These paid ad samples were pulled specifically for the hiring team at Articulate to highlight my experience designing performance-focused creative. I’ve included brief context for each ad to explain the design intent and platform use. Apologies in advance for the less-than-perfect image quality!
If you’d like a deeper look into how I approach projects, I’ve also linked a few case studies that showcase my broader work in growth marketing:
If there's anything else you'd like to see, let me know. I'm happy to share more!
Design Strategy:
I designed this ad based on a proven combination from high-performing marketing pages. The lockup—featuring Trustpilot reviews and statistical proof like “30% higher chance of getting a job”—had already shown strong results, especially when paired with social proof to build trust and urgency.
I maintained the brand’s use of dark backgrounds, providing contrast against white feeds to improve visibility.
Objective: Capitalize on a previously successful combination of social proof and value proposition to drive conversions.
Role: Lead Designer
Format: Static feed ad (1080x1080)
Platforms: Facebook, Instagram, Meta Audience Network, Messenger, Meta Business Feed
Category: Employment & Job Search
Outcome: The final design became a high-performing evergreen asset, repurposed across multiple quarters.
My Perfect Resume
“42% Recruiter Response Rate” Ad
Design Strategy:
Focused the design around a data point (“42% higher recruiter response rate”) to quickly convey benefit. Previous landing page A/B tests proved the value proposition to be effective bringing users into the product.
Used iconography to visually break down key features for scannability.
Maintained the brand’s high contrast CTA (“Build my resume”) in a button-like format to improve interaction.
Objective: Boost credibility, drive engagement and traffic with a quantifiable value prop.
Role: Lead Designer
Format: Static feed ad (1080x1080)
Platforms: Facebook, Instagram, Meta Audience Network, Messenger, Meta Business Feed
Category: Employment & Job Search
Outcome: The final design outperformed control creative in early tests, particularly among users aged 25–34. Used across prospecting and retargeting campaigns.
My Perfect Resume
“Make Your Resume Irresistible” Ad
Design Strategy:
This design was more content-driven. Messaging was framed around job-seeker pain points (“Stop getting overlooked”), paired with a clear solution. Similar emotionally-driven copy had performed well on banners.
Used existing illustrations to humanize the message and differentiate from templated ad visuals.
Objective: Capture attention through emotional resonance and illustration.
Role: Lead Designer
Format: Static feed ad (1080x1080)
Platforms: Facebook, Instagram, Meta Audience Network, Messenger, Meta Business Feed
Category: Employment & Job Search
Outcome: Effective in retargeting segments; saw increased engagement from users who had previously clicked but not converted. Strong scroll-stopping performance in early-stage funnel placements.
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chrystal k. ulanday