Ad triage library

Before / after ads for telehealth teams.

A working library for studying great ads, fixing weaker ads, and transferring proven creative patterns into telehealth without copying another brand.

Gold standardUse Hims and Ro-style ads to show what great direct-response healthcare creative gets right.
Fixable beforeUse weaker ads for true before/after rewrites when trust, claims, or CTA clarity break down.
Pattern transferBorrow the mechanism, not the asset: directness, humor, proof, product focus, or process clarity.
Gold standard ad Ro-style pattern Picture ad teardown De-identified composites
View sample teardowns
How it works

Not a swipe file. A diagnosis.

Each entry starts with a public ad pattern, then turns it into something a telehealth team could actually test without overpromising, confusing the patient, or making the brand harder to trust.

01 / Find

Pull public ads

Search Meta Ad Library and Google Ads Transparency Center by brand, condition, offer, or campaign pattern.

02 / Diagnose

Name the weak point

Score clarity, claims safety, patient expectation, CTA strength, trust proof, and landing-page fit.

03 / Rewrite

Show the better version

Create revised headline, primary text, CTA, and visual direction without copying another brand's creative.

04 / Enable

Give the prompt

Include AI prompts and creative briefs so the team can generate more variants themselves.

Gold standards + pattern transfers

Great ads are not always the before.

Some ads should be treated as benchmarks, not problems. The library can show what they get right, then translate the mechanism into a version with stronger clinical framing, clearer eligibility, or a different telehealth category.

Gold standard

Bold men's health Facebook ad.

Based on a widely shared Hims Facebook ad archived by SwipeFile. This is not a bad ad. It is useful because it shows how direct copy, one visual idea, and a guarantee can make a sensitive category instantly legible.

Pattern transfer

Keep the directness. Add the clinical frame.

The goal is not to make this less memorable. The goal is to keep the clarity while making the ad easier to stand behind in a clinical category.

  • What works One plain promise, one product cue, one guarantee. No vague wellness language.
  • Watchout A very cheeky claim can become the whole message. Sensitive categories need privacy, eligibility, and provider review close by.
  • Transferable mechanism Direct benefit + risk reversal + simple visual. Use it without copying the exact joke, brand, or claim.
Revised concept Trust-led directness
Private care, reviewed online.

Primary text: Answer a few health questions from home. If treatment is appropriate, a licensed provider reviews options that may fit your goals and medical history.

CTA: Start private intake

AI prompt: Create ten direct-response telehealth ads that use one bold promise and one simple product visual, while adding privacy, eligibility, and licensed-provider review.
De-identified image ad

At-home fertility kit ad.

Based on a real public image-ad pattern for at-home male fertility testing and storage. This kind of ad can be visually clear, but the value proposition needs to balance product convenience with clinical confidence.

Google image ad De-identified
Sperm analysis kit Product-led visual with storage offer as the hook.

Primary text: Test key fertility markers from home and see options for storage and next-step planning.

CTA: View the kit

Pattern source: public image-ad listing, brand details changed for this mockup.

After triage

Make the image explain the care path.

The revised visual keeps the product concrete, but adds more trust structure: what the kit does, what happens after the result, and why someone should believe the process.

  • What works The product is tangible, so an image ad can reduce abstraction and make the offer easier to understand.
  • What to sharpen Storage is a feature. The stronger patient question is: will this tell me what to do next?
  • Trust opportunity Show the path from kit to result to clinician-informed next step, rather than only showing the kit or discount.
Revised image concept Process-led
Test at home. Know the next step. Kit, lab result, and follow-up path shown in one simple visual.

Primary text: Use an at-home fertility test to understand key semen parameters, then review what your results may mean and what to consider next.

CTA: See how testing works

AI prompt: Create five image-ad concepts for an at-home fertility test that show kit, result, and next-step guidance without implying a guaranteed diagnosis or outcome.
Gold standard search pattern

Ro-style speed and duration ad.

Ro-style ED search ads are strong because they make the product difference obvious fast. The pattern is worth studying: specific use case, concrete product benefit, and low-friction online access.

Google text ad Ro-style composite
Fast-acting ED care online

Primary text: Get treated from home with access to genuine medication options, if appropriate. Provider review included.

CTA: Start private intake

Pattern source: public ad-intelligence listing, details changed for this mockup.

Pattern transfer

Keep the memorable hook, add the medical frame.

The rewrite keeps convenience and speed in the concept, but moves the first click toward privacy, provider review, and fit instead of making performance the only takeaway.

  • What works The ad is direct, distinctive, and tied to a clear use case.
  • What to sharpen Speed/duration language can dominate the trust story. The ad should make provider review and appropriateness impossible to miss.
  • Trust opportunity Lead with private intake and licensed review, then support with onset/duration as secondary product detail.
Revised concept Trust-led
Private ED care, reviewed online.

Primary text: Answer a few health questions from home. If treatment is appropriate, a licensed provider reviews options that may fit your goals and medical history.

CTA: Start private intake

AI prompt: Create ten ED ad variants that keep the hook direct but put privacy, provider review, and medical appropriateness ahead of speed or duration claims.
Public source path

Live Meta / Google ad pull.

The full library would pull fresh ads from public transparency tools, then log the source URL, brand, condition, hook, CTA, landing page, and what we changed.

Public library Workflow
Meta + Google source links.

Start with a brand or condition, save the public source, then write the revised concept from scratch.

Sources: Meta Ad Library and Google Ads Transparency Center

After triage

Make each example useful, not just interesting.

Each teardown should teach a reusable principle: when to lead with eligibility, when to lead with proof, when to simplify the CTA, and when to pull back a claim.

  • Source rule Keep the original brand, source, date found, and channel visible for context.
  • Creative rule Do not reuse competitor assets. Describe the pattern, then create a new visual direction.
  • Prompt rule End each entry with a prompt the reader can use to create more safe, differentiated variants.
Library fields Reusable
Hook. Risk. Rewrite. Prompt.

Every example should show the old pattern, the likely patient interpretation, the safer sharper version, and the AI workflow to create variants.

CTA: Build the next batch

AI prompt: Given this public ad pattern, create five new ad concepts for the same buyer situation without copying the brand, visual asset, exact wording, or landing-page structure.
Pattern sources for this mockup include public ad libraries and ad-intelligence pages such as Meta Ad Library, Google Ads Transparency Center, SwipeFile's archived Hims Facebook ad, and public AdSpyder domain ad-analysis pages. The examples above are altered composites for critique and education.
Build the real library

Turn public ad patterns into better creative decisions.

The full version could be gated, filterable by category, and updated with new public ad examples from Meta and Google. Each teardown can end with a revised ad concept and a prompt your team can reuse.

Build an ad triage library