My job is keeping your herd moving. Answer honestly and I'll show you where your ads are losing people, then hand you a written creative strategy for your account.
What you walk away with
25questions4optional write-ins1concept brief
Whether your numbers holdYour margin and first order value, run against the most you'll pay for a customer. If the math doesn't hold, you'll see the gap in dollars.
Whether your tests can be readHow much each new concept can spend before you cut it, checked against your own kill rule. Too little, and a good idea looks like a loser.
The belief your ads have to beatWhere your customer sits on the awareness ladder, the belief holding them back, and a first concept brief with three angles against it.
What to fix firstSix phases scored, your gaps in order, and how many new concepts your spend can carry each month.
Estimates are fine. The more honest the answers, the more useful the result.
01ICP Research
Who are we talking to?
Your customer, and where what you know about them comes from.
Which best describes your business?
However you'd describe them to a media buyer.
The way you'd say it to a stranger. It goes into your concept brief.
The thing your ads have to replace. Doing nothing counts.
How it works, not how good it is. This is what a demonstration puts on camera.
Where does what you know about your customer come from?
Select all that apply.
The moment the problem stops being background. Your first concept opens on it.
A review, a comment, a line from a sales call. Their words, not yours. Nothing written down? Type how they describe the problem when they complain.
One to three names. Their reviews are one of the places the belief shows up.
Answer the questions outlined in red to continue.
02Problem Mapping
What beliefs do we need our ads to test?
Most of any market isn't ready to buy on a given day. Every ad speaks to one rung of awareness.
Which awareness stages do your current ads target?
Select all that apply.
Where does the customer you described sit today?
Which of these sounds most like your customer?
The belief your ads have to change. Your customer's, not yours. Tap a selected answer again to clear it.
None of those quite right? Type it the way you actually hear it and we'll use your words instead of a pick above.
The experience behind it: what happened, or what they were told.
One thing, as concrete as you can make it.
One named person, not a segment. Leave it blank and we'll use the name next to the belief you picked.
How many different angles against that belief are running right now?
An angle is one reason to change their mind. Ten ads making the same point are one angle.
Answer the questions outlined in red to continue.
02Problem Mapping
Three angles against that belief.
An angle is one reason to change their mind. Here are three to start from, written for the belief you picked, each with the first line of an ad. Rewrite any of them in your own words; your versions go into your strategy.
What proof can you show?
Select all that apply, or write it in one line below. Every angle needs something to lean on.
Answer the questions outlined in red to continue.
03Creative Production
How do we build testable ideas at scale?
The platform uses up creative faster than most teams can replace it.
How many genuinely new concepts go live each month?
New ideas, not new cuts of the same ad.
How long from brief to live ad?
When a winning ad starts to fade, what happens?
Who can be on camera?
Select all that apply. It decides which concepts your own people carry and which are cast.
So your brief doesn't tell you to do what you did last quarter.
What it said, not how it performed. A winner is where the next round starts.
Claims legal won't allow, words you avoid, anything off limits.
Answer the questions outlined in red to continue.
04Concept Testing
How do we identify winning concepts?
A test is only worth what it can tell you, and that's decided before launch, not after the numbers land.
Before a new ad launches, is a win defined in writing?
How do new ads go live?
How do you decide when to cut an ad?
Your definition of a win, not ours.
Answer the questions outlined in red to continue.
05Post-Click Continuity
Does the page keep the promise the ad made?
Ads introduce a belief. Pages reinforce it. If the message shifts after the click, conversion drops and it looks like a landing page problem when it's a continuity problem.
Does your landing page continue the message the ad started?
Where do your ads send people?
When conversion drops, where does your team look first?
Who can change your landing pages?
The person who acts on a continuity finding.
Answer the questions outlined in red to continue.
06Compounding
What does this round teach the next one?
A winner is where the next round starts, not the end of this one.
When a concept wins, what happens to it?
Did last round's results change what you produced next round?
When a winner fades, can you say why?
Answer the questions outlined in red to continue.
Your numbers
The numbers the arithmetic runs on.
Yours, not ours. We test against them and never set them. Estimates are fine.
A rough figure is fine, like 40000 or 40k.
$
Where does it run?
Select all that apply.
Ad spend divided by new customers, roughly. Last month is fine.
$
The most you'll pay to win one customer.
$
What a new customer spends on their first order.
$
Contribution margin
Do customers buy again?
It decides whether a ceiling above the first order can still hold.
What a new customer is offered today, if anything.
Your risk tolerance, as a multiple of your ceiling, 1 or more. It starts at 2, a common rule; change it if you have your own.
Who runs your ads and holds the numbers?
Answer the questions outlined in red to continue.
Last step
Your diagnostic is ready.
Enter your email to open your diagnostic. We also email you the full plan, so you have it in writing.
Enter a valid email to open your diagnostic.
Ad Diagnostic · results
of 100
System Health
Where your customer is
Where your ads reachWhere your customer sits
What we'd test first
One decision, before the full month.
The first concept, ready to brief
The lead angle written out in full, from your answers. The call turns the rest into scripts like this one.
Your creative strategy
The six phases, applied to your account. Every line is written from your answers.
Your first six months
Six phases, scored
What to fix, in order
If you only do one thing
What it would take
Who does what
Thirty minutes, free. Bring this plan.
We check this strategy against your real numbers, settle the ceiling, and size the month and its production budget with you. You keep the plan either way, whether you work with us or not.
