← Evrgrn portfolio / Tilt · Paid social ad set
Fictional · concept piece Paid social · 4 variants
Project · Tilt

Stop guessing. Start tilting.

Tilt is a fictional brand: an A/B testing tool for indie SaaS founders who don't have a growth team. The brand wanted to feel as confident as a Y2K Mountain Dew can — bright, contrarian, refusing to whisper. Four ad creatives across three formats with three copy variants each.

Client
Tilt (concept)
Channel
Meta + X paid
Variants
4 creatives · 12 copy
Turnaround
28 hours
Tilt ad creative shown on iPhone Instagram feed — hot pink 38% signup lift ad with yellow callout
The brief

Loud, but not stupid.

Tilt's audience is indie SaaS founders running paid acquisition without a growth team. They scroll through Meta and X all day; they recognize generic SaaS bait at twenty paces. The brief was to skip the muted-blue conversion-optimization aesthetic everyone else uses and lean fully into Y2K-coded, late-90s graphic design — chrome, slabs of color, intentionally awkward layout.

Constraint: across three formats (1080×1350 Meta, 1080×1080 IG/X square, 1200×628 LinkedIn), the brand had to read in under 0.4 seconds. Every ad below answers the same brief: "Stop guessing. Start tilting." Different angles, same voice.

The set

Four creatives. Same voice. Different tells.

Each ad shipped at exact platform spec with three rotating headline variants for testing — all hooks rooted in real founder pain.

AD 01 META · INSTAGRAM FEED · 1080 × 1350
tilt

Stop guessing
which copy
actually works.

+38%
Avg signup lift
14d
First test live
Start your first test →
tilt.so/start · free for 14 days
AD 02 IG / X · SQUARE · 1080 × 1080
tilt

38%

avg signup lift

After 14 days. Run unlimited variants. No engineer required.

tilt.so
AD 03 LINKEDIN · X · 1200 × 628
tilt

A/B testing for founders who don't have a growth team.

Free for 14 days tilt.so
+38% SIGNUPS · WK 3
CONTROL → V1 → V2 → V3
AD 04 IG / X · SQUARE · 1080 × 1080
tilt

"I shipped my first A/B test on a Tuesday morning. Two weeks later, conversions were up 41%."

M
Mira Patel
FOUNDER · INVOICEFLO
Try it free → tilt.so
Copy variants · Same creative, rotating headlines

Twelve hooks across the four ads.

Each visual ships with three headline tests so the algorithm picks its winner. These are the ones that survived the first edit — every line had to pass the "would an indie founder retweet this?" sniff test.

01.A · LEAD
Stop guessing which copy actually works.
Most direct. Targets founders mid-paid-spend who feel like they're throwing money at the wall.
CTR target 1.6%Hook Loss aversion
01.B
A/B testing for the rest of us.
Inclusive framing. Pushes against enterprise-only tools (Optimizely, VWO) that price out indie founders.
CTR target 1.4%Hook Tribe identification
01.C
Your homepage is wrong. We'll prove it.
Provocative. Best for X/Twitter audiences. Designed to get quote-tweets, not just clicks.
CTR target 2.1%Hook Pattern interrupt
02.A · STAT-FORWARD
+38% signups in 14 days. Without an engineer.
Pure proof. Specific number + specific timeframe + specific objection ("but I don't have an engineer").
CTR target 1.8%Hook Specificity
02.B
$2k saved on growth tools. First month.
Frames Tilt as cost-saving vs. enterprise A/B competitors. Targets cost-conscious founders.
CTR target 1.5%Hook ROI math
04.A · SOCIAL PROOF
"My first A/B test went live on a Tuesday."
Founder testimonial. Day-of-week specificity ("Tuesday") makes it feel like a real story, not stock copy.
CTR target 1.7%Hook Vicarious win