How Do I Create Good Creatives, Primary Text, and Headlines?

First thing is to understand that I want to do my testing by concept. If you've had an Instagram account for a year, but never run ads, what's your best engaging content? That's a great place to start because the organic side and the paid side of Facebook runs on the same machine. Anything that works organically is going to have a leg up when you run it as paid media. It earned reach and engagement. So if you just start with that and you've seen any success anywhere in your business, odds are you'll have a winning ad in no time flat.