How Found Uses Problem-Agitate-Solve Ads — And How to Clone It

Oh, 100%. Found isn't using Problem-Agitate-Solve (PAS) because it's a clever marketing hack; they're using it because it’s the most psychologically resonant way to introduce a personalized medical weight-loss solution, especially one involving GLP-1 prescriptions. Think about their target audience: people who've likely tried every diet, every fad, every supplement under the sun. They're jaded. They're frustrated. They've probably wasted hundreds, if not thousands, of dollars. Found recognizes this deep-seated fatigue.

Let's be super clear on this: The direct answer is that Found uses PAS because it allows them to identify and engage a high-intent audience by validating their past struggles, thereby positioning their personalized medical weight loss with GLP-1 prescriptions as the only accessible, lasting solution. This drives significantly higher conversion rates and reduces wasted ad spend. They're not just throwing ads at a wall; they're strategically engaging with a specific emotional state.

What most people miss is that the 'problem' isn't just a generic pain point; for Found, it's the experience of failing at weight loss repeatedly. The 'agitation' isn't just making them feel bad; it's articulating the specific frustrations – the plateaus, the regain, the shame, the constant battle. When Found says, "Tired of diets that promise everything and deliver nothing?", they're hitting a nerve. This isn't just a weight-loss niche play; it's a masterclass in empathetic marketing for a high-AOV product where trust is paramount. Brands like Athletic Greens, while not weight-loss, also excel at framing existing health challenges before introducing their all-in-one solution, building immediate relevance.

This matters. A lot. For a brand offering personalized medical weight loss with GLP-1 prescriptions, the barrier to entry (and commitment) is higher than, say, a protein bar. Found needs to establish profound trust and demonstrate a deep understanding of the customer's journey before they even mention their specific solution. The PAS framework does exactly this. It allows them to lead with empathy, build rapport, and then present their telehealth model as the accessible, authority-backed answer, reducing the perceived risk for someone who's already felt let down countless times. Without this psychological groundwork, their ads would just be another voice in the crowded weight-loss market, quickly scrolled past.

Okay, if you remember one thing from this, it's that PAS isn't about manipulation; it's about validation and relief. The psychology here is fundamental human behavior: we are more motivated to move away from pain than towards pleasure. When Found opens by naming the problem – 'Struggling with weight loss despite trying everything?' – they immediately validate the viewer's experience. This isn't just an ad; it's a mirror. It's a subtle way of saying, 'We get it. You're not alone, and it's not your fault.'

Now here's where it gets interesting: the agitation phase. This is the most important part, and it's where most brands drop the ball. Found doesn't just say 'it's hard'; they articulate the specific, tangible pain points. 'You've wasted hundreds on diets that didn't work,' 'You feel like your metabolism is broken,' 'The shame of starting over, again.' This isn't vague. It's precise. When you use specific numbers ('wasted $340 on products that didn't work') or paint a vivid picture of the emotional toll, you intensify that pain, making it almost unbearable. This isn't to be cruel; it's to create a psychological gap between the current painful state and the promised relief.

Think about it this way: when you deeply agitate a problem, you create a vacuum. Humans abhor a vacuum. We crave resolution. Found steps into that vacuum with their personalized medical weight loss, often highlighting GLP-1 prescriptions and telehealth accessibility. They're not just offering a product; they're offering an escape from the articulated pain. This high-intent audience self-qualification during the agitation phase is critical. You're not paying to show ads to people who are just mildly curious; you're paying to reach people who are actively desperate for a solution to a problem you've perfectly articulated. This dramatically reduces wasted ad spend and skyrockets conversion rates. It’s why brands like Liquid I.V. might agitate dehydration fatigue before offering their rapid rehydration solution.

This psychological framework is incredibly effective for niches like skincare (think 'tired of stubborn acne outbreaks ruining your confidence?'), pet supplements ('watching your dog struggle with joint pain, wishing you could help?'), sleep recovery ('waking up exhausted, dreading another day of brain fog?'), and oral care ('embarrassed by bad breath despite brushing religiously?'). The common denominator is a persistent, frustrating problem that impacts daily life. Found's genius lies in applying this to a medical solution, lending it an air of authority and trustworthiness that a generic diet pill ad simply can't achieve. They understand that emotional resonance precedes logical conversion, every single time.

Great question. Let's get tactical. A Found Problem-Agitate-Solve ad isn't some abstract concept; it follows a very specific structure. Imagine a 30-60 second Meta video ad. The first 3-5 seconds are the 'Problem' hook. It's a direct, relatable statement or visual that immediately signals to the target audience, 'This ad is for you.' Think: a shot of someone looking frustrated in front of a mirror, or a voiceover asking, 'Are you tired of the endless cycle of dieting and regaining weight?' They often use UGC or relatable, unpolished testimonials to enhance authenticity.

The next 5-8 seconds, sometimes even up to 15 seconds for more complex problems, is the 'Agitation' phase. This is where Found truly shines. They don't just state the problem; they elaborate on its pain, using specific language. 'You've tried Keto, you've tried intermittent fasting, you've even tried those expensive meal delivery services, and nothing sticks.' Or, 'You feel like your body is fighting against you, and every time you lose weight, it just creeps back.' They might include specific, relatable frustrations like 'wasted $340 on products that didn't work' or 'spent 6-8 hours per week meal prepping only to feel defeated.' This is where the viewer leans in, thinking, 'Yes, that's exactly me!'

Finally, the 'Solve' phase kicks in, usually around the 10-20 second mark. This is where Found introduces their solution: 'Imagine a personalized weight-loss plan, designed by doctors, that actually works with your body, not against it.' They subtly weave in the unique selling propositions: 'Access to GLP-1 prescriptions if medically appropriate,' 'Ongoing coaching and support,' 'All from the comfort of your home via telehealth.' The solution is presented as the logical, accessible, and authoritative answer to the deeply agitated problem. This structure ensures that by the time they present their $99/month offering, the viewer is primed and receptive, not skeptical.

For example, one winning Found ad might start with a frustrated woman looking at her old clothes ('Problem'). Then, a voiceover details her years of yo-yo dieting, the emotional toll, and the financial burden ('Agitate'). Finally, it transitions to a bright, hopeful scene, introducing Found's medically-backed program as the 'sustainable, science-driven path to lasting weight loss' ('Solve'). This isn't just about showing your product; it's about orchestrating an emotional journey that leads directly to a click. This clear narrative arc is incredibly powerful on platforms like Meta, where you need to hook attention fast and build desire rapidly.

Nope, and you wouldn't want them to. This isn't about magical numbers, but about predictable, optimized performance. When you execute Problem-Agitate-Solve correctly, especially in niches like weight loss, you should expect significantly better performance metrics than generic solution-first ads. We're talking about a 25% higher conversion rate, easily. Why? Because you've pre-qualified your audience so effectively during the agitation phase. They're not just browsing; they're actively seeking a solution to the pain you've just articulated.

Your Cost Per Acquisition (CPA) should see a noticeable drop, often in the range of 15% lower than your baseline. I've seen brands go from $120 CPA to $80 CPA for high-AOV products with this exact framework. The reason is simple: higher conversion rates mean you're extracting more value from the same ad spend. Your Cost Per Click (CPC) might not drastically change, but your Click-Through Rate (CTR) should be strong, especially on the 'Solve' part of the ad, indicating that the agitation has done its job in building interest. We're aiming for an average 2-3x higher engagement rate during the agitation phase compared to standard intros.

Now, let's talk about the Hook Rate. For a well-executed PAS ad, especially on Meta, you should be targeting an 18-22% hook rate (people watching the first 3 seconds of your video). If you're below 15%, your problem statement isn't strong enough or isn't resonating. The agitation phase's view-through rate (VTR) is also critical; if people are dropping off during the agitation, you're not articulating the pain points effectively enough, or they're not specific enough. This is where using concrete numbers, like 'wasted $340 on products that didn't work,' really pays off, making the pain visceral.

For DTC brands in similar niches – skincare, pet supplements, sleep recovery – these benchmarks hold true. For example, a sleep recovery brand I worked with saw their CPA for a $200 mattress topper drop from $70 to $55 by switching to a PAS model that agitated the pain of 'waking up stiff and unrested' rather than just showcasing the topper's features. This format isn't a silver bullet, but it's a powerful weapon for high-intent, problem-solving products, especially when you're scaling on platforms like Meta, where you need to capture attention and build intent rapidly.

Here's the thing: cloning Found's success isn't about copy-pasting their ads; it's about understanding the underlying framework and applying it rigorously to your brand's unique problem and solution. First, you need to deeply understand your customer's 'Problem.' This isn't just generic pain. What's the specific, recurring frustration they face that your product solves? For a skincare brand, it might be 'the endless cycle of breakouts and hyperpigmentation.' For a pet supplement, 'watching your dog struggle to climb stairs, feeling helpless.' Talk to your customers. Read reviews. Analyze support tickets. Identify the exact language they use to describe their pain.

Next, the 'Agitate' phase. This is your leverage. How can you make that problem feel worse? Not in a negative way, but in a relatable, validating way. Use specifics. If your brand sells sleep recovery, don't just say 'tired.' Say, 'Waking up at 3 AM, staring at the ceiling, dreading another day of brain fog and irritability at work.' Use numbers if possible: 'Wasted $X on sleep aids that left you groggy.' This is where you connect emotionally. Found excels at this by articulating the 'failed diet' narrative, making it deeply personal. Spend 5-8 seconds here. This is crucial for niches like weight-loss, skincare, pet-supplements, sleep-recovery, and oral-care, where the problem is chronic and frustrating.

Then, introduce your 'Solve.' Your product or service needs to be the clear, undeniable answer to the agitated problem. Found, for example, positions telehealth with GLP-1 prescriptions as the accessible, science-backed solution to chronic weight struggles. For your brand, frame your solution in terms of relief from the agitated pain. If you're a haircare brand, it's not just 'stronger hair'; it's 'finally having hair that doesn't break every time you brush it, restoring your confidence.' Highlight your unique mechanism – personalized formulas, specific ingredients, a unique delivery method – that makes your solution superior to all the failed attempts your customer has already experienced.

Finally, production. This hook format thrives on Meta, where video content is king. Don't overproduce. Authenticity often beats gloss. UGC-style ads, even if staged, can be incredibly effective. Test 5-7+ creative variations per week for your Problem-Agitate-Solve ads, constantly iterating on the problem statement and agitation points. A/B test different hooks. Does 'Are you tired of...' perform better than 'Do you struggle with...'? Does mentioning a specific cost of failure (e.g., '$340 wasted') resonate more than a general statement? This rigorous testing, coupled with a deep understanding of your customer's pain, is how you clone Found's playbook, not just their ad aesthetic. This isn't theory; this is the tactical work you need to do.

You're probably thinking, 'This sounds easy enough.' But honestly, it's where most brands stumble. The biggest mistake? Not genuinely understanding and articulating the specific problem. Many marketers use generic problems like 'You want to lose weight' instead of 'You're stuck in a weight-loss plateau, feeling like your metabolism is broken.' Generic problems lead to generic agitation, which leads to generic results. Found goes deep; you need to too. Talk to your customers. What keeps them up at night? What have they tried that failed? What's the emotional cost of the problem?

Another critical error is rushing the 'Agitate' phase. This is the most important part, remember? If you spend only 2 seconds on it, you haven't built enough emotional resonance to make your 'Solve' compelling. You need to let the pain sink in. Think about it: if you're talking to someone about their chronic back pain, you don't just say, 'Back pain sucks.' You ask about how it impacts their sleep, their work, their ability to play with their kids. Found spends that crucial 5-8 seconds making the viewer feel the full weight of their weight-loss struggles, often citing the financial and emotional toll. Don't skimp on this.

Then there's the 'Solve' mismatch. Your solution must directly and convincingly alleviate the agitated problem. If you agitate the frustration of yo-yo dieting, but your solution is just another generic diet pill, it won't land. Found solves the 'failed diets' problem with 'personalized medical plans and GLP-1 prescriptions' – a direct, authoritative answer. Ensure your solution is positioned as the unique resolution to the specific pain you've highlighted. This is where brands often go too broad, making their solution feel like just another option instead of the option.

Finally, ignoring performance data. Your Hook Rate, VTR on the agitation phase, and CPA are your guiding lights. If your Hook Rate is low (below 15%), your problem statement isn't grabbing attention. If people drop off during agitation, you're not articulating the pain effectively. If your CPA isn't improving, your solution might not be compelling enough, or the problem/agitation isn't strong enough. This isn't a set-it-and-forget-it strategy. It requires constant iteration and analysis, just like any other high-performing ad strategy. Don't be afraid to kill underperforming creatives fast and test new problem statements or agitation angles.

Here's the thing, I get a lot of questions about this strategy, and they're usually pretty similar to what you're thinking right now.

Won't focusing on the 'Problem' make my brand seem negative? Nope, and you wouldn't want them to. It's not about being negative; it's about being relatable and empathetic. Found doesn't dwell on negativity; they acknowledge a shared struggle. By validating the customer's pain, you build immediate trust and credibility, showing that you understand their journey before offering a solution. It's a powerful way to connect with an audience that feels misunderstood.

Is this hook format only for 'medical' or 'serious' problems like weight loss? Not in a million years. While Found excels with medical solutions, PAS works for any product that solves a persistent, frustrating problem. Think about brands like Caraway solving kitchen clutter and unhealthy cookware, or Eight Sleep solving poor sleep and temperature regulation. If your product alleviates a pain point – big or small, emotional or physical – PAS is a highly effective framework to consider.

How many different Problem-Agitate-Solve ad variations should I test? Okay, if you remember one thing from this: test, test, test. For optimal performance, you should be testing at least 5-7 distinct creative variations per week. This means experimenting with different problem statements, varied agitation points (e.g., financial cost vs. emotional toll), and even different ways of presenting your solution. Found is constantly iterating, and you should be too, especially on Meta, where creative fatigue is real.

My product is a 'nice-to-have,' not a 'must-have' problem solver. Can PAS still work? That's a great question, and yes, it can, but you'll need to reframe. For 'nice-to-have' products, you might need to agitate a 'latent' problem or an aspirational gap. For instance, a luxury watch brand might agitate the problem of 'feeling overlooked' or 'not projecting the success you've earned,' then offer the watch as the solution to elevate status. It's about finding the underlying emotional void your product fills, even if it's not a direct pain like weight loss.

What's the ideal length for a Problem-Agitate-Solve video ad on Meta? Typically, for a PAS ad on Meta, you're looking at a sweet spot of 30-60 seconds. The 'Problem' should be 3-5 seconds, the 'Agitate' phase is crucial at 5-8 seconds (sometimes up to 15 seconds for more complex issues), and the 'Solve' takes the remaining time. This allows you enough space to build the narrative and deliver the solution without losing attention. Longer ads can work, but require even stronger hooks and engaging visuals to maintain audience interest.