How to use: Duplicate this page every time you brief a new ad creative. Fill in each section. Hand it to your creator, editor, or use it yourself. The more specific you are here, the better your ads will perform — Leo Luo
| Field | Details |
|---|---|
| Ad Name | [Concept]_[Format]_[Hook]_[Creator]_[Version] ← Use this naming convention |
| Concept Being Tested | e.g., Gut Health, Taste-First, Clean Ingredients, Founder Story |
| Variable Being Tested | What ONE element is different from the base creative? Hook / Creator / Format / CTA / Body Angle |
| Target Audience | Who is this ad speaking to? Be specific. |
| Goal of This Ad | What are we trying to learn? e.g., "Does a gut health angle convert better than taste-first?" |
| Landing Page URL | Where does this ad send traffic? Match the angle. |
| Offer | What’s the offer? e.g., 20% off first order, free shipping, bundle deal, subscribe & save |
| Budget | Planned spend: $200–500 recommended per variation |
| Launch Date |
This is the single biggest lever in your ad. If the hook doesn’t stop the scroll, nothing else matters.
Hook script / description:
Write the exact opening line or describe the visual. Be specific.
Example: "I’ve tried every gut health supplement on the market. This is the first one that actually worked." (creator holds product, direct eye contact, casual kitchen setting)
Hook style: