From a square on the map to a paused ad set

Brief

A brief is written from a square. It names the buyer, the problem and the stage, then lists the hooks: different first lines for the same argument. Under the hooks sits one shared body, so every ad made from the brief says the same thing after its opening.

Script and make

The script picks a format from the catalogue, which says what that format fits, the beats it runs in, the assets it needs and the checks a finished ad has to pass. The studio then makes one ad per hook, captioned, in a single session.

Review and ready

At ready, the ads from one brief are packaged together: the shared primary text, the headline, the button and the landing page, with a preview of each ad in the feed it will run in. The landing page is chosen on the same screen as the copy, so the promise and the page are reviewed together.

Then the set goes to Meta as one ad set, paused. Nothing spends until someone switches it on, and if Meta is not connected the package stays exactly as it is and the screen says what is missing.

Live

Once live, the concept's square on the map shows what it spent and the cost per order it earned, and ad rules start reading it: proposing a kill, a scale, or nothing. The map then has one more answer on it, and the next brief starts from what it says.