The blog: how we work
50 practical articles on how we work at Wave: strategy, production, ads, and measuring results.
Creative strategyContent That Sells vs Content That Just Looks Good
Content that sells starts with one question: what should the viewer do after watching? Here are the signs that separate it from content that only looks good, and how to measure it.
4 min read
Creative strategyThe First 3 Seconds: How We Write Hooks That Stop the Scroll
A hook is not just a clever line. It is a visual, on-screen text and a spoken line working together in the first 3 seconds. Here is how we write and test them.
4 min read
Creative strategyHow We Analyze Your Competitors' Ads Before Writing a Line
Competitor ad analysis is not copying. It is a map of what the market has already said and the gap nobody has filled. Here is our process, step by step.
4 min read
Creative strategyWhat Is Creative Strategy? A Practical Explanation From Our Work
Creative strategy is the bridge between a sales goal and the video that gets filmed. Here is what it covers, what it produces, and how it differs from a content plan.
4 min read
Creative strategyContent Angles: Turning One Product Into Ten Ad Ideas
The same product can be sold ten ways, because every customer has a different reason to buy. Here is how we find angles and pick the first ones to run.
4 min read
Creative strategyOne Idea, Many Versions: Why We Test Before We Scale
The most expensive ad mistake is putting the whole budget on one video because you like it. Here is how we test several versions of one idea and let the numbers choose.
4 min read
Creative strategyHow We Build a Monthly Content Plan Tied to Sales
A monthly content plan tied to sales starts with one question: what are we selling this month? From there every post and video has a clear job and a number to judge it by.
4 min read
Creative strategyHow We Read Your Account Data to Find What Sells
Your account data holds the answer to “what sells?” but only if you ask it the right questions. Here is how we read ads, page and sales data together.
4 min read
Content productionFrom Script to Final Cut: The Journey of a Video at Wave
A good ad video does not start with the camera or end in the edit. These are the stages every video goes through with us, and who does what at each one.
4 min read
Content productionHow We Write Ad Scripts That Sell in the Local Dialect
A script that sells is written in the words customers actually use, not catalog language. Here is how we write in dialect, with a template and a full example.
4 min read
Content productionReels That Bring Messages: What We Do Differently
A Reel that brings messages is designed around one question from the first second: what does the viewer need to see before they write to you? Here is how we build them at Wave.
4 min read
Content productionUGC Ads: Why Simple Videos Sometimes Sell More
A UGC ad looks like it came from a real customer: shot on a phone, talking about an experience. Here is when it outsells big productions, when it doesn't, and how we prepare one.
4 min read
Content productionVertical or Horizontal Video? When We Use Each
Most ads are watched on phones, so vertical is the default. But some placements still need horizontal. Here is our practical guide to choosing the format before the shoot, not after.
4 min read
Content productionShoot Day: How We Plan to Leave With More Than One Video
A good shoot day is decided before we reach the location. Here is how we prepare in order, and how we run the day hour by hour to come back with a month of content instead of one video.
4 min read
Content productionEditing for Retention: Keeping People Watching
Editing that keeps viewers isn't effects or fast transitions. It's small decisions every second: what to cut, what to move up, and where to put the words. Here is our approach, part by part.
4 min read
Content productionHow We Film Your Product to Sell It, Not Just Show It
A product video that sells answers the customer's questions before they ask: what does it solve, how does it look in my hand, why should I believe it? Here is how we film products, from the first question to the last shot.
4 min read
Media buyingWhat Media Buying Really Is (and Why It Isn't Boosting)
Boosting pays to show one post to more people. Media buying decides who should see what, in what order, on what budget, and when to stop. Here is the difference in detail.
4 min read
Media buyingBudget Isn't Always the Problem: Mistakes That Burn Ad Spend
Most accounts that come to us ask for a bigger budget, and most have a problem somewhere else. Here are the mistakes that burn spend, and how we spot each one.
4 min read
Media buyingHow We Structure Meta Ad Campaigns From Scratch
A well-built Meta account answers one question clearly: what sells? Here is the structure we build from scratch for every new client, in order, with an e-commerce example.
4 min read
Media buyingGoogle Ads for Local Businesses in Jordan
Google Ads reach someone searching for your service right now. Here is how we build them for a local business in Jordan, from choosing Arabic and English keywords to tracking calls and messages.
4 min read
Media buyingTikTok and Snapchat Ads: When We Use Them for Clients (and When We Don't)
TikTok and Snapchat are not a replacement for Meta. They are channels we add when the client's buyers are there and the content fits the platform. Here is how we decide.
4 min read
Media buyingAd Targeting: How We Reach People Who Actually Buy
Targeting today isn't a long list of interests. It's a mix of your customer data, a few deliberate settings, and creative that speaks to the right buyer so they select themselves.
4 min read
Media buyingWhatsApp Ads: Turning Views Into Conversations Into Sales
A WhatsApp ad isn't finished when someone sends a message. Here is the full path we build, from the first second of the video to a confirmed order.
4 min read
Media buyingWhen We Stop an Ad and When We Scale It
Stopping an ad too early wastes a chance. Scaling it too fast can break it. These are the rules we use to decide with numbers, not feelings.
4 min read
MeasurementCost per Conversation: The Number You Should Watch
Cost per conversation is what you paid in ads for each person who started a chat with you. Simple number, but reading it correctly separates campaigns that sell from campaigns that collect questions.
4 min read
MeasurementROAS Explained: How We Calculate It, Judge It and Improve It
ROAS is how many dinars of sales came back for every dinar spent on ads. But a ROAS of 4 can be profit for one store and a loss for another. Here's why.
4 min read
MeasurementLikes Aren't Sales: The Metrics That Mislead You and What to Watch Instead
An account with thousands of likes can sell nothing, and an ad with modest engagement can fill a shop. Here are the metrics that mislead and what we measure instead.
4 min read
MeasurementConversion Tracking: Meta Pixel and Google Tag Manager Made Simple
Without correct tracking, platforms can't tell who bought, so they optimize ads for the wrong thing. Here are the tools, the events and the checks we run before any launch.
4 min read
MeasurementWhat's Inside the Monthly Report We Deliver
Our monthly report isn't a stack of Ads Manager screenshots. It answers four questions: how much we sold, what it cost, what worked, and what we'll do next month.
4 min read
MeasurementCost per Lead: Lowering It Without Losing Lead Quality
A $1 lead that never picks up the phone costs more than a $5 lead who signs up. Here's how we balance cost and quality, step by step.
4 min read
StorytellingWhy a Story Sells Better Than an Offer
The offer closes the sale, but the story is what opens the door. Here is how we turn a shouting discount ad into a story people watch to the end.
5 min read
StorytellingStories From Everyday Life: Using Grandma and Grandpa in Ads
Grandma, grandpa's school shoes, the restaurant that opened decades ago: stories every Jordanian and Gulf home knows. Here is how we turn them into ads that sell.
4 min read
StorytellingStory Structure in a 30-Second Ad
Thirty seconds is enough for a full story if you know what happens in each second. This is the structure behind most of our story ads, with a complete script as an example.
4 min read
StorytellingHumor in Ads: When It Works and When It Hurts
A funny ad can spread and sell, or spread while nobody remembers what it was selling. Here is how we decide when to use humor and how we tie it to the product.
4 min read
StorytellingYour Brand Story: Telling It in One Video
A brand story isn't company history or a list of achievements. It's one answer to 'why do you exist?', and it fits in one video if you know what to cut.
4 min read
Marketing by sectorMarketing Restaurants and Cafés: What Actually Works
A restaurant doesn't need more content. It needs content that makes the right people hungry at the right time and in the right area. Here is how we market restaurants and cafés.
4 min read
Marketing by sectorMarketing Car Dealers and Service Centers
A dealer sells a big decision that takes weeks; a service center sells something customers return to every few months. Each needs its own plan, and here is how we build them.
4 min read
Marketing by sectorMarketing Schools and Universities: Reaching Parents and Students
In education, the person who chooses and the person who pays are often different. Here is how we build two messages and a yearly calendar that reach parents and students at the right time.
4 min read
Marketing by sectorMarketing Clinics and Beauty Brands
In clinics and beauty, customers buy trust before they buy a service or product. Here is how we build that trust with content and ads while respecting platform rules.
4 min read
Marketing by sectorMarketing E-commerce Stores: From Ad to Order
An online store doesn't lose customers only at the ad. It loses them at every step between the click and the order. Here is how we walk the whole path and fix the leaks one by one.
4 min read
Marketing by sectorMarketing Hotels and Event Venues: From First View to Booked Date
People don't book a hall or a room from a pretty photo. They book when they can picture themselves there and get a fast, clear answer. Here is how we build that.
5 min read
Marketing by sectorMarketing Fashion and Clothing Stores: Selling the Piece, Not Just Showing It
A clothing shopper has two questions: how will this look on me, and will the size fit. Content that answers both is what sells.
4 min read
Marketing by sectorMarketing to the Gulf From Jordan: What Changes and What Stays the Same
An ad that worked in Amman won't automatically work in Kuwait or Riyadh. The idea can stay, but the dialect, faces, price and platform have to change.
4 min read
How we workYour First Week With Wave: How We Start With a Client
We don't spend a single dinar on ads in the first week. We spend it understanding, analyzing and building a clear plan, because that week shapes the months after it.
4 min read
How we workWhat We Need From You to Get Started: A Checklist
The fastest start with any agency happens when information and access are ready on day one. Here is the list we ask for, and why each item matters.
4 min read
How we workHow to Choose a Marketing Agency in Jordan: 10 Questions to Ask
Choosing an agency isn't just about design or price. It's deciding who will spend your budget and how they will hold themselves accountable. These questions show the difference fast.
4 min read
How we workIn-House Marketing Team or Agency? A Practical Comparison
The real question isn't which is cheaper. It's who can cover every role that winning ads require. Here is a straight comparison to help you decide.
4 min read
How we workWhat Determines the Cost of Marketing: Agency Fees and Ad Budget
Marketing cost isn't one number. It's agency fees, the ad budget paid to platforms, and costs on your side. Each part has its own drivers.
4 min read
How we workLanding Pages: Why a Good Ad Loses Without One, and How We Build Them
The ad brings the visitor, but the page decides whether they order. A clear, fast page that continues the ad's message can change what the same budget delivers.
4 min read
How we workFrom Media Buyer to Agency: Why We Built Wave This Way
Wave was built on a lesson its founder learned inside ads manager: targeting and budget can't rescue weak content. So every stage of an ad lives under one roof.
4 min read