An [ad angle](/glossary/ad-angle) is the reason someone should care.

## Six sources

1. **Your reviews.** Also read reviews of rival products. Copy the exact phrases.
2. **Comments under your ads.** Include the complaints and the questions.
3. **Support chats and WhatsApp messages.** Buyers state their worries there.
4. **Your sales team.** Ask why the last ten buyers said yes.
5. **Rival ads.** Note the angles they repeat. See [how to compare your ads with competitors](/guides/how-to-compare-your-ads-with-competitors).
6. **Objections.** Every reason people do not buy is an angle that answers it.

## Steps

1. Collect at least 40 lines of customer words.
2. Next to each line, write the reason behind it in three to five words.
3. Group the same reasons together and count them.
4. Score the top groups from 1 to 3 on three questions. How often does it come up? Can your product prove it? Is it fresh, meaning you and your rivals rarely use it?
5. Turn the top three into three different ads. See [how to write ad hooks](/guides/how-to-write-ad-hooks).

## A worked example

Say you sell an INR 899 back-support cushion for people who work from home. You read 40 reviews and write down the main reason in each.

| Reason | Reviews |
|---|---|
| Back aches after long calls | 14 |
| Cheaper than a new chair | 9 |
| Fits any chair | 7 |
| Easy to carry | 6 |
| Gift for parents | 4 |

Then you check three rivals in the Meta Ad Library. Most of their ads say "comfort". None says "cheaper than a new chair". You score the top three.

| Angle | How often | Can you prove it | Fresh | Total |
|---|---|---|---|---|
| Back aches after long calls | 3 | 3 | 1 | 7 |
| Cheaper than a new chair | 2 | 3 | 3 | 8 |
| Fits any chair | 2 | 2 | 2 | 6 |

"Cheaper than a new chair" scores highest because nobody uses it. Test it first, then the back-ache angle. These are example lines we wrote:

- Cheaper than a chair: "Skip the INR 15,000 ergonomic chair. Try this INR 899 cushion first."
- Back aches: "Back aching by your third call? Put this behind your lower back."
- Fits any chair: "Works on your dining chair too."

Each line is a different reason, so each reaches different buyers. That is [creative diversity](/glossary/creative-diversity). For more openers, browse [50 ad hook examples](/templates/ad-hook-examples).

## Mistakes to avoid

- **Starting from your product's features.** Start from the buyer's reasons.
- **Running one angle in twenty versions.**
- **Using an angle you cannot prove.** A claim needs real evidence.
- **Copying a rival's exact words.** Copy the idea, not the sentence.

We make Marxx. It builds personas from comments and reviews, which helps with sources 1 and 2.

## FAQ

### How many angles should I have ready?

Three to five. Test them one per ad set, then keep the winners.

### What is the difference between an angle and a hook?

The angle is the reason to care. The hook is the way you open that reason in the first seconds.

### Can I use an angle a rival already uses?

Yes, if you have a sharper take or better proof. A crowded angle is proven, but it is harder to stand out in.

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