1-Page summary
Ad Creation
• Classic ads that have been running successfully for decades rely on basic human psychology, which hasn’t changed much. Adapt them to modern platforms, and they still work incredibly well
• Human psychology changes very little over time, so the persuasive structure of ads remains largely the same. Tap into that to create timeless, adaptable ads
• Powerful ads tend to work well whenever you deploy them. You can always go make sure that your first five seconds is especially powerful.
• The goal is create base your framework on classic ads that have worked with real traffic, some running for 3, 4, or 5 years without being changed.
• Understanding your audience’s pain points and crafting ads around their solutions is the fastest way to convert clicks into customers
• Copywriting success comes from understanding timeless persuasive techniques, and AI allows you to apply those quickly across platforms.
• These prompts are designed to help AI mirror the creativity of top human copywriters while minimizing the need for heavy editing.
• Always focus on crafting copy that speaks directly to your audience’s core desires and pain points—it’s what makes them stop and click.
Scaling
• Run ads to micro audiences first, analyze cost per conversion, and scale the winning ad sets to broader, more expensive audiences
• Scaling happens best when you identify your most profitable audience segments through testing, then expand to lookalikes and other similar groups
• Start with broad testing, then narrow down based on performance metrics like cost per acquisition and return on ad spend
• The real key to scaling is knowing when to leave behind the non-performers and double down on the ads that convert.
• Scaling should be a gradual process; ramp up your budget incrementally to maintain a stable cost per acquisition.
• Don’t rely on one ad format—test videos, carousels, and static images to see what works best for your audience
Optimization
• Always keep an eye on frequency—ads that are shown too often to the same audience can lead to diminishing returns
• When scaling, keep your creatives fresh to avoid ad fatigue. Frequent updates can keep engagement high.
• Retargeting plays a crucial role in scaling—re-engage users who have shown interest but didn’t convert the first time. Specifically, remarketing lists for search ads (RLSA) allow you to target users who have already interacted with your brand, leading to higher conversion rates.
• Use lookalike audiences derived from your best-performing customer segments to expand your reach while maintaining efficiency.
• Landing page relevance is a major factor in determining your ad’s success. Your message should be consistent from ad to page.
• Ad scheduling can be a powerful tool—running ads at the right time of day can drastically improve conversion rates
• Always test multiple ad variations, even within a single campaign. The smallest changes can sometimes yield the biggest improvements.
Tracking & Data
• Conversion tracking tells you what users do after they click on your ad. That’s where the real value lies—understanding post-click behavior
• Every dollar spent on ads should be tied to measurable actions. Conversion tracking allows you to see exactly what actions are being driven by your spend.
• Measure not just clicks, but what happens afterward—engagement, sales, and deeper metrics
• Responsive ads automate the process of finding the best combination of headline and description to reach the widest, most relevant audience
• Track everything from form fills to phone calls. This data will help you optimize for conversions, not just impressions or clicks
• Conversion tracking is not just about what happens post-click—it’s about understanding the entire user journey.
• Post-click actions, like time spent on the site and page depth, can tell you a lot about the quality of the traffic you’re buying
Google Ads
• Google Ads offers you an ocean of possibilities, but success lies in mastering the small details like keyword match types and ad rotation settings.
• Google Ads lets you split-test everything—from ad copy to landing pages—so you can continuously optimize for the highest conversions
• Never underestimate the power of long-tail keywords; they may have lower search volume but often convert at a higher rate.
• “Look at your cost per click (CPC) in relation to cost per acquisition (CPA) to ensure that you’re spending efficiently.”
Facebook Ads
• “Facebook’s algorithm rewards high engagement—use this to your advantage by creating ads that encourage likes, comments, and shares.”
• Use video ads to tell a story—video tends to perform better on Facebook, and it can help you build a deeper connection with your audience.